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INDONESIA
Eduvest - Journal of Universal Studies
Published by Green Publisher Indonesia
ISSN : 27753735     EISSN : 27753727     DOI : 10.36418
Core Subject : Health, Science, Social, Engineering,
Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences
Eduvest - Journal of Universal Studies is a double blind peer-reviewed academic journal and open access to multidiciplinary fields. The journal is published monthly by Green Publisher Indonesia. Eduvest - Journal of Universal Studies provides a means for sustained discussion of relevant issues that fall within the focus and scopes of the journal which can be examined empirically. This journal publishes research articles multidisciplinary sciences, which includes: Humanities and social sciences, contemporary political science, Educational sciences, religious sciences and philosophy, economics, Engineering sciences, Health sciences, medical sciences, design arts sciences and media. Published articles are from critical and comprehensive research, studies or scientific studies on important and current issues or reviews of scientific books.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 3,206 Documents
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Omnichannel Marketing Strategy and Product Quality Perception in Building Non-Pso Fuel Customer Loyalty with Customer Satisfaction as a Mediator Agus Santosa; Metta Padmalia; Endi Sarwoko
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52434

Abstract

The Indonesian fuel industry faces significant challenges in promoting non-PSO fuel adoption, particularly following the February 2025 product quality controversy that resulted in an 11% decline in Pertamax sales. Despite non-PSO fuels generating substantially higher profit margins (up to 11% vs. 0.2% for subsidized fuel), consumer preference remains heavily skewed toward subsidized options due to price sensitivity and declining brand trust. This study aims to analyze the mediating role of customer satisfaction in the relationship between omnichannel marketing strategy and product quality perception on non-PSO fuel customer loyalty. The research employs a quantitative approach with purposive sampling targeting 256 respondents who have used non-PSO fuel within the last three months and are familiar with MyPertamina application features. Data collection utilizes validated instruments adapted to the Indonesian energy context, measured through 5-point Likert scales. Analysis employs Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine direct effects, mediation relationships, and model fitness. This research expands Customer Relationship Management theory and omnichannel marketing literature within the underexplored energy sector. The study finds that, in the Indonesian energy context, product quality perception is the strongest driver of customer satisfaction for non-PSO fuels (β=0.706), surpassing the influence of omnichannel marketing strategy (β=0.235). Customer satisfaction fully mediates the relationship between omnichannel marketing strategy and loyalty and partially mediates the effect of product quality perception on loyalty, reinforcing the dominant role of product quality even amid digital transformation.
The Collaborative Role of Stakeholders in the Policy to Stop Open Defecation in Petamburan Subdistrict, Central Jakarta Rosita Rosita; Firman Hadi Rivai
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52442

Abstract

Sanitation remains a critical public health challenge in densely populated urban areas of Indonesia. The purpose of this study is to investigate and identify the role of stakeholders, particularly in Petamburan Village, DKI Jakarta Province, in implementing the Stop Open Defecation (SBS) policy. The method used is qualitative, employing 1) an observation approach, including both direct and indirect observations, and 2) a literature review of policies and references related to Stop Open Defecation (SBS). The results of this research are expected to serve as a reference for enhancing collaboration among stakeholders in harmonizing policy implementation, particularly in preventing open defecation, to achieve a clean, healthy, and comfortable environment for residents. This study concludes that the problem of open defecation in Petamburan is systemic, requiring integrated multi-stakeholder interventions. Collaboration among government, community, and the private sector remains suboptimal, often characterized by top-down approaches without fully leveraging citizen participation. Key contributing factors include limited land availability, economic constraints, and low levels of sanitation education.
Marketing Strategy Proposal for Mitra Balita Sejahtera as a Means to Compete in the Mom & Baby Industry Muhammad Fauzi Ramadhan P
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52448

Abstract

This study proposes a comprehensive marketing strategy for Mitra Balita Sejahtera (MBS) to strengthen competitiveness in the fast-growing mom and baby industry. As digital transformation accelerates and customer expectations shift, MBS faces challenges related to declining online sales, increasing competition, and changing consumer behavior. Using a mixed-methods approach, the research integrates quantitative survey data and qualitative secondary data to analyze both internal capabilities and external market dynamics. Internal analysis through STP, Marketing Mix 7Ps, and VRIO reveals strengths such as a curated product assortment and strong offline credibility, alongside weaknesses in digital marketing capability, operational systems, and reliance on a single marketplace. External assessment using PESTEL and Porter’s Five Forces highlights opportunities driven by e-commerce growth, digital adoption, and supportive SME policies, but also threats from intense price competition, platform dependency, and rapidly shifting consumer trends. These insights are synthesized using SWOT and further developed into a TOWS matrix to formulate strategic alternatives. The proposed strategy emphasizes diversifying sales channels, enhancing digital marketing through social media and influencer collaboration, improving customer experience via better inventory and service quality, and leveraging partnerships to build long-term competitiveness. The study concludes that MBS must adopt an integrated, adaptive, and data-driven marketing strategy to sustain performance in a dynamic environment while continuously developing capabilities for future growth.
Developing Vendor Evaluation Model for Third-Party Manufacturing: Vendor Management System in SMEs Fashion Industries Darayani Darayani; Yuliani Dwi Lestari Lestari
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52449

Abstract

Outsourcing is extensively adopted by fashion SMEs, with many SMEs experiencing problems with such activities, such as high defect rates, inconsistent delivery, poor communication, and low bargaining power. These problems often arise due to the fact that vendor evaluation is informal and has no clear criteria. This study develops a vendor evaluation model using the Analytic Hierarchy Process (AHP) to assist SMEs in making more structured decisions. The research comprised three phases: validation of vendor selection criteria based on the BCOR framework, inputs from nine fashion business owners via a structured questionnaire, and calculation of criteria weights with AHP for two groups of SMEs. Since the patterns of judgment between the two groups were similar, a single weighting model was created. A numerical example of three vendors and a sensitivity analysis were then performed. Results show that Cost and Risk are the most important criteria, with production cost, risk of inconsistency in quality, and vendor reputation being important subcriteria. The model proved to be very stable and can help SMEs to evaluate vendors more objectively.
The Influence of Brand Image and Product Quality on Customer Loyalty of Kopi Kenangan and Fore Coffee in Indonesia Terry Sandrina
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52451

Abstract

The rapid growth of the Indonesian coffee industry has intensified competition among local brands, making product innovation and brand differentiation essential for maintaining customer interest. This study investigates how customer loyalty is influenced by brand image and product quality, with customer satisfaction acting as a mediating variable, and compares these relationships between the two brands. Using a quantitative explanatory approach and Partial Least Squares–Structural Equation Modeling (PLS-SEM), data were collected from 312 respondents aged 18–40 who had purchased from either brand in the past three months. All constructs—Brand Image, Product Quality, Customer Satisfaction, and Customer Loyalty—were measured reflectively using a five-point Likert scale and analyzed with SmartPLS 4, including mediation testing and Multi-Group Analysis (MGA). The results show that Brand Image and Product Quality significantly and positively affect Customer Satisfaction and Customer Loyalty, while Customer Satisfaction strongly influences Customer Loyalty, confirming its mediating role in line with Expectation-Confirmation Theory (Oliver) and the Customer-Based Brand Equity Model. MGA findings reveal brand-specific patterns: Kopi Kenangan’s loyalty is more strongly driven by Brand Image, emphasizing emotional connection, accessibility, and brand engagement, whereas Fore Coffee’s loyalty is more influenced by Product Quality, reflecting its focus on consistency, sensory experience, and product excellence. Overall, the study confirms that brand image and product quality significantly shape loyalty through satisfaction, with varying strengths across brands, offering practical insights for companies seeking sustainable competitive advantage in Indonesia’s modern coffee market.
The Interplay of Promotional Strategies and Service Quality in Fostering Customer Loyalty: An Empirical Study of Indonesia's E-Commerce Duopoly of Tokopedia vs. Shopee Edward Tjahyadi
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52453

Abstract

E-commerce plays a central role in Indonesia’s digital economy, with Tokopedia and Shopee forming a dominant duopoly that shapes user behaviour. Despite rapid sector growth and heavy reliance on price-based promotions, the long-term sustainability of customer loyalty remains unclear. Existing research largely isolates promotional strategies or service-quality antecedents, yet rarely examines their interaction within an emerging-market context where consumers are highly price-sensitive but increasingly expect advanced digital service experiences. This study addresses this gap by empirically analyzing the interplay between Perceived Promotional Attractiveness (PPA), E-Service Quality (ESQ), Customer Satisfaction (CS), and Customer Loyalty (CL) across both platforms. A quantitative-explanatory design was employed by surveying active Shopee and Tokopedia users in the Jakarta Metropolitan Area. Twenty-four indicators across four constructs (PPA, ESQ, CS, CL) were assessed using PLS-SEM, supported by bootstrapping, mediation analysis, predictive evaluation, and multi-group comparison. Findings show that ESQ is the strongest and most consistent predictor of CS on both platforms (Tokopedia β = 0.894; Shopee β = 0.759, p < 0.001). Responsiveness, problem resolution, transactional security, and delivery reliability emerged as the most critical dimensions. CS significantly predicted CL, particularly on Shopee. Conversely, PPA had minimal—and in Tokopedia’s case, slightly negative—effects on CS and CL, suggesting promotions have become hygiene factors rather than differentiators. Overall, the study concludes that service quality—not promotional intensity—is the primary driver of sustainable customer loyalty in Indonesia’s e-commerce duopoly. Strengthening secure transactions, responsive support, reliable fulfillment, and high-quality user experience is essential for long-term competitive advantage.
Strategic Decision-Making Analysis on Product Prioritization at Batterspoon By Mulia Using Analytic Hierarchy Process (AHP) Farah Fabriana
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52455

Abstract

Write abstract in Bahasa Indonesia here. The font size is 12 and not bold. The first sentence of the abstract should be 3 spaces away from the last line of the program name. The abstract content, which is an Indonesian translation of the abstract in English language, is printed in size 1; not bold; and in italic form. The first word or the beginning of a new paragraph is separated by a single space from the last sentence of the preceding paragraph. Abstract are written in Indonesian and consist of 500-800 words. The end of abstract, which is still in the sheet of this abstract but in separate line from abstract, ended with keyword. Keywords written at the bottom the abstract are words which are related and derived from the abstract, and SHOULD NOT BE derived / taken from the body / text project thesis. The minimum numbers of keywords are 4 single words or a single meaningful two-word combination and maximum number of keywords are 7 single words or a single meaningful two-word combination.
Proposed Business Strategy Using Strategic Management Approach for Business Growth (Case Study of PT. Guna Olah Niaga) Raka Aludi Haryanto; Muhammad Yorga Permana
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52457

Abstract

Agriculture contributes 13–15% of Indonesia’s GDP and employs a large share of the population, yet decades of reliance on chemical fertilizers have caused serious soil and environmental degradation. To support sustainable farming, PT Guna Olah Niaga (PT GON), a Bandung-based start-up, produces liquid organic fertilizer from invasive and discarded biomass such as water hyacinth and vegetable waste; however, the company faces strategic challenges including limited production capacity, low market credibility, financial constraints, and weak product differentiation. This study develops sustainable business strategies for PT GON using a qualitative case study approach, combining interviews with founders, farmers, government officials, and industry practitioners, supported by secondary data. Internal analysis (Value Chain, VRIO) identifies strengths in waste-based innovation and founder expertise, but weaknesses in standardization, scalability, and financing. External analysis (PESTEL, Porter’s Five Forces) highlights opportunities in rising awareness of sustainable farming and growing B2B demand, alongside threats from subsidized chemical fertilizers, intense competition, and farmers’ hesitation toward new organic inputs. Through SWOT–TOWS synthesis, three strategic pillars emerge: (1) operational enhancement through standardization, automation, and quality assurance; (2) market expansion through partnerships, demonstration plots, and benefit-driven branding; and (3) innovation and capability development via continuous R&D and collaboration with research institutions. These are operationalized through a Balanced Scorecard (BSC) with KPIs for 2026–2028. Overall, the study concludes that strengthening operational excellence, strategic market penetration, and long-term capability building can significantly enhance PT GON’s competitiveness and support its transition into a scalable, sustainable enterprise in Indonesia’s organic fertilizer industry.
Driving Value and Improving Efficiency: Digital Fuel Measurement as a Strategic Enabler in State-Owned Logistics — a Case Study of Limosin at Elnusa Petrofin Dyah Ayu Sekar Melati; Nila Armelia Windasari
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52458

Abstract

This study examines the digital transformation of fuel logistics within Indonesian state-owned enterprises (SOEs), focusing on the implementation of LIMOSIN (Liquid Monitoring System) at Elnusa Petrofin. Despite global advances in IoT-enabled measurement systems, Indonesian fuel distribution continues to rely on manual dipstick measurement, handwritten logs, and fragmented reconciliation processes. Using a qualitative case study approach supported by the Technology Acceptance Model (TAM), Resource-Based View (RBV), VRIO, and Cost-Benefit Analysis (CBA), this research analyzed the operational, behavioral, and strategic implications of adopting digital fuel measurement systems. Findings reveal that LIMOSIN significantly improves accuracy, transparency, and traceability but faces adoption barriers due to low perceived ease of use, limited system integration, and institutional constraints typical of SOEs. Strategically, LIMOSIN positions Elnusa Petrofin toward greater client trust and differentiation in B2B logistics. The study contributes theoretical and managerial insights into digital adoption within emerging market SOEs and provides recommendations to strengthen readiness and strategic alignment.
Customer Journey Optimization With Design Thinking Method To Develop Costumer Relation And Loyalty At Distrik Berisik As Creative Agency Fadhil Adam Dzaky
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52460

Abstract

Digitalization and rising demand for branded content have reshaped Indonesia’s creative industry over the past decade. The post-pandemic shift toward digital content, social media marketing, and integrated creative solutions has pushed agencies to innovate continuously. Competition has grown not only among established agencies but also with the rise of large-scale freelance collectives, making client loyalty a critical differentiator. Agencies now need to prioritize long-term, meaningful relationships rather than focusing solely on acquiring new clients. Distrik Berisik, a Jakarta-based creative agency founded in 2021, operates within this dynamic environment and serves Indonesia’s youth market with end-to-end creative solutions. Although customer acquisition is strong, the agency faces retention challenges, maintaining only a 30–40% retention rate. At the same time, many business leaders believe overly digital approaches often fail to align with real customer needs. This study addresses these issues by optimizing the customer journey through a Design Thinking approach. The research is guided by three questions: mapping the current customer journey from the first interaction to post-program stages; identifying key pain points and opportunities; and developing an improved journey model to strengthen customer experience and loyalty. A qualitative method is used, with Design Thinking’s five stages—Empathize, Define, Ideate, Prototype, and Test—serving as the main framework. Data were collected through questionnaires and analyzed using Thematic and Descriptive Analysis to reveal patterns, satisfaction levels, retention potential, and repurchase intentions. Combining the concepts of Customer Journey, Customer Loyalty, and Design Thinking, the study proposes a practical, human-centered customer journey model tailored to the creative industry.

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