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All Journal JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Kajian Branding Indonesia Priviet Social Sciences Journal
Prita Prasetya
Universitas Prasetiya Mulya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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DETERMINING PURCHASE INTENTION IN HALAL PERSONAL CARE PRODUCT: STUDY ON MUSLIMAH MILLENNIAL GENERATION Febrina Mahliza; Prita Prasetya
Jurnal Aplikasi Manajemen Vol 19, No 2 (2021)
Publisher : Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2021.019.02.08

Abstract

Currently, Indonesian citizens were mostly dominated by the millennial generation. The domination of this generation became a potential market for a halal product. However, millennials considered having less interest to dig more information about the “halalness” of products. Therefore, this study will focus on the millennial generation’s halal personal care product purchase intention behavior. Method applied in this study was quantitative and the primary data taken from the millennial generation in Jakarta, which amounted to 104 respondents by purposive sampling. Further, Partial Least Square (PLS) was used as data analysis. The results study showed that halal personal care product’s purchase intention was affected significantly by halal marketing and health reason. Halal awareness and certification did not significantly affect the millennial generation’s purchase intention of halal personal care products.
CONCEPTUALIZATION AND MEASUREMENT OF RELATIONSHIP VALUE: PRINCIPAL-RETAILER CONTEXT Prita Prasetya; Mukhamad Najib; Agus W. Soehadi; Setiadi Djohar
Jurnal Aplikasi Manajemen Vol 17, No 2 (2019)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2019.017.02.09

Abstract

The marketing literature reveals little agreement on the generalizability of relationship value scales that were developed in earlier works. Relationship value is more investigated methods founded on relationship marketing conception to describe and contribute better managing of the company. In this study, a relationship value scale was developed for a specific context in the principal-retailer relationship. Its involved definition of relationship value, methods for measuring relationship value, impact on sales collaboration, and business performance. These research assessed three alternative models of the dimension structure of relationship value construct then tested for reliability, validity, and confirmatory factor analysis. The result suggested that the four multi-item scales of relationship value developed showed evidence of reliability and validity. This method is recommended to measure relationship value. Further, the findings showed that relationship value has positive effects on both sales collaboration and business performance.
Pengaruh Nilai Konsumsi, Interpersonal Influence dan Kepuasan Terhadap Niat Pembelian Barang Virtual dalam Mobile Games Giovanni Putri Hendrata; Peter Wan; Prita Prasetya; Arief Budiman
Kajian Branding Indonesia Vol 3 No 2 (2021): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (870.779 KB) | DOI: 10.21632/kbi.3.2.139-159

Abstract

Pertumbuhan industri game kian berkembang setiap tahunnya, kini para pengembang game kini terus berinovasi untuk membuat berbagai fitur dan barang kosmetik yang dapat dibeli dan dinikmati oleh seluruh pemainnya. Meskipun adanya potensi pertumbuhan yang besar akan pembelian barang-barang di dalam mobile games, sedikit yang diketahui tentang apa yang memotivasi para pemain mobile games untuk melakukan pembelian barang di dalam game tersebut. Tujuan dari penelitian ini adalah untuk mencari tahu apa saja faktor yang berpengaruh terhadap niat pembelian barang virtual di permainan seluler Mobile Legends: Bang Bang di Indonesia. Analisis SEM (Structural Equation Model) dengan aplikasi AMOS dilakukan pada 285 data sampel yang diperoleh dari kuesioner online dengan teknik judgemental dan snowball sampling. Penelitian ini menunjukkan tiga temuan utama: (1) enjoyment value, monetary value dan kepuasan terbukti secara signifikan mendorong continuous usage intention, (2) enjoyment value, social value, monetary value, interpersonal influence dan continuous usage intention berpengaruh positif terhadap niat pembelian barang virtual. Secara teoritis, temuan penelitian ini mendukung temuan terdahulu bahwa 3 aspek pada teori nilai konsumsi dan interpersonal influence memiliki hubungan yang positif terhadap niat pembelian barang virtual, serta memberikan perspektif baru terhadap teori kepuasan dan continuous usage intention pada konteks ini. Secara praktis, baik publisher maupun developer mobile games dapat meningkatkan kualitas daya tarik barang virtual yang dimilikinya dan meningkatkan pengaruh interpersonal influence sebagai teknik untuk meningkatkan continuous usage intention dan keinginan para pemain untuk membeli barang virtual.
Retailer Segmentation as A Strategy for B2B Marketing using A Two-Level Clustering Analysis Prita Prasetya; Mukhamad Najib; Febrina Mahliza
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.33-46

Abstract

This paper aims to explore the possibility of identifying retailer segments. Data is the foundation of segmentation that helps identify the critical value drivers, select the appropriate engagement level and decide the retailer engagement. This study proposes a new approach that considers two-stage clustering for retailer segmentation and behavioural analysis among building materials companies in Indonesia. The alignment could provide a practical managerial approach to finding competitive advantage and a better understanding of sales opportunities. Retailer segmentation can be done differently from the most relevant sales perspective. In this study, we propose an alternative method for retailer segmentation based on two-stage clustering. First, segmentation is based on three categories of the size of order: a very potential group of customers in which the order size is large, a middle group and a group where the order size is small. Second, segmentation based on personal value is a relational perspective that considers the behavioural analysis from the manufacturer-retailer relationship.
Konsumsi Kompensasi pada Intensi Bermain dan Pembelian Gim Virtual Anndy Tanuri; Stephen Timothy; Istijanto Istijanto; Prita Prasetya
Kajian Branding Indonesia Vol 4 No 2 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.2.106-136

Abstract

The purpose of this research is to find out whether the consumption of compensation affects the intention to play and to buy virtual goods in context of the game Mobile Legends: Bang Bang. Researchers included the variables utility, self-indulgence, social interaction, and competitiveness to measure compensatory consumption indirectly. The data collection survey was conducted using an online judgmental sampling technique with the criteria of respondents being Mobile Legends: Bang Bang players aged 16 to 24 years living in Indonesia. SEM (Structural Equation Model) analysis using AMOS software was carried out on 292 samples obtained from online questionnaires using a judgmental sampling technique. The main findings in this study: (1) social interaction has a direct positive effect on the intention to buy virtual goods, (2) utility and self-indulgence are negative predictors of purchase intention, (3) the intention to play has a mediating effect on the effect of self-indulgence, interaction social media, and competitiveness towards purchase intentions of virtual goods.
Erigo Customer Loyalty at Shopee E-Commerce Prido Risnaldi; Hartoyo; Prita Prasetya
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 9 No. 1 (2023): IJBE, Vol. 9 No. 1, January 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.9.1.141

Abstract

Digital marketing is using digital technology to develop channels to reach consumers more effectively. The millennial era is concerned with the consumer experience when buying, but the problems and opportunities they face are building a good consumer experience in a digital context. The aims of this study were (1) to analyze the effect of experience on Erigo's customer satisfaction, (2) to analyze the effect of satisfaction, trust and commitment on Erigo's customer loyalty, and (3) to formulate managerial implications that can increase satisfaction, trust, commitment and Erigo consumer loyalty. The participants in this study were Erigo's customers who met certain criteria using a purposive sampling technique. Five to ten samples are required for each variable parameter estimation. This study used a total sample of 347 people using SEM-PLS. Based on the research results, (1) the consumer experience variables that influence customer satisfaction are competence, helpfulness, personalization, value for time. Meanwhile, the variables of consumer experience that have little effect on customer satisfaction are accessibility, customer recognition, problem solving, and promise fulfillment, (2) Trust and commitment have an effect on consumer loyalty, but consumer satisfaction has less effect on consumer loyalty, (3) The results of the study show that the level of customer satisfaction, trust, commitment and loyalty has not been achieved optimally with the customer experience approach. Managerial implications of using the STP technique (Segmentation, Targeting, Positioning) are useful for increasing Erigo consumer satisfaction, trust, commitment and loyalty to Shopee e-commerce. Keywords: digital marketing, consumer experience, consumer satisfaction, consumer loyalty, SEM-PLS
Turnover Intention in Healthcare Workers: An Investigation of Work Environment, Employee Performance, And Work Satisfaction Us Mediating Role Winda Widyanty; Prita Prasetya
Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 1 (2023): JURNAL ILMIAH MANAJEMEN DAN BISNIS
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v9i1.19031

Abstract

Every company, including in the health industry, needs quality human resources (employees) in carrying out its operational activities. Employees are the organization's main asset and have a strategic role in the organization, namely as thinkers, planners, and controllers of organizational activities. We investigated the turnover rate of healthcare workers in terms of the work environment, employee performance, and job satisfaction as a mediating role. We tested our hypothesis using SEM/PLS on 75 respondents who worked in healthcare companies and found that the work environment, employee performance, and job satisfaction influence the turnover intention of employees who work in the health sector.
Optimization of digital marketing strategy through e-commerce is increasing SME sales Batik Cikadu, Tanjung Lesung, Pandeglang Prita Prasetya; Winda Widyanti; Riska Rosdiana; Febrina Mahliza; Dian Primanita Oktasari
Priviet Social Sciences Journal Vol. 2 No. 3 (2022): November 2022
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (280.718 KB) | DOI: 10.55942/pssj.v2i3.174

Abstract

Digital marketing is one strategy that business actors can do to promote their business. This community service activity is in the form of training on optimizing digital marketing strategies through E-commerce to increase sales of SME Batik Cikadu, Tanjung Lesung, Pandeglang. Batik Cikadu is one of the creative industries that has experienced a decline in sales due to the pandemic. This training was held face-to-face in the Tanjung Lesung Special Economic Zone (SEZ), Pandeglang Regency, Banten. The training method is in the form of material presentation, followed by discussion and question and answer. The results of this training show the participants' enthusiasm by providing understanding and practical examples in making marketing strategies through social media. With this activity, each group member gains knowledge and experience in digital marketing through e-commerce to make it easier for SMEs to increase brand knowledge to consumers and sales.
Business management strategies for MSMEs Melati Cake's Prita Prasetya; Angie Trixie; Francisco Redi Wijaya; Gusti Ayu Saras Ayu Pagar Dewi; Jeremy Dharma; Nakeisha Aurielle; Shierly Angela; Stanley Soen; Theng Kiem Hwa; Viona Santoso
Priviet Social Sciences Journal Vol. 3 No. 4 (2023): April 2023
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v3i4.225

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are essential in employing the community to improve the economy and productivity. Kuningan Village is a village whose residents run many MSME businesses. Partners still need help improving their business development, especially in operational, digital marketing, and financial aspects. Universitas Prasetiya Mulya has supported groups in the Community Development program to assist partners in developing their businesses. The group has re-branded logo packaging and provided education on digital marketing to reach potential customers on a larger scale. Second, improvements have been made to cash flow recording so that all financial flows are more controlled. Third, equipment purchases, business licensing realization, and SOP implementation have been done. With group assistance, partners have succeeded in increasing sales profits, increasing awareness of potential customers, increasing productivity, and making partners adaptable to technological developments.
Social program and digital marketing strategy in community development projects in MSME “Sodagar Snack” at Kuningan, East Java Prita Prasetya; Denzel Da Polla; Derick Philander Santosa; Gabriella Aurielle Wijaya; Khantidhira Winona Suharto; Mohammad Rifki; Stefanus Jason Hajadi; Stelya Clarence Latuperisa; Veronica Lila Novesaria
Priviet Social Sciences Journal Vol. 3 No. 4 (2023): April 2023
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v3i4.226

Abstract

Digitalization has become essential in developing businesses, including Micro, Small, and Medium Enterprises (MSMEs). Community Development program was held in Kuningan, Groupst Java whose focus was on MSMEs, "Sodagar Snack." This activity aims to increase awareness of the importance of digitalization in MSME business, introduce marketing applications, facilitate capital, and sustainably encourage the digitalization of MSME bisnis. Implementing this service involves interaction with MSMEs, "Sodagar Snack," socialization, training, and developing entrepreneurship and Dukcapil programs. The results found during this service activity are that MSMEs "Sodagar Snack" still have minimal knowledge and awareness of essential business activities. The expected outcomes of community service activities are MSME actors gaining additional knowledge about the potential for business digitalization, expanding business networks for collaboration with local MSMEs, and helping improve the economy of MSMEs in Kuningan, East Java.
Co-Authors Agus W. Soehadi Angie Trixie Anndy Tanuri Denzel Da Polla Derick Philander Santosa Dian Primanita Oktasari Febrina Mahliza Febrina Mahliza Febrina Mahliza Francisco Redi Wijaya Gabriella Aurielle Wijaya Giovanni Putri Hendrata Gusti Ayu Saras Ayu Pagar Dewi Hartoyo Istijanto Istijanto Jeremy Dharma Khantidhira Winona Suharto Mohammad Rifki Mukhamad Najib Nakeisha Aurielle Peter Wan Prido Risnaldi Riska Rosdiana Setiadi Djohar Shierly Angela Stanley Soen Stefanus Jason Hajadi Stelya Clarence Latuperisa Stephen Timothy Theng Kiem Hwa Veronica Lila Novesaria Viona Santoso Winda Widyanti Winda Widyanty Yayi Suryo Prabandari