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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen Jurnal Bisnis dan Akuntansi Jurnal Abdi Masyarakat (JAM) Jurnal Pengabdian Masyarakat Bumi Raflesia AMAR (Andalas Management Review) Journal of Indonesia Marketing Association
Diah Fistiani Sukardiman
Universitas Mercu Buana Jakarta
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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PENGARUH CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK TAS BRANDED TIRUAN PADA WANITA KARIR DI JAKARTA Erlita Prasetyaningsih; Diah Fistiani Sukardiman
Jurnal Ilmiah Manajemen dan Bisnis Vol 1, No 3 (2015): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v1i3.573

Abstract

Women aren’t spared from the development of fashion and trends that occur around them. Especially the fashion trends, the producers create products that can attract career women. This is because career women have more ability to buy goods that can improve her class. This research aims to determine the influence of brand image and lifestyle on purchasing decisions imitation branded bags on the career woman in Jakarta. The population in this research is the career woman who likes to use a branded bag. Samples used were as many as 100 people. The sampling technique using is purposive sampling. To answer the problem formulation, purpose and hypothesis of this study, the analysis employed is IBMSPSS Ver. 21.0. Based on the analysis IBMSPSS Ver. 21.0 can be concluded that brand image have positive and significant impact on purchasing decisions. Then lifestyle has positive and significant impact on purchasing decisions.Keyword: Career Woman, Brand Image, Lifestyle, Purchase Decisions
PEMANFAATAN MEDIA INTERNET DAN FAKTOR PENDUKUNG MEDIA INTERNET DALAM KOMUNIKASI VIRTUAL PADA MASA PANDEMI COVID-19 DI KEMBANGAN UTARA - JAKARTA BARAT Amzad Samudro; Islahuben Islahuben; Diah Fistiani Sukardiman
Jurnal Abdi Masyarakat (JAM) Vol 8, No 1 (2022): JAM (Jurnal Abdi Masyarakat)-September
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jam.v8i1.11582

Abstract

The program for utilizing internet media and supporting factors for internet media in virtual communication during the Covid-19 pandemic in northern development is a program that aims to improve the quality of society in today's technology. This also fulfills the views and environment for people in northern kembangan. Utilization methods and internet media supporting factors in virtual communication during the Covid-19 pandemic are applied to keep activities like costs in cyberspace. The implementation of user activities and internet media supporting factors in virtual communication during the Covid-19 pandemic in northern development by the PPM report compilation team which was carried out virtually by the north kembangan community. The type of plan, from the target achievement and outcome, is to realize community values which include aspects of the benefits of the internet, supporting factors for virtual communication during the Covid-19 pandemic.
MENINGKATKAN KETERAMPILAN PEMASARAN DIGITAL BAGI ANGGOTA PERTUBUHAN MASYARAKAT INDONESIA (PERMAI) PULAU PINANG MALAYSIA: Meningkatkan Keterampilan Pemasaran Digital untuk Anggota Pertubuhan Masyarakat Indonesia (PERMAI) Pulau Pinang, Malaysia Prayoga Kasmo, Arief Bowo; Heliantono, Heliantono; Fistiani Sukardiman, Diah; bin Rahmad, Khozaeni
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol. 7 No. 2 (2024): Agustus : Jurnal Pengabdian Kepada Masyarakat Bumi Raflesia
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jpmbr.v7i2.6633

Abstract

The Indonesian Community Organization (PERMAI) in Penang, Malaysia, supports a diverse array of MSMEs known for their high-quality food, beverages, and handicrafts. To sustain their growth, these MSMEs must embrace digital marketing. Currently, many rely on outdated manual methods and have limited exposure to digital tools, which hinders their market reach and strategic optimization. In today’s digital age, mastering digital marketing is essential for these businesses to remain competitive and unlock their full potential. The program focuses on three primary goals: (1) Skill Development: Empower MSME entrepreneurs with key digital marketing skills, such as SEO, social media marketing, content creation, and data analytics; (2) Technology Integration: Transition MSMEs from manual to digital marketing systems, enabling effective use of digital tools and platforms; (3) Competitive Edge: Enhance the competitiveness of MSMEs in Penang by equipping them with the knowledge and skills to implement impactful digital marketing strategies. Targeted outcomes include hosting hands-on workshops tailored to MSME needs, providing ongoing support and mentorship, and sharing success stories and best practices through scientific publications and media. By addressing the need for digital marketing skills and setting clear goals, this program aims to boost the digital marketing capabilities of MSMEs in Penang, ensuring their sustained growth and competitive edge.Keywords: Digital Marketing; MSMEs; Technology Integration
Boosting Textile Industry Growth: Adversity Quotient Meets Entrepreneurial Orientation Handiman, Unang Toto; Irawan, Towaf Totok; Kimpah, Jeniboy; Sukardiman, Diah Fistiani
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 2 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i2.013

Abstract

Objectives: The worldwide market presents substantial problems for the textile sector, especially for small and medium-sized businesses. This study explores how business performance in Java Islands SMEs' textile sectors is impacted by the Adversity Quotient (AQ) and Entrepreneurial Orientation (EO). This study focuses to determine how resilience and entrepreneurial behaviour affect organisational performance using a resource-based view.Methodology: Data were collected from 277 respondents across various SME textile firms through structured questionnaires. Structural equation modelling (SEM) was utilised to analyse the data to validate the suggested connections between AI, EO, and firm performance.Finding: The findings reveal that both AQ and EO significantly impact firm performance. Specifically, AQ boost the firm's capacity to navigate challenges and exploit opportunities, while EO fosters for competitive edge. The inestigation highlights that EO mediated partially the association among AQ along firm performance, suggesting that entrepreneurial behaviors amplify the significant effects of resilience on organizational outcomes.Conclusion: These results offer valuable insights for SME textile firms, figuring the valuable of cultivating high AQ and nurturing an entrepreneurial culture to improve performance. The study participates to the conceptual grasp of AQ and EO within the confine of emerging markets and provides practical recommendations for industry stakeholders to enhance their competitive
The Online Fruit and Vegetable Purchase Decisions: The Roles of Lifestyle, Promotion, and Service Quality Sukardiman, Diah Fistiani; Santo , Vianty Adelli; Kasmo, Arief Bowo Prayoga
AMAR (Andalas Management Review) Vol. 9 No. 1 (2025)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.9.1.23-35.2025

Abstract

The transformation of modern lifestyles and technological advancements has driven a significant increase in the online purchase of fresh products, such as fruits and vegetables. This study aims to analyze the influence of lifestyle, promotion, and service quality on consumers’ purchasing decisions on the GoFruit.id platform. The population in this research comprises consumers who have made purchases on GoFruit.id, although the total population size is unknown. A sample of 100 respondents was obtained using purposive sampling and determined using the Rao formula (2006). Data were collected through a survey using structured questionnaires and analyzed using the Partial Least Squares (PLS) method. The results indicate that lifestyle has a positive and significant influence on purchase decisions. Similarly, service quality also shows a positive and significant effect. However, promotion does not have a significant effect on consumers' purchasing decisions. These findings suggest that online fruit and vegetable retailers should prioritize improving service quality and aligning products with consumer lifestyles rather than relying heavily on promotional strategies. Keywords: lifestyle, promotion, service quality, purchase decision, online shopping
BOOSTING DIGITAL MARKETING IN ASIAN SMES THROUGH CULTURAL SENSITIVITY: SYSTEMATIC INSIGHTS AND FUTURE DIRECTIONS Kasmo, Arief Bowo Prayoga; Sukardiman, Diah Fistiani; Riyanto, Setyo; Handiman, Unang Toto; Memon, Ubedullah
Jurnal Bisnis dan Akuntansi Vol. 27 No. 1 (2025): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v27i1.2762

Abstract

This study presents a systematic literature review on the impact of culture on digital marketing, addressing a crucial gap in understanding how cultural differences shape consumer interactions with brands. Given the increasing globalization of markets and the diverse cultural backgrounds of consumers, understanding culture’s impact on marketing is critical for developing effective strategies that resonate across different regions. The study employs the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) model to systematically filter articles indexed by Scopus, utilizing the Publish or Perish tool for initial identification. Out of 1222 articles collected, 62 articles were selected after eliminating those that were not relevant to the research scope. The findings demonstrate that cultural factors significantly influence in digital marketing strategies, consumer behavior, consumer involvement, and the establishment of consumer loyalty. Theoretically, this study expands on existing marketing theories by integrating cultural dimensions into models of consumer behavior and brand engagement, emphasizing the need for culturally adaptive marketing frameworks. Practically, these findings provide marketers with insights into tailoring their strategies to accommodate cultural differences, thereby enhancing brand relevance and fostering long-term consumer loyalty. Additionally, a model framework for a future research agenda is proposed, focusing on integrating cultural variables into marketing decision-making processes. This framework aims to examine specific cultural factors and their impact on marketing at various levels, including strategy formulation, consumer engagement, and loyalty development. By understanding these relationships, marketers can develop more precise strategies that effectively connect with culturally diverse consumer groups, thereby enhancing marketing performance
Perilaku Pembelian Ramah Lingkungan: Tinjauan terhadap Persepsi Nilai, Persepsi Risiko, dan Kepercayaan di Niceso Kota Tangerang Immawati, Siti Asriah; Sukardiman, Diah Fistiani; Setiyawati, Ratna
Journal of Indonesia Marketing Association (IMA) Vol. 2 No. 2 (2024)
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v2i2.32

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi nilai, persepsi resiko dan kepercayaan terhadap perilaku pembelian ramah lingkungan yang dilakukan di Niceso Kota Tangerang. Penelitian ini menggunakan pendekatan kuantitatif, dengan metode asosiatif. Pengumpulan data melalui kuesioner yang dibagikan langsung pada pelanggan Niceso Kota Tangerang berjumlah 180 pelanggan, dengan skala pengukuran 7 item. Pengolahan data menggunakan regresi berganda dengan sofware SPSS versi 28. Hasil penelitian ini menunjukan terdapat pengaruh positif signifikan persepsi nilai dan kepercayaan terhadap perilaku pembelian ramah lingkungan, sedangkan kepercayaan dengan perilaku pembelian ramah lingkungan berpengaruh negatif signifikannya.
The Entrepreneurship Training and Housewives’ Economic Independence: The Strategic Role of MSMEs and Socio-Economic Moderators Kasmo, Arief Bowo Prayoga; Riyanto, Setyo; Sukardiman, Diah Fistiani; Suparno, Joko
AMAR (Andalas Management Review) Vol. 9 No. 2 (2025)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.9.2.35-50.2025

Abstract

Entrepreneurship training has been widely recognized as an effective strategy to enhance the economic empowerment of housewives, particularly in the context of Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine the effect of entrepreneurship training on the economic independence of housewives, with MSME strategies as a mediating variable and socio-economic factors as a moderating variable. The research sample consisted of 133 housewives engaged in MSMEs and residing in Kembangan District. A quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed to analyze both direct and indirect relationships among the variables. The results indicate that entrepreneurship training does not have a direct effect on economic independence. However, it significantly influences MSME strategies, which subsequently contribute positively to economic independence. This confirms the role of MSME strategies as an important mediator linking entrepreneurship training to economic outcomes. In addition, socio-economic factors were found to have a direct effect on economic independence, but they did not function effectively as moderating variables. These findings underscore that entrepreneurship training alone is insufficient to economically empower housewives. Its effectiveness depends on the implementation of appropriate MSME strategies. The study highlights the importance of strengthening MSME development as a strategic pathway to enhance the economic independence of housewives, while recognizing socio-economic conditions as direct determinants rather than moderating influences.
Co-Authors Amzad Samudro Arief Bowo Prayoga Kasmo Bin Rahmad, Khozaeni Erlita Prasetyaningsih Heliantono Immawati, Siti Asriah Islahuben Islahuben Kimpah, Jeniboy Memon, Ubedullah Santo , Vianty Adelli Setiyawati, Ratna Setyo Riyanto, Setyo Suparno, Joko Towaf Totok Irawan Unang Toto Handiman