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All Journal Jurnal Manajemen Terapan dan Keuangan Kinerja JEJAK Adi Widya : Jurnal Pengabdian Masyarakat DIJB (Diponegoro International Journal of Business) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Innovation in Business and Economics Journal of General Education and Humanities Proceeding ISETH (International Summit on Science, Technology, and Humanity) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Paradoks : Jurnal Ilmu Ekonomi Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Conference Proceedings International Conference on Education Innovation and Social Science
Tulus Haryono, Tulus
Universitas Sebelas Maret
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Social Sciences Other

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Antecedents of export marketing performance: The moderating role of environmental knowledge and government intervention Rohwiyati, R; Haryono, Tulus; Setiawan, Ahmad Ikhwan; Wahyudi, Lilik; Sulistya, S
Diponegoro International Journal of Business Vol 8, No 1 (2025)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.8.1.2025.50-62

Abstract

This research aims to investigate effect green market orientation (GMO) and green intellectual capital (GIC) on green innovation (GI) and its impact on export marketing performance (EMP) and testing moderating role effect GI on EMP. Research Methods: samples 116 Micro, Small, and Medium Enterprises (msmes) Central Java Indonesia, Partial Least Squares Structural Equation Modeling (PLS-SEM) used to data analyzing. Findings: GMO and GIC Impact on GI: Both green market orientation and green intellectual capital have a significant positive effect on green innovation. Impact on EMP: Green market orientation and green innovation significantly influence export marketing performance. Green intellectual capital does not have a significant direct effect on export marketing performance. Moderating Role of Environmental Knowledge and Government Intervention: Environmental knowledge and government intervention positively moderate the relationship between green innovation and export marketing performance, strengthening the impact of green innovation on EMP. Values: Insight for msmes: The study provides valuable insights for MSME coffee exporters in Central Java, emphasizing the importance of focusing on enhancing environmental knowledge and leveraging government intervention to achieve better marketing success in the global market.
THE THE ROLE OF UNIVERSITY IMAGE AND BRAND AWARENESS IN MEDIATING ANTECEDENTS OF STUDENTS' DECISION TO CHOOSE A UNIVERSITY Yoga Kharisma, Alfin; Haryono, Tulus
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 2 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

In today's highly competitive environment, branding has become a major strategy for universities to differentiate themselves from competitors. By creating a strong and distinct brand image, universities can effectively control the level of competition and attract the attention of prospective students and stakeholders. This research analyzes the influence of promotions on social media, accreditation, study program prospects, facilities, education costs, and location on students' decisions in choosing a private university with brand awareness and university image as mediating variables. The sample used in this research were new students at a private university, namely Duta Bangsa University, Surakarta, Indonesia. The sampling technique used was proportional random sampling, and the number of samples taken was 318 new students. The analysis tool used is PLS-SEM. The findings in this research are that accreditation, study program prospects, location, and image influence students' decisions when choosing a university. Social media promotions, study program prospects, facilities, education costs, and location influence the university's image. Social media promotion, accreditation, and location influence brand awareness. Image mediates the influence of social media promotion, study program prospects, educational facilities, educational costs, and location on choosing a university. The implications of this research provide direction for university policies in carrying out effective branding strategies to improve prospective students' decisions in choosing a university.
THE ROLE OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS AND STUDENT DECISIONS TO CHOOSE UNIVERSITY Yoga Kharisma, Alfin; Haryono, Tulus
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3434

Abstract

This study is aimed to analyze the influence of social media marketing activities on brand awareness and students' decisions in choosing higher education institutions. The population in this study was students of Universitas Duta Bangsa, data collection methods using online questionnaires, and data analysis methods using SEM-PLS. The results of this study found that marketing activities through social media have a positive effect on the decision to choose a university. The components of social media marketing activities that influence the decision to choose a university are entertainment, interactivity, trendy, customization, and E-WOM. Meanwhile, what affects brand awareness is entertainment, customization, and E-WOM.
How Does Human Capital’s Impact to Cost of Financial Distress? Widarwati, Estu; Haryono, Tulus
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2019: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.1413

Abstract

Purpose: The important of human capital relation to firm financial distress still get limited attention, but there is some evidence that firm reduce the cost of human capital when its get a declining financial performance due to bankcruptcy. This study aims exploring the cost of financial distress determinant by human capital.Methodology: We use the data of manufacturing industry in Indonesia Stock Exchange (IDX) during 2011 – 2017. We use monetary approach for measuring human capital by income-base indicator i.e wage/salary and cost of financial distress measured by the difference of firm sales and industry sales. Furthermore, this study illustrates a tendency of cost of financial distress which controlled by firm size, firm age, and leverage. We analyze using static panel data and also doing robustness check as analysis completement. Results: The results find that human capital has positive significant impact to cost of financial distress and excess salary is a breakthrough of indicator for measuring human capital. Furthermore, the usage of firm size, firm age, and leverage as control variable, we find that larger and older firms able to more control their human capital against the cost of financial distress, thus, they can get the benefit of human capital increasing as their competitive strategy. Applications/Originality/Value: Based income indicator, exceess salary as measurement of human capital that built in this study supports the previous empirical studies in describing human capital’s impact to cost of financial distress. The results has practical implication that a firm should concern to welfare of employee as long as it does not exceed the firm’s revenue for avoiding firm’s bankruptcy. Furthermore,the goverment may should thinks about optimal standard of employee salary or wages in distressed firm according our finding of human capital role in firm costs.
Influence of Green Consumer Behavior with Stimulus Organism Response (SOR) Model Analysis in Indonesian Coffeeshops Zemafi, Okindy Dheawara; Haryono, Tulus
Proceedings International Conference on Education Innovation and Social Science 2024: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

This research investigates the impact of green marketing stimulus factors on purchasing decisions for Starbucks Indonesia products, focusing on the mediating effect of perceived value. By the SOR conceptual model, 104 respondents participated in the questionnaire survey and then the data was processed using SmartPLS SEM. This research shows that the mediating of perceived value is the most important to ensure customers' sustainable orientation towards environmentally friendly products. These findings show (a) green brand image and environmental awareness have a positive effect on perceived value; (b) there is no influence of green product price on perceived value; (c) green product price has a positive effect on purchasing decisions and there is no mediating effect of perceived value; and (d) perceived value mediates green brand image and environmental impact on purchasing decisions for Starbucks Indonesia products. This research has significant implications for understanding the market for environmentally friendly products and for companies to develop new strategies in marketing their products. This study also encourages policy makers to pay attention to the importance of environmental management and the commitment to sustainability required of entrepreneurs.
Comparing Customer Loyalty Formation in Coffee-To-Go and Slow Bar Coffee Shops: The Roles of Price, Service, and Brand Experience Mas'ud, Anakisida Huda; Haryono, Tulus
Journal of General Education and Humanities Vol. 5 No. 1 (2026): February
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/gehu.v5i1.1034

Abstract

The rapid expansion of the coffee shop industry in Yogyakarta has been accompanied by a shift in business orientation from efficiency-driven coffee-to-go outlets to experience-oriented slow-bar coffee shops, creating distinct patterns in customer loyalty formation. This study aims to compare how brand experience, customer service perception, and customer price perception influence customer loyalty, with trust and satisfaction acting as mediating variables across the two coffee shop models. A quantitative research design was applied using survey data collected from 240 coffee shop customers in Yogyakarta. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) and supported by Multi-Group Analysis (MGA) to identify differences between coffee-to-go and slow bar segments. The findings reveal that the mechanisms underlying loyalty formation vary significantly between the two models. In coffee-to-go shops, customer price perception and service perception have a stronger impact on satisfaction and loyalty, whereas in slow bar coffee shops, brand experience and trust play a more prominent role. Trust and satisfaction are empirically validated as significant mediating variables in both contexts. These results indicate that different business models require distinct strategic approaches to effectively strengthen customer loyalty.
Co-Authors Ahmad Ikhwan Setiawan, Ahmad Ikhwan Amin Wahyudi Arief Bakhtiar Darmawan, Arief Bakhtiar Asri Laksmi Riyani, Asri Laksmi Budiwati, Christiyaningsih Dirgantini, Devi Dwi Hastjarjo KB, Dwi Dwianto, Rahmad Agus Ekawati Rahayu Ningsih Estu Widarwati Haryanto Haryanto Heri Wijayanto Hunik Sri Runing Sawitri Joko Santoso Mas'ud, Anakisida Huda Mugi Harsono Rara Sugiarti Rawidyo Putro, Tetuko Retno Purwani Setyaningrum Retno Tanding Suryandari Rianto Rianto Rohwiyati Rohwiyati Sugiarto, Catur Sulistya, S Suryanadi, Pram Wahyudi, Lilik Wijaya, Ellen Pramesti Yoga Kharisma, Alfin Zemafi, Okindy Dheawara