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Innocentius Bernarto
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INDONESIA
Indonesian Marketing Journal
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 27766004     DOI : -
Core Subject : Social,
Social Sciences
Indonesian Marketing Journal is published by the Faculty of Economics and Business, Universitas Pelita Harapan. The aim of Indonesian Marketing Journal is to provide original research articles related to key concepts and theories in the marketing field.  Indonesian Marketing Journal aims to foster leading scientific research on marketing. It provides a central and independent forum for the critical evaluation and dissemination of research and to publish the highest quality research with evaluation, evidence and conclusions that are relevant to marketing while engaging marketing scholars and practitioners. Indonesian Marketing Journal places a strong emphasis on both knowledge and practice, facilitating the exchange of ideas and discoveries on research issues. The journal is intended to give both an academic and practical focus, reflecting the trends, interests in on going strategic initiatives, phenomenon related to marketing. The journal topic covers scientific publications related to Business Marketing, Marketing Research, Marketing Management, Services Marketing, Marketing Strategy, Global Marketing, Retail Marketing, Marketing Communication, and Marketing Education.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol. 4, No. 2, September 2024" : 5 Documents clear
Analysis of Supporting Factors of Entrepreneurial Intention Mediated by the Courage to Take Risk in Gen Z Students in Tangerang Jhonatan Leonard Kusuma; Tan, Pauline Henriette Pattyranie
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9508

Abstract

Gen Z students have a deep understanding of market trends and also supporting factors that can be important capital in entrepreneurship. However, the many business ideas among students have not completely reduced the unemployment rate of graduates. This is a central issue in the development of the Indonesian economy because there is still fear in taking risks in entrepreneurship. This study aims to analyze the factors that influence the entrepreneurship intention of students in Tangerang, focusing on the influence of self-efficacy, family support, and institutional support, as well as the mediating role of the ability to take risks. The study used the Non-probability Sampling technique with the Purposive Sampling method, which involved respondents according to certain criteria. The results showed that family support and institutional support had a positive and significant influence on entrepreneurship intention. However, the ability to take risks did not have a significant influence on entrepreneurship intention. Mediation analysis showed that the ability to take risks significantly mediated the relationship between institutional support and self-efficacy with entrepreneurship intention, but not on family support. This study concludes that self-efficacy and support from family and institutions are important factors in increasing entrepreneurship intention, while the ability to take risks has a mediating role that varies depending on the type of support received by students.
Creating and Capturing Value: Strategic Corporate Social Responsibility, Resource-Based Theory, and Sustainable Competitive Advantage Abigail Mcwilliams and Donald S. Siegel (Critical Review) [Menciptakan dan Menangkap Nilai: Tanggung Jawab Sosial Perusahaan yang Strategis, Teori Berbasis Sumber Daya, dan Keunggulan Kompetitif yang Berkelanjutan Abigail Mcwilliams dan Donald S. Siegel (Tinjauan Kritis)] Wuisan, Dewi
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9718

Abstract

This article explores the strategic role of Corporate Social Responsibility (CSR) in building sustainable competitive advantage through the lens of Resource-Based Theory (RBT). In the era of globalization and increasing business competition, CSR is not only viewed as a social obligation but also as a business strategy that generates added value (social value) for companies. Referencing studies by McWilliams & Siegel, as well as Bagnoli & Watts, this article highlights how CSR can enhance corporate reputation, attract investors, and strengthen relationships with consumers and society. By integrating RBT with Hedonic Pricing and Contingent Valuation models, CSR is shown to influence consumer perceptions and support product differentiation strategies. Therefore, CSR serves as a crucial element in a company’s strategic framework to achieve profit maximization and long-term sustainability. Abstrak Bahasa Indonesia: Artikel ini membahas peran strategis Corporate Social Responsibility (CSR) dalam membentuk keunggulan kompetitif berkelanjutan melalui pendekatan Resource-Based Theory (RBT). Dalam konteks globalisasi dan persaingan bisnis yang semakin ketat, CSR tidak hanya dipandang sebagai bentuk tanggung jawab sosial, tetapi juga sebagai strategi bisnis yang dapat menciptakan nilai tambah (social value) bagi perusahaan. Penelitian yang dirujuk dalam artikel ini, termasuk dari McWilliams & Siegel, serta Bagnoli & Watts, menekankan bagaimana CSR dapat meningkatkan reputasi perusahaan, menarik investor, serta memperkuat hubungan dengan konsumen dan masyarakat. Melalui integrasi RBT dengan model hedonic pricing dan contingent valuation, CSR dinilai mampu memengaruhi persepsi konsumen dan mendukung strategi diferensiasi produk. Dengan demikian, CSR menjadi bagian penting dalam strategi perusahaan untuk mencapai profit maksimal dan keberlanjutan jangka panjang.
Orthogonal Array Testing Strategy (OATS) Technique Jeremy H. Harrel A Literature Review Wuisan, Dewi
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9749

Abstract

Knowledge about experimental design is mostly done in agriculture or animal husbandry, it is still rarely done in other fields, especially in marketing. However, experimental design research was then carried out in the industrial field, and some has also been done for marketing. Orthogonal Array (OA) is one part of a group of experiments that only use part of the total conditions, this part can be only half, a quarter or an eighth of a full factorial experiment. It can be said that Orthogonal arrays are used to design efficient experiments and analyze experimental data by using only part of the total conditions so that in this case it minimizes the number of experiments, where the number of experiments will be able to provide as much information as possible about the influencing factors. This discussion will also discuss how to use Orthogonal Array in research on industrial products. The use of experimental design which continues to develop will later be very useful in marketing to see how a product is desired by consumers and can make the resulting product better and can save costs so that the use of this experimental design research can be used in decision making for the use of a product of goods and services.
Pengaruh Socıal Perceptıon, Socıal Cultural Envıronment, Entrepreneur Orıentatıon Terhadap Mınat Berwırausaha Mahasıswa Dı Indonesıa [The Influence of Socıal Perceptıon, Socıal Cultural Envıronment, Entrepreneur Orıentatıon on Entrepreneurial Interest of Students in Indonesia] Chin, Vicky; Innocentius Bernarto
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9759

Abstract

This study aims to determine the effect of social perception, socio-cultural environment, entrepreneurial orientation on female students' entrepreneurial interest in Indonesia. This study uses a quantitative method with data collection methods, namely by using an online questionnaire created via Google Form and distributed to online messengers (LINE, WhatsApp, and Telegram). The technique used to determine the sample in this study was using consecutive sampling with a total of 250 respondents. The results of the hypothesis test show that all hypotheses are supported, namely that there is a positive influence from the Socio-Cultural Environment which has a positive effect on Female Student Entrepreneurship Orientation, Social Perception has a positive effect on Female Student Entrepreneurship Orientation, Entrepreneurship Orientation has a positive effect on Female Student Entrepreneurial Intentions, Socio-Cultural Environment has an effect positive effect on Female Student Entrepreneurial Intentions, Social Perception has a positive effect on Female Student Entrepreneurial Intentions, Entrepreneurial Orientation mediates the influence of Socio-Cultural Environment on Female Student Entrepreneurial Intentions, Entrepreneurial Orientation mediates the influence of Social Perception on Female Student Entrepreneurial Intentions. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk mengetahui pengaruh dari Pengaruh Social Perception, Social Cultural Environment, Entreprenuer Orientation Terhadap Minat Berwirausaha Mahasiswi di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan metode pengumpulan data yaitu dengan menggunakan kuisioner online yang dibuat melalui google form dan disebarkan ke online     messenger (LINE, WhatsApp, dan Telegram). Teknik yang digunakan untuk menentukan sampel dalam penelitian ini adalah menggunakan consecutive sampling dengan jumlah responden sebanyak 250 responden. Hasil uji hipotesis menunjukkan hasil bahwa seluruh hipotesis didukung, yaitu terdapat pengaruh positif dari socio-cultural environment berpengaruh positif terhadap entrepreneurial orientation Mahasiswi Wanita, social perception berpengaruh positif terhadap entrepreneurial orientation Mahasiswi Wanita, entrepreneruial orientation berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, socio-cultural environment berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, social perception berpengaruh positif terhadap entrepreneurial ıntention Mahasiswi Wanita, entrepreneurial orientation memediasi pengaruh social-culture environment terhadap entrepreneurial ıntention Mahasiswi Wanita, entrepreneurial orientation memediasi pengaruh social perception terhadap entrepreneurial ıntention Mahasiswi Wanita.
The Impact of Service Quality, Employee Competency, and Digitalization on Patient Satisfaction at X Clinic Yoe, Patricia; Estella Bastiaan , Natasha; Edwin Wiyono, Alvin
Indonesian Marketing Journal Vol. 4, No. 2, September 2024
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v4i2.9763

Abstract

This study aims to analyze the effect of service quality, employee competence, and digitalization on patient satisfaction in clinics. In the digital era, the integration of technology and the competence of healthcare personnel are critical to enhancing service quality and overall patient experiences. Using a quantitative approach, this study applies Structural Equation Modeling (SEM) with Partial Least Squares (PLS) and collects data through a Likert-scale questionnaire. A total of 100 clinic patients were selected as respondents using purposive sampling. The independent variables in this study are service quality, employee competence, and digitalization, while patient satisfaction is the dependent variable. Data was analyzed using SmartPLS to test construct validity, reliability, and inter-variable relationships. The results reveal that all three independent variables have a significant positive influence on patient satisfaction, with digitalization showing the strongest effect, followed by employee competence and service quality. The R-squared value of 0.623 indicates that 62.3% of the variance in patient satisfaction can be explained by the model. These findings suggest that clinics should prioritize digital transformation and continuous development of medical staff competencies, alongside maintaining service quality. The study contributes to the literature by confirming the importance of digital healthcare tools in improving patient satisfaction and providing a foundation for future research to explore additional variables and long-term impacts of digitalization in healthcare.

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