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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Manajemen dan Bisnis Indonesia Al-Muzara'ah Jurnal Analisis Bisnis Ekonomi SENTRALISASI Jurnal Bisnis dan Akuntansi Dinasti International Journal of Management Science Jurnal Pengabdian Masyarakat Bumi Raflesia Bisman (Bisnis dan Manajemen): The Journal of Business and Management SOLUSI Dinasti International Journal of Digital Business Management Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia AMAR (Andalas Management Review) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Jurnal Locus Penelitian dan Pengabdian Jurnal Cakrawala Ilmiah Formosa Journal of Applied Sciences (FJAS) Jurnal Lemhannas RI Community Services and Social Work Bulletin DEDIKASI : Jurnal Pengabdian Kepada Masyarakat International Journal of Indonesian Business Review Journal of Indonesia Marketing Association Journal of Sustainable Economic and Business Jurnal Analisis Bisnis Ekonomi Proceeding International Annual Conference Economics, Management, Business, and Accounting
Arief Bowo Prayoga Kasmo
Universitas Mercu Buana
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Revitalisasi Pemasaran UMKM melalui Estetika Digital dan Konektivitas Sosial Asep Hendra Prakasa; Arief Bowo Prayoga Kasmo
Solusi Vol. 23 No. 2 (2025): April
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v23i2.11910

Abstract

Penelitian ini mengkaji secara mendalam bagaimana persepsi terhadap efisiensi biaya, tingkat interaktivitas, dan kualitas desain mempengaruhi adopsi strategi digital marketing oleh pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor jual beli sepeda motor bekas. Transformasi digital yang semakin masif menuntut UMKM untuk menyesuaikan diri agar tetap relevan dan kompetitif dalam ekosistem bisnis berbasis teknologi. Studi ini melibatkan 90 responden yang merupakan pelaku usaha aktif dan telah menerapkan digital marketing selama lebih dari satu tahun secara konsisten dalam operasional harian mereka. Data diperoleh melalui penyebaran kuesioner terstruktur dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan dukungan perangkat lunak SmartPLS 3.0 sebagai alat bantu utama. Temuan menunjukkan bahwa persepsi biaya yang terjangkau mendorong peningkatan intensi penggunaan digital marketing secara signifikan. Selanjutnya, dimensi interaktivitas yang tinggi di platform digital, terutama media sosial, mampu memperkuat hubungan emosional antara pelaku usaha dan konsumen, yang berdampak langsung pada keberlanjutan transaksi. Aspek desain digital yang atraktif, estetis, dan komunikatif juga terbukti berperan signifikan dalam menciptakan persepsi profesionalisme serta meningkatkan daya tarik produk. Hasil penelitian ini tidak hanya memperkaya khazanah literatur dalam bidang pemasaran digital UMKM, tetapi juga menjadi acuan strategis bagi pelaku usaha dalam merumuskan pendekatan pemasaran yang adaptif dan relevan terhadap dinamika perilaku konsumen di era digital. Namun demikian, penelitian ini memiliki keterbatasan pada cakupan wilayah dan fokus sektor usaha yang spesifik, yakni UMKM sepeda motor bekas di wilayah Jabodetabek. Oleh karena itu, studi lanjutan disarankan untuk memperluas populasi dan mempertimbangkan variabel teknologi lainnya guna memperoleh gambaran yang lebih menyeluruh terhadap dinamika digital marketing UMKM.
The Role of Trust in Moderating the Impact of Affiliate and Social Media Marketing on Financial Service Purchase Decisions Yugita, Tesa Uci; Kasmo, Arief Bowo Prayoga
Formosa Journal of Applied Sciences Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i8.10726

Abstract

This study aims to evaluate the impact of affiliate marketing, social media marketing, brand image, and service quality on purchasing decisions for financial services, with trust acting as a moderating variable to enhance these purchase decisions, particularly in the context of credit fund distribution. A sample of 324 respondents from across Indonesia was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings indicate that affiliate marketing and social media marketing both have significant positive effects on purchasing decisions for financial services. Additionally, brand image also significantly and positively influences purchasing decisions. Contrary to expectations, service quality does not show a significant positive impact on purchasing decisions. Crucially, trust is identified as a key moderating factor, particularly enhancing the relationship between brand image and purchase decisions.
KONFIRMASI MODEL MENTAL DALAM MEMEDIASI SISTEM PENGUKURAN KINERJA KOMPREHENSIF TERHADAP KINERJA MANAJERIAL Prayoga, Arief Bowo; Handayani, Yenny Dwi
Jurnal Analisis Bisnis Ekonomi Vol 12 No 2 (2014)
Publisher : Universitas Muhammadiyah Magelang

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Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh sistem pengukuran kinerja komprehensif terhadap kinerja manajerial dengan dimediasi oleh faktor pembelajaran pada tingkat manajer (konfi rmasi model mental) Dengan mengambil sampel Rumah sakit di kota Serang dan Cilegon. Unit analisis adalah level middle dan lower management pada Rumah Sakit di Kota Serang dan Cilegon. Berdasarkan hasil pengolahan data dengan software Smart PLS v.2.0 di peroleh bukti bahwa secara statistik terdapat pengaruh positif signifi kan antara Comprehensive PMS (CPMS) dengan Mental Model Confi rmation (MMC). Begitu pula dengan Mental Model Confi rmation (MMC) terhadap Managerial Performance (MP) dan Comprehensive PMS (CPMS) dengan Managerial performance (MP). Hasil penelitian ini juga membuktikan bahwa konstruk Konfi rmasi Model Mental memediasi hubungan antara Sistem Pengukuran Kinerja yang Komprehensif terhadap Kinerja Manajerial.
The Entrepreneurship Training and Housewives’ Economic Independence: The Strategic Role of MSMEs and Socio-Economic Moderators Kasmo, Arief Bowo Prayoga; Riyanto, Setyo; Sukardiman, Diah Fistiani; Suparno, Joko
AMAR (Andalas Management Review) Vol. 9 No. 2 (2025)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.9.2.35-50.2025

Abstract

Entrepreneurship training has been widely recognized as an effective strategy to enhance the economic empowerment of housewives, particularly in the context of Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine the effect of entrepreneurship training on the economic independence of housewives, with MSME strategies as a mediating variable and socio-economic factors as a moderating variable. The research sample consisted of 133 housewives engaged in MSMEs and residing in Kembangan District. A quantitative approach using Structural Equation Modeling-Partial Least Squares (SEM-PLS) was employed to analyze both direct and indirect relationships among the variables. The results indicate that entrepreneurship training does not have a direct effect on economic independence. However, it significantly influences MSME strategies, which subsequently contribute positively to economic independence. This confirms the role of MSME strategies as an important mediator linking entrepreneurship training to economic outcomes. In addition, socio-economic factors were found to have a direct effect on economic independence, but they did not function effectively as moderating variables. These findings underscore that entrepreneurship training alone is insufficient to economically empower housewives. Its effectiveness depends on the implementation of appropriate MSME strategies. The study highlights the importance of strengthening MSME development as a strategic pathway to enhance the economic independence of housewives, while recognizing socio-economic conditions as direct determinants rather than moderating influences.
Analysis of Perceptions and Preferences of Electric Car Users: A Qualitative Study using Nvivo 14 Ditra Krahara, Yuwan; Harwani, Yuli; Astini, Rina; Prayoga Kasmo, Arief Bowo
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 1 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i1.5450

Abstract

The transition to electric vehicles (EVs) represents a critical pathway toward sustainable transportation and carbon emission reduction globally. However, in developing countries like Indonesia, EV adoption rates remain significantly low despite increasing environmental awareness and government incentive programs. This study aims to analyze the perceptions and preferences of electric car users in Indonesia through a qualitative approach based on NVivo 14. Involving 15 informants from the Banten region, this study explored motivations, obstacles, and psychological and structural factors that influence consumers' decisions to adopt electric vehicles. The results show that although awareness of environmental benefits is relatively high, purchasing decisions are more influenced by cost efficiency and long-term savings. The findings also reveal the existence of an awareness–action gap, where awareness is not always followed by action. Two other important issues that emerged were charging anxiety due to limited charging infrastructure and low government policy trust due to uncertainty regarding government incentives. These three constructs are not covered by the five classical dimensions of the Diffusion of Innovation (DOI) theory, so this study offers an expansion of the DOI framework to make it more contextual to Indonesia's social, economic, and policy conditions. As a result, the proposed new conceptual model not only explains the purchase intent factor more comprehensively but can also serve as a reference in the formulation of policy strategies and intervention designs that encourage the sustainable adoption of electric vehicles.
Millennial E-Wom Decisions: Investigation Of The Roles Of Partners, Internet, and Gender Siti Asriah Immawati; Arief Bowo Prayoga Kasmo
Proceeding International Annual Conference Economics, Management, Business, and Accounting Vol. 1 (2023): Proceeding International Annual Conference Economics, Management, Business, and Accou
Publisher : IAEI

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Abstract

The aim of this paper is to find out the influence of the millennials in deciding their purchases through the eWom platform based on the role of peers, the duration of internet use, and gender. The research design is cross-sectional. Around 300 respondents from Indonesia participated in a self-managed survey who had experience using eWom in e-commerce buying local fashion clothes brands online. The study applied PLS-SEM to test the proposed model. Information from peers has been found to have a positive influence on the use of e-WOM. Internet usage positively affects consumer purchasing intentions. Usability perceived by consumers affects the use and purchasing intent of consumers. Gender also influences consumer purchasing intentions.
The Role of Halal Awareness, Halal Certification and Green Product Toward Purchase Intention on Shopee Andini Rahmadina; Arief Bowo Prayoga Kasmo
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 2 (2025): Juli 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i2.4335

Abstract

This study aims to examine and analyze the influence of halal awareness, halal certification, and green product attributes on purchase intention toward NPURE Acne Face Toner Centella Asiatica on the Shopee platform. The population in this study consists of individuals who use skincare products for acne-prone skin and are familiar with NPURE products in the DKI Jakarta area. The study involved 167 respondents, selected using Hair’s formula for sample size determination. A purposive sampling technique was used to ensure that participants met specific criteria relevant to the research. Data were collected through survey using a questionnaire as the research instrument. The data method applied is the Partial Least Square (PLS). The results show that halal awareness, halal certification, and green product have a positive and significant effect on purchase intention. The implication of this study is to provide relevant insights for PT Penta Natural Kosmetindo and similar enterprises to formulate marketing strategies aligned with consumer preferences in the digital era.
BOOSTING DIGITAL MARKETING IN ASIAN SMES THROUGH CULTURAL SENSITIVITY: SYSTEMATIC INSIGHTS AND FUTURE DIRECTIONS Arief Bowo Prayoga Kasmo; Diah Fistiani Sukardiman; Setyo Riyanto; Unang Toto Handiman; Ubedullah Memon
Jurnal Bisnis dan Akuntansi Vol. 27 No. 1 (2025): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v27i1.2762

Abstract

This study presents a systematic literature review on the impact of culture on digital marketing, addressing a crucial gap in understanding how cultural differences shape consumer interactions with brands. Given the increasing globalization of markets and the diverse cultural backgrounds of consumers, understanding culture’s impact on marketing is critical for developing effective strategies that resonate across different regions. The study employs the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) model to systematically filter articles indexed by Scopus, utilizing the Publish or Perish tool for initial identification. Out of 1222 articles collected, 62 articles were selected after eliminating those that were not relevant to the research scope. The findings demonstrate that cultural factors significantly influence in digital marketing strategies, consumer behavior, consumer involvement, and the establishment of consumer loyalty. Theoretically, this study expands on existing marketing theories by integrating cultural dimensions into models of consumer behavior and brand engagement, emphasizing the need for culturally adaptive marketing frameworks. Practically, these findings provide marketers with insights into tailoring their strategies to accommodate cultural differences, thereby enhancing brand relevance and fostering long-term consumer loyalty. Additionally, a model framework for a future research agenda is proposed, focusing on integrating cultural variables into marketing decision-making processes. This framework aims to examine specific cultural factors and their impact on marketing at various levels, including strategy formulation, consumer engagement, and loyalty development. By understanding these relationships, marketers can develop more precise strategies that effectively connect with culturally diverse consumer groups, thereby enhancing marketing performance
THE MODERATING ROLE OF FINANCIAL LITERACY'S ON FINTECH, PAYLATER, ATTITUDE AND CONSUMPTIVE BEHAVIOR AMONG MILLENNIALS Yuhasril Yuhasril; Hirdinis M.; Arief Bowo Prayoga Kasmo; Arinah Nurullita Mawaddah
Jurnal Bisnis dan Akuntansi Vol. 28 No. 1 (2026): Jurnal Bisnis dan Akuntansi (in progress)
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/t79wnv92

Abstract

The rapid digitization of financial services, particularly "Buy Now, Pay Later" (BNPL) products like Shopee PayLater, raises concerns about unsustainable spending, especially among tech-savvy millennials. Grounded in a post-positivist philosophy, this study investigates whether financial literacy acts as a protective moderator, weakening the positive influence of general financial technology (FinTech) adoption and specific Shopee Pay-Later use on consumptive behavior. A prudential-financial attitude was incorporated as a direct antecedent to provide a holistic model. Data were collected via a structured survey from 150 purposively sampled millennials (aged 20-45) in Tanjung Priok, Jakarta, who are active digital commerce users. The hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirmed that FinTech adoption, Shopee PayLater use, and financial attitude are all significant positive predictors of consumptive behavior. Crucially, financial literacy was found to be a significant negative moderator for the Shopee PayLater-consumption pathway, demonstrating its regulatory power in the context of targeted credit products. However, its moderating effect on the general FinTech-consumption link was not significant, suggesting that broad digital tool adoption may influence spending through channels beyond rational financial assessment. This nuanced outcome aligns with the post-positivist view that human behavior is complex and not fully determined by rational knowledge alone. These findings offer critical insights for policymakers and financial educators, indicating that literacy interventions may be most effective when specifically tailored to the mechanisms of popular BNPL services rather than digital finance in general.
REVITALIZATION OF MARGA MULYA VILLAGE’S FLAGSHIP PRODUCTS THROUGH ENVIRONMENTALLY FRIENDLY PACKAGING INNOVATION AND DIGITAL SALES STRATEGIES Arief Bowo Prayoga Kasmo; Diah Fistiani Sukardiman; Novena Ulita; Muhammad Raafi Hillal Atha'Ullah Azmi; Meisya Putri; Ravel Setyo Bintoro
Community Services and Social Work Bulletin Vol. 5 No. 2 (2025): Community Services and Social Work Bulletin Volume 5 No. 2 2025
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/cswb.v5i2.14973

Abstract

Marga Mulya Village, located in Mauk Subdistrict, Tangerang Regency, possesses considerable potential for the development of home-based industries, particularly fish crackers and handicraft products. However, this potential has not been optimally realized due to limitations in packaging innovation, digital marketing strategies, and brand management. This Community Service Program aims to enhance the competitiveness of the village’s flagship products through the introduction of environmentally friendly packaging and the implementation of digital marketing strategies. The program employed a collaborative participatory approach, encompassing stages of socialization, training, technology implementation, mentoring, and evaluation. The results demonstrate significant improvements in both production and marketing aspects, including the creation of eco-friendly packaging innovations, the establishment of business social media accounts and online stores, and the development of digital catalogs for the village’s flagship products. The program confirms that packaging innovation and the digitalization of marketing can increase revenue, strengthen branding, and promote the sustainability of the local economy.
Co-Authors Achmad Jamil Adhy Purnama Adhy Purnama, Adhy Aldo Esa Kusuma Ali Hanafiah Andini Rahmadina Arif Budi Santoso Arinah Nurullita Mawaddah Asep Hendra Prakasa Charlie Bernando Halomoan Samosir Diah Fistiani Sukardiman Diah Fistiani Sukardiman Ditra Krahara, Yuwan Eneng Fitri Zakiyah Erna Setiany Heliantono Heliantono Hirdinis Mansyur Idris Idris Idris Idris Immawati, Siti Asriah Jamal, Farkhan Najisurya Jumarno, Jumarno Khahfi, Aqmal Muhammad Khozaeni bin Rahmad Lucky Nugroho Maria Maria Masfufatun Nur Meisya Putri Milawati Mohamad Rohadi Muhammad Raafi Hillal Atha'Ullah Azmi Novena Ulita Oktovani, Theresia Oteino, Ojatta Dominic Rahmadina, Andini Rajut Prasetya Ravel Setyo Bintoro Rina Astini Riska Jayanti Rizki Briandana Safitri, Yolanda Santo , Vianty Adelli Setyo Riyanto Sukarmi Sukarmi Sukarmi Sukarmi, Sukarmi Suparno, Joko Surender Mor Syifa Fauziah Tafiprios Tafiprios Ubedullah Memon Unang Toto Handiman Yananto Mihadi Putra Yenny Dwi Handayani Yolanda Safitri Yugita, Tesa Uci Yuhasril Yuhasril Yuli Harwani