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This Author published in this journals
All Journal JURNAL SOSIAL HUMANIORA (JSH) International Journal of Business and Management Technology in Society (IJBMTS)
Harisatul Agustin
Department Of Business Management, Faculty Of Creative Design And Digital Business, Institut Teknologi Sepuluh Nopember
Economics, Econometrics & Finance Social Sciences

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The Role of Strategic Flexibility on Business Survival Harisatul Agustin; Syarifa Hanoum; Tasya Arihul Wardah
JURNAL SOSIAL HUMANIORA (JSH) Vol 16, No 1 (2023)
Publisher : Institut Teknologi Sepuluh Nopember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12962/j24433527.v16i1.18058

Abstract

The COVID-19 pandemic has had severe consequences across various aspects of life, significantly impacting the culinary sector, which is a crucial part of the tourism industry. Restrictions on dine-in services compelled businesses to adapt to take-out options, resulting in significant repercussions. To navigate these challenging times and ensure the survival and growth of the culinary industry, entrepreneurs and restaurant managers had to adopt innovative strategies. Income reductions affected nearly 43% of culinary businesses during this period. To investigate the dynamics further, the research conducted a PLS-SEM analysis, surveying 163 MSME owners or restaurant managers operating in the Surabaya city region, who had received government support and continued their business operations amidst the pandemic. The analysis revealed that strategic flexibility played a pivotal role in influencing marketing innovation and process innovation. However, the impact of marketing innovation on business survival was not direct, while process innovation significantly influenced business survival. Interestingly, the study observed that government support did not alter the relationships between marketing innovation, process innovation, and business survival.
The Influence of Experiential Marketing Strategy on Purchase Intention: A Literature Review Cantika Yasmin Dwi Putranti; Harisatul Agustin; Geodita Woro Bramanti
International Journal of Business and Management Technology in Society Vol. 2 No. 1: June 2024
Publisher : Direktorat Riset dan Pengabdian Kepada Masyarakat, Institut Teknologi Sepuluh Nopember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12962/j30254256.v2i1.8852

Abstract

Purpose – This study aims to explore how experiential marketing influences consumers’ purchase intention toward slow fashion products at Sarinah Mall Indonesia. The research is motivated by the rising relevance of sustainable fashion consumption and Sarinah’s strategic repositioning to provide meaningful and memorable retail experiences. Methodology – A qualitative research design was employed to obtain an in-depth understanding of consumer perceptions and experiences. Data were collected through semi-structured interviews with visitors of slow fashion MSMEs at Sarinah Mall, selected using purposive sampling. The interviews were analyzed using thematic analysis to identify recurring patterns related to sensory experience, emotional engagement, cognitive reflections, behavioral responses, and social connection within the experiential marketing framework. Findings – The findings suggest that experiential marketing plays a substantial role in shaping consumer attitudes toward slow fashion. Participants reported that sensory and emotional experiences in Sarinah’s retail environment enhanced their appreciation of craftsmanship, sustainability values, and product authenticity. These experiential encounters strengthened personal relevance, stimulated curiosity, and encouraged deeper engagement with slow fashion brands, ultimately influencing their intention to purchase. The study highlights that meaningful interactions, rather than promotional messages alone, are central in fostering interest sustainably. Originality – This study contributes to the limited qualitative evidence on slow fashion adoption in Indonesia by integrating experiential marketing theory with consumer experience narratives. It provides nuanced insights into how consumers interpret slow fashion within a culturally embedded retail setting, offering a perspective rarely addressed in previous research dominated by quantitative approaches. Research limitations – The study is limited by its small sample size and focus on a single retail location, which may reduce the transferability of findings.
Co-Authors Cantika Yasmin Dwi Putranti Geodita Woro Bramanti Syarifa Hanoum Tasya Arihul Wardah