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All Journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan Jurnal Penelitian Pendidikan IPA (JPPIPA) Journal of Economic, Bussines and Accounting (COSTING) Jurnal Inovasi Bisnis (Inovbiz) INOVISH JOURNAL Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan ELT-Lectura Akademika : Jurnal Keagamaan dan Pendidikan Jurnal Ilmiah Edunomika (JIE) Jurnal Darma Agung Daengku: Journal of Humanities and Social Sciences Innovation Jurnal Abdimas Bina Bangsa Journal Corner of Education, Linguistics, and Literature Kontigensi: Jurnal Ilmiah Manajemen International Journal of Education, Social Studies, And Management (IJESSM) Indonesian Journal of Business Analytics (IJBA) Devotion: Journal Corner of Community Service Proceeding Applied Business and Engineering Conference Proceeding International Applied Business and Engineering Conference Journal of Artificial Intelligence and Digital Business Jurnal Riset Manajemen dan Ekonomi Research Horizon Bisma : Business and Management Journal PEDAMAS (Pengabdian Kepada Masyarakat) TANJAK : Jurnal Pengabdian Kepada Masyarakat Fundamental and Applied Management Journal Indonesian Journal of Business and Entrepreneurship Research Pinisi Journal of Entrepreneurship Review
Putra, Halim Dwi
Politeknik Negeri Bengkalis
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Green Marketing Study Analysis in Comprehensive Business Strategy Hendri Rudiawan; Tengku Kespandiar; Surya Bakti; Elizabeth Elizabeth; Halim Dwi Putra
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.969

Abstract

A green marketing business strategy is a marketing approach that integrates environmental concerns into all aspects of a business, such as product, pricing, promotion, and distribution. It offers environmentally friendly products or services to build a positive brand image, consumer loyalty, and differentiation through the use of sustainable materials, low-pollution production processes, transparent promotions, recycling programs, and environmental partnerships. The purpose of this study is to analyze and examine green marketing in comprehensive business strategy. The research method in this study uses qualitative research and secondary data, such as books and journals, to answer the analysis of green marketing studies in comprehensive business strategies. The research results show that green marketing is a comprehensive business strategy that integrates environmental sustainability principles into the entire marketing process. To implement an effective green marketing strategy, companies can conduct an internal environmental analysis, clear goal setting, innovative product and process development, and transparent communication.
A Study of Culinary Business Marketing Strategies Using Influencers Amidst Weakening Consumer Purchasing Power Luckhy Natalia Anastasye Lotte; Silvia Ekasari; Dadang Suhardi; Susanto; Halim Dwi Putra
Indonesian Journal of Business Analytics Vol. 6 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i2.16463

Abstract

The culinary business economy operates within a highly complex environment where operational efficiency meets constantly evolving consumer psychology. A closer look reveals that the sector's economic foundation lies in managing production costs, which are highly sensitive to changes in fiscal policy and volatility in upstream food commodity prices.  The purpose of this study is to provide a study of culinary business marketing strategies using influencers amidst weakening consumer purchasing power. This research uses a qualitative approach in the form of a strategic study. This study is supported by secondary data such as books, journals, and related sources. The results of this study indicate that marketing strategies using influencers amidst weakening consumer purchasing power require a paradigm shift from simply creating desire to justifying spending on culinary businesses. Today's consumers are more selective and tend to seek real value rather than mere visual trends. The study of culinary marketing strategies using influencers in challenging economic conditions includes a shift in selection, content emphasis, strong call-to-action promotional strategies, utilization of short video platforms, and rigorous measurement of return on investment.
ASSESSING DIGITAL READINESS OF BORDER SMES: A COMPARATIVE STUDY BETWEEN BENGKALIS AND MUAR Halim Dwi Putra; Samshul Amry Bin Abdul Latif; Aswandi Aswandi
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/2bjry906

Abstract

This study aims to assess and compare the digital readiness of Small and Medium Enterprises (SMEs) located in the border regions of Bengkalis, Indonesia, and Muar, Malaysia, as they confront the accelerating demands of Industry 4.0. The objectives are to identify the level of technological adoption, evaluate the enabling and inhibiting factors for digital transformation, and determine the role of local ecosystems in supporting SME digitalization in these two geographically connected but administratively distinct areas. Despite growing interest in digital economy initiatives across Southeast Asia, border-area SMEs remain under-researched, especially in terms of their preparedness for digital competition and cross-border market integration. A quantitative comparative approach was employed using structured questionnaires distributed to 100 SMEs, equally divided between Bengkalis and Muar. The data was analyzed using descriptive statistics, t-tests, and correlation analyses to highlight readiness gaps and similarities across key dimensions such as infrastructure, skills, organizational strategy, and external support systems. This research is significant for policymakers, development agencies, and academic communities interested in narrowing the digital divide and strengthening cross-border SME ecosystems. The findings are expected to contribute to the formulation of targeted interventions, particularly through Penta-helix collaboration involving government, academia, private sector, media, and communities, to boost SME competitiveness and sustainability in border regions. The study underscores the need for localized digital strategies that recognize socio-economic and cultural differences across national boundaries.
Entrepreneurship Education, Family Environment, and Peer Influence on Entrepreneurial Readiness: The Mediating Role of Entrepreneurial Motivation Halim Dwi Putra; Juwita Azizah; Rani Mu'arifah
Indonesian Journal of Business and Entrepreneurship Research Vol. 3 No. 3 (2025): Vol. 3, No. 3, September 2025: Indonesian Journal of Business and Entrepreneurs
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the influence of entrepreneurship education, family environment, and peer influence on entrepreneurial readiness through entrepreneurial motivation in the context of higher education. The study was motivated by the growing importance of entrepreneurial readiness as an alternative pathway to address employment challenges and promote self-employment among graduates. A quantitative approach with a descriptive explanatory design was employed to analyze the relationships among variables. Data were collected from 100 respondents through a structured questionnaire and analyzed using path analysis to test both direct and indirect effects. The findings indicate that entrepreneurship education has a positive and significant effect on entrepreneurial motivation, which subsequently contributes significantly to entrepreneurial readiness. In contrast, family environment and peer influence do not show significant direct effects on entrepreneurial readiness through entrepreneurial motivation. These results suggest that formal entrepreneurship learning plays a more decisive role in shaping motivation and readiness for entrepreneurship than external social environments. The study highlights the need to strengthen entrepreneurship-oriented learning through practical content, motivational support, and applied business experiences that can improve students’ readiness to engage in entrepreneurial activities. The findings also imply that entrepreneurship education should not only focus on theoretical understanding but also emphasize business management, marketing capability, and decision-making skills.
Digital Entrepreneurship Education and Entrepreneurial Creativity Among Generation Z: The Mediating Roles of Social Media and Entrepreneurial Intuition Andika Isma; Halim Dwi Putra; Maya Sari; Susatyo Adhi Pramono; Betania Kartika Muflih
Pinisi Journal of Entrepreneurship Review Vol. 4 No. 1 (2026): Pinisi Journal of Entrepreneurship Review
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/pjer.v4i1.318

Abstract

Digital entrepreneurship education is considered important for enhancing the entrepreneurial creativity and digital capabilities of Generation Z in promoting entrepreneurial activities through social media platforms. This study aims to analyze the effect of digital entrepreneurship education on the creativity of Generation Z in promoting businesses through social media, with entrepreneurial intuition serving as a mediating variable. This study employed a quantitative research approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) as the analytical technique. Data were collected through questionnaire distribution involving 700 Generation Z respondents in Indonesia. The findings indicate that digital entrepreneurship education, social media utilization, and entrepreneurial intuition have positive and significant effects on entrepreneurial creativity among Generation Z entrepreneurs in promoting businesses through social media. The results also reveal that entrepreneurial intuition and social media play important mediating roles in strengthening the relationship between digital entrepreneurship education and entrepreneurial creativity. These findings suggest that digital entrepreneurship education contributes not only to improving entrepreneurial knowledge but also to strengthening creativity, business intuition, and digital promotional capabilities among young entrepreneurs. Therefore, the development of practical entrepreneurship curricula integrated with social media utilization and entrepreneurial intuition training is essential to support the growth of innovative and competitive young entrepreneurs in the digital era.
E-Commerce, Motivation, and Self-Belief as Predictors of Entrepreneurial Intention Through Social Media Use Halim Dwi Putra; Juwita Azizah; Soussou Raharimalala; Salim Diarra
Pinisi Journal of Entrepreneurship Review Vol. 3 No. 3 (2025): Pinisi Journal of Entrepreneurship Review
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/pjer.v3i3.349

Abstract

This study examines the effects of e-commerce, motivation, and self-belief on entrepreneurial intention, with social media use serving as a mediating variable. A quantitative approach was employed using path analysis, and data were collected through questionnaires from respondents in a higher education context. The findings indicate that e-commerce has a significant positive effect on entrepreneurial intention, while social media use plays an effective mediating role in linking the independent variables to entrepreneurial intention. Motivation emerges as a key factor in strengthening entrepreneurial intention, whereas self-belief shows a more complex relationship that requires further consideration. The model explains 92.6% of the variance in entrepreneurial intention, highlighting the importance of integrating digital technology and social media platforms in fostering entrepreneurial aspirations among young people. These findings suggest that entrepreneurial intention in the digital era is shaped not only by motivational and psychological factors but also by the ability to engage with digital business platforms and social media environments. This study offers practical implications for entrepreneurship education and development programs seeking to encourage stronger entrepreneurial intention through digital exposure, platform familiarity, and more active social media engagement.
Generative AI in Digital Marketing Strategy: Transforming Brand Communication and Consumer Engagement Halim Dwi Putra; Juwita Azizah
Indonesian Journal of Business and Entrepreneurship Research Vol. 4 No. 1 (2026): Vol. 4, No. 1, February 2026: Indonesian Journal of Business and Entrepreneursh
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v4i1.23

Abstract

The rapid adoption of generative artificial intelligence (AI) in digital marketing has transformed how businesses communicate with consumers and build brand engagement. However, small and medium-sized enterprises (SMEs) in peripheral regions such as Bengkalis Island still face challenges in adopting advanced digital marketing tools due to limited technological literacy, marketing capabilities, and access to digital resources. This study explores the role of generative AI in enhancing digital marketing strategies to strengthen brand communication and consumer engagement among local businesses in Bengkalis Island. The importance of this topic lies in the growing need for SMEs in remote and island regions to remain competitive in the digital economy while adapting to emerging AI-driven marketing technologies. Using a mixed-method approach within a community service framework, the study involved digital marketing training, generative AI workshops, and mentoring sessions for local entrepreneurs. Data were collected through surveys, interviews, and observational evaluation of participants’ digital marketing practices before and after the program. The findings indicate that the integration of generative AI tools significantly improved participants’ ability to produce marketing content, enhance brand storytelling, and increase online consumer interaction. These results highlight the potential of generative AI as a practical and scalable solution for strengthening digital marketing capabilities in geographically peripheral communities
Consent Fatigue and Consumer Trust in AI-Driven Personalization During the Post-Cookie Era Halim Dwi Putra; Juwita Azziah; Rashid Athing; April Kim Tamayo Lalisan; Doris Sukma; Dori Gusti Alex Chandra; Hosea Kawengian
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.1170

Abstract

The decline of third-party cookies and stricter privacy requirements have made AI-driven personalization more dependent on explicit, first-party consent. Repeated and complex consent requests may produce consent fatigue, weaken trust, and reduce the perceived value of personalized content. This study examines the direct effects of consent fatigue on consumer trust and personalization effectiveness and evaluates consumer trust as a mediator. A cross-sectional survey was conducted among 320 adult digital-platform users in Indonesia who had encountered online consent requests during the preceding six months. Respondents were recruited purposively from social media, e-commerce, and digital-service applications. The model was analyzed with PLS-SEM in SmartPLS 4. Consent fatigue was negatively associated with consumer trust (β = −0.472, p < .001) and personalization effectiveness (β = −0.286, p < .001), whereas consumer trust was positively associated with personalization effectiveness (β = 0.534, p < .001). The indirect path through trust was β = −0.252, t = 4.890, p < .001, 95% CI [−0.353, −0.151]. Consent fatigue is associated with weaker personalization outcomes both directly and through lower consumer trust. Digital platforms should use concise, transparent, and less repetitive consent interfaces to protect meaningful choice and sustain responsible AI personalization.
Consent Fatigue, Consumer Trust, and Behavioural Intentions in Perceived AI-Enabled Personalization Halim Dwi Putra; Karisma Sri Rahayu; Richardo S Jimenez; Kasidech Treethong; Afiqah Amin; Rashid Ating
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 6 No. 6 (2026)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku5182

Abstract

The rapid advancement of artificial intelligence (AI) in digital marketing has significantly enhanced firms’ ability to deliver personalized consumer experiences. However, increasing regulatory requirements and frequent requests for data permissions have created a phenomenon known as consent fatigue, where consumers become overwhelmed by repeated consent prompts. This study examines the impact of consent fatigue on consumer trust and behavioral intentions within AI-driven marketing environments. The research aims to investigate how excessive consent requests influence users’ perceptions of transparency, trustworthiness, and their willingness to engage with personalized digital services. Using a quantitative research design, data were collected through an online survey of active digital platform users and analyzed using Structural Equation Modeling (SEM). The findings reveal that higher levels of consent fatigue significantly reduce consumer trust and negatively influence behavioral intentions such as willingness to share data, engagement with personalized content, and continued platform usage. Furthermore, perceived transparency partially mediates the relationship between consent fatigue and consumer trust. The study concludes that while AI-driven personalization enhances marketing effectiveness, excessive consent mechanisms may undermine consumer trust and long-term engagement. The findings highlight the need for marketers and platform designers to develop more user-centered consent architectures that balance regulatory compliance with seamless user experience. This research contributes to the emerging literature on privacy, AI-driven marketing, and digital consumer behavior in the post-cookie era.
Co-Authors A. Malik Abdul Malik Abdul Malik Ahmad Adela Anita Afiqah Amin Andika Isma Antika, Rindilla April Kim Lalisan April Kim Tamayo Lalisan Ari Satria Arita Destianingsih Aswandi Aswandi Aswandi Aswandi, Aswandi Betania Kartika Muflih Dadang Suhardi Dede Hertina Desi Wahana Diah Paramita Sari Dori Gusti Alex Chandra Doris Sukma Doris Sukma Doris Sukma Elizabeth Elizabeth Fanalisa Elfa Fazila Uyun Firdaus, Syahran Hendri Rudiawan Hendrik Elisa Sutejo Samosir Hermiyetti Hosea Kawengian Juwita Azizah Juwita Azizah Juwita Azizah Juwita Azziah Kasidech Treethong Kespandiar, Tengku Kunto Atmojo Linda Sari Luckhy Natalia Anastasye Lotte Lukman Affandi M Sabri M. Sabri Maya Sari Muh. Abduh Anwar Muhammad Asir Muhammad Indra Gunawan Muthalib, Dzulfikri Azis Rahayu, Karisma Sri Rani Mu&#039;arifah Rashid Athing Rashid Ating Ratnawita Renny Lubis Renta Maranata Sirait Richardo S Jimenez Safra Apriani Z Safra Apriani Zahra Safra Apriani Zahraa Salim Diarra Samshul Amry Bin Abdul Latif Silvia Ekasari Soussou Raharimalala Sukma, Doris Surya Bakti Susanto Susanto, Catur Susatyo Adhi Pramono, Susatyo Adhi Yendri, Okma Yoesoep Edhie Rachmad