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All Journal Journal of Information System, Technology and Engineering DIGIBE: Digital Business and Entrepreneurship Journal Business, Accounting and Management Journal International Journal of Business and Quality Research Fundamental and Applied Management Journal
Saripermanik Budayanti
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Improving The Marketing Performance Of District Umkm. Banyumas Through Ambidexterity: A Social Network Theory Approach Saripermanik Budayanti; Weni Novandari; Refius Pradipta Setyanto
International Journal of Business and Quality Research Vol. 2 No. 02 (2024): April - June, International Journal of Business and Quality Research (IJBQR)
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v2i02.943

Abstract

The ability to build social networks is important for MSMEs because social networks can provide opportunities for MSMEs to gain new customers, resources and market opportunities, which are important for their survival and growth, especially in rapidly changing markets. The aim of this research is to explore the Ambidexterity capabilities of MSMEs in Banyumas, with a focus on social network theory. Social networks are essential in providing resources, information, and support, which in turn influences the balance between exploration and exploitation activities in organizations. The number of samples in this study was 131 respondents from MSME actors and was analyzed using SmartPLS. The results of this research are that Strong Ties has a positive effect on Ambidexterity in Banyumas MSMEs. Weak Ties has a positive effect on Ambidexterity in Banyumas MSMEs. Strong Ties has a positive effect on Marketing Performance in Banyumas MSMEs. Weak Ties has a positive effect on Marketing Performance in Banyumas MSMEs and Ambidexterity has a positive effect on marketing performance.
STRATEGI PEMASARAN BERBASIS BUDAYA DAN SYARIAH: PENGGUNAAN SIMBOL JAWA DALAM BRANDING PRODUK MUSLIM: Culture and Sharia-Based Marketing Strategies: The Use of Javanese Symbols in Muslim Product Branding Budayanti, Saripermanik
Business, Accounting and Management Journal Vol. 3 No. 02 (2025): Business, Accounting and Management Journal
Publisher : tesco publisher

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Abstract

This study aims to explore the effectiveness of marketing strategies that integrate Javanese cultural visual identity with sharia principles in the Muslim product industry, particularly batik. Amidst the currents of globalization and the dominance of Middle Eastern Islamic symbolism, there is an urgency to understand how local wisdom can synergize with halal labels to attract local consumers. This study uses a qualitative case study approach in batik industry centers in Central Java. Data were collected through in-depth interviews, participant observation of branding materials, and document analysis. The results show that: (1) The combination of Javanese symbols (such as Gunungan, Kawung motifs) with calligraphy or halal labels creates a perception of "Islamic Javanese Authenticity" that increases consumer trust; (2) This branding strategy is not merely a promotional tool, but a manifestation of the values ​​of mutual cooperation adopted by the industrial cluster, where competition is reduced by the ethics of mutual assistance; and (3) The integration of Islamic values ​​and local culture creates a sustainable competitive advantage that is difficult for imported products to imitate. This study makes a theoretical contribution to the Islamic marketing literature by proposing that congruence between cultural and religious symbols strengthens brand loyalty in collectivist societies.
The Influence of Influencer Credibility, Message Personalization, and Brand Trust on Viral Marketing Intention of Local Fashion Brands on Social Media Hendratni, Tyahya Whisnu; Apramilda, Riesna; Sidjabat, Sonya; Kusnadi, Iwan Henri; Budayanti, Saripermanik; Risdwiyanto, Andriya
Journal of Information System, Technology and Engineering Vol. 4 No. 1 (2026): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v4i1.288

Abstract

Local fashion companies need to adopt viral marketing techniques because digital market competition requires them to build their brand presence through natural methods. The study tests the effect of three variables which are influencer credibility message personalization and brand trust on local fashion brands' social media viral marketing operations. The study used a quantitative approach which followed an explanatory research design. The researchers conducted a survey to gather data from 210 social media users who followed local fashion brand accounts and engaged with influencer content. The research team applied multiple linear regression analysis to test the data after conducting all necessary validity reliability and classical assumption tests. The findings reveal that users who trust brands from social media platforms together with their personalized messages. The research found that people trusted influencers who displayed credibility which increased their acceptance of messages and content, and personalized messages made users more relevant to the audience while building emotional connections, and brand trust functions as the key element that drives people to support companies. The success of viral marketing in local fashion brands depends on how well they implement influencer communication strategies and personalize content and build trust with customers. The study results create strategic value for local fashion businesses by demonstrating how to develop successful and lasting social media marketing programs.
ANALISIS PEMASARAN DIGITAL, E-WOM DAN CITRA MERK SEBAGAI DETERMINAN KEPUASAN PELANGGAN Budayanti, Saripermanik; Hadi gunawan, Wely
Digital Business and Entrepreneurship Journal Vol. 4 No. 1 (2026): Digital Business and Entrepreneurship Journal
Publisher : PRODI BISNIS DIGITAL FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v4i1.478

Abstract

Penelitian ini dilatarbelakangi oleh fenomena penurunan penjualan produk Facial Wash Wardah Lightening selama tiga tahun terakhir, yaitu pada periode 2021 hingga 2023, di beberapa toko swalayan di Kabupaten Banyumas. Kondisi tersebut mengindikasikan adanya pertumbuhan penjualan yang negatif dan mengarah pada permasalahan kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, electronic word of mouth, dan citra merek terhadap kepuasan pelanggan produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 100 responden yang merupakan pengguna produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Instrumen penelitian berupa kuesioner yang disebarkan secara daring melalui media formulir elektronik. Teknik analisis data dilakukan menggunakan perangkat lunak statistik SPSS versi 22. Hasil penelitian menunjukkan bahwa digital marketing, electronic word of mouth, dan citra merek secara simultan berpengaruh positif terhadap kepuasan pelanggan. Secara parsial, digital marketing dan citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan electronic word of mouth tidak berpengaruh signifikan terhadap kepuasan pelanggan. Temuan ini menunjukkan bahwa optimalisasi strategi digital marketing dan penguatan citra merek memiliki peranan penting dalam meningkatkan kepuasan pelanggan. Penelitian ini merekomendasikan agar perusahaan lebih fokus pada pengelolaan pemasaran digital dan konsistensi citra merek guna meningkatkan kepuasan dan keberlanjutan produk di pasar.
Content Marketing, Brand Reputation, and TikTok Affiliate Marketing Performance: The Mediating Roles of Viral Credibility Marketing and Online Trust Saripermanik Budayanti; Pramono Hari Adi; Refius Pradipta Setyanto
Fundamental and Applied Management Journal Vol. 4 No. 2 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i2.742

Abstract

This study investigates the influence of Content Marketing and Brand Reputation on Affiliate Marketing Performance, with Viral Credibility Marketing (VCM) and Online Trust as mediating variables. Using a quantitative approach with Partial Least Squares Structural Equation Modelling (PLS-SEM), data were collected from 170 TikTok affiliates in Indonesia who had a minimum of one year of professional experience. The results reveal that Content Marketing does not directly affect Affiliate Marketing Performance or Online Trust, suggesting that content quality alone is insufficient to drive performance or build trust. In contrast, Brand Reputation positively and significantly affects both Affiliate Marketing Performance and Online Trust, confirming the importance of established brand credibility. VCM significantly affects both Affiliate Marketing Performance and Online Trust, highlighting the role of credible viral content. Online Trust also positively affects Affiliate Marketing Performance. Regarding mediating mechanisms, VCM successfully mediated the relationship between Content Marketing and Affiliate Marketing Performance, as well as between Brand Reputation and Affiliate Marketing Performance. Online Trust mediates the effect of Brand Reputation on Affiliate Marketing Performance but not the effect of Content Marketing on Affiliate Marketing Performance. The novelty lies in introducing VCM, an integrative construct grounded in Diffusion of Innovation Theory, e-WOM Theory, Social Proof Theory, and Trust Transfer Theory. Theoretically, these findings extend trust transfer and social proof theories into affiliate marketing while establishing the boundary conditions for content marketing theory. Practically, affiliates should prioritize credibility cues alongside content quality, companies must consistently manage brand reputation, and policymakers are encouraged to promote transparent affiliate disclosures
Co-Authors Andriya Risdwiyanto Hadi Gunawan, Wely Kusnadi, Iwan Henri Pramono Hari Adi Refius Pradipta Setyanto Riesna Apramilda Setyanto, Refius Pradipta Sidjabat, Sonya Tyahya Whisnu Hendratni Weni Novandari