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All Journal International Journal of Economics and Management Research Journal of Golden Generation Economic
Andry Mochamad Ramdan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of Strategic Entrepreneurship To Increase The Export Of Micro, Small, And Medium Enterprises (MSMEs) In Indonesia: A Case Study Of Java Halu Coffee Dindin Abdurohim; Andry Mochamad Ramdan
International Journal of Economics and Management Research Vol. 2 No. 3 (2023): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v2i3.140

Abstract

Strategic Entrepreneurship, also known as entrepreneurial strategy, serves as a pathway for SMEs to enter the international market smoothly. When SME products enter the international market, it is essential for companies to devise entrepreneurial strategies in marketing to increase sales volume and generate profits.Coffee is a prominent commodity in West Java due to its mountainous terrain, which provides favorable conditions for coffee cultivation. Java Halu Coffee, located in Bandung Barat Regency, West Java, is one of the SMEs in the coffee bean and coffee processing industry.The objective of this research is to describe the entrepreneurial strategies employed by Java Halu Coffee in entering and marketing its products in the international market. The study also explores the application of entrepreneurial strategies in increasing the export volume of coffee beans and alternative strategies.This research utilizes a descriptive qualitative approach. The primary data sources consist of interviews conducted with the owner of Java Halu Coffee, while secondary data sources include relevant documents related to the research theme.The research findings indicate that Java Halu Coffee has chosen export as its entry strategy into the international market. The company implements growth, innovation, network, and harvest/exit strategies. This includes identifying market development opportunities, innovating its products, establishing good relationships with buyers, forming beneficial networks, and collaborating with similar companies to meet market demands. These strategies enable Java Halu Coffee to maximize sales and increase the export volume.
CONSUMER PERCEPTION AND ETHICS OF AI INFLUENCERS IN BANK BCA’S DIGITAL SECURITY CAMPAIGN Andry Mochamad Ramdan
Journal of Golden Generation Economic Vol. 1 No. 2 (2025): Desember 2025 : Journal of Golden Generation Economic
Publisher : PT. Lembaga Penerbit Penelitian Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65244/jggeconomic.v1i2.560

Abstract

The rapid advancement of Artificial Intelligence (AI) introduced Virtual Influencers (VIs) as innovative digital marketing tools, yet their adoption in high-trust sectors like banking presented unique challenges. This study analyzed the potential impact of using VIs on consumer perception and marketing ethics within the context of digital security campaigns. A qualitative-contextual approach was employed, examining Bank Central Asia’s (BCA) “Don’t Know? Kasih No!” (DKKN) campaign as a primary case study. The research explored the implications of replacing a highly credible human figure, Indro Warkop, with a VI. Drawing on Source Credibility, Parasocial Relationship, and Marketing 6.0 theories, the analysis identified an inherent trust deficit in VIs. Results indicated that while the actual DKKN campaign successfully garnered over 100 million views and reduced customer financial losses by 41%, a hypothetical AI-led version would likely trigger consumer skepticism due to a lack of experiential authenticity. Furthermore, an ethical paradox was discovered where mandated AI transparency disclosure triggered skepticism among Gen Z users. It was concluded that for high-stakes financial communication, human influencers remained superior due to their emotional relatability and the "sentience factor" required for cybersecurity advocacy. This paper recommends that banking institutions limit VIs to functional roles rather than high-stakes security literacy.
Transformasi Digital UMKM Kuliner: Analisis Netnografi Dampak Viralitas Media Sosial terhadap Keputusan Pembelian pada Fenomena Aldis Burger by Aldi Taher Andry Mochamad Ramdan
Journal of Golden Generation Economic Vol. 2 No. 1 (2026): April 2026 : Journal of Golden Generation Economic
Publisher : PT. Lembaga Penerbit Penelitian Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65244/jggeconomic.v2i1.561

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dinamika transformasi digital pada Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner melalui analisis netnografi terhadap fenomena "Aldis Burger" oleh Aldi Taher. Di tengah pertumbuhan ekonomi kreatif Indonesia, sektor kuliner memberikan kontribusi signifikan sebesar 70% dari total unit UMKM, namun menghadapi tantangan adaptasi teknologi yang masif pasca-pandemi. Menggunakan metode netnografi yang dikembangkan oleh Robert Kozinets, penelitian ini menyelami interaksi budaya digital di platform media sosial seperti Instagram dan YouTube untuk memahami bagaimana viralitas yang dipicu oleh persona publik memengaruhi persepsi konsumen dan keputusan pembelian. Data dikumpulkan melalui observasi partisipatif dan non-partisipatif terhadap konten video ulasan kuliner, komentar netizen, dan metadata interaksi digital. Temuan penelitian menunjukkan bahwa strategi viral marketing Aldis Burger mengintegrasikan elemen social currency, emosi, dan narasi personal yang kuat untuk menciptakan "efek bola salju digital". Meskipun persona Aldi Taher yang dianggap cringe menjadi pemicu awal viralitas, keputusan pembelian konsumen didorong oleh validasi kualitas produk (tekstur roti dan dominansi daging) serta nilai praktis porsi sharing yang ekonomis. Penelitian ini menyimpulkan bahwa transformasi digital fungsi penjualan yang efektif harus menyeimbangkan antara momentum viralitas dengan konsistensi kualitas produk dan kepercayaan konsumen untuk menjamin keberlanjutan bisnis di pasar digital modern yang dinamis.
Co-Authors Abdurohim, Dindin