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All Journal MANAJEMEN DEWANTARA Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Penelitian Manajemen Terapan (Penataran) Maneggio
Dioh, Septia S.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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KONTEN INFOGRAFIS SEBAGAI UPAYA MENGUBAH PERILAKU INDIVIDU DALAM MENGURANGI JEJAK KARBON STUDI PADA PEMUDA DI KOTA KUPANG Dioh, Septia S.; Fanggidae, Jappy P.; Poeh, Melda M.
Jurnal Penelitian Manajemen Terapan (PENATARAN) Vol. 8 No. 2 (2023)
Publisher : Program Studi Manajemen STIE Kesuma Negara Blitar

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Abstract

Abstrak Penelitian ini ingin melihat penggunaan infografis sebagai alternatif Iklan Layanan Masyarakat (ILM) yang bertujuan untuk meningkatkan pengetahuan dan kesadaran pemuda kota kupang terhadap perilaku penghasil jejak karbon. Oleh karena itu persuasi melalui ILM dengan konten infografis yang menonjolkan rasa bersalah diharapkan dapat berkontribusi bagi program green economy. Jenis penelitian yang digunakan adalah eksperimen menggunakan pretest-posttest control group design, untuk mengetahui efek dari ILM dengan konten infografis anti jejak karbon terhadap sikap perilaku penghasil jejak karbon. Hasil yang diperoleh menunjukan bahwa infografis sebagai iklan layanan masyarakat dapat membentuk ketertarikan publik untuk mengubah perilaku dalam mengurangi jejak karbon. Kata kunci: infografis, pemasaran sosial, metode eksperimen
Green Marketing Strategy in the Age of Sustainability: Building an Environmentally Friendly Brand Image for Long-Term Competitive Advantage Sultan, Taqwa; Dioh, Septia S.
Maneggio Vol. 2 No. 5 (2025): OCTOBER-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/r9ycde18

Abstract

This study examines the impact of green marketing strategy on green brand image and sustainable competitive advantage among Indonesian companies adopting environmentally friendly business practices. Using a quantitative-explanatory design, data were collected from 150 marketing and CSR managers through purposive sampling. The findings reveal that green marketing strategies particularly eco-innovation, energy efficiency, and environmentally focused communication positively and significantly affect both green brand image and sustainable competitive advantage. Moreover, green brand image mediates the relationship between green marketing strategy and competitive advantage, indicating that authentic and consistent sustainability efforts enhance consumer trust, brand equity, and long-term competitiveness. These results underscore the strategic importance of integrating green values across the value chain to achieve both environmental responsibility and market differentiation. The study contributes theoretically by strengthening the empirical link between sustainable marketing and brand-based competitive advantage, and practically by providing actionable insights for corporations seeking to align profitability with sustainability in the era of the green economy.
Enjoyment As An Emotional Bridge: Linking Hedonic Motivation To The Intention To Share Social Content On Instagram Fanggidae, Jappy P.; Dioh, Septia S.; Jaiman, Liliosa S.
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9600

Abstract

This study investigates how hedonic motivation influences users’ intention to share social content on Instagram, focusing on the mediating role of enjoyment of sharing. Grounded in the Uses and Gratifications Theory and Flow Theory, the research proposes that intrinsic enjoyment acts as an emotional mechanism that transforms pleasure-driven motives into prosocial sharing behaviors. Data were collected through an online survey of 162 active Instagram users in Indonesia, aged between 18 and 35 years. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that hedonic motivation significantly enhances enjoyment of sharing and directly increases the intention to share social content. Enjoyment of sharing also exerts a strong positive effect on sharing intention and partially mediates the relationship between hedonic motivation and sharing behavior. These findings suggest that self-oriented enjoyment can foster socially valuable participation, indicating that doing good and feeling good can coexist in digital environments. The study contributes to the growing understanding of emotional pathways in social media engagement and offers practical insights for social marketers to design campaigns that are not only meaningful but also enjoyable to share.
PERANCANGAN KAMPANYE DIGITAL DENGAN MODEL 5A KOTLER SEBAGAI SOLUSI PENGURANGAN SAMPAH PLASTIK DI KOTA KUPANG Sultan, Taqwa; Dioh, Septia S.
MANAJEMEN DEWANTARA IN PRESS (2026)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21354

Abstract

Kota Kupang NTT menghadapi krisis sampah plastik yang serius, dengan produksi sampah mencapai 233 ton/hari namun hanya 60-70% yang tertangani.Program pemerintah seperti "Kupang Diet Kantong Plastik" belum dinyatakan efektif sehingga dampak yang dihadapi kota Kupang sejauh ini meliputi pencemaran lingkungan, banjir, gangguan kesehatan dan kerusakan ekosistem laut. Penelitian ini memberikan solusi partisipatif untuk perbaikan lingkungan hidup dengan merubah persepsi masyarakat agar mengurangi penggunaan plastik sekali pakai melalui kampanye digital “Efisiensi Plastik”, sehingga dapat meningkatkan kesadaran dan merubah perilaku masyarakat dalam mengelola plastik. Oleh karena itu, tujuan penelitian ini adalah merancang kampanye digital dengan teknik 5A Kotler. Ini merupakan strategi marketing terkini yang mengikuti era konektivitas, sehingga dapat secara efektif mempengaruhi audiens, dalam konteks membangun kesadaran masyarakat terhadap penggunaan plastik, sekaligus sebagai rekomendasi dalam mendukung program pemerintah "Kupang Green and Clean 2025. Model 5A dari Kotler dengan mengandung pesan emotional appeal yang menimbulkan respon emosional bagi yang melihatnya. Metode yang digunakan adalah kualitatif dengan wawancara mendalam, kuesioner dan FGD, perancangan kampanye akan melalui tahapan 5A yaitu Aware, Appeal, Ask, Act, Advocate dari Philip Kotler, untuk mendapatkan konten kampanye yang efektif yang nantinya akan diintegrasi ke media sosial, kemudian dievaluasi melalui metrik engagement dan survei perubahan perilaku.
Co-Authors Jaiman, Liliosa S. Poeh, Melda M. Taqwa Sultan