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All Journal 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 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.
Analisis Efisiensi Biaya Pengiriman dan Kualitas Freight Forwarder yang Mempengaruhi Kinerja Pengiriman Ekspor (Studi Kasus di PT. Sinar Sawit Sentosa) Yoyo Sudaryo; Diki Wahyu Nugraha; Andre Suyaningprang; Gurawan Dayona Ismail; Wildan Guretno Prasetiyo
MUTIARA: Jurnal Ilmiah Multidisiplin Indonesia Vol. 4 No. 1 (2026): JIMI - JANUARI
Publisher : PT. PENERBIT TIGA MUTIARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61404/mutiara.v4i1.454

Abstract

This study aims to analyze the influence of shipping cost efficiency and freight forwarder quality on export delivery performance at PT Sinar Sawit Sentosa, a palm oil exporting company facing challenges related to rising logistics costs and increasing demands for delivery timeliness. The research problem focuses on the extent to which shipping cost efficiency and the quality of freight forwarder services can improve export delivery performance in a measurable and sustainable manner. A quantitative approach was applied by collecting survey data from the company’s logistics managers and export managers to capture perceptions and experiences related to the research variables. Data analysis was conducted using structural equation modeling to examine the causal relationships among shipping cost efficiency, freight forwarder quality, and export delivery performance. The results indicate that shipping cost efficiency has a positive and significant effect on export delivery performance through reduced operational costs, improved logistics coordination, and smoother export processes. Freight forwarder quality is also proven to have a positive and significant effect through enhanced service reliability, documentation accuracy, and delivery timeliness. The conclusion confirms that the combination of cost efficiency and logistics service quality constitutes a strategic factor determining the success of corporate export delivery. The novelty of this study lies in integrating the measurement of cost efficiency and freight forwarder quality using a SEM approach applied to the Indonesian palm oil export industry, a context that has received limited empirical attention. This contribution provides empirical evidence for the development of export logistics management and strategic decision-making, enriches the academic logistics literature, and offers practical implications for improving national export competitiveness, formulating corporate policies, and managing long-term logistics partnerships based on measurable performance and efficiency orientation. The findings are expected to serve as a reference for future research and professional practice in agribusiness sectors oriented toward global markets with high logistics risks and intense competition that demand continuous, data-driven managerial innovation grounded in reliable and context-specific empirical evidence for the future of national industries.
PENGARUH BRAND AWARENESS DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SORKA INDONESIA DI PLATFORM E-COMMERCE SHOPEE Nuraini, Riska; Mubarok, Dadan Abdul Aziz; Prasetiyo, Wildan Guretno
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) Oktaviani, Lina; Mubarok, Dadan Abdul Aziz; Prasetiyo, Wildan Guretno
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.
Pengaruh Kualitas Produk terhadap Brand Switching melalui Ketidakpuasan Konsumen (Body Lotion Scarlett Whitening ke Merek Lain) Zahra Tiara Syifa; Ida Farida Oesman; Siti Sarah; Wildan Guretno Prasetiyo
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5272

Abstract

Analisis PLS-SEM dipakai pada pendekatan kuantitatif deskriptif serta verifikatif guna mengkaji pengaruh Kualitas Produk kepada Brand Switching serta peran Ketidakpuasan Konsumen dalam ikatan tersebut. Analisis data mencakup outer model, inner model ataupun uji hipotesis dari bootstrapping melalui sampel 125 responden yang dipilih memakai non probability sampling melalui purposive sampling serta data primer dihimpun lewat kuesioner Google Form dan data sekunder berasal dari tinjauan literatur. Pengaruh negatif signifikan Kualitas Produk (X) kepada Brand Switching (Y) ditegaskan melalui T hitung 3,689 > T tabel 1,96 serta P values 0,000 < 0,05 sementara Ketidakpuasan Konsumen menunjukkan T hitung 3,021 dengan P values 0,003. Pengaruh tidak langsung Kualitas Produk (X) kepada Brand Switching (Y) dari Ketidakpuasan Konsumen (Z) ditegaskan melalui koefisien −0,123 serta t-statistik 2,345 > 1,96 dan P values 0,019 < 0,05 sementara Ketidakpuasan Konsumen (Z) menghasilkan pengaruh positif signifikan kepada Brand Switching (Y) melalui T hitung 5,292 > 1,96 serta P values 0,000. Ini memperlihatkan bahwasannya Ketidakpuasan Konsumen (Z) bertindak sebagai variabel mediasi antara Kualitas Produk (X) dan Brand Switching (Y).
Pengaruh Online Customer Review terhadap Keputusan Pembelian Online melalui E-Trust pada Produk Viva Cosmetics (Gen Z Kota Bandung): Penelitian Nida Azizah; Ida Farida Oesman; Ahmad Taufiq Maulana Ramdan; Wildan Guretno Prasetiyo
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5275

Abstract

This research was conducted to help analye the influence of Online Customer Reviews on Online Purchase Decisions, with E-Trust serving as a mediating variable for Viva Cosmetics products among Gen Z in Bandung City. The research applied such a quantitative method with descriptive and also verificative approach. The data were analyzed using PLS-SEM with the support of SmartPLS software. The technique sampling applied was non-probability sampling by purposive sampling, taking 155 respondents. Primary data were taken by distributing Google Forms questionnaires, while secondary data were gained by literature study. The data analysis stages applied outer model evaluation, inner model, and also test of hypothesis by applying the method of bootstrapping. The analysis reveals that Online Customer Reviews (X) play a significant positive role in shaping Online Purchase Decision (Y) with a T-statistic of 6.371 > 1.96 and also P-value of 0.000 < 0.05. The Online Customer Review variable also has a positive and also significant effect on E-Trust (Z) (t = 10.200; p = 0.000). Furthermore, E-Trust has a positive and also significant effect on Online Purchase Decision with a T-statistic of 4.638 > 1.96 and also P-value of 0.000. The indirect effect test results show that Online Customer Review (X) has an indirect effect on Online Purchase Decision (Y) through E-Trust (Z) with a coefficient value of 0.279, a t-statistic value of 4.175 > 1.96, and also p-value of 0.000 < 0.05. These findings indicate that E-Trust acts as a mediating variable that strengthens the relationship between Online Customer Reviews and also Online Purchase Decisions.
FICTIONAL CHARACTER AS A BRAND PERSONALITY FOR PROMOTION IN THE INDONESIAN MARKET: A SYSTEMATIC LITERATURE REVIEW Prasetiyo, Wildan Guretno; Akbar, Ridho Riadi
Jurnal Manajemen Pemasaran Vol. 19 No. 1 (2025): APRIL 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.19.1.14-30

Abstract

The use of fictional characters in promotional campaigns has grown a lot in the last few years. Notable examples include Tomoro Coffee, UNIQLO, and Mobile Legends: Bang Bang, which have successfully incorporated characters from the anime series Jujutsu Kaisen into their marketing strategies. This trend aligns with Indonesia's substantial anime viewer base, which reached approximately 50 million in 2023 and continues to grow proportionally with population expansion. This study aims to explore the potential relationships between a fictional character, brand personality, and promotion via a systematic literature review using PRISMA 2020, analyzing 45 articles from major databases (Web of Science and Google Scholar), drawing on diverse website sources, especially case studies relevant to the Indonesian market. The results show that there are three key links between: (1) a fictional character and a brand's personality, empirical studies show fictional characters boost consumer engagement psychologically; (2) a brand's personality and a promotion, studies confirm human representatives shape marketing strategically; (3) a fictional character and a promotion, research affirms fictional characters' promotional impact. Utilizing a fictional character as a brand personality offers significant potential for product marketing in Indonesia, supported by the country's large anime fanbase. These findings should pave the way for more study into quantitative investigation into the identified relationships and creating the ideal fictional character to use as a brand personality in order to make advertising more effective in Indonesia. The practical implications of this study offer implementable knowledges for brands utilizing anime collaborations to enhance market penetration in Indonesia.
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.
Co-Authors Ahmad Taufiq Maulana Ramdan Andre Suyaningprang Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Debi Irawan Diki Wahyu Nugraha Gurawan Dayona Ismail Hardiansyah, Muhamad Arya Ida Farida Oesman Mukti Ali, Mochammad Nida Azizah Nunung Ayu Sofiati (Efi) Nuraini, Riska Oktaviani, Lina Ridho Riadi Akbar Riya Widayanti Rizqullah Al-Baihaqi, Miftahul Fikri Siti Sarah Tjipto Sajekti Yasmin Fathimah Farid Yoyo Sudaryo Zahra Tiara Syifa