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All Journal International Journal Of Science, Technology & Management (IJSTM) International Journal of Business, Law, and Education EKONOMIKA45 Dinamika JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Jurnal Akuntan Publik Journal of Management and Informatics Maneggio Muara: Jurnal Manajemen Pelayaran Nasional Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa
Kusna Djati Purnama
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
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PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO OLEH GENERSI Z DI ARMY EVENT SOLO Erna Nuzulul Wakhid; Kusna Djati Purnama
Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa Vol. 6 No. 2 (2024): Juni: Jurnal Mahasiswa: Jurnal Ilmiah Penalaran dan Penelitian Mahasiswa
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jurnalmahasiswa.v6i2.765

Abstract

Instant noodles are one of the fast food items favored by the public due to their delicious taste, convenience, and quick preparation at an economical price. This research aims to examine and determine the influence of brand image, Korean wave, and brand ambassador on the purchasing decisions of Lemonilo's NCT Dream edition noodles. The research method used is quantitative. Data collection in this study is done through observation and questionnaires. The data analysis method employed includes validity testing, reliability testing, and multiple linear regression analysis. Data collection techniques involve primary data in the form of Likert scale questionnaires and secondary data from literature and previous research. Data analysis is performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of the smartPLS application. The research results indicate that brand image, the Korean wave, fan loyalty, and brand ambassadors have a positive and significant impact on consumers' purchasing decisions for NCT Dream Lemonilo noodles.
The Relationship Between Corporate Social Responsibility, Brand Image, and Customer Loyalty: A Case Study of Le Minerale Consumers Laksmono, Rendro; Purnama, Kusna Djati
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): 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.v5i2.796

Abstract

This study investigates the relationships between Corporate Social Responsibility (CSR), Brand Image, and Customer Loyalty among consumers of Le Minerale, a prominent bottled water brand. Using a sample of 500 respondents, we employed regression analysis to test four hypotheses. The findings reveal that CSR significantly enhances both Brand Image and Customer Loyalty. Moreover, Brand Image mediates the relationship between CSR and Customer Loyalty, indicating that the positive impact of CSR on customer loyalty is maximized through a strong brand image. These results underscore the strategic importance of CSR in brand management and its role in fostering customer loyalty. Companies that effectively integrate and communicate their CSR initiatives can create a favorable brand image, thereby enhancing customer loyalty. The study contributes to the literature by providing empirical evidence of the mediating role of Brand Image in the CSR-customer loyalty relationship and offers practical insights for companies aiming to leverage CSR for competitive advantage.
Crisis Management Strategies to Overcome Market Disruption in the Digital Age Sumarno, Sumarno; Sartono , Sawal; Purnama, Kusna Djati; Revinzky, Muhammad Aqshel; Susilo, Dwi Ermayanti; Jumroni, Jumroni
Maneggio Vol. 2 No. 1 (2025): Maneggio-Feb
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/sztecd60

Abstract

This study aims to analyze the implementation of crisis management strategies in the digital age with a focus on the role of technology in helping companies deal with market disruptions and maintain business sustainability. This study uses a qualitative approach by conducting in-depth interviews with 10 respondents from various business sectors, including retail, MSMEs, and services. The results showed that proactive strategies, such as business model innovation and product diversification, as well as responsive strategies, such as organizational restructuring and digital communications, played an important role in dealing with the crisis. Digital technologies, such as cloud computing, social media, and big data analytics, are proving to be key elements supporting the effectiveness of crisis management, although some companies face constraints such as infrastructure limitations, employee resistance, and a lack of digital expertise. In addition, Adaptive Leadership and cross-divisional collaboration are important factors that determine success. This research contributes to the development of crisis management strategies that are more effective and relevant in the digital age, especially to increase the competitiveness and resilience of companies to market disruption.
MOTIVASI BELAJAR MAHASISWA DALAM PEMBELAJARAN MENGGUNAKAN MEDIA ONLINE PADA ERA PANDEMI Purnama, Kusna Djati
MUARA Vol 4, No 2 (2021): MUARA
Publisher : Akademi Pelayaran Nasional Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62826/muara.v4i2.51

Abstract

Pandemi Covid-19 yang terjadi hampir 2 tahun , telah merubah tatanan kehidupan di dunia. Salah satu yang terdampak adalah dunia pendidikan , karena adanya kerumunan orang Mengantisipasi adanya penularan virus covid-19 , hampir di seluruh dunia untuk pembelajaran dilakukan dengan cara daring. Melihat fenomena tersebut maka penulis melakukan penelitian dengan topik “Motivasi Belajar Mahasiswa dalam pembelajaran menggunakan media online (Studi Kasus di STIE STEKOM)”.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Penelitian dilakukan di STIE STEKOM Solo dengan melibatkan 46 mahasiswa semester 6 pada program studi Manajemen. Teknik pengumpulan data pada penelitian ini menggunakan teknik survey dengan skala likert. Survey dibuat dalam google form agar mudah diakses oleh mahasiswa. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah menghitung presentase data dari setiap indikator, kemudian menginterpretasi skor presentasi data dan menganalisis setiap indikatornya secara mendalam. Hasil penelitian ini menunjukkan bahwa motivasi belajar mahasiswa semester 6 program studi Manajemen di STIE Stekom Solo sangat baik, hal itu didapatkan dari skor presentase motivasi tersebut yang berjumlah 91,89 %. Penelitian ini diharapkan dapat menjadi evaluasi berbagai pihak dalam menyelenggarakan pembelajaran daring di perguruan tinggi terutama yang melibatkan motivasi didalamnya, penelitian ini juga diharapkan dapat menjadi bahan kajian bagi peneliti lain dalam menganalisis dan mengembangkan motivasi belajar mahasiswa dalam pembelajaran daring pada masa darurat di perguruan tinggi.
THE ROLE OF INCLUSIVE LEADERSHIP IN ENHANCING TALENT RETENTION AMONG REMOTE WORKFORCE: A MULTINATIONAL STUDY Purnama, Kusna Djati; Wardi, Agustinus; Aditya, Galuh
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/rkx6dd80

Abstract

The transformation of the workplace in the digital era has pushed organizations to adopt more adaptive and inclusive leadership styles, particularly in managing and retaining talent. Inclusive leadership is believed to foster a psychologically safe work environment, build trust, and enhance employee engagement—key factors influencing talent retention decisions. This study aims to examine the impact of inclusive leadership on talent retention, by exploring the mediating roles of psychological safety, trust, and employee engagement. A quantitative approach was employed through an online survey involving 150 respondents from the professional and technology sectors. Data analysis was conducted using multiple linear regression and Structural Equation Modeling (SEM) with the support of SPSS and SmartPLS. The findings reveal that inclusive leadership significantly influences talent retention, both directly and indirectly through the three mediating variables. These results highlight the importance of leadership styles that are attuned to employees’ psychological needs. Theoretically, this study contributes to the growing body of literature on leadership and employee retention. Practically, it offers strategic recommendations for organizations to develop sustainable human resource management policies focused on employee well-being—particularly in the context of an increasingly digital and flexible work environment.
BEHAVIORAL BIASES AND FINANCIAL RISK TOLERANCE: A COMPARATIVE ANALYSIS BETWEEN MILLENNIAL AND GEN Z INVESTORS IN EMERGING MARKETS Nanik Qosidah; Purnama, Kusna Djati; Henny
Jurnal Akuntansi dan Bisnis Vol. 5 No. 1 (2025): Mei 2025 : Jurnal Akuntansi dan Bisnis
Publisher : LPPM Universitas Sains Dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jiab.v5i1.1043

Abstract

Perkembangan teknologi digital telah mendorong generasi milenial dan Gen Z di Indonesia untuk aktif berinvestasi melalui instrumen berbasis teknologi. Namun, keputusan investasi mereka masih dipengaruhi oleh bias perilaku seperti overconfidence, herding, dan loss aversion, yang berdampak pada tingkat toleransi risiko keuangan. Penelitian ini bertujuan menganalisis pengaruh ketiga jenis bias tersebut terhadap toleransi risiko serta membandingkan perbedaannya antara Milenial dan Gen Z. Penelitian dilakukan dengan pendekatan kuantitatif melalui survei kepada 500 responden dari kedua generasi, menggunakan kuesioner skala Likert 5 poin. Data dianalisis menggunakan Structural Equation Modeling (SEM) melalui SmartPLS, termasuk uji multi-group analysis untuk membandingkan antar generasi. Hasil menunjukkan bahwa overconfidence meningkatkan toleransi risiko, sementara loss aversion menurunkannya. Pengaruh herding bervariasi di antara kedua generasi, menunjukkan perbedaan karakteristik perilaku investasi. Temuan ini memperkaya literatur perilaku keuangan dengan konteks lokal dan menyoroti pentingnya pendekatan edukasi keuangan yang disesuaikan dengan profil generasi. Selain itu, hasil penelitian ini membuka peluang pemanfaatan teknologi, termasuk kecerdasan buatan (AI), untuk membantu investor muda dalam mengenali dan mengelola bias perilaku serta meningkatkan pengambilan keputusan keuangan yang lebih rasional dan adaptif di era digital.
Evolution and Challenges of Customer Relationship Management (CRM) Implementation in the Digital Economy: A Systematic Review Purnama, Kusna Djati; Manalu, Gibson
Journal of Management and Informatics Vol. 3 No. 1 (2024): April Season| JMI: Journal of Management and Informatics
Publisher : University of Science and Computer Technology

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jmi.v3i1.40

Abstract

The evolution of the digital economy has significantly influenced Customer Relationship Management (CRM), reshaping business strategies across industries. This study explores the development and challenges of CRM implementation during 2010–2024, with a focus on its adoption by small and medium-sized enterprises (SMEs). Employing a Systematic Literature Review (SLR) guided by the PRISMA framework, 36 scholarly articles were analyzed to identify trends, obstacles, and outcomes associated with CRM in the digital economy. Findings reveal a steady increase in CRM adoption, particularly among SMEs, driven by advancements in electronic CRM (E-CRM) systems and the COVID-19 pandemic’s acceleration of digital transformation. Empirical data highlights that over 60% of Indonesian SMEs adopting CRM experienced a 20% sales increase within a year. Moreover, CRM implementation has enhanced customer loyalty by 25% and reduced marketing costs by 10% in European markets. However, significant challenges persist, including high implementation costs, inadequate technological readiness, and rising cybersecurity threats. For instance, cyberattacks targeting CRM systems have decreased customer trust by up to 15%. The study concludes that while CRM significantly boosts operational efficiency, customer satisfaction, and business innovation, addressing implementation barriers is crucial for its broader adoption. It recommends enhanced government and institutional support to provide SMEs with access to CRM technologies and training. The findings underscore CRM's critical role in fostering competitive advantages and call for future research to examine its long-term impacts in developing economies.
Pengaruh Citra Merek, Gaya Hidup, dan Harga terhadap Keputusan Pembelian Smartphone Oppo: Survei Pada Pengguna Smartphone Merek Oppo di Sragen Siti Khusnul Hotimah; Kusna Djati Purnama
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 13 No. 1 (2025): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v13i1.5256

Abstract

The purpose of this study was to analyze and test influence of brand image, lifestyle and price on purchasing decisions for Oppo brand smartphone in Sragen. The type of data usedpopulation in this study is an unknown number of Oppo brand smartphone consumers in Sragen. The sampling technique in this study used a non-probability sampling technique with a purposive sampling method of 100 respondents. The data analysis techniques used are validity, reliability, classical assumption test, descriptive analysis, multiple linier regression analysis, t test, F test and coefficient of determination test. The results of this research obtained Y = 2,178 + + 0,323 X1 + 0,283 X2 + 0,185 X3. The results t test results show that brand image, lifestyle, and pricehave asignificant influrnce on purchasing for Oppo brand smartphones. The F test results obtained indicate that the regression results used are correct. The coefficient of determination test result is 0,774, meaning that the contribution of brand image, lifestyle and price to purchasing decisions is 77,4%, so the remaining 22,6% is influenced by other factors outside the variables studied.
Co-Authors Aditya, Galuh Bella Kharisma Putri Danang Wiratnoko Danang Wiratnoko Erlinda Sholihah Erna Nuzulul Wakhid Erwan Nurhidayat Gibson Manalu Heni Susilowati Heni Susilowati Henny Jaelani Jaelani Jaelani Jaelani Jaelani Jumroni, Jumroni Kusumajaya, Robby Andika Laksmono, Rendro Muhammad Aqshel Revinzky Nanik Qosidah Pemilia Sulistowati Pemilia Sulistyowati Ratnaningrum, Ratnaningrum Retno Wulandari Risma Nurhapsari Risma Nurhapsari Sartono , Sawal Siti Khusnul Hotimah Sri Handoko Sri Handoko Sumarno . Susilo, Dwi Ermayanti Titin Hargyatni Titin Hargyatni Titin Hargyatni Wardi, Agustinus Wimber Jerry Panjaitan