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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen PINISI Discretion Review Escalate : Economics and Business Journal
Putut Raka Santoso
International Women University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Social Construction of Gender in the Representation of Dance Communities on Instagram Ramadhan, Affan Neskisyah; Santoso, Putut Raka; Rachmah, Fitri Annisa; Firdawiya, Firdawiya
PINISI Discretion Review Volume 9, Issue 1, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i1.78027

Abstract

This study analyzes the social construction of gender in the visual representations of dance communities on Instagram. Using a descriptive qualitative approach and applying Berger & Luckmann's Social Construction theory and Gender Communication theory, the research examines how dance communities collectively produce and reproduce gender meanings through their content. The results reveal a strong symbolic polarization between femininity and masculinity, externalized through aesthetic choices of costumes, movement composition, and interaction patterns. Femininity is constructed through softness, fragility, and decorative values, while masculinity is represented through strength, stability, and authority. The objectivation process occurs through consistent repetition of representations and digital production techniques (shot angles, filters, editing) that sharpen gender differences. Although limited variations exist, the dominant gender structure is maintained through the sedimentation mechanism of traditional values. The findings show the role of dance communities as agents of gender discourse conservation through digital curatorial practices.
Sustainable Purposed Marketing on Brand Loyalty, Competitive Advantage, and Customer Loyalty Dadang Supriatna; Dadang Munandar; Putut Raka Santosa
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 16 No. 1: April 2026
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v16i1.20124

Abstract

The goals of this study are to know the influence of sustainable and purpose driven marketing on brand loyalty and its impact on competitive advantage and customer loyalty. Researchers use a quantitative approach and survey method. Respondents as much as 96 persons, drawn from the population used Cochran Formula, are the consumers of Major Indonesian Online Shops, such as Shopee, Lazada, Tokpedia and Bukalapak in Bandung City. Results of the study are as follows: First, Sustainability and Purpose Driven Marketing affects significantly Brand Loyalty simultaneously. Second, Sustainability affects significantly Brand Loyalty partially. Third, Purpose Driven Marketing affects significantly Brand Loyalty partially. Fourth, Brand Loyalty affects significantly Competitive Advantage partially. Fifth, Brand Loyalty affects significantly Customer Loyalty partially. Sixth, Sustainability and Purpose Driven Marketing affects significantly Competitive Advantage through Brand Loyalty simultaneously. Seventh, Sustainability affects significantly Competitive Advantage through Brand Loyalty. Eighth Purpose Driven Marketing affects significantly Competitive Advantage through Brand Loyalty. Ninth, Sustainability and Purpose Driven Marketing affects significantly Customer Loyalty through Brand Loyalty simultaneously. Tenth, Sustainability affects significantly Customer Loyalty through Brand Loyalty partially. Eleventh, Purpose Driven Marketing affects significantly Customer Loyalty through Brand Loyalty partially. Keywords: sustainability; purpose driven marketing; brand loyalty; competitive advantage; customer loyalty
The Effect of Social Media Promotion and Word of Mouth on Purchase Decisions at Humaloka Coffee in Bandung City Reza Ferdiansyah; Putut Raka Santoso
Escalate : Economics and Business Journal Vol. 4 No. 01 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i01.436

Abstract

Bandung's coffee shop boom heightens MSME competition like Humaloka Coffee, depending on social media promotion and word-of-mouth in digital trends. This study analyzes their effects on purchase decisions via quantitative descriptive-verification survey of 96 non-probability samples from December 2025 visitors, using online questionnaires, observation, interviews, multiple linear regression, classical tests, and SPSS. Results reveal "good" ratings (X1=73.83%, X2=78.71%), equation Y=9.331+0.410X1+0.364X2, partial sig.<0.05 (t=3.391/3.803), simultaneous F=19.102 (sig.=0.000), R²=0.291. Factors synergistically drive decisions (29.1% variance); optimize content and experiences for loyalty.
Co-Authors Affan Neskisyah Ramadhan Dadang Munandar Dadang Supriatna Firdawiya, Firdawiya Fitri Annisa Rachmah Reza Ferdiansyah