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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen Pemasaran IKRA-ITH EKONOMIKA Simtek : Jurnal Sistem Informasi dan Teknik Komputer International Journal of Marketing and Human Resource Research Jurnal Bisnis Kompetitif Journal of Artificial Intelligence and Digital Business Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Ekonomi Dan Bisnis
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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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 Wildan Guretno Prasetiyo; Ridho Riadi Akbar
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.
Pengaruh Konten Marketing Dan Livestreaming di TikTok terhadap Minat Beli pada Produk Fashion PT Soka Cipta Niaga Mutia Shoofiyana; Ridho Riadhi Akbar; Wildan Guretno Prasetiyo
Surplus: Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli-Desember 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v5i1.2454

Abstract

Penelitian ini diikhtiarkan untuk mengelaborasi kontribusi content marketing dan live streaming pada platform TikTok terhadap intensi pembelian konsumen produk fashion PT Soka Cipta Niaga. Pendekatan yang diadopsi ialah kuantitatif dengan corak penelitian deskriptif-verifikatif guna mengidentifikasi fenomena sekaligus mengonfirmasi keterkaitan antarvariabel. Unit analisis terdiri atas 100 responden yang dittentukan meIaIui teknik purpossive sampIing, yakni pengguna TikTok yang pernah terekspos konten promosi atau sesi live streaming serta memiliki pengenalan terhadap produk perusahaan. Perolehan data dilakukan menggunakan instrumen kuesioner berisi 24 indikator yang diukur melalui skala Likert lima kategori. Selanjutnya, data empiris ditabulasi dan dianalisis menggunakan SPSS melalui pengujian vaIidiIas, reIiabiIitas, assumsi kIasssik, reqresi Iinear berganda, koefisien koreIasi, koefisien determinasi, ttest, serta Ftest. Hasil estimasi memperlihatkan bahuwa content marketing memberikan kontribusi positif dan signifikan terhadap minat beli dengan koefisien regresi 0,412 dan signifikansi 0,003. Variabel live streaming juga menunjukkan pengaruh positif dan signifikan dengan koefisien 0,588 serta signifikansi 0,000. Secara kolektif, kedua variabel menghasilkan nilai F sebesar 121,469 dengan signifikansi 0,000. Koefisien korelasi sebesar 0,845 merepresentasikan relasi yang sangat kukuh, sedangkan koefisien determinasi 0,715 mengafirmasi bahwa 71,5% dinamika minat beli teratribusi pada kedua variabel tersebut. Sementara itu, sebesar 28,5% variasi minat beli dipengaruhi oleh faktor lain di luar model penelitian. Temuan tersebut menegaskan bahwa optimalisasi kualitas content marketing dan pelaksanaan live streaming secara konsisten dapat menjadi strategi pemasaran digital yang relevan bagi perusahaan.
ANALISIS SWOT DENGAN IFE & EFE DAN BUSINESS MODEL CANVAS PADA BUDIDAYA BURUNG KICAU DI KABUPATEN BANDUNG Mochammad Zulfiqar; Rama Candra Jaya; Wildan Guretno Prasetiyo; Ahmad Taufiq Maulana Ramdan
Jurnal Ekonomi Bisnis Kompetif Vol 5 No 2 (2026): JURNAL BISNIS KOMPETIF (JBK) 2026
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/bisniskompetif.v5i2.3028

Abstract

Bird keeping and breeding is a livestock business that holds significant economic, social, and cultural value for communities, particularly in Bandung Regency. This study aims to (1) identify and analyze internal factors (strengths and weaknesses) in the songbird breeding business in Bandung Regency, (2) identify and analyze external factors (opportunities and threats) in the songbird breeding business in Bandung Regency, (3) map the business model (Business Model Canvas) of the songbird breeding business in Bandung Regency, and (4) formulate development strategies for the songbird breeding business in Bandung Regency based on SWOT analysis (IFE & EFE) and Business Model Canvas. This research employs a descriptive qualitative approach with a case study method. The research was conducted in Bandung Regency, West Java Province, with 5 informants who were songbird breeders selected through purposive sampling. Data collection techniques included observation, in-depth interviews, and documentation. Data analysis utilized SWOT analysis complemented by IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices, as well as the Business Model Canvas (BMC). The results showed that the total IFE score was 2.91 and the total EFE score was 2.81, indicating that the internal and external positions of the business are in the moderate category. Based on the SWOT diagram coordinates, the coordinate point was (1.47 ; 1.17), placing the business in Quadrant I (Aggressive/Growth Oriented Strategy). The main strength factor was superior bloodline breeding stock (0.60), while the main weakness was the absence of financial record-keeping (0.20). The main opportunity factor was the trend of bird-keeping hobbies (0.60), while the main threat was business competition (0.28). The Business Model Canvas mapping revealed that the business already has nine integrated BMC elements, yet improvements are still needed in digital technology utilization for marketing and operational cost efficiency. Recommended strategies include participating in bird contests, utilizing online platforms, joining bird enthusiast communities, developing financial record-keeping, creating social media accounts, seeking alternative feed suppliers, and establishing price standards. The conclusion of this study is that the songbird breeding business in Bandung Regency has good potential for development through aggressive strategies that leverage internal strengths to capture available external opportunities
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 Mochammad Zulfiqar Muhamad Addin Al Haadi Mutia Shoofiyana Nida Azizah Rama Candra Jaya Rama Chandra Jaya Ridho Riadhi Akbar Ridho Riadi Akbar Rifa Laila Fadhilah Riska Nuraini Riya Widayanti Rizqullah Al-Baihaqi, Miftahul Fikri Siti Sarah Wantina Novia Rahmawati Yasmin Fathimah Farid Yoyo Sudaryo Zahra Tiara Syifa