Garuda - Garba Rujukan Digital

INFLUENCE OF NON-DEMOGRAPHIC FACTORS ON INDONESIAN CONSUMERS PURCHASE INTENTION TOWARDS GREEN PRODUCTS Hutahaean, Cynthia Irene; Kurnia, Pepey Riawati
ASEAN Marketing Journal
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

This research analyzed the influence of non-demographic factors to Indonesian consumers’ attitude towards green products. Furthermore, this research also investigated the relationship between consumers’ attitude and the intention to purchase green products. This research used questionnaire data from 350 respondents selected by judgemental sampling. Data was analyzed using regression method. The research found that only five out of six non-demographic factors tested were proven to influence the Indonesian consumers’ attitude towards green products. Based on their magnitude of influence, the five factors are altruism, perceived consumer effectiveness, collectivism, perceived benefit, and environmental knowledge. Meanwhile, the interpersonal influence, another factor tested, was not proven to affect the consumers’ attitude towards green products. Consumers’ attitude towards green products also influence consumers’ intention to purchase those products.

PT Jamkrindo Surety Bond Product Marketing Strategy 2024-2026 Agustinus Handoko; Anggun Pesona Intan; Pepey Riawati Kurnia
International Journal of Social Service and Research Vol. 3 No. 9 (2023): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v3i9.546

The Indonesian government, under the leadership of President Joko Widodo for two terms, gave significant emphasis on infrastructure development, as reflected in the annual infrastructure capital expenditure. Infrastructure development aims to promote balanced development and open up new economic areas. In addition to infrastructure projects, the government also allocates a portion of the capital expenditure to strategic projects. The procurement process for goods and services, both for infrastructure development and capital expenditure, requires Surety Bonds issued by guarantee companies or Bank Guarantees issued by banks. PT Jamkrindo is one of the providers of Surety Bond products, however, its marketing strategy is not aligned with the marketing objectives of increasing the volume of guarantees and profitability. Therefore, a new marketing strategy for Surety Bond products is needed, utilizing the Mullins 4C model approach: context, customer, company, and competitor. These four aspects are analyzed using macro analysis, industry analysis, consumer decision-making process (CDMP), brand image, points of parity, and points of difference. Through this analysis, a new marketing strategy for Surety Bond products is formulated.

Strategi Pemasaran Pony Plop PT. XYZ pada Periode 2022-2024 di Jabodetabek Citra, Sonia Fergina; Nadila, Karina; Kurnia, Pepey Riawati; Puspita, Anggun Pesona Intan
Journal of Emerging Business Management and Entrepreneurship Studies Vol. 3 No. 1 (2023): Journal of Emerging Business Management and Entrepreneurship Studies
Publisher : Research Center and Case Clearing House (RC-CCH) - Sekolah Tinggi Manajemen PPM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jebmes.v3i1.81

Nowadays, Many Indonesians are more aware of living a healthy lifestyle. Thus, such conditions opened many opportunities in the food industry, starting with the emergence of healthy catering companies, healthy snacks, and now healthy snacks made especially for toddlers. Providing snacks for toddlers is very important in their development days as their hunger booster and nutritional support supplement. PT. XYZ was founded in 2018 to sell healthy toddler snacks made from fresh ingredients from nearby farmers. Many of their products have become parent’s and toddler’s favorites, yet their Pony Plop product, launched in 2020, has decreased sales despite many awards won. Pony Plop is similar to the meringue (a dessert made from whipped egg white), which is quite unfamiliar to many Indonesians, although it has considerable nutritional value. Their marketing strategy for Pony Plop has not yet gained sufficient awareness, resulting in poor sales. By conducting an internal analysis, SWOT, and portfolio analysis, suitable marketing strategies were chosen for PT. XYZ. Those strategies are: Improve customer loyalty and retention, Build marketing advantage, and Improve differentiation advantage. Implementing these strategies increased awareness and sales of PT.XYZ is to be expected.

Metode Penyelenggaraan Kuliah Studi Pasca Sarjana Post Pandemi: Mana Yang Lebih Memenuhi Kebutuhan Pasar? Kurnia, Pepey Riawati
Journal of Emerging Business Management and Entrepreneurship Studies Vol. 3 No. 2 (2023): Journal of Emerging Business Management and Entrepreneurship Studies
Publisher : Research Center and Case Clearing House (RC-CCH) - Sekolah Tinggi Manajemen PPM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jebmes.v3i2.139

The method of post-pandemic lecture delivery in postgraduate studies is an issue for educational institution management. Lectures will be delivered offline since the COVID-19 pandemic has subsided, and the conditions are recovering. Postgraduate students, especially working students, are protesting because they have to attend face-to-face lectures on weekdays for various reasons. This study aims to determine which postgraduate lecture delivery method meets the market needs (university students). The research method made use of Soft System Methodology (SSM). The FGD was conducted with twelve participants, classified into postgraduate students of Wijawiyata Management (full-time students), Young Executives (students with at least two years of work experience), and Executives (students with no less than five years of work experience). The research was conducted in March and April 2023. The results were analyzed using Role (clients, practitioners, and owners), Social (educational institutions and instructors), and Power (national policies and regulations) Analysis. This research shows that by rich picture and root definition, weekday online lectures and weekend (Saturday) offline lectures meet the market's needs and violate no Indonesian higher educational regulations. The findings also suggest that a combined lecture mode, offline and online, is more favorable to Master's degree students, hence the Indonesian government's rigorous encouragement for Distant Learning for various learning needs across the archipelago.

FAKTOR PENENTU NIAT PENGGUNAAN ULANG LAYANAN BANK DIGITAL DI INDONESIA Pang, Peggy; Sitio, Rike Penta; Kurnia, Pepey Riawati
Among Makarti Vol 17, No 2 (2024): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v17i2.744

Abstract : This study aims to test the UTAUT2 model by examining the mediating role of intention to reuse on use behaviour in the context of digital banking services in Indonesia. The trust factor is included because trust influences positive behaviour in technology acceptance. A quantitative approach was utilized, with the sample consisting of digital banking users in Indonesia. Data collection was conducted through the distribution of questionnaires, resulting in a total sample of 346 respondents. The collected data was analyzed using the bootstrapping technique with SEM-PLS (SmartPLS 4.0). The results indicate a significant influence of intention to reuse on use behaviour. Additionally, this study identifies a relationship between performance expectancy and intention to reuse, as well as between habit and use behaviour. However, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, habit, and trust were found to have no significant effect on intention to reuse. Achieving performance expectancy is shown to have a positive impact on the intention to reuse digital banking services.Abstrak : Penelitian ini bertujuan untuk menguji model UTAUT2 dengan peran mediasi intention to reuse terhadap use behaviour pada penggunaan layanan bank digital di Indonesia. Faktor trust diikutsertakan karena trust mendefinisikan perilaku positif dalam penerimaan teknologi. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel penelitian, yaitu pengguna layanan bank digital di Indonesia. Pengumpulan data dilakukan dengan penyebaran kuesioner yang total sampelnya berjumlah sebanyak 346 responden. Kemudian, data yang dikumpulkan dianalisis menggunakan teknik bootstrapping dengan bantuan aplikasi SEM-PLS (SmartPLS 4.0). Hasilnya adalah terdapat pengaruh antara intention to reuse terhadap use behaviour. Penelitian ini juga terdapat hubungan antara performance expectancy terhadap intention to reuse dan habit terhadap use behaviour. Namun, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, habit, dan trust tidak berpengaruh terhadap intention to reuse. Penelitian ini menunjukkan ketika performance expectancy tercapai maka akan berpengaruh positif terhadap penggunaan kembali layanan bank digital.

The Influence of Brand Orientation to Donation Intention with Attitude Toward Charity as Mediator Ramayanti, Ramayanti; Kurnia, Pepey Riawati; Intan, Anggun Pesona
International Research Journal of Business Studies Vol. 17 No. 3 (2024): December 2024 - March 2025
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.17.3.267-280

This study aims to investigate the impact of brand orientation's dimensions (orchestration, interaction, and affect) on attitudes towards charity and donation intentions. Additionally, it explores whether attitudes towards charity mediate the relationship between orchestration, interaction, affect, and donation intentions. The sample consists of Indonesian residents who have interacted with and/or donated to non-profit organizations in Indonesia. Purposive sampling was used, resulting in a sample size of 282 participants. The data analysis method employed is Structural Equation Modeling (SEM) with Partial Least Squares (PLS) measurements. The research achieved a confidence level of 95%. Findings indicate that the Orchestration dimension has no direct or indirect influence on donation intentions through attitudes towards charity. However, both the Interaction and Affect dimensions directly and indirectly influence donation intentions, with attitudes towards charity serving as a mediator. The mediation effect obtained is weak so that the mediation that occurs is partial mediation.

Affordable Value Innovation: Study in Education Industry in Indonesia Kurnia, Pepey Riawati
JURNAL ILMU MANAJEMEN Vol. 22 No. 1 (2025): JUNE 2025
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v22i1.79112

Previous research suggests that FMCG companies in Indonesia do not pay attention to and consider the two antecedent factors in the Affordable Value Innovation (AVI) process. The Standardization factor has a positive effect on AVI (Ardes & Ardana, 2017). The research test on the fourth antecedent factor shows that Corporate Culture of Innovation (CCOI) does not affect AVI. The findings indicate that FMCG companies in Indonesia do not focus on and consider CCOI in the AVI process, and the AVI affects the IP variable. The research was continued using the same model for the education industry in Indonesia. No research has been conducted using this model for the education industry in Indonesia. Data collection resulted in 31 respondents from the student innovation project unit of STM PPM and Trisakti University. The research data were processed using SMART PLS. The research findings in the Indonesian education industry suggest that there are 2 antecedent factors (local embeddedness and standardization) influencing the AVI, which affects the IP. Indonesian local innovation, standards, and affordable prices affect the innovation performance carried out in education.

Affordable Value Innovation: Study in Education Industry in Indonesia Kurnia, Pepey Riawati
JURNAL ILMU MANAJEMEN Vol. 22 No. 1 (2025): JUNE 2025
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v22i1.79112

Previous research suggests that FMCG companies in Indonesia do not pay attention to and consider the two antecedent factors in the Affordable Value Innovation (AVI) process. The Standardization factor has a positive effect on AVI (Ardes & Ardana, 2017). The research test on the fourth antecedent factor shows that Corporate Culture of Innovation (CCOI) does not affect AVI. The findings indicate that FMCG companies in Indonesia do not focus on and consider CCOI in the AVI process, and the AVI affects the IP variable. The research was continued using the same model for the education industry in Indonesia. No research has been conducted using this model for the education industry in Indonesia. Data collection resulted in 31 respondents from the student innovation project unit of STM PPM and Trisakti University. The research data were processed using SMART PLS. The research findings in the Indonesian education industry suggest that there are 2 antecedent factors (local embeddedness and standardization) influencing the AVI, which affects the IP. Indonesian local innovation, standards, and affordable prices affect the innovation performance carried out in education.

The Impact of Social Media Brand Community and Brand-Community Commitment on Customer Based Brand Equity Kurnia, Pepey Riawati; Aryani, Budi; Sari, Dewi Purnama
International Research Journal of Business Studies Vol. 18 No. 1 (2025): April - July 2025
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.18.1.27-41

In green start-up business competition, the main challenge lies in focusing on social and environmental impacts. The purpose of this study is to describe the impact of Social Media Brand Community (SMBC) on Customer-Based Brand Equity (CBBE) mediated by Brand-Community Commitment. This quantitative study uses a purposive sampling technique and the respondents of this study are members of the green start-up brand community as many as 125 respondents, data research are tested and analyzed using PLS-SEM. The findings of this study reveal that the characteristics of SMBC (shared awareness, rituals and traditions, and moral responsibility) directly affect brand awareness, perceived quality, and brand loyalty which are elements of CBBE while brand-community commitment does not affect to CBBE. To improve CBBE, it is necessary to focus on strengthening the characteristics of the brand community. The implementation of brand community in Indonesian green start-up companies has a real impact on marketing performance, especially in growing brand awareness within the community.

Pelatihan Strategi Perencanaan Keuangan Pribadi pada Warga Dukuh Bima Citra, Tambun, Indonesia Mahadewi, Lufina; Kurnia, Pepey Riawati
I-Com: Indonesian Community Journal Vol 5 No 2 (2025): I-Com: Indonesian Community Journal (Juni 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/i-com.v5i2.7598

Program pengabdian kepada masyarakat ini ditujukan untuk meningkatkan kemampuan para warga Dukuh Bima Citra, Tambun, Jawa Barat dalam merancang strategi perencanaan keuangan pribadi dengan menggunakan pendekatan financial life cycle. Dalam kegiatan tersebut, masing-masing warga diberikan pelatihan dan pendampingan dalam menyusun strategi perencanaan keuangan pribadi berdasarkan fase financial cycle. Hasil program pengabdian kepada masyarakat tersebut menunjukkan bahwa masing-masing warga mampu menyajikan strategi perencanaan keuangan pribadi yang sistematis yang mencakup tahapan evaluasi kesehatan keuangan pribadi, perencanaan tujuan keuangan berdasarkan fase financial cycle, penyusunan rencana tindakan dalam implementasi strategi perencanaan keuangan pribadi, dan evaluasi penerapan strategi keuangan pribadi. Selain itu, beberapa warga dapat mengintegrasikan model keuangan pribadi dengan kegiatan kewirausahaan yang dijalaninya termasuk juga perencanaan pensiun. Hasil kegiatan ini menunjukkan bahwa metode financial life cycle dapat digunakan secara efektif sebagai model strategi perencanaan keuangan pribadi yang membantu individu dalam menyusun perencanaan keuangan pribadi untuk pencapaian tujuan keuangan dalam tahapan kehidupannya.

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