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Puspo Dewi Dirgantari
Universitas Pendidikan Indonesia
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The effect of contextual advertising on e-engagement with content relevance as mediation: Survey on Kienka official Instagram followers Wibowo, Lili Adi; Aulia Nurizky, Sherly; Dirgantari, Puspo Dewi; Suhud, Usep; Qudratov, Inomjon
Jurnal Siasat Bisnis VOL 29, NO 1 (2025)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol29.iss1.art8

Abstract

Purpose – This study aims to obtain an overview and analyze the influence of contextual advertising on e-engagement with Content Relevance as a mediating variable on Kienka Official Instagram followers.Design/methodology/approach – This research is descriptive and verification with a quantitative approach. The sampling technique uses simple random sampling with 348 respondents. Data is processed statistically using the Structural Equation Modeling (SEM) method with the help of the AMOS for Windows program.Findings – The study results indicate that contextual advertising positively and significantly influences e-engagement with Content Relevance as a mediating variable. The magnitude of the critical ratio value that is greater than the minimum value indicates a significant influence simultaneously. The better the company pays attention to contextual advertising through Content Relevance, the higher the e-engagement produced. The dimension of contextual advertising with the highest contribution in forming e-engagement is effectiveness, while the lowest is visual experience. Meanwhile, the dimension of Content Relevance that contributes the most to increasing e-engagement is dynamism activity, while the lowest is topical relevance.Research limitations/implications – This study only focuses on Kienka Official Instagram followers so the results may not be generalizable to other platforms or industries. Further studies can explore additional factors that influence e-engagement and test the research model on different types of digital platforms and different business sectors.Practical implications – The results of this study provide insight for companies in optimizing contextual advertising and Content Relevance strategies to increase e-engagement. Companies are advised to emphasize the effectiveness aspect in contextual advertising and strengthen dynamism activity in Content Relevance to increase audience interaction more effectively.Originality/value – This study provides a new contribution by revealing the role of Content Relevance as a mediator in the relationship between contextual advertising and e-engagement. The results can be a reference for academics and practitioners in developing more effective digital marketing strategies based on contextual advertising and Content Relevance.
Social Media Marketing Activities and Brand Trust: Driving Loyalty in Indonesian’s MSMEs Fashion Brand Maulasena, Mirza Fawwaz; Rahayu, Agus; Dirgantari, Puspo Dewi; Azatovich, Ablatdinov Sultanbek; Muradovna, Khudayarova Mekhrangiz
Image : Jurnal Riset Manajemen Vol 12, No 2 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.024

Abstract

This paper examines the impact of social media marketing activities (SMMa) on brand loyalty (BL) among followers of Indonesian micro, small, and medium enterprises (MSMEs) in the fashion sector. The increasing reliance on social media for brand engagement makes this topic particularly relevant, as businesses seek effective strategies to foster customer loyalty in a competitive landscape. The study investigates the relationship between SMMa, brand trust (BT), and BL, posing the research question: How do SMMa influence brand loyalty through brand trust in Indonesian MSME fashion brands? Utilizing a quantitative approach, data were collected through surveys distributed to followers of selected Indonesian MSME fashion brands, and structural equation modeling was employed for analysis. The findings reveal that SMMa significantly enhance brand trust, which in turn positively influences brand loyalty, highlighting the critical role of trust in the customer-brand relationship. The study concludes that Indonesian MSME fashion brands should prioritize trust-building strategies in their social media marketing efforts to cultivate customer loyalty, offering practical implications for marketers in the sector.
ANALISIS PENGARUH BRAND TRUST TERHADAP BRAND SUSTAINABILITY PADA BRAND GRACIOUS SPORTWEAR Yahtadi, Fauzan; Dirgantari, Puspo Dewi
Jurnal Manajemen dan Dinamika Bisnis (JMDB) Vol. 4 No. 1 (2025): JMDB (Jurnal Manajemen dan Dinamika Bisnis)
Publisher : Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/jmdb.v4i1.12938

Abstract

This study shows that brand trust plays a crucial role in supporting brand sustainability at Gracious Sportwear. Through transparency, community engagement, and strategic partnerships, Gracious successfully builds consumer trust, strengthens emotional connections, and demonstrates a commitment to sustainability and innovation. The brand has engaged consumers through social media and provided clear information about products and operational policies. Partnerships with local manufacturers also support the economy and the environment, reinforcing social sustainability. However, there are opportunities to increase transparency, expand community involvement, and establish more strategic partnerships to strengthen market positioning. The limitations of this study include the narrow scope of data and its focus solely on Gracious Sportwear, which may not be fully generalizable. Future research is recommended to expand the scope and types of data used for more comprehensive results.
A Systematic Literature Review of Business Process Management in SMEs: Key Benefits and Challenges Sari, Putri Pradnyawidya; Wahyudin, Asep; Dewi Dirgantari, Puspo
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol 12 No 1 (2025): April 2025
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v12i1.12347

Abstract

This systematic literature review (SLR) examines the function of Business Process Management (BPM) in augmenting the operational effi cacy of Small and Medium-sized Enterprises (SMEs). BPM methodologies can aff ord substantial advantages, encompassing enhanced operational productivity, increased customer satisfaction, and improved market fl exibility. Nonetheless, SMEs frequently encounter obstacles such as constrained resources, insuffi cient expertise, and resistance to change when endeavoring to implement BPM frameworks. This review consolidates fi ndings from empirical investigations regarding the principal advantages and challenges of BPM in SMEs, emphasizing the necessity for customized BPM solutions that take into account the distinctive characteristics of SMEs. The review further delineates gaps within the existing literature, particularly in relation to the longitudinal impacts of BPM adoption and the assimilation of digital technologies within BPM practices. Subsequent research should concentrate on formulating cost-eff ective, scalable BPM frameworks and investigating the convergence of BPM and digital transformation for SMEs.
Improving Employee Performance through IT Engagement: The Roles of Individual Experience and Management Support Lavianti, Desi; Munir, Munir; Dirgantari, Puspo Dewi; Rasim, Rasim; Mahphoth, Mohd Halim bin
Jurnal Manajemen Bisnis Vol. 16 No. 2: September 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i2.26069

Abstract

Research aims: Employee IT engagement is a critical component in the successful implementation of digital transformation. Both prior IT experience and support from upper management significantly influence the extent of employee involvement in IT. This study aims to explore the relationship between employee IT engagement, management's support, and understanding of employees' IT experiences, and how these factors impact employee performance.Design/Methodology/Approach: A quantitative method was employed through a survey involving 227 employees of PTNBH, examining the relationships between Individual IT Experience, Management Support, Employee IT Engagement, and Employee Performance. Research findings: The analysis reveals a strong correlation between management support, employee IT engagement and experience; all of which positively influence employee performance. Employee performance is enhanced through both direct and indirect effects of management support and individual’s experiences on IT engagement. The correlation between employees’ IT involvement and performance is statistically significant. Furthermore, the study underscores the critical role of management in promoting IT utilization for optimal performance outcomes and highlights the substantial impact of employees' individual IT experiences on their performance.Theoretical Contribution/Originality: This study contributes theoretically by presenting an integrative model and practically by providing recommendations for PTNBH managers to accelerate digital transformation success.Practitioners/Policy Implications: The practical implications include recommendations for PTNBH managers to drive digital transformation successfully.Research Limitations/Implications: The research is limited to personnel at legal entity universities. Future studies should expand the sample to include employees from universities, whether academic institutions or government agencies.
Strategi Pengembangan Usaha Mie Ayam Cabe Hejo Menggunakan Matriks SWOT dan QSPM As-siisi, Adzkia Marwa; Rahayu, Agus; Dirgantari, Puspo Dewi
JURNAL ILMU MANAJEMEN Vol. 19 No. 2 (2022): DESEMBER 2022
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v19i2.54539

Abstract

Abstrak−Tujuan dari penelitian ini adalah untuk mengembangkan strategi pemasaran yang dapat diterapkan oleh Mie Ayam Cabe Hejo menggunakan metode analisis SWOT (Strength, Weakness, Opportunity, Threats) dan QSPM (Quantitative Strategic Planning Matrix). Jenis penelitian ini menggunakan metode deskriptif kualitatif dengan analisis strategi menggunakan matriks IFE dan EFE, matriks IE, matriks SWOT, dan matriks QSPM. Hasil penelitian menunjukkan bahwa Mie Ayam Cabe Hejo memiliki posisi yang kuat dalam memanfaatkan kekuatan dan peluang yang ada dan mampu mengatasi kelemahan dan ancaman dengan nilai tertimbang IFE sebesar 2,81 dan nilai tertimbang EFE sebesar 2,775. Dalam analisis menggunakan matriks IE menunjukkan bahwa Mie Ayam Cabe Hejo dapat menggunakan strategi hold and maintain dengan strategi alternative penetrasi pasar dan pengembangan produk. Kedua strategi tersebut menjadi salah satu pertimbangan dalam menetapkan strategi yang tepat. Analisis matriks SWOT menghasilkan sembilan strategi alternatif yang dapat diterapkan. Strategi yang sebaiknya diprioritaskan oleh Mie Ayam Cabe Hejo adalah dengan melakukan penetrasi pasar.Kata Kunci: Manajemen Strategi; Matriks SWOT; Matriks QSPM; Matriks IE; UMKM 
Strategi Pengembangan Usaha Mie Ayam Cabe Hejo Menggunakan Matriks SWOT dan QSPM As-siisi, Adzkia Marwa; Rahayu, Agus; Dirgantari, Puspo Dewi
JURNAL ILMU MANAJEMEN Vol. 19 No. 2 (2022): DESEMBER 2022
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v19i2.54539

Abstract

Abstrak−Tujuan dari penelitian ini adalah untuk mengembangkan strategi pemasaran yang dapat diterapkan oleh Mie Ayam Cabe Hejo menggunakan metode analisis SWOT (Strength, Weakness, Opportunity, Threats) dan QSPM (Quantitative Strategic Planning Matrix). Jenis penelitian ini menggunakan metode deskriptif kualitatif dengan analisis strategi menggunakan matriks IFE dan EFE, matriks IE, matriks SWOT, dan matriks QSPM. Hasil penelitian menunjukkan bahwa Mie Ayam Cabe Hejo memiliki posisi yang kuat dalam memanfaatkan kekuatan dan peluang yang ada dan mampu mengatasi kelemahan dan ancaman dengan nilai tertimbang IFE sebesar 2,81 dan nilai tertimbang EFE sebesar 2,775. Dalam analisis menggunakan matriks IE menunjukkan bahwa Mie Ayam Cabe Hejo dapat menggunakan strategi hold and maintain dengan strategi alternative penetrasi pasar dan pengembangan produk. Kedua strategi tersebut menjadi salah satu pertimbangan dalam menetapkan strategi yang tepat. Analisis matriks SWOT menghasilkan sembilan strategi alternatif yang dapat diterapkan. Strategi yang sebaiknya diprioritaskan oleh Mie Ayam Cabe Hejo adalah dengan melakukan penetrasi pasar.Kata Kunci: Manajemen Strategi; Matriks SWOT; Matriks QSPM; Matriks IE; UMKM 
The Context of Indonesian local culture in human resource and educational development: A systematic literature review Hasyim, Muhammad Ardi Nupi; Dirgantari, Puspo Dewi
Educenter : Jurnal Ilmiah Pendidikan Vol. 4 No. 1 (2025): Educenter: Jurnal Ilmiah Pendidikan
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/educenter.v4i1.1728

Abstract

Competitive advantage in today’s global era is largely determined by how human resources (HR) are managed and developed, including within the field of education. Rapid changes in global society have created interactions across countries in the economic, social, technological, and educational sectors, thereby increasing cross-cultural interdependence. However, research on the role of Indonesian local culture in HR and educational development remains relatively limited. In fact, the failure of many HR management and development practices is often linked to incompatibility with local cultural values. This article presents a systematic literature review to understand the development of research on the influence of local culture in Indonesia on HR and educational development. The systematic literature review method is applied to examine and synthesize previous studies in a structured manner. The findings indicate that integrating local culture into HR and educational development strategies enhances effectiveness, sustainability, and contextual relevance. Moreover, this study highlights the importance of adapting HR and educational management practices to local wisdom and values to address global challenges while strengthening national identity. This review is expected to provide contributions for academics, practitioners, and policymakers in designing more contextual, inclusive, and sustainable HR and educational development strategies.
DO ENTREPRENEURIAL INTENTION INFLUENCE ENTREPRENEURIAL ATTITUDE? Martha, Jefry Aulia; Wati, Andy Prasetyo; Indrawati, Aniek; Sulistyowati, Raya; Dirgantari, Puspo Dewi
JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Vol. 11 No. 2 (2023)
Publisher : UNIVERSITAS NEGERI SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jepk.v11n2.p237-252

Abstract

This study focuses on determining what factors of entrepreneurial interest can affect student entrepreneurial attitudes, so the population and sample of this study were taken from Business Education Study Program students at the Universitas Negeri Malang, Universitas Negeri Surabaya, Universitas Pendidikan Indonesia, Universitas Negeri Yogyakarta, and Universitas Negeri Jakarta. The sample to be used is 355 respondents with random sampling techniques and online survey applications to collect data from January to April 2023. The analysis technique used is regression analysis. The analysis test results showed that simultaneously, the five independent variables significantly affect the attitude of students in entrepreneurship. In contrast, partially, the variables Locus of Control, Need for Achievement, and Self-Efficacy do not affect students' attitudes toward entrepreneurship, and the variables Risk Taking, and Innovativeness affect the attitude of students toward entrepreneurship. The study results show that the novelty of research emphasizes understanding what factors can bring up the intentions and attitudes of entrepreneurship students. Therefore, there is a need for further research related to variables that can affect student interest in generating a positive attitude towards entrepreneurship.
HOW DOES CONSUMER ACCEPTANCE AFFECT PURCHASE INTENTION OF NEW PRODUCTS? Rahmi, Mira; Hurriyanti, Ratih; Dirgantari, Puspo Dewi; Silalahi, Ira Valentina
EAJ (Economic and Accounting Journal) Vol. 4 No. 3 (2021): EAJ (Economic and Accounting Journal)
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/eaj.v4i3.y2021.p214-226

Abstract

The rapid competition in the instant noodle food industry in Indonesia makes it difficult for new instant noodle products to enter the market. This study aims to analyze consumer acceptance of new products that affect purchase intentions. consumer innovation and consumer preferences are used to describe consumer acceptance of new instant noodle products. The method used in this study is a quantitative online questionnaire that collects data from 135 potential customers as instant noodle buyers. Regression analysis was used to analyze consumer acceptance as proxied by consumer innovation, quality and nutrition innovation, convenience, and marketing efforts. The results of this study indicate that consumer innovation, convenience, and marketing efforts, all three are said to have an influence on new product purchase intentions. Meanwhile, nutritional quality and innovation are said to have no effect. It is hoped that the results of this research can be used to contribute to the development of marketing concepts for new products on the market.
Co-Authors Aam Rachmat Mulyana Abdul Rozak Abdurokhim Abdurokhim Adi Sopian Aghnia Fadilah, Ratu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Alamsyah, Sindhu Alexi Yohans, Jordy AMELIA SETYAWATI, AMELIA Amirul Afif Muhamat Andy Prasetyo Wati ANGGA MARTHA MAHENDRA, ANGGA Anggita Nur Fatimah Anggraeni, Tuti Ani Rakhmanita Aniek Indrawati Anneu Suryani Annisa Megaswara Ardelia Azhar Arifianti Arifianti, Ardelia Azhar Arus Reka Prasetia Aryani, Kiki As-siisi, Adzkia Marwa Asaretkha Adjane Annisawati Asep Wahyudin Asep Wahyudin Ashshaumi, Muhammad Hisyam Aulia Nurizky, Sherly Aynie, Rahmi Qurrota Ayus Ahmad Yusuf Azatovich, Ablatdinov Sultanbek Azzahra, Fanny Fatimah Bambang Widjadjanta Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Baso Saleh Bayu Indra Setia Bejaoui, Asma Bella Shafiera Anandita Budi Harto Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa Chaerunnisa Chairul Furqon, Chairul Corry Yohana D. Disman Dearika Irsanyya, Kharisma Deri Prayudi Dewanti, Pelangi Puspa Dian Anita Nuswantara Dian Herdiana Utama Dicky Chandra Disman Disman Disman Disman Disman Disman Disman, Disman Disman, Disman Edi Firdaus Edi Suryadi Edi Suryadi, Edi Ekawijaya, Asep Bayu Elyusufi, Abdul Muhaimin Erik Syawal Alghifari ERNAWATI Ery Adam Primaskara Eva Rachmawati Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Fajar Gumelar Maulana Fajar Ramadhan Fajri, Fadilla Nur Farizki Maulana Rafliansyah Fathurrohman, Firdaus Ferany Nur Amalia Andini Fidhyallah, Nadya Fadilah Gafar, Vanessa Gamma Bhakti Pradana Gilang Bhirawa Noraga Girang Razati, Girang Gusni . Hadi Ahmad Sukardi Hadi Nasbey Hanifah, Silvana Hari Mulyadi, Hari harisandi, Prasetyo Hasan, Pupung Puad Hasyim, M. Ardi Nupi Hasyim, Muhammad Ardi Nupi Heny Hendrayati Heny Hendrayati Herning Indriastuti Hidayat, Nurdin Hidayat, Yusuf Murtadlo Hijrianti, Rina A. Hilda Monoarfa Hurriyanti, Ratih Hurrriyati, Ratih Ichsan Budiman Ihda Farhatun Nisak Indradewa, Rhian Ira Valentina Silalahi Irawan, Rini Larasati Isrososiawan, Safroni Julia Famor Pratami Khamiliyah, Lili Khofia, Irham Khoirun Nisa Bahri Kiki Aryani Kosidin S.T., M.Kom. Kusumah, Echo Perdana Lavianti, Desi Lili Adi Wibowo Lili Adi Wibowo Lili Khamiliyah Lunia Nur Larasati M Sandi Marta Mahadi Pardede Mahphoth, Mohd Halim Mahphoth, Mohd Halim bin Maisa Azizah Asmara Margana, Andika Alvin Martha, Jefry Aulia Masharyono Masharyono Maula, Farij Ibadil Maulana, Teguh Nurakmal Maulasena, Mirza Fawwaz Maulia Islami Maya Sari Maya Sari Mazaya Izzatur Rahim Mira Rahmi Mirza Abdi Khairusy Misyaida Ayunda Putri Mohammad Soni Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Bayu Pramesta Muhammad Ardi Nupi Hasyim Muhammad Fikar Ravsanjani Muhammad Meki Munawar Muhammad Muchtar Muhammad Zaky Yamin Munir Munir Munir Munir Munir, Munir Muradovna, Khudayarova Mekhrangiz Nabilah Ramadhan Nandi Nandi, Nandi Neni Nuraeni Neni Nuraeni, Neni Ni Putu Nurwita Pratami Wijaya Nugraheni, Rury Nur Hadiyazid Rachman Nuraeni, Ita Nurpratama, Mohamad Reza Nurul Aziz Pratiwi Nurul Hutami Ningsih Nuryadi Wijiharjono Nuryanti, B Lena Oce Ridwanudin Pangestu, Erry S.R Pardede, Mahadi Pepen Supriatna Supriatna Pitri Yanti Pranadita, Nugraha Prasetyo Hartanto Prihadi, M Dana Primanola Perdananti Pupung Puad Hasan Putri Hestiningrum Putri, Diva Amanda Qudratov, Inomjon Raden Dian Herdiana Utama Rahman, Iradah Rahmawati, Yuli Diani Rahmi Qurrota Aynie Ramadhian, M. Arief Rahman Ramadhianti, Raden Heryaningtias Rasim, Rasim Ratih Hurriyanti Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati, Ratih Ratih Nurriyati Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Raya Sulistyowati Rennyta Yusiana Rennyta Yusiana Resti Indriarti Reza Fahlevy Rivaldi Arissaputra Rofi Rofaida Sakova, Megha Saputri, Adiya Agustin Eka Saputri Sari, Putri Pradnyawidya SATRIYAS ILYAS Saur Simamora Senny Luckyardi Senny Luckyardi Septyan Budy Cahya Setyorini, Zahra Medina Shendy Amalia Sigarlaki, Faizal Fardhani Silalahi, Ira Valentina Siregar, Herbert Siti Rohmat Sudarjo Sugangga, Amelia Sugangga, Rayyan Sugiana, Neng Susi Susilawati Sukmayana, Dodi Sul, Ratu Dintha Insyani Zukhruf Firdausi Sulastri Sulastri Sulastri, S Sumantri, Dadan Sumaryana , Fitriana Dewi Surya Nugraha Susanti Kurniawati, Susanti Syahar Banu, Syahar Syahlan, Fatra Tamyiz, Uus Muhamad Husni Tegar Tegar Ditya Pragama Thalita Syifa Fatimah Tianingrum, Destri Mailinda Timilehin Olasoji Olubiyi Tri Sudarwanto Triyono Adi Tristanto Ulfia Wahdatul Nurfuadah Untung Novianto Usep Suhud Utama, Dian H Uus Muhamad Husni Tamyiz Vanessa Gaffar Veni Rafida Wawan Setiawan Wawan Setiwan Widjadjanta, Bambang Yahtadi, Fauzan Yanti, Pitri Yasir Maulana Yogi Suprayogi Yulandri, Elsa Yuliarti Maghfira Annahli Yulita Pujiharti Yusuf Murtadlo Zahra Medina Setyorini Zahra Nadhira Khairunnisa Zhixin Li Zukhruf, Ratu Dintha Insyani