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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
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Pengaruh Product Bundling, Word of Mouth, dan Brand Awareness Terhadap Repurchase Intention: Kasus Konsumen Kopi Kenangan di Salatiga Labibah Hasna Syatiqa; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10203

Abstract

Penelitian ini diorientasikan untuk mengevaluasi efektivitas implementasi product bundling, word of mouth, serta tingkat brand awareness mampu memengaruhi kecenderungan konsumen Kopi Kenangan di wilayah Salatiga dalam melakukan pembelian ulang. Pendekatan penelitian yang diterapkan bersifat kuantitatif dengan rancangan eksplanatori, yang bertujuan menjelaskan hubungan kausal antarvariabel melalui pengujian empiris. Populasi penelitian adalah masyarakat yang pernah membeli produk Kopi Kenangan, Sebanyak 200 partisipan penelitian ditetapkan sebagai unit analisis, yang penentuannya dilakukan melalui teknik purposive sampling dengan pertimbangan khusus, yakni responden harus memiliki riwayat transaksi pembelian berulang (lebih dari satu kali), berusia di atas 15 tahun, dan laki-laki atau perempuan. Penghimpunan data primer dilakukan dengan memanfaatkan instrumen survei berbasis internet, di mana respons diukur menggunakan rentang penilaian Likert lima tingkat (1–5). Variabel independen terdiri atas Product Bundling, Word of Mouth, dan Brand Awareness, sedangkan variabel dependen adalah Repurchase Intention. Peneliti menerapkan teknik analisis regresi linear berganda berbantu SPSS, dengan melewati tahapan uji asumsi klasik serta uji kualitas data. Hasil uji hipotesis (t, F, dan R2) menunjukkan adanya pengaruh signifikan dari faktor Brand Awareness, Word of Mouth, dan pengemasan produk (Product Bundling) terhadap niat pembelian kembali oleh konsumen. Sebagai implikasi praktis, manajemen disarankan untuk memperkuat strategi pemasaran terpadu dan kualitas pelayanan demi menjaga loyalitas konsumen.
The Influence Of Social Network And Self Efficacy On Job Attainment: The Role Of Work Readiness Mediation Nindya Putri Maharani; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10229

Abstract

This study investigates the influence of social networks and self-efficacy on university graduates’ job attainment, with work readiness as a mediating factor. Employing a quantitative survey method, data were collected from 200 purposively sampled 2024–2025 graduates domiciled in Central Java using structured online questionnaires. Social networks refer to formal and informal connections for accessing information, support, and job opportunities, while self-efficacy reflects individuals’ confidence and resilience in planning and executing career-related actions. Work readiness encompasses skills, knowledge, and personal attributes enhancing employability, and job attainment measures post-graduation employment success in terms of speed, relevance, and quality. The analytical strategy adopted a Partial Least Squares method via SmartPLS 4.0 to test the proposed model. Measurement properties were first confirmed through validity and reliability checks, followed by structural testing to determine the presence of direct, indirect, and mediating effects. The results show that social networks and self-efficacy significantly influence job attainment, both directly and indirectly through work readiness, highlighting the importance of external support, internal belief, and competency development in securing employment. The study also notes limitations related to sample scope and respondent subjectivity.
Analisis Kepercayaan Konsumen, Online Customer Review, Dan Citra Merek Terhadap Niat Pembelian Ulang Di Marketplace Tiktok Firda Ainiya; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10273

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan konsumen, online customer review, dan citra merek terhadap niat pembelian ulang pada marketplace TikTok. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta yang pernah melakukan pembelian ulang di TikTok Shop. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 140 orang. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial kepercayaan konsumen tidak berpengaruh signifikan terhadap niat pembelian ulang, sedangkan online customer review dan citra merek berpengaruh positif dan signifikan terhadap niat pembelian ulang. Nilai koefisien determinasi menunjukkan bahwa Sebagian besar variasi niat pembelian ulang dapat dijelaskan oleh variabel independen dalam penelitian ini. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi pelaku bisnis dan pemasar digital dalam merancang strategi pemasaran yang efektif di marketplace TikTok.
Pengaruh Overclaim Produk, Kualitas Review Edukatif Dan Kredibilitas Dokter Detektif Di Media Sosial Terhadap Brand Switching Dan Buying Decision Pembelian Produk Skincare Oleh Konsumen Gen Z Di Indonesia Cintaning Harda Pramita; Kussudyarsana Kussudyarsana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10280

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh overclaim produk, kualitas review edukatif, dan kredibilitas Dokter Detektif di media sosial terhadap brand switching dan keputusan pembelian produk skincare oleh konsumen Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan cross-sectional. Sampel ditentukan melalui purposive sampling dengan kriteria Generasi Z berusia 15–26 tahun yang memiliki pengalaman menggunakan skincare, terpapar konten review edukatif atau Dokter Detektif, serta pernah melakukan brand switching, dengan jumlah responden minimal 200 orang. Data dikumpulkan melalui kuesioner online berbasis skala Likert dan dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa overclaim produk berpengaruh signifikan terhadap brand switching dan keputusan pembelian, dengan sifat persuasif pada pembelian awal namun berpotensi menurunkan loyalitas merek. Kualitas review edukatif berpengaruh terhadap brand switching, tetapi tidak berpengaruh signifikan terhadap keputusan pembelian. Sementara itu, kredibilitas Dokter Detektif menjadi faktor paling dominan yang memengaruhi baik brand switching maupun keputusan pembelian. Temuan ini menegaskan pentingnya kepercayaan terhadap sumber informasi dalam membentuk perilaku konsumen skincare Gen Z di era digital.
PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND AMBASSADOR DALAM PROMOSI K-POP TERHADAP MINAT PEMBELIAN ULANG PADA PRODUK SCARLETT DENGAN SIKAP MEREK SEBAGAI VARIABEL MEDIASI Hidayah, Mahabbatul; Kussudyarsana, Kussudyarsana
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2092

Abstract

The purpose of this study is to examine how brand image affects, brand awareness, and brand ambassadors on repurchase intention of Scarlett products, with brand attitude as a mediating variable. This research used a causal research design with a quantitative approach. Data was gathered using questionnaires given out to 180 individuals who regularly use Scarlett products in Indonesia.had made repeat purchases, and were aware of Scarlett’s promotions involving K-Pop brand ambassadors. Purposive sampling was the method of sampling that was employed. Using SmartPLS 4 software, partial least squares–structural equation modeling, or PLS-SEM, was used to analyze the data. The findings show that while brand awareness and image have a favorable and considerable impact on brand attitude, they do not significantly affect repurchase intention. Both brand attitude and repurchase intention are significantly and favorably impacted by brand ambassadors. Additionally, repurchase intention is positively and significantly impacted by brand sentiment. Brand attitude strongly mediates the association between brand image and brand ambassador on repurchase intention, according to mediation tests, but it does not mediate the impact of brand awareness. These findings emphasize the crucial role of brand attitude in encouraging repurchase intention, particularly through positive brand perceptions and the effectiveness of K-Pop brand ambassadors.
PENGARUH KUALITAS PRODUK, ONLINE CUSTOMER REVIEW, DAN PROMO GRATIS ONGKIR TERHADAP NIAT BELI ULANG PADA MARKETPLACE Kharina Febby Prabowo; Kussudyarsana Kussudyarsana
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 13 No. 1 (2024): Maret
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Research entitled The Effect of Product Quality, Online Customer Review, and Free Promo Ongkir on Repurchase Intention at Marketplace TikTok Shop. In this study, using quantitative analysis with purposive sampling technique. The population of this study were FEB UMS students who had bought products at the TikTok Shop marketplace. The number of samples in this study were 196 respondents. The data collection technique used a questionnaire with a Likert scale standardized using SPSS version 26 and data analysis using multiple regression analysis. The results of this study are that product quality has a positive and significant impact on repurchase intention, online customer reviews have a positive and significant impact on repurchase intention, and free shipping promos have a positive and significant impact on repurchase intention. Product quality, online customer reviews and free shipping promos simultaneously have an impact on TikTok Shop marketplace repurchase intentions
A Systematic Review of Integrating UTAUT2, Technology Readiness and Value Belief Norm Models in Explaining Pro-Environmental Behavior Susanti, Nani Irma; Waskito, Jati; Kussudyarsana, K
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This paper presents a systematic literature review exploring the integration of the UTAUT2 model, Technology Readiness (TR), and Value–Belief–Norm (VBN) in the study of pro-environmental behavior. The review synthesizes existing research published between 2015 and 2025 to identify key factors influencing pro-environmental behavior through the integration of these models. A quantitative methodology was predominantly employed, with a focus on consumer technology adoption, psychological readiness, and environmental values. Results highlight the synergistic influence of these models, with UTAUT2 addressing technology adoption, TR measuring individual readiness, and VBN emphasizing moral and value-based motivations. The paper contributes to theoretical understanding by integrating these models to explain sustainable behavior, offering implications for policy and practical applications in environmental technology adoption. Research gaps identified include the need for further exploration of these models in developing countries and across diverse green technologies.
Analisis tantangan, strategi dan digitalisasi UMKM F&B dalam meningkatkan competitive advantage: Pendekatan systematic literature review Suryana, Alean Kistiani Hegy; Isa, Muzakar; Kussudyarsana, Kussudyarsana
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.1562

Abstract

This study aims to identify the main challenges and strategies for enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage (F&B) sector through a Systematic Literature Review (SLR). The methodology involved a literature search in the Scopus database using inclusion criteria such as relevance, publication within the last 10 years, and peer-reviewed status. From 18 selected articles, thematic analysis was conducted to identify recurring patterns related to MSMEs’ competitiveness. The analysis revealed three dominant thematic challenges, including limited organizational capacity, digital inertia, and low green readiness, which constrain MSMEs’ ability to adapt, innovate, and sustain competitive performance. The findings show that MSMEs face barriers such as weak managerial capabilities, supply chain vulnerabilities, and slow adoption of digital and sustainability practices. Recommended strategies include managerial capability development, supply chain strengthening, digital adoption, and sustainability integration.
Co-Authors Aan Sofyan Adelia Putri Istiqomah Aflit Nuryulia Praswati Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Anggun, Nita Putri Annisa Annisa Antika, Mia Anton Agus Setyawan Arumsari, Septiana Lisa Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Cintaning Harda Pramita Devi, Nur Yuliana Dwi Budi Santoso Dwi Putri Kinasih Edy Purwo Saputro Evita Dhewi Hananti Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Firda Ainiya Firmansyah Firmansyah Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Hidayah, Mahabbatul Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Kharina Febby Prabowo Labibah Hasna Syatiqa Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Maulana, Huda Kurnia Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhammad Alvin Danu Arta Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Muzakar Isa Naisha Rahma Indraswari Nindya Putri Maharani Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Suryana, Alean Kistiani Hegy Susanti, Nani Irma Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa