Article Per Year (5 Year)
p-Index From 2020 - 2025
0.562
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This Author published in this journals
All Journal Jurnal Manajemen Dan Bisnis Ekonomi International Journal of Economics, Management and Accounting Harmony Management: International Journal of Management Science and Business
Muhammad Tody Arsyianto
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Purchasing Decisions for Pure Cow's Milk in Tlekung Junrejo Village Batu seen from Promotion, Price, and Product Quality Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin; Ludi Wishnu Wardhana
JURNAL MANAJEMEN DAN BISNIS EKONOMI Vol. 3 No. 1 (2025): January : JURNAL MANAJEMEN DAN BISNIS EKONOMI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jmbe-itb.v3i1.2610

Abstract

This study set out to investigate and determine whether a product's quality, price, and promotion affect consumers' purchasing decisions. The study's demographic and sample consisted of eight respondents who solely drank pure cow's milk and lived in the Tlekung Junrejo Batu village. Questionnaires were used to collect data for this investigation. The data analysis methods used in this study include the Instrument Test, Normality Test, Hypothesis Test, Coefficient of Determination Test, Multiple Linear Regression Analyzer, and Classical Assumption Analyzer. SPPS is used to analyze this study process. Price, product quality, and advertising all have a positive and significant impact on the purchase of pure cow's milk in Tlekung Junrejo Village, Batu.
The Role of Experiential Marketing in Building Brand Equity and Customer Loyalty of MSMEs in the Digital Age : A Case Study on International Markets Muhammad Tody Arsyianto; Sudarmiatin Sudarmiatin
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 2 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i2.205

Abstract

MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.
Enhancing International SME Competitiveness through Machine Learning Driven Market Analysis : A Mixed Methods Approach Muhammad Tody Arsyianto; Budi Eko Soetjipto
International Journal of Economics, Management and Accounting Vol. 2 No. 3 (2025): International Journal of Economics, Management and Accounting
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijema.v2i3.676

Abstract

Despite their 45% contribution to the global economy, international micro, small, and medium-sized enterprises (MSMEs) face considerable obstacles in enhancing their global competitiveness because they lack the resources and access to efficient market analysis (OECD, 2025). In order to optimize cross-border MSME market analysis, this research attempts to construct a machine learning (ML) model coupled with a mixed-methods approach. A combination of quantitative (XGBoost and SEM-AMOS were used to analyze transaction data of 500 Indonesian export MSMEs 2020–2024) and qualitative (interviews with 15 MSME players) methods showed that the XGBoost model achieved 89% accuracy in predicting market trends, with key variables including exchange rate fluctuations (19%) and social media sentiment (28%). According to qualitative findings, the ML model does not identify cross-border regulatory constraints that 65% of MSMEs must deal with. These results validate market intelligence powered by AI as a strategic asset, extending the Resource-Based View paradigm. The significance of contextual adaptation and technological integration in the digital transformation of MSMEs is emphasized by this study.
Co-Authors Budi Eko Soetjipto Ludi Wishnu Wardhana Sudarmiatin