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All Journal Jurnal Manajemen dan Organisasi JURNAL BISNIS STRATEGI Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Bisnis dan Manajemen International Journal of Education Jurnal Manajemen dan Bisnis Sriwijaya International Journal of Nusantara Islam Jurnal Ekonomi Modernisasi JAM : Jurnal Aplikasi Manajemen Jurnal Ad'ministrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran Jurnal Minds: Manajemen Ide dan Inspirasi MIX : Jurnal Ilmiah Manajemen Indonesian Journal of Science and Technology IMAGE STRATEGIC JURNAL ILMU MANAJEMEN DAN BISNIS Journal of Business Management Education (JBME) Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Akuntansi dan Pajak JOIV : International Journal on Informatics Visualization International Journal of Artificial Intelligence Research Jurnal Manajemen & Keuangan JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Manajemen Indonesia JBMP (Jurnal Bisnis, Manajemen dan Perbankan) MANAJERIAL SOSIOHUMANIKA Syntax Literate: Jurnal Ilmiah Indonesia Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Inovasi Bisnis (Inovbiz) SENTRALISASI JRB-Jurnal Riset Bisnis Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan International Journal of Supply Chain Management JURISMA: Jurnal Riset Bisnis & Manajemen Jurnal Agregasi Journal of Humanities and Social Studies GEMA EKONOMI Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis Aptisi Transactions on Technopreneurship (ATT) Jurnal Bisnis dan Kewirausahaan IJEEM - Indonesian Journal of Environmental Education and Management MABIS: Manajemen dan Bisnis Business Innovation and Entrepreneurship Journal The International Journal of Business Review (The Jobs Review) Jurnal Ekonomi dan Kebijakan Publik Indonesia Akuntansi : Jurnal Akuntansi Integratif Dinasti International Journal of Education Management and Social Science Jurnal Informatika Ekonomi Bisnis International Journal of Economics Development Research (IJEDR) Jurnal Riset Bisnis dan Manajemen Jurnal Akuntansi dan Manajemen Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan Dinasti International Journal of Digital Business Management Enrichment : Journal of Management Coopetition : Jurnal Ilmiah Manajemen Jurnal Inovasi Penelitian Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Airlangga Journal of Innovation Management Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Ilomata International Journal of Management IJORER : International Journal of Recent Educational Research International Journal of Social Service and Research Edusentris: Jurnal Ilmu Pendidikan dan Pengajaran The Journal Gastronomy Tourism Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Interkom : Jurnal Publikasi Ilmiah Bidang Teknologi Informasi dan Komunikasi International Journal of Science and Society (IJSOC) Educenter: Jurnal Ilmiah Pendidikan Jurnal Locus Penelitian dan Pengabdian International Journal of Education and Social Science (IJESS) Jurnal Manajemen dan Kewirausahaan Relevance: Journal of Management and Business Journal of Islamic Economics and Business Eduvest - Journal of Universal Studies Asian Journal of Logistics Management Jurnal Informatika Ekonomi Bisnis International Journal of Multidisciplinary Approach Research and Science Journal of Business Management and Economic Development Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Riset Multidisiplin dan Inovasi Teknologi Jurnal Penelitian Pendidikan Indonesia International Journal of Nusantara Islam Commercium: Journal of Business and Management EDUCENTER JURNAL PENDIDIKAN Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis Media Penelitian dan Pengembangan Kesehatan Jurmas: Jurnal Pengabdian Masyarakat Journal of Tourism, Hospitality and Travel Management (JTHTM) Jurnal Wacana Kinerja: Kajian Praktis-Akademis Kinerja dan Administrasi Pelayanan Publik Jurnal Ilmiah Pariwisata Journal of Indonesian Management International Journal of Marketing and Digital Creative (IJMADIC) Jurnal Abmas International Journal of Educational Narratives Al-Amwal: Jurnal Ekonomi dan Perbankan Syariah The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences)
Ratih Hurriyati
Indonesian Education University
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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.
Product Differentiation Strategies in Indonesian Green MSMEs: An Integrated Marketing Mix Analysis Nukeu Novia Andriani; Ratih Hurriyati; Puspo Dirgantari; Vanessa Gaffar
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.2007

Abstract

This study investigates product differentiation strategies employed by Indonesian green Micro, Small, and Medium Enterprises (MSMEs) through qualitative descriptive methodology. Semi-structured interviews were conducted with founder-owners of five green MSMEs in fashion and handicraft sectors across Java, analyzed using thematic coding (Braun & Clarke, 2006), SWOT-IFE/EFE evaluation, and QSPM prioritization. Findings revealed that effective differentiation requires holistic integration across Marketing Mix elements, characterized by three core dimensions: universal natural and upcycled material sourcing (100% adoption), premium pricing with 2 to 5 times markups, and export-oriented positioning with 70 to 90 percent international revenue. Strategic analysis positioned enterprises in the "Hold and Maintain" quadrant (IFE = 2.63; EFE = 2.55), suggesting selective growth. The study identifies three structural paradoxes constraining development: certification barriers, premium pricing traps excluding mass markets, and digital hesitancy limiting e-commerce engagement. Strategic priorities include Green Export Acceleration (TAS 2.60), National Standard Harmonization with Subsidized Certification (TAS 2.54), and Tiered Product Development (TAS 2.52). These findings extend differentiation theory (Porter, 1985; Barney, 1991) by demonstrating that resource constraints fundamentally alter differentiation mechanisms for green enterprises in emerging economies.
Co-Authors Aam Rachmat Mulyana Abdul Yusuf Adam Hermawan Adib Sultan, Adib Adieb Sultan, Moch. Afdol Muftiasa Aghnia Fadilah, Ratu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Ahmad Kamaludin Al Qorni, Alfi W Alfy, Riadh Alia Zulfah Fahriyyah, Alia Alifya Putri Maharani Sondra Allya Roosallyn Assyofa Amalia Madi, Riski Andar Danova L. Goeltom Andar Danova Lastaripar Goeltom Andre Suryaningprang Andrey Satwika Yogaswara Andriani, Nukeu Novia Anggitasari, Siti Rafi Anggraeni, Tuti Ani Rakhmanita Annisa Megaswara Ardelia Azhar Arifianti Ari Riswanto, Ari Arifianti, Ardelia Azhar Aripin, Arip Nur Arlin Ferlina Mochamad Trenggana Arlin Ferlina Mochmad Trenggana Arry Widodo Arus Reka Prasetia Asaretkha Adjane Annisawati Asep Kurniawan Asep Munawar Asimah, Vincent Kweku Awalludin, Dudi Aynie, Rahmi Qurrota Ayuningtyas Yuli Hapsari Ayus Ahmad Yusuf Bambang Widjadjanta Bambang Widjadjanta Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Budi Harto Budi Prakoso, Budi Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum D. Disman Damayanti, Fenny Dani Dagustani Depy Muhamad Pauzy Deri Prayudi Destri Mailinda Tianingrum Dewi Mayangsari Dinda Helisa Dirgantari, Dwi Puspo Dirgantari, Puspo Disman Disman Disman Disman Disman Disman Disman, Disman Edi Firdaus Effendy, Femmy Ekarini, Mira Indriyulia Eko Susanto Elvira Azis Elyusufi, Abdul Muhaimin Emi Amelia Emi Amelia Engga Jalaludin Erik Syawal Alghifari ERNAWATI Erni Martini Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Faizal, Yopa Fajar Gumelar Maulana Fajar Ramadhan Fathurrohman, Firdaus Femmy Effendy Femmy Effendy Ferry Arfiansyah Filda Rahmiati Firdausi Sulaksana, Ratu Dintha Insyani Zukhruf Firman Hidayat Firman Hidayat Firmansyah, Haidar Al Fardan Fitria Ashafira Friliyantie, Deska Galang Putra Nusantara, Galang Putra Gatot Iwan Kurniawan Gilang Bhirawa Noraga Girang Razati Girang Razati, Girang Gusni . Hadi Nasbey Halimah, Helly Siti Hamsani Hamsani Hari Mulyadi, Hari harisandi, Prasetyo Hartati, Ajeng Sri Hartono, Pierdijono Hasan, Pupung Puad Heny Hendrayanti Heny Hendrayati Heny Hendrayati Herdina, Nova Hernandi Sujono Hernandi Sujono Hidayat, Yusuf Murtadlo Hifzhil Rahman Hilda Monoarfa Hilda Monoarfa Hilmi Muttaqien, Hilmi Hilmi, Rafiqi Zul Igus Rahmat Ginanjar Indradewa, Rhian Irawan, Rini Larasati Irna Widiastuti, Irna Isrososiawan, Safroni Ittaqullah, Nurul Iwan Setiawan Jalaludin, Engga Johan, Ahmad Julia Famor Pratami Jumadil Saputra Kamiluddin Kania Widyatami Kartika, Diana Ani Kartika, Titing Kharisma Sumiati Khelvin Aidil Fitriansyah, Khelvin Aidil Kusumah, Echo Perdana L. Lisnawati Lili Adi Wibowo Lili Wibowo Lisnawati Lisnawati M Maghfur, M M Sandi Marta Maisa Azizah Asmara Marcellia Susan Maryani, Dedeh Masharyono Masharyono Maulana, Teguh Nurakmal Maulana, Yono Maulidyna, Risna Medidjati, R. Adam Megantara, Khandinar Shidik Mirza Abdi Khairusy Moch. Adieb Sultan Mochamad Malik Akbar Rohandi Mohamad Faizal Mohamad Reza Nurpratama Mohammad Soni Mokh Adib Sultan Mokh Adib Sultan, Mokh Adib Mokh Adieb Sultan Mokh. Sultan Monoarfa, Hilda Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Anggi F Muhammad Fatwa F Muhammad Januar Muhammad Muchtar Muji Gunarto Mulyana, Helmi Munir Nur Komarudin Murugesu, Karina Devi Muthalib, Dzulfikri Azis Nabilah Ramadhan Nasrul Ni Putu Nurwita Pratami Ni Putu Nurwita Pratami Wijaya Noor Faizah Mohd Lajin Nugraha Nugraha Nugraha, Rifki Candra Nukeu Novia Andriani Nurpratama, Mohamad Reza Nurul Aziz Pratiwi Nurul Hutami Ningsih Pamuji Aminullah, Zakariya Pangestu, Erry S.R Pramudita Faddila, Syifa Pranadita, Nugraha Prasetyo Harisandi Prasetyo Harisandi Prasetyo Harisandi Prasetyo Hartanto Prihadi, M Dana Primanola Perdananti Pupung Puad Hasan Purnomo Purnomo Purnomo Purwanto Purwanto Puspito Diyah Setiyorini, Heri Puspo Dewi Dirgantara Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dirgantari Putra, Yuda Dharma Putri Fariska Sugestie Rahmayani Ode, Hesty Ramadhan, Didit Ramadhian, M. Arief Rahman Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rina Suprina Rini Andari, Rini Rini Larasati Irawan Rini Utari, Rini Rismayanti, Rosi Rivaldi Arissaputra Romlah Rommy Suleman, Nursaban Santi Sofyani, Santi Saputri, Windy Eka Sarah, Kania Siti SATRIYAS ILYAS Savitri, Citra Senny Luckyardi Sentika, Sarah Setiawan, Rahyuniati Sharifah Zannierah Syed Marzuki Sidiq Idris Azzam, Muhammad Sigarlaki, Faizal Fardhani Sri Astuti Pratminingsih Sugiharto, Nur Aziz Sugiono, Ahmad Suhono Suhono Suhono Suhono Sujono, Hernandi Sukma Nugraha Sukmayana, Dodi Sulastri Sulastri Sulastri, S Sultan, Adib Mokh Sumantri, Dadan Sumaryana , Fitriana Dewi Suryana Suryana Syamsu Yusuf Syamsu Yusuf, Syamsu Syamsul Hadi Senen, Syamsul Hadi Taufik, Erwin Taufiq Rahmat Theresia Gunawan Tiar Lina Situngkir Timilehin Olasoji Olubiyi Tri Haryanto Triyono Adi Tristanto Uus Muhamad Husni Tamyiz Vanessa Gaffar Vanessa Gaffar Vigory Gloriman Manalu Vika Nurpriyanti, Vika Wahyuddin, Nisaa Nursyabanniyah Wendi Andriatna, Wendi Widjadjanta, Bambang Widyatami, Kania Wiyarno Wiyarno Yanti, Pitri Yasir Maulana Yogi Suprayogi Yono Maulana Yosep Hidayat Yulandri, Elsa Yuliarti Maghfira Annahli Yuliati - Yuliati Yuliati Yuliawati, Novi Yuniar Sari Ratna Puri, Yuniar Sari Yunior, Ray Yusriani, Sri Zhixin Li