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All Journal Jurnal Akuntansi AKUNESA Smart Society: Community Service and Empowerment Journal IIJSE Vifada Management and Social Sciences International Journal of Economic Integration and Regional Competitiveness
Wirawan Endro Dwi Radianto
Universitas Ciputra Surabaya, Surabaya, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Physics Social Sciences Other

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Strengthening Marketing Performance Through Entrepreneurial Marketing and Absorptive Capacity: Examining Strategic Alignment Mediation and Digital Capability Moderation Budi Setiawan; Burhan Bungin; Wirawan Endro Dwi Radianto; Siti Zahro; Rommy Pramono
Smart Society Vol. 5 No. 2 (2025): Smart Society
Publisher : FOUNDAE (Foundation of Advanced Education)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58524/smartsociety.v5i2.899

Abstract

In the context of digital startups in emerging markets, achieving superior marketing performance remains a critical challenge due to rapid environmental changes, intense competition, and limitations in organizational capabilities. Prior studies have emphasized the importance of Entrepreneurial Marketing (EM) and Absorptive Capacity (AC); however, the mechanism through which these capabilities translate into performance, particularly through Strategic Alignment (SA), remains underexplored. In addition, the role of Digital Capability (DC) as a potential boundary condition in strengthening alignment outcomes is still inconclusive. This study aims to examine how EM and AC enhance Marketing Performance (MP) through SA, and whether DC moderates the relationship between SA and MP in Indonesian digital startups. Using survey data from 250 firms and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that EM and AC significantly strengthen SA, which in turn exerts a strong positive effect on MP. DC also demonstrates a significant direct effect on MP; however, its moderating role in the SA–MP relationship is not supported. These results suggest that while digital capability contributes directly to performance, it does not necessarily amplify the effectiveness of strategic alignment. This study highlights SA as the primary mechanism through which EM and AC translate into superior marketing performance, while positioning DC as an operational enabler rather than a strategic amplifier. Managerially, firms are encouraged to institutionalize alignment practices and leverage digital capability to support execution effectiveness. The study contributes by advancing an integrated alignment-based framework and by clarifying the boundary conditions of digital capability in emerging-market digital startups.
Financial Well-Being and Self-Efficacy in Sandwich Generation: The Role of Mindfulness Yuyun Karystin Meilisa Suade; Wirawan Endro Dwi Radianto; Murpin Josua Sembiring
Vifada Management and Social Sciences Vol. 4 No. 1 (2026): January - June
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70184/pw3n6566

Abstract

Purpose: Financial Mindfulness is essential for complementing self-confidence in managing personal finances to achieve financial well-being. This study aims to investigate how individuals' self-efficacy influences their mindfulness in making prudent financial decisions, thereby attaining financial well-being. The research subjects are members of the Sandwich Generation, who face the dual financial burden of caring for aging parents and supporting children, often experiencing stress and complexity in financial management. Research Design and Methodology: This study employs a quantitative design with a sample of 281 respondents from the Sandwich Generation in Indonesia. Data were analyzed using Structural Equation Modelling - Partial Least Square (SEM-PLS) with SMARTPLS Version 3. Findings and Discussion: The findings indicate that Financial Self-Efficacy positively influences Financial Mindfulness, Financial Mindfulness positively impacts Financial Well-Being, and Financial Self-Efficacy positively affects Financial Well-Being. Additionally, Financial Mindfulness has been found to positively mediate the effect of Financial Self-Efficacy on Financial Well-Being, which is a novel contribution of this research Implications: The managerial implications of these findings are valuable for financial planners, financial institutions, and policymakers focusing on the financial well-being of the Sandwich Generation in Indonesia.
Anticipating Technological Unemployment among Accounting Students in the AI Era Meiliana Suparman; Susi Meriyani; Singgih Bayu Indra Hermawan; Evi Octavia; Khomsiyah; Wirawan Endro Dwi Radianto; Yuana Jatu Nilawati
Jurnal Akuntansi Vol 14 No 02 (2026): AKUNESA (Januari 2026)
Publisher : Accounting Study Programme Faculty of Economics and Business Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/akunesa.v14n02.p195-204

Abstract

The increasing integration of artificial intelligence (AI) in the accounting profession has raised growing concerns about job displacement, particularly among student preparing to enter the workforce. This study examines how accounting students perceive AI-driven automation and how these perceptions shape career anxiety, role preferences, and adaptive strategies through the lens of Technological Unemployment Theory (TUT). Based on survey data from 370 undergraduate accounting students in Indonesia, the study identifies a mechanism in which perceived task automatability increases anticipatory unemployment anxiety, leading to career reorientation. Students primarily associate AI with the automation of routine, standardized, and entry-level accounting tasks, generating concerns about reduced job opportunities and intensified competition prior to labor market entry. Rather than disengaging from the profession, students respond through adaptive career reorientation toward analytical, judgment-based, and technology-integrated roles, alongside proactive strategies such as upskilling, digital competence development, and intentions to pursue further education as human capital investment. By demonstrating that technological unemployment can operate as a pre-employment cognitive process, this study extends TUT beyond post-displacement labor outcomes and highlights the importance of aligning accounting education with AI-responsive career pathways to support adaptive, rather than fear-driven, workforce preparation.
The Mediating Role of Customer Satisfaction in the Relationship Between Service Quality, Perceived Value, and Customer Loyalty Among Patients at Leona General Hospital, Kupang Mario Rosindo Menny; Wirawan Endro Dwi Radianto
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9933

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan perceived value terhadap customer satisfaction dan customer loyalty, serta menguji peran mediasi customer satisfaction dalam hubungan service quality dan perceived value terhadap customer loyalty pada pasien RSU Leona Kupang. Penelitian menggunakan pendekatan kuantitatif kausal dengan desain cross sectional. Data dikumpulkan melalui kuesioner tertutup berskala Likert dari 200 responden yang dipilih menggunakan purposive sampling, yaitu pasien berusia minimal 17 tahun, telah menyelesaikan pelayanan, dan bersedia mengisi kuesioner. Analisis dilakukan menggunakan SEM-PLS dengan bantuan SmartPLS melalui evaluasi outer model dan inner model, serta pengujian hipotesis menggunakan bootstrapping. Hasil penelitian menunjukkan bahwa customer satisfaction berpengaruh signifikan terhadap customer loyalty. Service quality dan perceived value berpengaruh signifikan terhadap customer satisfaction, namun keduanya tidak berpengaruh signifikan secara langsung terhadap customer loyalty. Model mampu menjelaskan variasi customer satisfaction dan customer loyalty secara kuat, sehingga menegaskan peran customer satisfaction sebagai mediator utama dalam membentuk loyalitas pasien. Temuan ini menyarankan manajemen RSU Leona Kupang untuk memprioritaskan peningkatan kepuasan melalui layanan yang responsif, komunikasi yang jelas, transparansi prosedur dan biaya, serta penciptaan nilai layanan yang dirasakan pasien.
DESIGNING A MARKETING MIX STRATEGY MODEL TO INCREASE SALES OF PITMEY SWEET PRODUCTS Evita Mei Kusumaningrum; Wirawan Endro Dwi Radianto
International Journal of Economic Integration and Regional Competitiveness Vol. 1 No. 11 (2024): International Journal of Economic Integration and Regional Competitiveness
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v1i11.287

Abstract

Objective: This study aims to design a marketing mix strategy model to enhance sales performance at Pitmey Sweet, a food and beverage business specializing in pastries and bread in Surabaya. Method: The research employs a qualitative method with a case study approach. Data were collected through documentation, observation, and purposive sampling interviews. The analysis utilizes the 11P marketing mix framework, encompassing product, price, place, promotion, people, physical evidence, process, packaging, programming, partnerships, and promises. Results: The findings indicate that the application of the 11P marketing mix strategy effectively identifies key marketing tools that contribute to increased sales at Pitmey Sweet. Each component of the 11P framework plays a significant role in strengthening the company’s market position and improving consumer satisfaction. Novelty: This study offers a comprehensive integration of the 11P marketing mix model in the context of the pastry and bread industry, providing a strategic reference for similar businesses aiming to enhance sales through innovative and consumer-centric marketing approaches.
Integrating Business Model Canvas and Digital Marketing to Improve the Sales Sustainability of Frozen Food MSMEs: A Study of Jaci Frozen Food Balikpapan Kinanthi Nur Afifah Anastasya Rusmawan; Wirawan Endro Dwi Radianto
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9921

Abstract

This study aims to analyze the business model of Jaci Frozen Food MSMEs using the Business Model Canvas (BMC) framework and to understand the role of digital marketing in supporting the sustainability and stability of sales in the context of the Balikpapan local market. This research uses a qualitative descriptive approach with data collection through interviews, observation, and documentation. The research informants consisted of business owners, sales admins, and active customers selected using purposive sampling. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions, by mapping the findings into the nine elements of the Business Model Canvas. The results of the study show that the Jaci Frozen Food business model has been implemented in a real way and is integrated between BMC elements. The customer segment is focused on productive age consumers with practical food needs for routine household consumption. The value proposition offered is in the form of frozen food products that are practical, hygienic, halal, have a home-like taste, and are affordable. The use of digital channels, particularly WhatsApp and Instagram, plays an important role not only as a promotional medium, but also as a means of transaction and communication that supports repeat purchases. Customer relationships are built through quick response, personal communication, and consistent service, thus encouraging customer loyalty. Business revenue is dominated by digital sales with repeat purchase patterns, while the largest cost structure comes from raw materials and cold chain operations. This research confirms that digital marketing in MSMEs will be effective if it is fully integrated with the business model, and supported by resource readiness and operational activities. The research findings are expected to serve as a reference for MSMEs in designing sustainable business models and digital marketing strategies.
Co-Authors Budi Setiawan Burhan Bungin Evi Octavia Evita Mei Kusumaningrum Khomsiyah Kinanthi Nur Afifah Anastasya Rusmawan Mario Rosindo Menny Meiliana Suparman Murpin Josua Sembiring Rommy Pramono Singgih Bayu Indra Hermawan Siti Zahro Susi Meriyani Yuana Jatu Nilawati Yuyun Karystin Meilisa Suade