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All Journal Jurnal Ilmiah Manajemen Kesatuan Journal of Economics, Entrepreneurship, Management Business and Accounting Jurnal Abdimas Maduma Journal of Economic Education and Entrepreneurship Studies
Sri Palupi Prabandari
Universitas Brawijaya, Indonesia
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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The Role of Effectuation in Achieving Competitive Advantage: Testing the Mediating Role of Agility and Innovation Orientation Maya Faridhotul Aini; Sri Palupi Prabandari; Radityo Putro Handrito
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 3 (2026): Volume 4, Issue 3, May 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i3.971

Abstract

Purpose – This study examines how smallholder cocoa farmers in Indonesia achieve competitive advantage under high market uncertainty by investigating whether effectuation logic — an expertise-driven, non-predictive decision-making approach — functions as the cognitive foundation for building competitive superiority, and through which internal capability pathways this transformation occurs. Design/Methodology/Approach – A quantitative cross-sectional survey of 260 smallholder cocoa farmers was conducted using purposive sampling across major Indonesian cocoa-producing regions. Data were analyzed using SEM-PLS (SmartPLS 4.0) with 5,000-subsample bootstrapping to test direct and mediation effects. Findings/Results – Effectuation logic does not directly influence competitive advantage but significantly predicts individual agility (β = 0.466, p < 0.001) and innovation orientation (β = 0.202, p < 0.01). Both variables fully mediate the effectuation–competitive advantage relationship, with innovation orientation as the dominant pathway (β = 0.477, p < 0.001). Originality/Value – This study introduces the cognitive-behavioral translation mechanism, establishing that effectuation generates competitive advantage exclusively through behavioral capabilities, not directly. It demonstrates that agility produces a negative competitive effect in buyer-dominated commodity markets challenging universal agility positivity assumptions  and extends dynamic capability theory to individual farmer-entrepreneurs in developing-economy agribusiness.
Perceived Value, Emotional Bonds, and Pop Culture: Drivers of Brand Loyalty Muhammad Rizky Andhika Pratama; Astrid Puspaningrum; Sri Palupi Prabandari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3601

Abstract

The global fast fashion industry, including brands like Uniqlo, faces increasing challenges in maintaining brand loyalty amid fierce competition and evolving consumer behavior. This study explores the effect of perceived value on brand loyalty among Uniqlo customers in Jakarta, with brand love and brand trust as mediators, and pop culture involvement as a moderator. Using a quantitative, explanatory approach grounded in Relationship Marketing Theory, data were gathered from 232 respondents through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that perceived value does not directly impact brand loyalty. Instead, it significantly influences brand love and brand trust, which fully mediates the relationship highlighting the importance of emotional connection and trust in fostering loyalty. Meanwhile, pop culture involvement does not significantly moderate the link between perceived value and loyalty, suggesting that trend-based marketing alone is insufficient to build sustained loyalty. These results emphasize that fast fashion brands must go beyond product value or trend alignment, focusing instead on nurturing emotional bonds and customer trust to drive long-term loyalty. This study offers valuable insights for brand managers seeking to strengthen consumer relationships in an increasingly competitive fashion landscape.
The Effect of Social Media Marketing Activities on Brand Loyalty Mediated by Brand Trust and Perceived Value Anindita Salasa Ahmada; Sri Palupi Prabandari; Taufiq Ismail
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4638

Abstract

In the era of digital marketing, social media has become a crucial platform for companies to engage with customers and influence their purchasing behavior. This study uses the Stimulus-Organism-Response theory to examine the direct effect of social media marketing activities, brand trust, and perceived value on brand loyalty and the mediating roles of brand trust and perceived value. This study used a quantitative explanatory method with 250 samples through purposive sampling, analyzed using SEM-PLS 4.0. The testing covers the outer model, inner model, as well as hypothesis and mediation tests. The results show that social media marketing activities do not directly affect brand loyalty, but they do affect brand trust and perceived value. Brand trust and perceived value have been proven to influence brand loyalty. In addition, both also mediate the relationship between social media marketing activities and brand loyalty. These findings imply that companies should prioritize building trust and enhancing perceived value when designing social media campaigns. Strengthening these factors can lead to higher brand loyalty among customers.
Bimbingan Teknis Live Stream Selling dan Optimalisasi Fitur E-Commerce untuk Transformasi Digital UMKM Malang Sri Palupi Prabandari; Ikhtiara Kaideni Isharina; Brilian Setia Firanda
JURNAL ABDIMAS MADUMA Vol. 5 No. 1 (2026): Januari, 2026
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/jam.v5i1.500

Abstract

UMKM di Kota Malang saat ini menghadapi kesenjangan ekonomi digital yang signifikan akibat keterbatasan fasilitas produksi konten, rendahnya keterampilan digital, serta absennya strategi pemasaran terpadu. Guna mengatasi permasalahan tersebut, kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing UMKM melalui transformasi digital strategis yang mencakup bimbingan teknis live stream selling, optimasi fitur e-commerce, dan pengembangan strategi omnichannel. Metode yang diterapkan adalah participatory action research yang dikombinasikan dengan experiential learning, meliputi tahap identifikasi kebutuhan, penyediaan sarana, pelatihan teknis, hingga pendampingan implementasi. Dampak kegiatan diukur secara kualitatif dan kuantitatif melalui observasi serta evaluasi pre-test dan post-test. Hasil intervensi menunjukkan bahwa pendekatan holistik ini berhasil mengatasi hambatan utama mitra melalui penyediaan perangkat live streaming lengkap dan peningkatan keterampilan teknis yang signifikan, di mana 100% peserta mampu melakukan simulasi mandiri. Selain itu, peserta berhasil memahami transisi menuju pemasaran yang lebih terintegrasi. Simpulannya, penggabungan antara penyediaan fasilitas fisik dan penguatan kapasitas sumber daya manusia terbukti menjadi solusi efektif dalam mempercepat transformasi digital dan memperkuat kapabilitas pemasaran UMKM. Kata Kunci : UMKM; Transformasi Digital; Live Stream Selling; E-commerce
Driving Cocoa Farm Performance through Market Orientation and Institutional Support: The Mediating Role of Innovativeness Maya Faridhotul Aini; Sri Palupi Prabandari; Radityo Putro Handrito
Journal of Economic Education and Entrepreneurship Studies Vol. 7 No. 2 (2026)
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v7i2.6

Abstract

This study aims to analyze the mechanisms for enhancing cocoa farm performance through the integration of market orientation strategies and institutional support, with a specific focus on the mediating role of farmer innovativeness. By positioning farmers as primary decision-makers underpinned by Upper Echelons Theory, this research explores how individual innovation capacity influences business performance in the upstream sector. Data were collected from 245 smallholder cocoa farmers in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that market orientation exerts a significant positive influence on both farmer innovativeness and business performance. Institutional support, particularly through regulative and cognitive pillars, significantly enhances innovativeness and performance directly. However, the mediation analysis shows that while innovativeness significantly bridges the relationship between market orientation and performance, it does not significantly mediate the link between institutional support and performance. These findings suggest that institutional aid often impacts operational performance directly without necessarily triggering deep-seated innovative transformations. The implications of this research underscore the necessity for policymakers to prioritize human capital development and knowledge infrastructure to foster a more innovative and resilient cocoa agribusiness sector.
Co-Authors Anindita Salasa Ahmada Astrid Puspaningrum Brilian Setia Firanda Ikhtiara Kaideni Isharina Maya Faridhotul Aini Muhammad Rizky Andhika Pratama Radityo Putro Handrito Taufiq Ismail