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All Journal Profit: Jurnal Manajemen, Bisnis dan Akuntansi Manajemen Kreatif Jurnal International Journal of Economics, Commerce, and Management Management Dynamics: International Journal of Management and Digital Sciences
Wenny Eka Prasetiawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Consumer Satisfaction with Chill Coffee Gubuklakah Evaluated via Customer Experience, Brand Ambassadorship, and Store Atmosphere Wenny Eka Prasetiawan; Sudarmiatin Sudarmiatin; Ludi Wishnu Wardhana
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 3 No. 4 (2024): Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v3i4.2632

Abstract

This research aims to identify the influence of Customer Experience, Brand Ambassador and Store Atmosphere on Consumer Decisions among Chill Coffee Gubuklakah consumers. The sample used in this research used the Malhotra formula which had a sample size of 75 respondents who could represent consumers of Chill Coffee. The results of this research show that the influence of Customer Experience, Brand Ambassador and Store Atmosphere simultaneously has a positive and significant effect on consumer decisions. There is a partial influence between the Customer Experience variable on consumer decisions for Chill Coffee Gubuklakah consumers. However, the Brand Ambassador and Store Atmosphere variables do not partially influence the consumer decision variables of Chill Coffee Gubuklakah consumers.
The Effectiveness of Experiential Marketing in Increasing Brand Awareness and Loyalty of MSME Consumers in the Global Market : A Mixed-Methods Approach Wenny Eka Prasetiawan; Budi Eko Soetjipto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 2 No. 2 (2025): International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v2i2.198

Abstract

Micro, Small and Medium Enterprises (MSMEs) face complex challenges in competing in the global market, where innovative marketing strategies such as experiential marketing are believed to increase brand awareness and consumer loyalty. However, its effectiveness is still debated due to inconsistent findings and the lack of holistic studies that combine quantitative-qualitative approaches. This study aims to analyse the influence of the five dimensions of experiential marketing (Schmitt, 1999) on brand awareness and consumer loyalty of global MSMEs, while exploring the challenges of its implementation. A mixed-methods explanatory sequential design method was used, with quantitative SEM analysis (AMOS 28.0) on 250 global consumers and in-depth interviews with 15 MSME players. Results show the feel (β = 0.48, p < 0.001) and relate (β = 0.35, p = 0.002) dimensions have a significant effect on increasing brand awareness, which acts as a full mediator towards loyalty (indirect effect: β = 0.29, p < 0.01). Qualitative findings revealed cultural adaptation and resource allocation as keys to success. This research provides theoretical contributions by extending Schmitt's (1999) model through the integration of brand awareness as a mediator, as well as practical implications in the form of recommendations for glocalisation strategies and the use of AR/VR technology for MSMEs.
Optimising International SME Competitiveness through Machine Learning-Driven Market Analysis : A Mixed Methods Approach Wenny Eka Prasetiawan; Sudarmiatin Sudarmiatin
International Journal of Economics, Commerce, and Management Vol. 2 No. 3 (2025): July : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i3.677

Abstract

International Micro, Small and Medium Enterprises (MSMEs) face significant challenges in improving global competitiveness due to limited resources and access to effective market analysis, despite contributing 45% to the global economy (OECD, 2025). This research aims to develop an integrated machine learning (ML) model with a mixed-methods approach to optimise cross-border MSME market analysis. A combination of quantitative (transaction data analysis of 500 Indonesian export MSMEs 2020-2024 using XGBoost and SEM-AMOS) and qualitative (interviews with 15 MSME players) methods revealed that the XGBoost model achieved 89% accuracy in predicting market trends, with key variables including social media sentiment (28%) and exchange rate fluctuations (19%). Qualitative results show that 65% of MSMEs face cross-border regulatory barriers that ML models do not detect. The findings extend the Resource-Based View theory by validating AI-driven market intelligence as a strategic asset (β = 0.67, p 0.7. This research highlights the importance of technology integration and contextual adaptation in the digital transformation of MSMEs.
Integrating Philosophical Perspectives in Management: A Framework for Improving Organisational Decision Making Muhamad Tody Arsyianto; Wenny Eka Prasetiawan; Agung Winarno
Manajemen Kreatif Jurnal Vol. 2 No. 4 (2024): November: Manajemen Kreatif Jurnal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/makreju.v2i4.3389

Abstract

The incorporation of philosophical viewpoints in management is crucial given the intricacies of organisational decision-making frequently confronted with ethical difficulties. This study seeks to establish a framework that incorporates philosophical principles into managerial practices to enhance decision-making efficacy in Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. The employed methodology was quantitative analysis utilising Structural Equation Modelling (SEM) to assess the correlation between the implementation of philosophical concepts and decision quality. The findings indicate a substantial disparity in the incorporation of philosophical viewpoints in management and decision-making, with businesses that embrace ethical principles generally yielding judgements that are more sustainable and attuned to stakeholder requirements. The findings underscore the necessity of implementing philosophy-based frameworks in management practices, while also offering direction for organisational leaders to foster a more ethical and innovative workplace culture. This research also creates prospects for more studies on the use of philosophy within a wider corporate setting.
Co-Authors Budi Eko Soetjipto Ludi Wishnu Wardhana Muhamad Tody Arsyianto Sudarmiatin