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Bibliometric Exploration of the Role of Cultural Adaptation in Global Marketing Success Judijanto, Loso; Putra, Wira Pramana; Muhtadi, Muhammad Ammar
West Science Interdisciplinary Studies Vol. 2 No. 07 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i07.1097

This study presents a comprehensive bibliometric analysis of cultural adaptation in global marketing, highlighting key thematic clusters, research trends, potential research topics, and patterns in author collaboration. The analysis identifies significant focus areas, including cultural adaptation, marketing strategy, local adaptation, performance outcomes, and intervention and translation. The research trends reveal a shift from foundational studies on consumer behavior and standardization towards more practical investigations into the implementation and impact of cultural adaptation strategies. Potential research topics are proposed, such as consumer-centric adaptation, balancing standardization and adaptation, organizational capabilities for adaptation, the impact of cross-cultural training, export performance, and the integration of digital and social media. The author collaboration network shows distinct clusters with limited cross-collaboration, suggesting opportunities for more interdisciplinary research. This study provides a detailed overview of the current research landscape and highlights areas for future investigation to enhance the understanding and practice of cultural adaptation in global marketing.

The Effect of Service Quality, Price, and Destination Image on Customer Loyalty in the Tourism Industry in West Java Khuan, Hendri; Putra, Wira Pramana; Muafiqie, Humaidah; Harsono, Iwan; Lau, Elfreda Aplonia
West Science Interdisciplinary Studies Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i01.612

This research investigates the interrelated factors influencing customer loyalty in the tourism industry of West Java. Through a comprehensive study involving 200 respondents, we examine the impact of service quality, pricing strategies, and destination image on customer loyalty. Utilizing a quantitative analysis approach, the study employs structural equation modeling (SEM) with Partial Least Squares (PLS) to unravel the intricate relationships among these crucial constructs. The research contributes to the existing body of knowledge by offering insights into the specific dynamics shaping tourist allegiance in this unique region. Findings from the study provide practical implications for businesses, policymakers, and destination marketers, enabling them to tailor strategies that enhance customer loyalty and contribute to the sustainable growth of West Java's tourism sector.

Bibliometric Exploration of the Role of Cultural Adaptation in Global Marketing Success Judijanto, Loso; Putra, Wira Pramana; Muhtadi, Muhammad Ammar
West Science Interdisciplinary Studies Vol. 2 No. 07 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i07.1097

This study presents a comprehensive bibliometric analysis of cultural adaptation in global marketing, highlighting key thematic clusters, research trends, potential research topics, and patterns in author collaboration. The analysis identifies significant focus areas, including cultural adaptation, marketing strategy, local adaptation, performance outcomes, and intervention and translation. The research trends reveal a shift from foundational studies on consumer behavior and standardization towards more practical investigations into the implementation and impact of cultural adaptation strategies. Potential research topics are proposed, such as consumer-centric adaptation, balancing standardization and adaptation, organizational capabilities for adaptation, the impact of cross-cultural training, export performance, and the integration of digital and social media. The author collaboration network shows distinct clusters with limited cross-collaboration, suggesting opportunities for more interdisciplinary research. This study provides a detailed overview of the current research landscape and highlights areas for future investigation to enhance the understanding and practice of cultural adaptation in global marketing.

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia Susilawati, Agnes Dwita; Wahyudi, Farid; Putra, Wira Pramana; Supriyanto, Wawan; Limpo, Lita
The Eastasouth Journal of Information System and Computer Science Vol. 1 No. 03 (2024): The Eastasouth Journal of Information System and Computer Science (ESISCS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esiscs.v1i03.244

This research investigates the impact of digital user experience (DUE) on brand perception and consumer loyalty within the burgeoning e-commerce industry in Indonesia. Through a quantitative analysis involving 150 e-commerce users, the study examines the relationships between DUE, brand perception (BP), and consumer loyalty (CL) using structural equation modeling (SEM) with Partial Least Squares (PLS) 3.0. The findings highlight the significant positive associations between DUE and both BP and CL, emphasizing the crucial role of user-centric digital platforms in shaping consumer behavior and fostering brand loyalty. Furthermore, the study elucidates the mediating role of BP in the relationship between DUE and CL, underscoring the importance of cultivating favorable brand perceptions to enhance consumer loyalty. These insights offer valuable implications for e-commerce businesses seeking to optimize their digital strategies and cultivate enduring customer relationships in the dynamic Indonesian market landscape.

Analysis of the Impact of Digital Technology on MSME Business Growth in Bandung City: Case Study on the Use of E-commerce, Digital Marketing, and Online Management System Putra, Wira Pramana; Hayati, Feb Amni; Andriani, Jeni; Putra, Irsan Herlandi
West Science Journal Economic and Entrepreneurship Vol. 1 No. 12 (2023): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v1i12.444

This study looks into how digital technology has affected the expansion of MSMEs (micro, small, and medium-sized enterprises) in Bandung City. It focuses on online management systems, digital marketing tactics, and e-commerce. A thorough study of 150 MSMEs across a range of industries yielded rich information about their demographic makeup and level of digital technology usage. Regression analysis and structural equation modeling (SEM) were used to evaluate the associations between factors related to digital technology and metrics related to business growth. Because of the measurement model's strong validity and reliability, further studies could be conducted with confidence. Actionable insights for businesses and policymakers were provided by the results, which showed strong positive connections between E-commerce adoption, Digital Marketing, and business success. The significance of E-commerce, Digital Marketing, and Product Innovation in propelling MSME growth was shown by the regression analysis. The results give useful implications for MSMEs in Bandung City and add to the current conversation on digital transformation.

Analisis Pengaruh Word of Mouth, Social Media Activities, dan Citra Merek Terhadap Minat Beli Konsumen Mixue di Jabodetabek Hasibuan, Faisal Umardani; Syamsulbahri, Syamsulbahri; Putra, Wira Pramana; Yusniar, Yusniar
Jurnal Bisnis dan Manajemen West Science Vol 3 No 01 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i01.978

Penelitian ini mempelajari dinamika perilaku konsumen di wilayah Jabodetabek, dengan fokus pada pengaruh Word of Mouth (WOM), Social Media Activities, dan Brand Image terhadap minat beli konsumen Mixue. Menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 235 responden, penelitian ini menggunakan Structural Equation Modeling dengan Partial Least Squares (SEM-PLS) untuk analisis data. Hasilnya menggarisbawahi hubungan positif yang signifikan antara WOM, Aktivitas Media Sosial, dan Citra Merek dengan minat beli konsumen. Model pengukuran menunjukkan keandalan dan validitas yang tinggi, dan model struktural selaras dengan data. Temuan ini memberikan wawasan yang berharga ke dalam lanskap pengambilan keputusan konsumen di pasar minuman Jabodetabek.

Media Sosial sebagai Alat Pemasaran dalam Industri Pariwisata: Tinjauan Bibliometrik Judijanto, Loso; Putra, Wira Pramana; Pahrijal, Rival
Jurnal Multidisiplin West Science Vol 3 No 11 (2024): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v3i11.1741

Era digital telah mengubah media sosial menjadi alat pemasaran yang krusial, khususnya dalam industri pariwisata. Penelitian ini menggunakan pendekatan bibliometrik untuk mengkaji penggunaan media sosial dalam pemasaran pariwisata, menyoroti keunggulan komunikasi dua arah dan segmentasi pasar yang efektif. Melalui analisis sitasi dan ko-sitasi, penelitian mengidentifikasi tren utama, isu krusial, dan evolusi konsep. Hasil menunjukkan bahwa media sosial memperkuat hubungan antara penyedia layanan wisata dan konsumen, meningkatkan konversi penjualan, dan mempengaruhi keputusan perjalanan. Penelitian ini juga mengeksplorasi dampak teknologi baru seperti realitas augmentasi dalam pemasaran destinasi wisata.

THE INFLUENCE OF DIGITAL MARKETING AND INTELLECTUAL CAPITAL ON ORGANIZATIONAL PEFORMANCE WITH CONSUMER SATISFICATION AS A MODERATING VARIABLE Sudirjo, Frans; Kalalo, Rieneke Ryke; Utami, Eva Yuniarti; Sulastri, Tuti; Putra, Wira Pramana
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11541

Organizational performance is the thing that companies pay the most attention to and is the most important goal compared to other goals that must be well maintained and achieved by an organization/company. There are a number of factors that can influence organizational performance, including digital marketing and intellectual capital. In contrast to a number of previous studies, this research adds the Consumer Satisfaction variable which the researchers believe can strengthen the influence of the independent variable on the dependent variable used in this research. This research is quantitative research with an explantory approach. In this research, primary data was distributed to 250 employees of PT. Indofood with employee criteria in the fields of HRD, Human Resources and Finance spread throughout Indonesia. The data used was analyzed with smart PLS 3.0 software. The results of this research show that the Digital Marketing and Intellectual Capital variables have a positive relationship and have a significant influence on the Organizational Performance variable because the p-values are below the significance level and point in a positive direction. Apart from that, the Consumer Satisfaction variable can moderate the relationship between the Digital Marketing variable and the Organizational Performance variable and the Intellectual Capital variable with the Organizational Performance variable Keywords: Digital Marketing, Intellectual Capital, Organizational Peformance, Consumer Satisfication

Green Awareness and Green Attitude as Predictors of Green Purchase Intention: A Study on Green Cosmetic Consumers in Indonesia Putra, Wira Pramana; S, Putri Paulina; Shevana, Nabella Zahra
Journal of Economics, Management, Accounting and Computer Applications Vol. 2 No. 2 (2025)
Publisher : Institute Of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/jemaca.v2i2.36

This research explores the influence of green awareness and green attitude on consumers’ intention to purchase green cosmetics in Indonesia. With increasing environmental concerns, understanding the psychological drivers behind eco-friendly product choices is vital, especially in developing markets. The study aims to examine how consumers’ environmental consciousness shapes their attitudes and subsequently affects their intention to buy green cosmetic products. A quantitative method was utilized, involving the distribution of structured questionnaires to individuals familiar with green cosmetics. The data were analyzed using Structural Equation Modeling (SEM). The results confirmed all hypotheses, showing that green awareness significantly influences both green attitude and purchase intention. Additionally, green attitude has a strong positive effect on green purchase intention. These findings underscore the importance of raising consumer awareness and cultivating positive attitudes to promote sustainable purchasing behavior. The study provides practical implications for businesses and policymakers striving to advance environmentally responsible consumption in Indonesia’s cosmetic sector.

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