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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen Pemasaran IKRA-ITH EKONOMIKA Simtek : Jurnal Sistem Informasi dan Teknik Komputer Airlangga Journal of Innovation Management International Journal of Marketing and Human Resource Research Journal of Artificial Intelligence and Digital Business Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Prasetiyo, Wildan Guretno
Universitas Indonesia Membangun
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Enhancing MSMEs’ Innovation Capacity Based on the ISO 56002:2019: A Case Study of the XYZ Perfume Company in Yogyakarta Prasetiyo, Wildan Guretno; Mubarok, Dadan Abdul Aziz; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sajekti, Tjipto
Airlangga Journal of Innovation Management Vol. 6 No. 1 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i1.70962

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy, contributing 60.5% to the Gross Domestic Product (GDP) in 2024. These facts underscore the importance of MSME development as a priority in the Asta Cita of the President of the Republic of Indonesia. However, alongside financial constraints, researchers contend that MSMEs face challenges in competitiveness due to a lack of innovation and creativity. To address this, a standard for innovation capacity needed and ISO 56002:2019 can serve it. Nevertheless, research in this field remains limited, highlighting the need for studies focused on enhancing innovation capacity based on ISO 56002:2019 for Indonesian MSMEs. This qualitative study employs semi-structured interviews with XYZ Perfume Company in Yogyakarta, an MSME actor. The assessment is based on eight factors from the development of ISO 56002:2019 by researchers: (1) Transformative Leadership; (2) Strategic Intention to Innovate; (3) Weight Management for Information; (4) Customer and Market Knowledge; (5) Strategic Technology Management; (6) Organizational Structure; (7) Project Management; and (8) Innovation Performance. The results indicate that XYZ Perfume Company's innovation capacity achieves a qualitatively good rating in Transformative Leadership, Weight Management for Innovation, Customer and Market Knowledge, and Project Management; a moderate rating in Strategic Intention to Innovate and Organizational Structure; and a below-average rating in Strategic Technology Management and Innovation Performance. Strategies for enhancing the innovation capacity of XYZ Perfume Company were formulated. These findings and the proposed strategies serve as a valuable foundation for MSMEs in developing new products.
PERANCANGAN ANTARMUKA WEBSITE UNTUK ASESMEN PSIKOLOGI MENGGUNAKAN KANSEI ENGINEERING (STUDI KASUS: UNIVERSITAS INDONESIA MEMBANGUN Rizqullah Al-Baihaqi, Miftahul Fikri; Widayanti, Riya; Irawan, Debi; Guretno Prasetiyo, Wildan
Simtek : jurnal sistem informasi dan teknik komputer Vol. 10 No. 2 (2025): Oktober 2025
Publisher : STMIK Catur Sakti Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51876/simtek.v10i2.1616

Abstract

Desain antarmuka dalam platform asesmen psikologi daring memegang peran krusial dalam memastikan validitas dan kenyamanan interaksi pengguna. Penelitian ini bertujuan untuk merancang antarmuka website asesmen psikologi berbasis kebutuhan emosional pengguna menggunakan pendekatan Kansei engineering. Studi dilakukan di Universitas Indonesia Membangun (INABA) sebagai studi kasus. Metodologi penelitian mengikuti sepuluh tahapan Kansei engineering Tipe I, dimulai dari penentuan objek dan pengumpulan Kansei word, hingga penerjemahan hasil analisis ke dalam elemen desain. Pengumpulan data dilakukan melalui studi literatur, wawancara dengan ahli, serta penyebaran kuesioner semantic differential kepada civitas akademika INABA. Teknik analisis menggunakan pendekatan statistik multivariat, termasuk uji validitas dan reliabilitas, analisis faktor (FA), serta Partial Least Square (PLS). Hasil penelitian menghasilkan elemen-elemen antarmuka yang mampu menggambarkan kesan seperti “Bergairah”, “Unik”, “Rapih”, “Modern”, “Impresif” dan “Colorfull”, dengan Kansei word “Impresif” sebagai nilai tertinggi (koefisien 0,993). Rancangan antarmuka akhir dibuatkan dengan mengintegrasikan elemen visual dan fungsional sesuai preferensi emosional pengguna dan konteks asesmen psikologis.
Marketing Trends on Tempeh-based Products between 2018-2025 Wildan Guretno Prasetiyo; Yasmin Fathimah Farid
International Journal of Marketing & Human Resource Research Vol. 7 No. 2 (2026): International Journal of Marketing & Human Resourches Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i2.3411

Abstract

Tempeh sales in Indonesia experienced significant fluctuations and decline from 2018 to 2024 driven by rising soybean prices and shifting youth preferences toward foreign cuisine. This trend negatively impacts MSME profitability and contradicts national food sovereignty missions known as Asta Cita. Consequently, this study aims to analyze market trends and the research landscape regarding tempeh derivatives and their marketing aspects. The study employed bibliometric analysis following PRISMA 2020 guidelines. Data were retrieved from Web of Science and Google Scholar databases resulting in a final dataset of 2,095 articles analyzed using VOSviewer software. The findings indicate that Indonesia is the leading contributor to scholarly output with IPB University as the dominant institution. Research themes are anchored on raw tempeh followed by tempeh chips and tempeh flour. SWOT Analysis is the most utilized marketing method with Price and Product Quality as the primary variables. The dominant market segments are plant-based meat followed by plant-based protein and healthy food. Geographically Malang alongside Semarang and Surabaya are identified as the primary productive regions. These insights provide an empirical foundation for MSMEs to develop product innovations targeting the plant-based meat and healthy food segments thereby supporting the green economy and national food sovereignty goals.
Pengaruh Servqual terhadap Kepuasan Pelanggan dengan Customer Experience sebagai Variabel Intervening pada Bioskop Cinepolis Bandung Hardiansyah, Muhamad Arya; Oesman, Ida Farida; Prasetiyo, Wildan Guretno
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6254

Abstract

Quality of service has a significant impact on how customers perceive a business and how satisfied they are with that business overall, and the film industry is no exception. It is more crucial than ever for companies to provide outstanding service and satisfy consumers in the increasingly competitive entertainment industry. The goal of this study is to use customer experience as a prism through which to analyze Cinepolis Cinema Bandung's service quality (Servqual) and its connection to customer happiness. For its quantitative analysis, this study relies on survey techniques. After collecting data from 370 Cinepolis Cinema Bandung patrons, we used route analysis to search for indirect as well as direct correlations between variables. The research found that customer satisfaction and overall experience are significantly influenced by service quality. The relationship between service quality and contentment may be mediated via customer experience, which has direct and indirect effects on customer satisfaction, according to study. Based on these results, it seems that raising the bar for service quality may boost customer happiness by bettering the customer experience. Cinepolis Cinema Bandung's management is urged to enhance customer satisfaction and competitiveness by consistently enhancing service quality parameters and focusing on providing unique customer experiences.
Pengaruh Brand Ambassador, Harga, dan Kemasan terhadap Keputusan Pembelian Produk Kosmetik Esqa Beauty pada Generasi Z di Kota Bandung Wantina Novia Rahmawati; Ida Farida Oesman; Siti Sarah; Wildan Guretno Prasetiyo
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8527

Abstract

Tujuan penelitian ini adalah untuk menguji bagaimana brand ambassadors, harga, dan kemasan ESQA Beauty memengaruhi keputusan pembelian perusahaan kosmetik tersebut kepada generasi milenial dan Gen Z di Bandung. Merek-merek di sektor kosmetik bersaing ketat untuk mendapatkan perhatian pelanggan karena pesatnya perkembangan industri ini, sehingga bisnis di bidang ini perlu meningkatkan strategi pemasaran mereka. Banyak elemen pemasaran, seperti tokoh terkenal yang menjadi brand ambassadors, bagaimana Generasi Z memandang biaya produk, dan desain kemasan yang menarik secara visual, memiliki dampak pada demografi konsumen yang melek media sosial ini. Dengan menggunakan pendekatan deskriptif dan verifikasi, penelitian ini menggunakan pendekatan kuantitatif. 275 Generasi Z di Bandung yang merupakan pembeli produk ESQA Beauty saat ini atau sebelumnya disurvei melalui kuesioner. Pengambilan purposive sampling dengan kriteria yang telah ditentukan digunakan sebagai pendekatan sampel sesuai dengan tujuan penelitian. Untuk mengetahui bagaimana setiap variabel independen memengaruhi variabel dependen, data yang dikumpulkan dianalisis menggunakan analisis regresi linier berganda. Penelitian ini menemukan bahwa penetapan harga, kemasan, dan brand ambassadors semuanya berperan dalam keputusan pembelian akhir konsumen. Telah terbukti pula bahwa ketiga elemen ini, jika dipertimbangkan bersama, secara signifikan memengaruhi pengambilan keputusan konsumen. Keputusan pembelian pelanggan produk ESQA Beauty terutama dipengaruhi oleh harga, diikuti oleh brand ambassador, dan kemudian oleh kemasan.
Pengaruh Kualitas Produk, Promosi Online dan Harga Terhadap Kepuasan Pelanggan Pada Brand Hijab Tiebymin Di Kota Bandung Ai Tati Sulistiawati; Ida Farida Oesman; Dadan Abdul Aziz; Wildan Guretno Prasetiyo
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8529

Abstract

Tujuan penelitian ini adalah untuk menguji bagaimana kualitas produk, promosi online, dan harga brand hijab Tiebymin di Bandung memengaruhi kepuasan pelanggan. Peneliti dalam studi ini menggunakan metode penelitian kuantitatif berdasarkan data survei. Kuesioner dikirimkan kepada mereka yang telah membeli dan mengenakan produk hijab Tiebymin untuk mengumpulkan data. Ukuran sampel dalam penelitian ini sekitar 385 responden yang menggunakan rumus Slovin dengan tingkat masalah 5 % . Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pendapat responden tentang kualitas produk, promosi online, harga, dan kepuasan pelanggan dinilai menggunakan skala Likert dalam instrumen penelitian. Sebelum pengolahan data, dilakukan uji validitas dan reliabilitas untuk menjamin bahwa instrumen penelitian dapat mengukur variabel penelitian dengan tepat dan andal. Data penelitian dianalisis menggunakan regresi linier berganda untuk mengetahui kontribusi masing-masing variabel independen terhadap variabel dependen. Kualitas produk, promosi online, dan harga semuanya memiliki dampak yang menguntungkan dan signifikan secara statistik terhadap kepuasan pelanggan. Bersamaan dengan itu, ditemukan bahwa ketiga faktor tersebut secara signifikan memengaruhi kepuasan pelanggan terhadap brand hijab Tiebymin di Bandung. Kualitas produk, promosi online, dan harga adalah tiga faktor yang ditemukan dalam penelitian ini memiliki dampak yang paling besar adalah promosi online terhadap kepuasan pelanggan. Peneliti berharap perusahaan akan menggunakan hasil studi ini untuk memberikan informasi yang lebih baik dalam kampanye pemasaran yang menarik dan mempertahankan pelanggan.
Pengaruh Harga dan Kualitas Layanan Terhadap Kepuasan Pelanggan Pada Jasa Ekspedisi Sicepat Ekspress Di Cimahi Utama Rifa Laila Fadhilah; Ida Farida Oesman; Wildan Guretno Prasetiyo; Siti Sarah
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8890

Abstract

Tujuan utama penelitian ini adalah untuk menganalisis hubungan antara kepuasan klien jasa ekspedisi dengan harga dan kualitas layanan. Penelitian ini bertujuan untuk menganalisis hubungan antara kepuasan klien jasa ekspedisi dengan harga dan kualitas layanan. Responden dalam penelitian ini adalah individu yang telah menggunakan  jasa ekspedisi siCepat Ekspress. Dengan ukuran sampel 400 responden, strategi pengambilan sampel yang digunakan adalah purposive sampling. Harga, kualitas layanan, dan kepuasan pelanggan diukur oleh responden menggunakan skala Likert lima tingkat, yang dirancang khusus untuk penelitian ini. Perangkat lunak statistik digunakan untuk menganalisis data yang diperoleh menggunakan teknik regresi linier berganda. Semua asumsi klasik, serta validitas dan reliabilitas, telah diverifikasi sebelum pengujian hipotesis. Penelitian ini menentukan bahwa variabel harga secara signifikan dan positif memengaruhi kepuasan pelanggan pada tingkat signifikansi 0,000 dan nilai koefisien regresi 0,400. Dengan koefisien regresi 0,858 dan tingkat signifikansi 0,000, variabel kualitas layanan tidak hanya secara positif dan signifikan memengaruhi kepuasan pelanggan, tetapi juga merupakan variabel terpenting dalam memprediksi kepuasan pelanggan secara keseluruhan. Kedua variabel independen tersebut memiliki dampak substansial terhadap kepuasan pelanggan, seperti yang ditunjukkan oleh nilai F sebesar 449,409 dan tingkat signifikansi 0,000. Selain itu, menurut koefisien determinasi, harga dan kualitas layanan menyumbang 69,4% dari varians kepuasan pelanggan, sedangkan faktor lain menyumbang 30,6% sisanya. Berdasarkan hasil ini, penyedia jasa ekspedisi, untuk menarik dan mempertahankan pelanggan di tengah persaingan industri yang ketat, harus berupaya memberikan harga yang wajar dan secara konsisten meningkatkan kualitas layanan mereka.
PENGARUH BRAND AWARENESS DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SORKA INDONESIA DI PLATFORM E-COMMERCE SHOPEE Riska Nuraini; Dadan Abdul Aziz Mubarok; Wildan Guretno Prasetiyo
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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

Abstract

The rapid expansion of e-commerce in Indonesia has reshaped consumer purchasing patterns, particularly in the fashion segment such as women’s bags. Sorka Indonesia is a local brand that sells its products on Shopee. However, despite its high rating, thousands of positive reviews, and significant visitor traffic, its sales performance remains suboptimal. This study aims to analyze whether purchasing decisions for Sorka Indonesia products on Shopee are influenced by brand awareness and sales promotion. The study adopts a quantitative approach incorporating descriptive and verificative analyses. A purposive sampling technique was applied to obtain data from 100 respondents, with responses collected through an online questionnaire using a Likert-scale measurement administered via Google Forms. The findings reveal that brand awareness does not have a significant effect on purchasing decisions, whereas sales promotion exerts a positive and statistically significant, although relatively modest, influence. In addition, the joint effect of brand awareness and sales promotion on purchasing decisions is statistically significant, as supported by the results of the F-test. The findings indicate that promotional activities, including discounts, vouchers, and cashback, are significant factors in encouraging consumers to purchase Sorka Indonesia products on the Shopee marketplace.
PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP KEPERCAYAAN PELANGGAN JASA PT Citra Van Titipan Kilat (TIKI). (Studi pada Pengguna Agen Gerai TIKI Kota Bandung) Lina Oktaviani; Dadan Abdul Aziz Mubarok; Wildan Guretno Prasetiyo
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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

Abstract

The growth of the delivery service industry in Indonesia has increased rapidly along with the expansion of e-commerce activities. However, in the segment of PT Citra Van Titipan Kilat (TIKI) service users, especially at TIKI Agent Outlets in Bandung City, the level of consumer trust has not reached an optimal level, even though the company offers comprehensive services and has received public recognition. This study aims to evaluate whether service quality and customer satisfaction influence customer trust among TIKI service users. The methodological approach applied is quantitative, with descriptive analysis and verification, and a total sampling technique of 45 business customer at TIKI Agent Outlets in Bandung City. Data were collection through questionnaire instrument designed using a Likert scale. Empirical results show that service quality has a positive and statistically significant impact on customer trust, and customer satisfaction also has a significant positive impact. Simultaneously, both independent variables are proven to have a significant influence on customer trust, as confirmed by the F test. The implications of these results emphasize that efforts to improve service standards and meet customer expectations are important elements in strengthening the foundation of trust in TIKI services in the context of competitive service marketing.
Do Athlete Identification and Shoe Design Mitigate Perceived Injury Risk in Nike KD Low-Top? Wildan Guretno Prasetiyo; Ridho Riadi Akbar; Debi Irawan; Rama Chandra Jaya; Arie Hendra Saputro; Muhamad Addin Al Haadi
Jurnal Manajemen dan Kewirausahaan Vol. 14 No. 1 (2026): June (2026)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v14i1.17152

Abstract

Despite rising NBA Achilles injuries linked to low-top shoes, models like the Nike KD series continue to enjoy massive commercial success. This study investigates this paradox by examining whether athlete identification and aesthetic shoe design override perceived injury risk in shaping purchase intention. Using a quantitative correlational design, data were collected from 300 basketball enthusiasts in Indonesia, purposively selected for their interest in the NBA and awareness of Kevin Durant. Results confirm that athlete identification and aesthetic design directly drive purchase intention, whereas perceived injury risk acts as a significant deterrent. Notably, moderation analysis reveals that safety concerns attenuate the emotional drive of athlete identification but unexpectedly amplify the influence of aesthetic design. Consequently, while athlete identification is the primary driver, aesthetic design becomes paramount when injury risk is taken into account. This indicates that consumers actively repurpose risky low-tops into casual streetwear, prioritizing visual appeal over performance. Therefore, sportswear manufacturers should market low-top models as lifestyle apparel while improving their structural integrity.
Co-Authors Ahmad Taufiq Maulana Ramdan Ai Tati Sulistiawati Andre Suyaningprang Arie Hendra Saputro Dadan Abdul Aziz Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Debi Irawan Diki Wahyu Nugraha Gurawan Dayona Ismail Hardiansyah, Muhamad Arya Ida Farida Oesman Ida Farida Oesman Lina Oktaviani Muhamad Addin Al Haadi Mukti Ali, Mochammad Nida Azizah Nunung Ayu Sofiati (Efi) Rama Chandra Jaya Ridho Riadi Akbar Rifa Laila Fadhilah Riska Nuraini Riya Widayanti Rizqullah Al-Baihaqi, Miftahul Fikri Siti Sarah Tjipto Sajekti Wantina Novia Rahmawati Yasmin Fathimah Farid Yoyo Sudaryo Zahra Tiara Syifa