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Puspo Dewi Dirgantari
Universitas Pendidikan Indonesia
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Marketplace Strategic Positioning Analysis Yasir Maulana; Ayus Ahmad Yusuf; Puspo Dewi Dirgantari; Ratih Hurriyati
Al-Amwal : Jurnal Ekonomi dan Perbankan Syari'ah Vol. 15 No. 1 (2023)
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/amwal.v15i1.12017

Abstract

This study aims to examine the impact of positioning strategy variables consisting of Attributes, Benefits, Users, Competitors, Category, and Price on Consumer Purchase Decisions.  The objects in this Research are Uniku management department students.  The population is all Uniku management department students buying stuff from the online marketplace.  The sample amount in this study is 140 respondents—the instrument of data collection using questionnaires that have fulfilled the validity and reliability requirements.  We use multiple linear regression to analyze the impact.  Based on the study results, the Attribute, User, Competitor, and Category variables have no effect on Purchase Decisions in the Tokopedia Marketplace.  Meanwhile, the Benefit and Price variables partially have a significant positive effect on Purchase Decisions in the Tokopedia Marketplace.  The regression coefficients of Attributes, Benefits, User, Categories, and Prices simultaneously affect Purchase Decisions in the Tokopedia Marketplace
SMART UNIVERSITY IMAGE: FROM BRANDING TO MARKETING STRATEGY IN PRIVATE UNIVERSITIES Senny Luckyardi; Ratih Hurriyati; Disman Disman; Puspo Dewi Dirgantari
Jurnal Riset Bisnis dan Manajemen Vol. 16 No. 2 (2023): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v16i2.7741

Abstract

The objective of the research is to analyze how Smart University Image can be a marketing strategy in private universities. The paper proposed a revised construct of brand image in smart university domain that is Smart University Image (SUI). The new construct of SUI will contribute to more appropriate university marketing strategy in highly competitive market in digital era. In addition, the research is aimed to discover SUI influence toward students’ satisfaction. This study employed a quantitative methodology, supported by study literature. Structural Equation Method is applied to analyse relationship between variables. The paper reveals that SUI able to increase student satisfaction by mediating it from Value Co Creation. It also means that SUI can be used as marketing strategy by promoting advanced technology toward Gen Z as the student’s candidate. Furthermore, the proposal of a new construct, namely SUI, becoming a more appropriate and integrated term for marketing strategy in the SU domain.
Pengaruh Digital Leadership Terhadap Digital Government Performance dengan Mediasi Public Services Information System pada Pemerintah Daerah Baso Saleh; Vanessa Gaffar; Lili Adi Wibowo; Puspo Dewi Dirgantari
Jurnal Greenation Sosial dan Politik Vol. 4 No. 3 (2026): Jurnal Greenation Sosial dan Politik (Agustus - Oktober 2026)
Publisher : Greenation Publisher & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jgsp.v4i3.741

Abstract

Transformasi digital pada pemerintah daerah di Indonesia sering terjerat fenomena decoupling, di mana tingginya pencapaian kematangan administratif digital (Indeks SPBE) belum bertransformasi secara linier menjadi peningkatan kinerja pelayanan publik (public value creation). Penelitian ini bertujuan untuk menguji model integratif yang menghubungkan Digital Leadership (DL) terhadap Digital Government Performance (DGP) dengan Public Services Information System (PSIS) sebagai variabel pemediasi. Menggunakan pendekatan kuantitatif eksplanatori, data dikumpulkan dari 96 key informants (pejabat strategis SPBE) di 24 kabupaten/kota se-Provinsi Sulawesi Selatan. Evaluasi model dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan konstruk bertingkat (second-order reflective). Hasil analisis menunjukkan bahwa DL berpengaruh positif dan signifikan secara langsung terhadap DGP ( , ), berpengaruh sangat dominan terhadap PSIS ( , , ), dan PSIS berpengaruh signifikan terhadap DGP ( , , ). Lebih lanjut, PSIS terbukti secara empiris bertindak sebagai mediator parsial (partial mediation) yang memperkuat dampak DL terhadap DGP ( , ). Secara teoritis, penelitian ini menyintesiskan Dynamic Capabilities Theory dan Public Value Theory untuk menjelaskan mekanisme transformasi digital birokrasi. Secara praktis, temuan ini menyarankan pemerintah daerah untuk menghentikan fragmentasi aplikasi (siloing) dan berfokus pada penguatan kepemimpinan digital berbasis data guna mendorong efisiensi dan penciptaan nilai publik yang inklusif.
Will Transformational Leadership Style Increase Organizational Performance in MSMEs? A Systematic Literature Review Khoirun Nisa Bahri; Vanessa Gaffar; Lili Adi Wibowo; Puspo Dewi Dirgantari; Rofi Rofaida
Journal of Organizational and Human Resource Development Strategies Vol. 2 No. 01 (2025): Journal of Organizational and Human Resource Development Strategies
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/ohds.v2i01.965

Abstract

To achieve MSME innovation and performance, leadership is crucial. Burns's divided leadership into transformational and transactional styles is one of the key theories of leadership. The purpose of this essay is to pinpoint the best leadership philosophies for enhancing SME organizational performance. This study included a methodical review of the literature. According to the study's findings, transformational leadership is thought to enhance organizational performance in SMEs. Contrarily, there is little evidence that the transactional leadership style improves organizational performance in SMEs. In conclusion, transformational leadership is more crucial than transactional leadership for enhancing MSME performance. These findings help MSME executives develop transformational leadership, which is focused on the charisma of the leader.
The Effect of Live-Stream E-Branding on Impulse Buying Behavior with Parasocial Interaction as a Mediating Variable on Shopee Live Arus Reka Prasetia; Ratih Hurriyati; Puspo Dewi Dirgantari
Commercium : Journal of Business and Management Vol. 4 No. 1 (2026): February 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i1.1176

Abstract

In response to the rise of interactive live‐stream commerce, this study investigates whether live‐stream e‐branding influences impulse buying behavior among Shopee Live users in Indonesia directly or primarily via parasocial interaction. Drawing on the Stimulus–Organism–Response (S–O–R) model, the study conceptualizes parasocial engagement with streamers as the key affective mechanism linking branding stimuli to impulsive responses in a Southeast Asian live‐commerce setting that has received limited scholarly attention. A cross‐sectional survey of 140 active Shopee Live viewers was conducted and analyzed using Structural Equation Modeling–Partial Least Squares (SEM‐PLS). The results reveal that live‐stream e‐branding alone does not significantly trigger impulse buying; rather, it cultivates parasocial bonds that strongly drive unplanned purchases, indicating a full mediation effect. These findings suggest that in live commerce, impulsive buying hinges more on the quality of viewer–streamer relationships than on direct branding exposure. The study enriches S–O–R theory by validating parasocial interaction as a core mediating process and advises marketers to prioritize authentic, empathy‐driven interactions during live streams to stimulate impulse purchases.
Training and Development on Promotional Pricing Through Marketing Capability of Employees in an ISP Company Gilang Bhirawa Noraga; Ratih Hurriyati; Puspo Dewi Dirgantari
Commercium : Journal of Business and Management Vol. 4 No. 1 (2026): February 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i1.1182

Abstract

This study analyzes the influence of Training and Development on Promotional Pricing with Marketing Capability as a mediating variable in Internet Service Provider (ISP) companies in the Suciayumajakuning area (Subang, Cirebon, Indramayu, Majalengka, and Kuningan). The research is motivated by competitive challenges among ISPs in designing effective promotional pricing strategies through strengthened human resource competencies. This study extends previous models by integrating human capital and dynamic capability perspectives within the ISP industry context. Unlike prior studies that predominantly focus on manufacturing or export-oriented sectors, this research addresses the less-explored ISP industry, which has high service intangibility and strong price sensitivity. with theoretical approaches from Human Capital Theory, Dynamic Capability Theory, and Resource-Based View.The study employed a quantitative approach using Structural Equation Modeling Partial Least Squares (SEM-PLS) with 150 ISP marketing respondents. The measurement model met validity and reliability criteria (loadings 0.70–0.88; AVE > 0.50; CR > 0.90). The findings show that Training and Development significantly affects Marketing Capability (β = 0.613; p < 0.001), Marketing Capability significantly affects Promotional Pricing (β = 0.582; p < 0.001), and Training and Development directly influences Promotional Pricing (β = 0.176; p < 0.05). The indirect effect (β = 0.357) confirms Marketing Capability as a significant mediator. Training and development enhance promotional pricing effectiveness both directly and through improved marketing capability. Practically, ISPs should strengthen data-driven and digital marketing training programs to sustain competitiveness.
Empowering Digital Service Employees: A Capability–Motivation–Behavior Model for Adaptive Service Excellence Deri Prayudi; Ratih Hurriyati; Puspo Dewi Dirgantari
Commercium : Journal of Business and Management Vol. 4 No. 3 (2026): August 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i3.1233

Abstract

Despite substantial investment in digital capabilities, service organizations continue to face inconsistent performance and employee disengagement. This study integrates Dynamic Capability Theory, Service-Dominant Logic, and Self-Determination Theory to examine how a Human Capability System (HCS) translates into Adaptive Service Excellence (ASE) through psychological empowerment and employee resourcefulness. Using survey data from 300 frontline employees in Indonesian banking, fintech, and hospitality firms, PLS-SEM was employed to test mediation and moderation hypotheses. Results indicate that psychological empowerment and employee resourcefulness partially mediate the HCS → ASE relationship, as significant indirect effects coexist with a persistent direct effect of HCS on ASE, jointly explaining substantial variance in adaptive service outcomes (R² = 0.621). The HCS exhibited strong positive effects on both mediators, underscoring its role as a foundational organizational dynamic capability. Psychological empowerment emerged as the most influential proximal determinant of ASE, reinforcing the importance of intrinsic motivational mechanisms in enabling adaptive performance, while employee resourcefulness provided a complementary behavioral pathway through cognitive flexibility and improvisational capacity. Furthermore, service climate strengthened the effects of HCS on both mediators, highlighting the importance of supportive service environments in activating human-centered capabilities. In contrast, organizational innovativeness did not significantly moderate the resourcefulness–ASE relationship, suggesting that innovation orientation alone may be insufficient to foster adaptability without corresponding psychological readiness. These findings emphasize that investments in human capability systems enhance adaptive service excellence through both direct and indirect pathways and must be embedded within enabling service climates to realize their adaptive potential in digitally intensive service contexts.
Digital Innovation and Global Expansion: An Empirical Study of Indonesian Firms' International Diversification (2015-2023) Mahadi Pardede; Puspo Dewi Dirgantari; Vanessa Gaffar
Ilomata International Journal of Management Vol. 6 No. 3 (2025): July 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i3.1432

Abstract

This research investigates the ramifications of digital technological innovation on the international diversification strategies employed by Indonesian enterprises between the years 2015 and 2023. By applying the resource-based theory alongside the dynamic capabilities framework, we scrutinize the manner in which digital innovations function as strategic assets that facilitate the international expansion of firms. Employing a panel dataset comprising non-financial corporations listed on the Indonesia Stock Exchange, we examine the mediating influence of digital transformation and information asymmetry, as well as the moderating effects attributed to ownership status and industry classification on this nexus. Our empirical findings indicate that digital technological innovation exerts a favorable impact on international diversification, with digital transformation and diminished information asymmetry serving as mediating factors. Furthermore, the degree of this impact exhibits variability contingent upon the type of ownership and industry, revealing a pronounced effect within state-owned enterprises and traditional sectors as opposed to private and digitized industries. These findings highlight the transformative potential of digital technologies in enhancing access to global markets and illuminate the distinctive challenges and prospects present within the Indonesian context. This study offers significant insights for managerial and policy-making practices, accentuating the critical role of digital innovation in formulating strategies aimed at global expansion. Additionally, it contributes to the existing literature on international business by integrating the dynamics of digital innovation within the paradigm of international diversification, particularly within the framework of an emerging market environment.
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