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All Journal PROSIDING SEMINAR NASIONAL Jurnal Ilmu Sosial dan Humaniora Journal of Indonesian Economy and Business Jurnal EMT KITA Journal on Education Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL LENTERA BISNIS Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Ilmiah Edunomika (JIE) Jurnal Informasi dan Teknologi Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Scientia International Journal of Business, Law, and Education Jurnal Ekonomi Indo-MathEdu Intellectuals Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) Journal Of Human And Education (JAHE) Jurnal Masyarakat Indonesia Jurnal Teknologi dan Manajemen Industri Terapan Jurnal Sistim Informasi dan Teknologi Gemilang: Jurnal Manajemen dan Akuntansi Profit: Jurnal Manajemen, Bisnis dan Akuntansi International Journal of Economics and Management Research KENDALI: Economics and Social Humanities Jurnal Pengabdian West Science Jurnal Manajemen Riset Inovasi West Science Business and Management Jurnal Ekonomi Manajemen Akuntansi Jurnal Pengabdian Kepada Masyarakat Journal of Contemporary Administration and Management (ADMAN) Journal of Social Science and Business Studies Journal of Information System, Technology and Engineering Technology and Society Perspectives (TACIT) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Innovative and Creativity Management Studies and Business Journal Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Journal of Ekonomics, Finance, and Management Studies Prosiding SeNTIK STI&K Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan Proceeding of The International Conference on Management, Entrepreneurship, and Business International Journal of Economics and Management Research Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan Oikonomia : Journal of Management Economics and Accounting Jurnal Manajemen Strategis: Jurnal Mantra
Andriya Risdwiyanto
Universitas Proklamasi 45
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Strategi Pemasaran Viral dalam Meningkatkan Awareness Merek di Media Sosial Melvin Krisdiana Djami Rane; Muammar Revnu Ohara; Andriya Risdwiyanto; Andreas Recki P.; Yeni
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.7487

Abstract

The purpose of this study is to determine the effectiveness of viral marketing strategies in increasing brand awareness on social media. This research approach collects data through literature studies, which involve reading literature from various sources including books, journals and reports using qualitative and deductive approaches. The findings in this study are that there are 6 elements of viral marketing that are used to increase effectiveness in increasing brand awareness, namely Providing valuable products or services, Providing easy transfer to others, Increasing, Exploiting common motivations and behaviors, Leveraging existing communication networks, and Leveraging other people's resources. In addition, viral marketing strategies have also proven effective in increasing brand awareness on social media. By utilizing relevant and creative content, the right timing in distributing content, the right audience, high interaction and engagement, and utilizing popular social media platforms such as Instagram, Facebook, TikTok, and YouTube, it can increase brand awareness, expand brand reach and encourage deeper engagement with the audience.
Green Entrepreneurial Marketing Orientation and Sustainable Performance in SMEs: A Systematic and Bibliometric Synthesis of Emerging Trends and Research Opportunities Lova, Anggil Nopra; Susanto, Perengki; Abror, Abror; Risdwiyanto, Andriya
Jurnal Maksipreneur Vol 15 No 1 (2025)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v15i1.2523

Abstract

This study systematically examines the evolution and integration of the Entrepreneurial Marketing Orientation (EMO) concept into the Green Entrepreneurial Marketing Orientation (GEMO) framework, as well as its role in enhancing sustainable performance within the small and medium-sized enterprise (SME) sector. Employing a Systematic Literature Review (SLR) and bibliometric analysis using VOSviewer, this research maps the intellectual structure and emerging trends in GEMO studies during the 2020-2025 period. The findings reveal that GEMO represents an integrated capability rooted in Entrepreneurial Marketing Orientation, grounded in the Resource-Based View (RBV) and Dynamic Capabilities View (DCV) frameworks, where resilience and sustainability serve as the foundations of long-term competitive advantage. The integration of Green Entrepreneurial Orientation (GEO), Green Marketing Orientation (GMO), and Green Innovation (GI) creates an adaptive system that enhances organizational resilience against environmental, digital, and regulatory pressures. Furthermore, this study recommends the development of the Green Digital Entrepreneurial Marketing Orientation (GDEMO) concept to strengthen green innovation and organizational resilience in the era of Green Economy 5.0.
The Influence of Perceived Value, Trust, and Payment Convenience on Digital Purchase Satisfaction of Food Delivery Application Users Ibrahim, Mozart Malik; Risdwiyanto, Andriya; Violin, Vivid; Hanata, Reza Yonatan; Sidjabat, Sonya; Parandy, La Mema
Journal of Social Science and Business Studies Vol. 3 No. 4 (2025): JSSBS
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jssbs.v3i4.210

Abstract

This research is aimed to primarily figure out the impact of perceived value, trust, and payment convenience on the satisfaction of digital purchases among users of food delivery apps in Indonesia. The soaring market for digitally ordered food also makes one wonder what are the factors that lead to consumers' satisfaction with their purchases in the digital era. Researchers applied a quantitative explanatory method and gathered data through a questionnaire that was completed by 200 respondents who are regularly using food delivery services. The sample selection was carried out through purposive sampling. Findings indicate that the three independent variables, perceived value, trust, and payment convenience, to have a positive and significant influence on digital purchase satisfaction. Moreover, this study adds to the theory of digital marketing literature and provides some practical ideas to food delivery companies on how they can enhance customer experience by offering more value, trust, and payment convenience.  
Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee Ninggar Agustina Cindya Putri; Siska Hadiyanti; Andriya Risdwiyanto; Sabilla Saberina
Jurnal Ekonomi Manajemen Akuntansi Vol. 31 No. 2 (2025): JURNAL EKONOMI MANAJEMEN AKUNTANSI
Publisher : sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59725/ema.v31i2.388

Abstract

This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show that consumer trust and product price have a significant positive influence on purchase decisions, both directly and indirectly through e-WOM. This confirms the vital role of user reviews and recommendations in the decision-making process. The study provides strategic implications for e-commerce platforms and guidance for consumers. In addition, this study also provides guidance for consumers in considering factors that influence purchasing decisions on online platforms and educate them to be more careful in assessing available information before making a purchase. Overall, the results of this study underscore the important role of consumer trust, product price, and e-WOM in shaping purchasing decisions on e-commerce platforms.
STRATEGI PEMASARAN BERBASIS RELATIONSHIP MARKETING UNTUK MENINGKATKAN RETENSI PELANGGAN Risdwiyanto, Andriya; Arief, Zaenal; Artino, Adi; Nuraini, Luthfi; Afridhianika, Annisa Nugraheni
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2042

Abstract

This study aims to analyze the effectiveness of relationship marketing strategies in increasing customer retention. This research approach collects data through a literature review, which involves reading literature from various sources including books, articles, journals, and reports using qualitative and deductive approaches. The results of this study indicate that a relationship marketing-based marketing strategy emphasizes building long-term relationships between companies and customers as an effort to increase customer retention. The strategies implemented include personalized service, regular and consistent communication, providing loyalty programs, handling complaints quickly and with solutions, providing appreciation to loyal customers, and involving customers in product or service development. These strategies aim to increase customer satisfaction, trust, and emotional attachment to the company. The implementation of an integrated relationship marketing-based marketing strategy has been proven to play a significant role in strengthening customer loyalty and encouraging the sustainability of long-term business relationships.
Social Media Marketing Strategies and Customer Engagement Effects on Purchase Intention in Online Business Wijayanto, Gatot; Risdwiyanto, Andriya; Imawati, Rochimah; Siagian, Ade Onny
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1320

Abstract

The rapid expansion of digital platforms has transformed social media into a strategic marketing channel that significantly influences consumer behavior in online business environments. This study examines the relationship between social media marketing strategies and purchase intention, with customer engagement acting as a mediating variable. Using a quantitative research approach, data were collected from active social media users through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing strategies positively and significantly affect both customer engagement and purchase intention. Additionally, customer engagement demonstrates a strong influence on purchase intention and partially mediates the relationship between social media marketing and purchasing behavior. These findings underscore the importance of designing interactive, credible, and value-oriented marketing content to strengthen consumer engagement and drive purchasing outcomes. The study offers theoretical contributions to digital marketing literature and practical implications for online businesses aiming to enhance marketing effectiveness and customer conversion rates in an increasingly competitive digital marketplace.
The Effectiveness of Content-Based Marketing Campaigns in Attracting Gen Z Consumers Danis Maulana; Devi Yuliantina; Ristanti Akseptori; Andriya Risdwiyanto
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 2 (2025): Oikonomia-February
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i2.302

Abstract

Generation Z grew up in a digital era dominated by technology and social media, thus affecting their consumption patterns and preferences for marketing content. Studies show that they trust recommendations from influencers and organic content more than conventional advertising. With shorter attention spans, effective marketing content should be concise, engaging, and easy to understand. Platforms such as TikTok, Instagram Reels, and YouTube Shorts are the main tools in reaching this young audience. However, the main challenge is creating content that not only grabs momentary attention but also builds long-term attachment. This study uses a qualitative method with a literature study approach to analyze the effectiveness of content-based marketing in attracting Generation Z. The results show that an effective marketing strategy involves three main elements: the use of influencer marketing and user-generated content (UGC), content personalization with artificial intelligence (AI), and adaptation to algorithm changes and digital trends. By optimizing this strategy, brands can increase audience engagement, build trust, and drive customer loyalty. Therefore, a data-driven approach and creativity are key in ensuring the sustainability and competitiveness of digital marketing in the modern era.
Analysis of the Influence of Live Streaming Interactivity, Perceived Usefulness, and Trust in Platform on Generation Z's Social Commerce Purchase Intention Ilham Arief; Tyahya Whisnu Hendratni; Riesna Apramilda; Andriya Risdwiyanto; Apriani Riyanti; Tanti Widia Nurdiani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4112

Abstract

This study was conducted to examine the extent to which interactivity in live streaming, perceived usefulness, and trust in the platform influence Generation Z's purchase intention in the context of social commerce in Indonesia. This study used a quantitative approach through a survey method with 150 purposively selected participants. The participants were aged 18 to 28, actively using social commerce platforms for at least the past six months, had participated in product live streaming sessions, and had experience or desire to shop through the platform. Prior to multiple linear regression analysis, the data were tested through a series of classical assumption tests including normality, heteroscedasticity, and multicollinearity tests. The results showed that all instruments used met the criteria for validity, reliability, and statistical assumptions. Overall, the three independent variables were proven to have a significant effect on purchase intention. Partial analysis also showed that each variable had a positive effect, meaning that the more active the interaction in live streaming, the greater the perceived benefits for users, and the higher the level of trust in the platform, the stronger Generation Z's purchase intention in the context of social commerce.
Visual Merchandising Can Moderate the Influence of Hedonic Lifestyle on Purchasing Decisions Asmah Sinuraya; Hadiansyah Ma’sum; Andriya Risdwiyanto; Yosef Tonce; Kushariyadi
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 3 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i3.1633

Abstract

This study aims to analyze the moderating role of visual merchandising on the influence of hedonic lifestyle on purchasing decisions in the modern retail sector. In the contemporary consumerism era, shopping behaviour is no longer based solely on functional needs, but has shifted to a pleasure-seeking activity triggered by a hedonic lifestyle. Using a quantitative approach with a survey method, data were collected from 300 respondents who actively shop in urban shopping centers. The analysis results indicate that a hedonic lifestyle has a positive and significant influence on impulsive purchasing decisions. Furthermore, the main findings of this study revealed that visual merchandising acts as a moderator that strengthens this relationship. The aesthetics of store layout, lighting, and attractive product presentation can stimulate emotional responses in hedonic consumers, which ultimately accelerates the purchasing decision-making process. The implications of this study provide strategic guidance for retail managers to optimize the visual elements of a space to capture a lifestyle-driven market niche.
Brand Anticipation in an Era of Uncertainty: Understanding Consumer Behaviour towards Companies' Future Anticipation Efforts Risdwiyanto, Andriya; Rahma, Filasti; Judianto, Loso; Saefudin, Arif
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Vol. 18 No. 1 (2024)
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2024.v18.i01.p04

Abstract

Modern companies invest heavily in understanding future customer needs, but these efforts are sometimes unappreciated, leading to poor results. This research aims to understand future anticipation by linking it to companies' predictions of technological, cultural, and competitive changes and how consumers perceive these changes. Using qualitative methods, data was collected through semi-structured interviews and focus group discussions (FGD) with eight participants each. The findings show that customers highly value visionary company initiatives, forming positive memories that strengthen brand relationships. These memories, particularly in the precordium area of the brain, impact loyalty and shopping behavior, emphasizing the importance of introspection and personal experience. The research also introduces the concept of "massclusivity" and its relationship with elite consumers, like tablet owners. The novelty of this study lies in applying futurology in marketing and utilizing autobiographical memory.
Co-Authors Abd Halim Abror Abror Abu Muna Almaududi Ausat Ade Onny Siagian Adi Suroso Afridhianika, Annisa Nugraheni Agustina, Wiwit Almansyah Rundu Wonua Alvionita Paru, Maria Ambarwati, Retnoning Andreas Recki P. Andreas Recki P. Andry Mochamad Ramdan Andy Rachman Anggoro Dwi Cahyo Ardiyanto Maksimilianus Gai Arief Yanto Rukmana Arief, Zaenal Arif Saefudin Artino, Adi Arum Rakhmasari Octivaningsih Asmah Sinuraya Asminar Mokodongan Asri Ady Bakri Aswadi, Dana Ausat, Abu Muna Almaududi Bagus Hari Sugiharto Bambang Arianto Bambang Irjanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Basu Swastha Dharmmesta Bayu Adhi Nugroho Bekti Setiadi Bekti Utomo Bilgies, Ana Fitriyatul Budayanti, Saripermanik Christ Windreis Citra Arta, Deddy Novie Devi Andriyani Devi Yuliantina Dewa Oka Suparwata Dewi Endah Fajariana, Dewi Endah Diah Fatma Sjoraida Dita Kusuma Sari Djoko Wijono Djoko Wijono Djoko Wijono, Djoko Dwi Dersmi Selan Effendy, Femmy Eki Candra Elan Rusnendar Erminati Pancaningrum Etty Sri Hertini Etty Sri Hertini Etty Sri Hertini Eva Yuniarti Utami Firdaus Yuni Dharta Frans Sudirjo Frans Sudirjo Gatot Wijayanto Geofakta Razali Ghalib Suprianto Ghalib Suprianto Gusti Noorlitaria Achmad Hadi, Anto J. Hadiansyah Ma’sum Hanata, Reza Yonatan Hendri Khuan Henny Dwijayani Herlandi Putra, Irsan Hertini, Etty Sri Hikmah Widi, Riantin Hizbul Khootimah Azzaakiyyah I Ketut Suada I Nyoman Tri Sutaguna I Putu Agus Dharma Hita Ibrahim, Mozart Malik Ilham Arief Ilvano Iswandi Inaya Sundari Rahmawati Itot Bian Raharjo Jamaluddin Majid Jeffriansyah Dwi Sahputra Amory Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi, Jemadi Johni Eka Putra Joko Ariawan Judianto, Loso Judijanto, Loso Khuan, Hendri Kiki Farida Ferine Kraugusteeliana Kraugusteeliana Kushariyadi Kusnadi, Iwan Henri Kusnanto Darmawan Kusumawati, Diana Anggraini Laili Savitri Noor Lena Ellitan Leo Nardo Setia Budi Djojo Loso Judijanto Lova, Anggil Nopra Luckhy Natalia Anastasye Lotte M. Rafid Malik, Mirza A. Median Wilestari Melvin Krisdiana Djami Rane Melvin Krisdiana Djami Rane Metris, Diksi Mochamad Ramdan, Andry Moh Gifari Sono Muammar Revnu Ohara Muammar Revnu Ohara Muh. Arfah Muhamad Risal Tawil Muhammad Ade Kurnia Harahap Muhammad Hazmi Muhammad Sabir MUHAMMAD YUSUF Muhammad Yusuf Muid, Wilson Musran Munizu Mustafa, Fahrina Nada Novia Deswira Naufal Haidar Ahmada Nazaruddin Ahmad Ninggar Agustina Cindya Putri Nita Dwi Setiawati Nuraini, Luthfi Nuralam Syamsuddin Nurani, Putri Ana Nurjanna Ladjin Nurlaili Rahmi Parandy, La Mema Perengki Susanto Pilifus Junianto Putra, Okta Eka Putriana Nurani Radityo Suksmaneng Daru Rahma, Filasti Retno Sawitri Wulandari Riesna Apramilda Rina Sovianti Ristanti Akseptori Riyanti, Apriani Rizky Maulana Fadillah Rochimah Imawati Saberina, Sabilla Saktya Ganes Saputra Samuel Alfonso Sugiyanto Santoso, Agus Dwi Saputro, Pramuditha Nanda Sari, Marta Widian Setiadi, Bekti Setyoko, Ahmad Rodli Sidjabat, Sonya Siska Hadiyanti Sivy Sondari Gadzali Sri Wahyuning Sri Wahyuning Sulaeman, Moh. Muklis Suroso, Adi Suryanti Sutrisno Sutrisno Tanti Widia Nurdiani Tanti Widia Nurdiani Tanti Widia Nurdiani Theresia Chrisna Putri Tyahya Whisnu Hendratni Utami, Eva Yuniarti Utomo, Jepri Violin, Vivid Wahyuni Sri Astutik Widyastuti Widyastuti Widyastuti Widyastuti Wijono Yayat Suharyat Yeni Yeni Yogi Nurfauzi Yosef Tonce Yuli Kurniyati Yuliani Istiqomah Yunita, Nabila Rama