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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen Pemasaran IKRA-ITH EKONOMIKA Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ekonomi Manajemen Sistem Informasi eCo-Buss Dinasti International Journal of Education Management and Social Science Dinasti International Journal of Digital Business Management Jurnal Bisnis, Manajemen, dan Ekonomi Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Economics and Digital Business Review International Journal of Marketing and Human Resource Research JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Journal of Business and Management Inaba Aktiva: Jurnal Manajemen dan Bisnis
Ridho Riadi Akbar
Universitas Indonesia Membangun
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences

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Analysis of The Effect of Distribution Strategy on Customer Loyalty in FMCG Companies Radzisyah Ferry; Mochammad Mukti Ali; Dadan Abdul Azis Mubarok; Ridho Riadi Akbar; Rama Chandra Jaya
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5410

Abstract

Competition in the Fast Moving Consumer Goods (FMCG) industry requires every company to optimize distribution strategies to maintain customer loyalty. Changing consumer shopping patterns, increasingly critical and demanding easy product access, making distribution effectiveness a crucial factor in creating customer satisfaction and retention. This study analyzes the influence of distribution strategy on customer loyalty in Indonesian FMCG companies using quantitative methods (Structural Equation Modeling or SEM). The sample included 70 FMCG consumer respondents selected through purposive sampling. The results indicate that distribution strategy has a significant positive effect on customer loyalty (β = 0.742; p < 0.001). Product availability has a dominant influence (β = 0.456), followed by distribution service quality (β = 0.398), distribution reach (β = 0.312), and delivery speed (β = 0.287). The research model achieved excellent fit and explained 68.4% of the variation in customer loyalty. These findings provide strategic implications for FMCG companies to optimize distribution through increased product availability, expanded reach, invested in logistics technology, and standardized service quality to maintain customer loyalty.
Pengaruh Affiliate Marketing, Content Marketing dan Live Streaming Terhadap Keputusan Pembelian Produk Lunafore di E-Commerce Siti Nurjanah; Ridho Riadi Akbar
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

This research is designed to examine the extent to which digital marketing strategies shape consumers purchase decisions for Lunafore products in online marketplaces. The analysis concentrates on three core variables, namely affiliate marketing, content marketing, and live streaming. A quantitative research framework was employed by integrating descriptive and verificative methods to ensure robust empirical assessment. Data were collected through an online Likert-scale questionnaire distributed to 100 internet users selected using purposive sampling techniques. The collected responses were subsequently analyzed using multiple linear regression to evaluate the relationships among variables. The empirical results reveal that live streaming, content marketing, and affiliate marketing each exert a positive and statistically significant effect on consumers’ purchasing decisions. Furthermore, the simultaneous testing indicates that these three variables jointly explain 62.6% of the variance in purchase decisions. These findings highlight the strategic importance of adopting an integrated digital marketing approach to strengthen consumer purchase behavior within e-commerce environments.
Pengaruh Fitur Bargaining dan Kepercayaan terhadap Kepuasan Pengguna Aplikasi InDrive di Kalangan Mahasiswa Kota Bandung Patrick Cannavaro Hanas; Ridho Riadi Akbar; Andhika Mochamad Siddiq
IKRAITH-EKONOMIKA Vol. 9 No. 1 (2026): IKRAITH-EKONOMIKA Vol 9 No 1 Maret 2026
Publisher : Universitas Persada Indonesia YAI

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Abstract

Perkembangan layanan transportasi berbasis aplikasi mendorong munculnya fitur interaktif yang memberi keleluasaan bagi pengguna dalam menentukan nilai transaksi. InDrive menawarkan mekanisme bargaining yang memungkinkan negosiasi tarif antara pengguna dan pengemudi. Selain itu, kepercayaan menjadi faktor kunci dalam membentuk rasa aman, kenyamanan, dan keberlanjutan penggunaan layanan. Penelitian ini bertujuan menganalisis pengaruh fitur bargaining dan kepercayaan terhadap kepuasan pengguna aplikasi InDrive pada mahasiswa di Kota Bandung. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif-verifikatif. Data diperoleh melalui kuesioner kepada 100 responden yang memenuhi kriteria purposive sampling. Analisis dilakukan menggunakan uji kualitas data, uji asumsi klasik, serta regresi linier berganda. Hasil penelitian menunjukkan bahwa fitur bargaining dan kepercayaan berpengaruh positif dan signifikan terhadap kepuasan pengguna, baik secara parsial maupun simultan. Temuan ini mengindikasikan bahwa optimalisasi mekanisme tawar-menawar yang transparan serta penguatan kepercayaan pengguna berperan penting dalam meningkatkan kualitas layanan InDrive.
Do Athlete Identification and Shoe Design Mitigate Perceived Injury Risk in Nike KD Low-Top? Wildan Guretno Prasetiyo; Ridho Riadi Akbar; Debi Irawan; Rama Chandra Jaya; Arie Hendra Saputro; Muhamad Addin Al Haadi
Jurnal Manajemen dan Kewirausahaan Vol. 14 No. 1 (2026): June (2026)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v14i1.17152

Abstract

Despite rising NBA Achilles injuries linked to low-top shoes, models like the Nike KD series continue to enjoy massive commercial success. This study investigates this paradox by examining whether athlete identification and aesthetic shoe design override perceived injury risk in shaping purchase intention. Using a quantitative correlational design, data were collected from 300 basketball enthusiasts in Indonesia, purposively selected for their interest in the NBA and awareness of Kevin Durant. Results confirm that athlete identification and aesthetic design directly drive purchase intention, whereas perceived injury risk acts as a significant deterrent. Notably, moderation analysis reveals that safety concerns attenuate the emotional drive of athlete identification but unexpectedly amplify the influence of aesthetic design. Consequently, while athlete identification is the primary driver, aesthetic design becomes paramount when injury risk is taken into account. This indicates that consumers actively repurpose risky low-tops into casual streetwear, prioritizing visual appeal over performance. Therefore, sportswear manufacturers should market low-top models as lifestyle apparel while improving their structural integrity.
Pengaruh Content Marketing dan Brand Awareness terhadap Minat Beli pada Produk Glad 2 Glow Nurlaeli Azizah; Siti Sarah; Ridho Riadi Akbar
Jurnal Bisnis, Manajemen, dan Ekonomi Vol. 7 No. 2 (2026): Jurnal Bisnis, Manajemen dan Ekonomi
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jbme.v7i2.3534

Abstract

Glad 2 Glow has entered the attention space of Indonesian skincare consumers through short video content, accessible pricing, and a light brand personality that is familiar to young social media users. This study examines how content marketing and brand awareness are associated with consumers' purchase interest in Glad 2 Glow products. A quantitative survey was conducted with 96 respondents who had encountered Glad 2 Glow content on social media. The data were assessed using item validity, reliability, descriptive statistics, classical assumption checks, multiple linear regression, and hypothesis testing. The findings show that content marketing encourages purchase interest by clarifying product benefits, reducing uncertainty, and helping consumers compare skincare alternatives before buying. Brand awareness also strengthens purchase interest because a recognizable name, visual identity, and repeated exposure make the brand easier to recall in a crowded skincare category. Simultaneously, both variables account for 39.6% of the variation in purchase interest. The study indicates that Glad 2 Glow needs to balance viral content with credible product education, consistent visual identity, and communication that converts audience attention into purchase consideration
Pengaruh Kualitas Produk, Brand Ambassador dan Social Media Marketing terhadap Minat Beli Ulang (Survei pada Produk Kosmetik Wardah) di Kota Bandung Nurul Hidayanti Febriani; Ezra Karamang; Ridho Riadi Akbar
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 3 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i3.7340

Abstract

Bisnis kosmetik di Indonesia semakin kompetitif, sehingga perusahaan-perusahaan perlu meneliti faktor-faktor yang memengaruhi perilaku pembelian konsumen. Studi ini meneliti bagaimana kemungkinan konsumen Bandung membeli kembali kosmetik Wardah dipengaruhi oleh Kualitas Produk, fungsi duta merek, dan pemasaran media sosial. Data dianalisis secara kuantitatif menggunakan analisis deskriptif dan konfirmatori. Data diperoleh dengan memberikan kuesioner kepada 100 pelanggan Wardah di Bandung yang telah melakukan banyak pembelian sebelumnya. Dengan menggunakan perangkat lunak SPSS, data dianalisis menggunakan berbagai metode regresi linier berganda. Data menunjukkan bahwa Kualitas Produk, duta merek, dan iklan media sosial semuanya memiliki dampak positif dan signifikan terhadap niat pembelian konsumen, baik secara individual maupun kolektif. Pemasaran media sosial merupakan elemen utama di antara elemen-elemen tersebut yang mendorong pelanggan untuk melakukan pembelian berulang. Temuan ini menyoroti perlunya peningkatan Kualitas Produk, pemilihan duta merek yang tepat, dan optimalisasi pemasaran media sosial untuk menumbuhkan loyalitas pelanggan dan mempromosikan kebiasaan pembelian berulang.
The Effect of Service Quality and Product Quality on User Satisfaction with the Mekari Qontak Application in the Public Relations Division of the Politeknik Negeri Jakarta Ikko Septiana; Ridho Riadi Akbar
Dinasti International Journal of Digital Business Management Vol. 7 No. 1 (2025): Dinasti International Journal of Digital Business Management (December 2025 - J
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v7i1.6208

Abstract

Digital transformation requires higher education institutions to adopt information technology to improve the quality of communication services. The Public Relations Division of the Politeknik Negeri Jakarta has implemented the Mekari Qontak application as a Customer Relationship Management (CRM) platform. However, issues with application stability and consistency of technical support have been identified, which could potentially affect user satisfaction. This study aims to examine the partial and simultaneous effects of product quality and service quality on user satisfaction with Mekari Qontak application in this environment. The research methodology uses a quantitative approach with a causal associative study design. Data were collected through a Likert scale questionnaire from 86 respondents selected using simple random sampling. The analysis techniques used include descriptive analysis and multiple linear regression verification. The research findings show that product and service quality have a positive effect on user satisfaction in the strong category. Service quality contributes significantly through the aspects of reliability and responsiveness, while product quality excels in performance and feature completeness. Both variables are proven to strongly influence user satisfaction. This study provides strategic recommendations for managers to improve system stability and serves as an academic reference related to CRM management in educational institutions.
Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Sprei Midori Premium di Shopee Shilvia Angelina Fitriani; Ridho Riadi Akbar; Dadan Abdul Aziz Mubarok
Aktiva : Jurnal Manajemen dan Bisnis Vol. 5 No. 2 (2025): Volume 5 Nomor 2 Tahun 2025
Publisher : Actual Insight

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56393/aktiva.v5i2.4085

Abstract

Penelitian ini bertujuan menganalisis pengaruh brand awareness terhadap keputusan pembelian produk sprei fitted hotel berbahan microtencel premium merek Midori yang dipasarkan oleh Toko Rosanna melalui platform Shopee. Tingginya persaingan pada kategori produk home living di marketplace menyebabkan konsumen dihadapkan pada berbagai alternatif produk dengan karakteristik yang relatif serupa, sehingga kesadaran merek menjadi faktor penting dalam proses pengambilan keputusan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner daring kepada 96 responden pengguna Shopee yang pernah mengetahui atau membeli produk Midori, dengan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas dan reliabilitas, regresi linier sederhana, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi sebesar 43,5%. Secara konseptual, hasil penelitian ini menegaskan peran brand awareness sebagai mekanisme kognitif yang membantu konsumen mengurangi risiko perseptual dalam pengambilan keputusan pembelian produk premium di marketplace digital.
FICTIONAL CHARACTER AS A BRAND PERSONALITY FOR PROMOTION IN THE INDONESIAN MARKET: A SYSTEMATIC LITERATURE REVIEW Wildan Guretno Prasetiyo; Ridho Riadi Akbar
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.14-30

Abstract

The use of fictional characters in promotional campaigns has grown a lot in the last few years. Notable examples include Tomoro Coffee, UNIQLO, and Mobile Legends: Bang Bang, which have successfully incorporated characters from the anime series Jujutsu Kaisen into their marketing strategies. This trend aligns with Indonesia's substantial anime viewer base, which reached approximately 50 million in 2023 and continues to grow proportionally with population expansion. This study aims to explore the potential relationships between a fictional character, brand personality, and promotion via a systematic literature review using PRISMA 2020, analyzing 45 articles from major databases (Web of Science and Google Scholar), drawing on diverse website sources, especially case studies relevant to the Indonesian market. The results show that there are three key links between: (1) a fictional character and a brand's personality, empirical studies show fictional characters boost consumer engagement psychologically; (2) a brand's personality and a promotion, studies confirm human representatives shape marketing strategically; (3) a fictional character and a promotion, research affirms fictional characters' promotional impact. Utilizing a fictional character as a brand personality offers significant potential for product marketing in Indonesia, supported by the country's large anime fanbase. These findings should pave the way for more study into quantitative investigation into the identified relationships and creating the ideal fictional character to use as a brand personality in order to make advertising more effective in Indonesia. The practical implications of this study offer implementable knowledges for brands utilizing anime collaborations to enhance market penetration in Indonesia.
Pengaruh Brand Awareness, Brand Trust Dan Brand Image Terhadap Keputusan Pembelian Pada Konsumen Kopi Kulo Di Transmart Buah Batu Bandung Radi Angriansyah; Ridho Riadi Akbar
Economics and Digital Business Review Vol. 7 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3002

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, brand trust, dan brand image terhadap keputusan pembelian konsumen pada produk Kopi Kulo di Transmart Buah Batu Bandung. Latar belakang penelitian ini didasari oleh fenomena penurunan penjualan Kopi Kulo di outlet tersebut, meskipun secara nasional merek ini memiliki awareness yang cukup tinggi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Jumlah sampel yang digunakan sebanyak 100 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner tertutup dengan skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, regresi linier berganda, uji t, uji F, serta koefisien determinasi (R²).Hasil penelitian menunjukkan bahwa secara parsial ketiga variabel independen, yaitu brand awareness, brand trust, dan brand image, memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji simultan juga memperkuat bahwa ketiga variabel tersebut secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian dengan nilai R² sebesar 0,395. Artinya, 39,5% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut, sementara sisanya dipengaruhi oleh faktor lain di luar model penelitian ini. Temuan ini menunjukkan bahwa penguatan brand awareness, peningkatan brand trust melalui kualitas dan konsistensi produk, serta penciptaan brand image yang positif merupakan faktor kunci dalam memengaruhi keputusan konsumen, terutama di tengah persaingan industri minuman kopi yang semakin kompetitif.
Co-Authors Agustina, Tasya Tania Alifia Oktaviani Amrina Rosyada, Rahmananda Andre Suryaningprang Anindya, Auryn Latifa Arie Hendra Saputro Arinda, Destiana Aulia, Nurliana Bunga Pratiwi, Alliya Chandra Jaya, Rama Cinta Dwi Alieka Dadan Abdul Azis Mubarok Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Debi Irawan Fajar, Moh. Wisnu Ferdiansyah Pramudya Ferry, Radzisyah Fuadah, Asri Tsamrotul Hajar, Asri Shopiatul Hellen Indriyani Hidayat, Hafidz Hilman Fauzan Ida Farida Oesman Ida Farida Oesman Ikko Septiana Indah Lestari, Indah Indriyani, Hellen Irman Firmansyah Jaya, Rama Chandra Juniar, Nina Fatmawati Karamang, Ezra Laela Rahmawati Listri Herlina Maisan, Kifa Maulana, Bima Rizky Rahmat Mochammad Mukti Ali Mubarok, Dadan Abdul Azis Muhamad Addin Al Haadi Muhamad Azriel Ardiansyah Muhamad Azriel Ardiansyah Muhammad Ihsan Muchtar Muhammad Rizki Pratama Mukti Ali, Mochammad Mulyanti, Siti Muttaqin, Ridlwan Nadira, Silvia Nur Aida Nurlaeli Azizah Nurul Hidayanti Febriani Pandiangan, Sari Yanti Patrick Cannavaro Hanas Pebriyani, Selvia Prasetiyo, Wildan Guretno Putri, Dea Marliana Radi Angriansyah Radzisyah Ferry Rama Chandra Jaya Rama Chandra Jaya Ramdan, Ahmad Taufiq Maulana Ramdhani, Sally Novia Asri Rega Noer Cahyana Saputra, Andika Eka Sari, Syifa Putri Permata Sentosa, Elvara Dyva Shilvia Angelina Fitriani Siddiq, Andhika Mochamad Siti Nurjanah Siti Sarah Siti Sarah, Siti Solihah, Neng Hoirotus Syianti, Rahma Amelia