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All Journal Jurnal Manajemen Pemasaran IKRA-ITH EKONOMIKA Simtek : Jurnal Sistem Informasi dan Teknik Komputer Airlangga Journal of Innovation Management
Prasetiyo, Wildan Guretno
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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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.
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.
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.
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

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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

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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.
Co-Authors Akbar, Ridho Riadi Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Debi Irawan Mukti Ali, Mochammad Nuraini, Riska Oktaviani, Lina Riya Widayanti Rizqullah Al-Baihaqi, Miftahul Fikri Sofiati, Nunung Ayu Tjipto Sajekti