Biography

Rosdiana Sijabat, Ph.D., completed her Bachelor's and Master's degrees at Gadjah Mada University in 2000 and 2004, respectively, before earning her Doctorate from Flinders University in 2013. She specializes in Macroeconomics, Business Economics, and Business Digitalization. As an educator, Dr. Rosdiana teaches various courses, including International Business, Business Economics, and Social Entrepreneurship, equipping students with relevant knowledge to face challenges in the modern business world.

Dr. Rosdiana focuses her research on marketing, consumer behavior, and the development of micro, small, and medium enterprises (MSMEs). In her publication titled "The Influence of Brand Image, Customer Engagement, and Brand Reputation on MSME Performance Mediated by Competitive Advantage," she analyzes the relationships between these variables and MSME performance. Her other works, such as "The Influence of Celebrity Endorsement and Brand Image on Purchase Intent for Honda Cars in Jakarta" and "Purchase Intention in Short Video Marketing on TikTok: A Study on Boy Group BTS Tokopedia," demonstrate the impact of marketing strategies in the digital age. With her extensive knowledge and experience, Dr. Rosdiana is committed to making a positive impact on the business and economic landscape in Indonesia.

Education

Dr. Rosdiana Sijabat completed her undergraduate education at Gadjah Mada University in 2000, followed by her Master's degree, which she also obtained from the same university in 2004. She continued her studies and earned her Doctorate from Flinders University in 2013, focusing on important issues in economics.

Expertise

Dr. Rosdiana has in-depth expertise in Macroeconomics, Business Economics, and Business Digitalization. Her experience in these fields enables her to provide valuable insights into global economic dynamics and the impact of digitalization on business.

Teaching

As an educator, Dr. Rosdiana Sijabat teaches various courses relevant to economic and business development. These include International Business, Business Economics, and Social Entrepreneurship. She also teaches Introduction to Business Economics, International Trade, and the Indonesian Economic System, equipping students with comprehensive knowledge to face challenges in the modern business world.

Recent Publications

Dr. Rosdiana Sijabat is an academic focused on research in the fields of marketing, consumer behavior, and the development of micro, small, and medium enterprises (MSMEs). Through numerous publications, Dr. Rosdiana has made significant contributions to our understanding of the factors that influence business performance in Indonesia.

In her publication titled "The Influence of Brand Image, Customer Engagement, and Brand Reputation on MSME Performance Mediated by Competitive Advantage," Dr. Rosdiana analyzes the relationship between brand image, customer engagement, and brand reputation with MSME performance. This research reveals the importance of competitive advantage in strengthening the impact of these three variables on business outcomes.

Dr. Rosdiana also explores the impact of celebrity endorsement in marketing through her publication "The Influence of Celebrity Endorsement and Brand Image on Purchase Intention for Honda Cars in Jakarta." In this study, she surveyed Honda car consumers in the DKI Jakarta Province, demonstrating how brand image and support from public figures can influence purchasing decisions.

Furthermore, in her publication "Purchase Intention Short Video Marketing TikTok: A Study on Boy Group BTS and Tokopedia," Dr. Rosdiana investigates the effectiveness of short video marketing on the TikTok platform, focusing on the influence of the boy group BTS on consumer purchase intentions. This research provides insights into effective marketing strategies in the digital era.

In the field of economics, Dr. Rosdiana has also published research titled "The Association of Economic Growth, Foreign Aid, Foreign Direct Investment, and Gross Capital Formation in Indonesia: Evidence from the Toda–Yamamoto Approach." This study identifies the relationship between economic growth and other external variables, offering a new perspective on the dynamics of Indonesia's economy.

Additionally, in her publication "The Effects of Business Digitalization and Knowledge Management Practices on Business Performance: Findings from Indonesian Micro, Small, and Medium Enterprises," Dr. Rosdiana discusses the importance of business digitalization and knowledge management practices in enhancing the performance of MSMEs in Indonesia. These findings are highly relevant in the context of the digital transformation that is increasingly urgent for business players across all sectors.

With her extensive experience and knowledge, Dr. Rosdiana Sijabat continues to be committed to developing research that can positively impact the business and economic landscape in Indonesia.