• Dr. Applied Biological Science. Research in Consumer Behaviour, Gent University (Universiteit Gent), Belgium 1997
  • Master Science in Agricultural Development, Gent University (Universiteit Gent), Belgium, 1991
  • B.Eng in Industrial Engineering, Bandung Institute of Technology (ITB),1984

She was graduated from industrial engineer ITB. In the early times of her career, she worked in several manufacturers. During her study in State University of Ghent (former name of Gent University) Belgium, she was a Researcher in Food Quality and Quality Management (1989-and 1992) and Consumer Behaviour (1993-1997). She received a Doctorate Degree (1997). When she was working as a consultant in the Bureau of Econoamics of the Government of West Java Province and the West Java ProBuild (Promotion and Networking Businesses, 1997-2003), she conducted Marketing Research for distinctive products produced by West Java’s small-medium scale enterprises, national and internationally.

She had teaching experience in several Universities before working as a Faculty Member in SBM ITB. She is a member of Academy of Marketing Science (AMS), NeuroMarketing Science and Business Association (NMSBA), Korean Academy of Marketing Science (KAMS) and Association for Consumer Research (ACR). She broadens her horizons in Consumer Behavior Research and Strategic Marketing by participating in International Conferences organized by AMS and KAMS, namely World Marketing Conference and Global Marketing Conference every year. She is the track Chair of Mobile Marketing in Global Marketing Conference 2016 and 2018. She is also the Chair of Expertise Board of Cooperative Movement in West Java (DEKOPIN Wilayah Jawa Barat).

And what is more than only her experience in giving consultation service to businesses, how grateful she is to have the opportunity to make research together with her students, who have come from various education background and occupations. By these collaboration, she has more experience in Consumer Behavior research across sectors (food, handy craft, medical, bank, telecommunications, higher education,services, fashion, FMCG), several marketing media (TV, printed and digital) that have been carried out by diverse methodologies, qualitative as well as quantitative. On top of that, research with a young SBM’s students always provides her fresh ideas and new trends in marketplace
In the last four years, She has been conducting research, developing and socializing the Digital Platform for Inclusive Business Ecosystem Model, the business model she believes the most suitable one for increasing economic growth as well as welfare in Indonesia

She has a deep interest in researching Inclusive Business Model, Business to Business Relationship, NeuroMarketing, Digital Marketing, Consumer Culture, and Public Policy. Besides Lecturing and researching, she likes to share her knowledge and experience by providing training, consultation and market research for companies and communities

Academic Teaching in Undergraduate Program

  • Shopper Behaviour

Academic Teaching in MBA Program

  • Consumer Behaviour
  • Brand and Marketing Communication MBA
  • Applied Market Research
  • Marketing Management

Academic Teaching in MSM/DSM Program

  • Consumer Behaviour Analysis
  • Market Research
  • Service Marketing Study

International Journals

  • Purwanegara., M.S. Mia T.D. Indriani, Augustine Merriska And Evy Rachmawati Ch. (2012).”Media Strategy of TV Advertising in Indonesia”. Jurnal Teknologi, 20(2012)85-88, www.jurnalteknologi.utm.my, eISSN 2180-3722 | ISSN 0127-9696, UTM Press.
  • HartantoYuwo , Ford, J. B and Purwanegara,M.S. (2013). “Customer-Based Brand Equity for a Tourism Destination (CBBETD): The Specific Case of Bandung City,Indonesia”. ORGANIZATIONS AND MARKETS IN. EMERGING ECONOMIES (OMEE). Vol.4. No 1(7)ISSN 2029-4581,
  • Arfan,Nadia and Purwanegara, M.S. (2013), “Purchase Decision Criteria when Choosing Bag in Indonesia. Journal of Global Fashion Marketing, Vol.1, No.1. 44?56, http://dx.doi.org/10.1080/20932685.2012.753294, Routledge, London
  • Lani Miliani, Purwanegara, M.S. and Mia Tantri Diah Indriani (2013).”Adoption Behavior of E-Money Usage”. Information Management and Business Review ,Vol. 5, No. 7, pp. 369-378, ISSN 2220-3796
  • Tambunan,F.F, Purwanegara,M.S., and Mia Tantri Diah Indriani (2013).”Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula. Journal of Economics and Behavioral Studies Vol. 5, No. 8, pp. 511- 521, ISSN: 2220-6140
  • Desi Ambar Prawono, Purwanegara, M.S., and Mia Tantri Diah Indriani, (2013). “Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category” , Journal of Economics and Behavioral Studies , Vol. 5, No. 8, pp. 553-561, ISSN: 2220-6140
  • Christian Wibisono and Purwanegara M.S.(2013).”The Impact of Husband’s Perception and Value towards Family Purchase Decision Patterns” . Journal of Economics and Behavioral Studies ,Vol. 5, No. 8, pp. 522-534, ISSN: 2220-6140
  • Novia Dwi Resti and Purwanegara M.S (2013). “The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out”,Journal of Social and Development Sciences , Vol. 4, No. 7, pp. 316-324, ISSN 2221-1152
  • Viaene,J, MustikaSufiati, and Verbeke, W.(1999).”Empirical Investigation of the Quality Perception Process, “Journal of International Food and Agribusiness Marketing”.
  • Garnida, N., Tjakraatmadja, J. H., Nasution, R. A. and Purwanegara, M. S., (2014), Restructuring knowledge of organic customer profile within KM-CRM framework , International Food Research Journal 21(3): 855-862 (2014), Journal homepage:http://www.ifrj.upm.edu.my

Books

  • Purwanegara ,M.S , Ronny Armando, Mia Tantri DIah Indriani(2014), “Consumers’ Perspective on Mobile Phone Marketing (Case Java, Indonesia)”, Exploring The Asian Consumer, edited by Bernd Schmidt and Leonard Lee for the Society for Consumer Psychology Book, ME Sharpe Inc., Armonk,NY
  • Purwanegara ,M.S (1999), “Pemasaran dan Penjualan”, Buku Pintar Konsultan
    UKM, Klinik Konsultasi Bisnis BPPKU Jawa Barat, 1999
  • Mustika Sufiati (1993), “Prospek Penerapan Gugus Kendali Mutu, Bunga Rampai Koperasi Indonesia”

National Journals

  • Purwanegara, M.S.,EkaYuliana (2010), “Influence of Wpod of Mouth Communication towards Indonesian Online Shopper Purchase Intention”, Jurnal Manajemen Teknologi,Volume 9, Nomor 2, accrediated by DGHE, ISSN 1412-1700
  • Natzir A Dian Sri Rezeki, Purwanegara,M.S.(2010), “Pengaruh Dimensi Etika Terhadap Sikap Konsumen pada Viral Stealth Marketing”. Jurnal Manajemen Teknologi. Volume 9. Number 2 .accrediated by DGHE, ISSN 1412-1700
  • Purwanegara, M.S.,Hari Usmayadi and Djati Adi Wicaksono(2008), “Analisis Marketing Pelanggan Telkom Flexi dalam Komunitas Online Flexiland”. Jurnal Manajemen & Bisnis, Vol.4. ISSN 1858-3121
  • Purwanegara, M.S and dan Sapto Edi(2008),”Analisa Faktor-Faktor yang Mempengaruhi Siswa-Siswa SMA dalam Memilih Telepon”. Jurnal Manajemen & Bisnis, Vol.3. ISSN 1858-3121
  • Purwanegara, M.S.(2006).”Pengembangan Usaha Kecil Menengah Indonesia”, Entrepreneur. Jurnal Manajemen & Bisnis, Vol.1 No.2. ISSN 1858-3121

International Proceedings

DIGITAL MARKETING

  • Purwanegara,M.S., Atik Aprianingsih and Febri Andika (2013),”Snapshot of Mobile Internet Banking Regulation Perception and Its Impact on Consumer Attitude”, IICIES 2013 – International Conference on Innovation, Entrepreneurship and Small Business, Bandung
  • Purwanegara, M.S., and Dwi Maya Subianto (2012),”The Influence of Impulsive Factors and Media Promotion towards Shopping Online and Offline Case : Indonesian Shoppers”, Global Marketing Conference, Seoul
  • Purwanegara, M. S. and Ronny Armando (2012), “Consumers’ Perspective on Mobile Phone Marketing”. Advertising and Consumer Psychology (ACP) Conference: The Asian Consumer, Singapore
  • Novia Dwi Resti and Purwanegara M.S (2013). “The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out”. International Conference on Economics and Social Sciences, International Foundation for Research and Development (IFRD), Bangkok
  • Febri Andika and Purwanegara,M.S (2013),”Measuring the Potential of Indonesian Online Consumer Shopping Behavior”, 4TH INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (4TH ICBER 2013), Bandung, ISBN NO: 978-967-5705-10-6,
  • Nadia Febriyanti and Purwanegara.M.S. (2012).”The Effect of Consumer’s Trust and Perceived Risk Toward Online Purchase Intention”, December International Institute of Social and Economic Sciences Conference, Prague,Czech
  • Siagian, Almira and Purwanegara M.S.(2012),”Population Studies toward Consumer’s Online Brand Usage Behavior: evidence from online shoppers in Indonesia”. 3rd International Conference on E-business, Management and Economics (ICEME 2012), Hongkong
  • Nindia Kusuma Wardhani and Purwanegara M.S (2012),”Online Community Usage Behavior (Case Study of Indonesian Online Community Members)”. 3rd International Conference on E-business,Management and Economics (ICEME 2012), Hongkong

FASHION MARKETING

  • Artini Soraya and Purwanegara.M.S.(2014),”Influencing Factors of Luxury Brand Handbag Consumption”,2014 GLOBAL FASHION MANAGEMENT CONFERENCE: Growing Together: Collaboration and Co-Creation in Fashion Management, London.
  • Astrid Nur Rahma and Purwanegara M.S (2013),”Effect on Visual Merchandising in Fashion Store on Female Consumers’ Purchase Intention”, Proceedings of World Business and Social Science Research Conference, Bangkok, Thailand, ISBN: 978-1-922069-33-7
  • Arfan,Nadia, Purwanegara, M.S.(2012), “The Effect of Signal Visibility of Fashion Brand on Consumer’ Product Purchase Decision in Indonesia”,Global Marketing Conference, Seoul, South of Korea

GREEN MARKETING

  • Purwanegara, M.S.and Nita Garnida (2011), “How Eco-Oriented Firm Influences Innovators Intention to Purchase Bio Fuel”, World Marketing Conference, Academy of Marketing Science, Reims, France
  • Purwanegara, M.S. and Cahyoko H.K.H (2011).”A Study of the Effect of Social Media Marketing Messages on Attitude towards Green Products in Social Media”, Proceeding of Pan-Pacific Conference XXVIII, Seoul, South of Korea
  • Purwanegara, M.S, Rossy Sjarifah Sjarif and Annisa Ayu Vinandita (2011), “Consumer Acceptance on Eco Friendly Shopping Base Case Study: Carrefour Green Bag”, Proceeding of Pan-Pacific Conference XXVIII, Seoul, South of Korea
  • Purwanegara, M.S. and Nita Garnida (2010) , “Personal Values and Consumer Innovativeness on Biofuel”. In the Proceedings of Global Marketing Conference: Marketing in a Turbulent Environment. Korean Academy of Marketing Science, Tokyo,Japan
  • Adinda Meutia Hapsari and Purwanegara, M.S.(2011),”Consumers Segmentation Based on Their Perceived Value toward Recycled Products”,3rd IICIES : Creative and Cultural Entrepreneurship in the New Era, Bandung

TV AD COMMERCIALS

    • Purwanegara,M.S., Mia T.D. Indriani, Augustine Merriska and Evy RachmawatiCh (2012).”The Media Strategy of TV Advertising in Indonesia”, The 2013 AFAP conference on Business and Management, Universiti Teknologi Malaysia, Johor Baru
    • Purwanegara ,M.S., Mia T.D.Indriani and Amalda Ramdhani(2010), “TV Watching Behavior in Bandung and Jakarta”. In the Proceeding of Pan-Pacific Conference XXVII : Managing and COMPETING in the New World Economic Order, Bali
    • Purwanegara, M.S. Mia T.D.Indriani, and PutriArinda.(2010), “Influence of Advertising Decision to TV Advertisement Awareness”. In the Proceeding of Pan-Pacific Conference XXVII : Managing and Competing in the New World Economic Order , 2010

CONSUMER DECISION MAKING

  • Lani Miliani, Purwanegara, M.S., and Mia Tantri Diah Indriani (2013) , “Adoption Behavior of E-Money Usage), 2013 International Conference on Economics and Social Sciences”, International Foundation for Research and Development (IFRD), Bangkok.
  • Christian Wibisono and Purwanegara M.S.(2013) , “The Impact of Husband’s Perception and Value towards Family Purchase Decision Patterns ,2013 International Conference on Economics and Social Sciences”, International Foundation for Research and Development (IFRD), Bangkok,
  • Purwanegara ,M.S. and Iman Permana(2011).”Customer Satisfaction: Its Antecedents, Its Roles, and Its Consequences (A Literature mapping Review of Empirical Findings)”, 3rd IICIES : Creative and Cultural Entrepreneurship in the New Era, Bandung.
  • Ivan Prasetya and Purwanegara, M.S.(2010),”The Effect of Price Discount and Word-of-Mouth toward Consumer’s Purchase Intention and Willingness to Pay (Case Study on Crocs’)”, IICIES, Jakarta.

TOURISM MARKETING

  • Ilma Aulia Zaim, and Purwanegara.M.S. (2013), “Dorm Hostel Servicescape Preferences in Bandung Tourism”, Conference Proceeding, ISBN NO: 978-967-5705-10-6, 4TH INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH , Bandung
  • Hartanto Yuwo and Purwanegara,M.S.(2012).? Does City Brand Equity Have Any Impacts In Tourism World? A Case Study of Bandung City ” Indonesia as a Tourism Destination”.World Marketing ~Cultural Perspective in Marketing conference, Atlanta.
  • Nurrani Kusumawati and Purwanegara,M.S. (2011), “Analysis of Motivation and Preference of Bandung Institute of Technology Students in Choice Tourism Destination”, 3rd IICIES : Creative and Cultural Entrepreneurship in the New Era, Bandung.

CONSUMER CULTURE

  • Azaria Sophiani Nadhirah and Purwanegara M.S. (2013),”Influences of Acculturation to Global Consumer Culture and Ethnic Identification towards Western Culture Consumption Behaviors”, Proceedings of World Business and Social Science Research Conference 2013, Bangkok, Thailand, ISBN: 978-1-922069-33-7
  • Muhammad Ajie Santika and Purwanegara M.S.(2012), “Indonesian OTAKU Consumer Behaviours, Value, and Buying Decision Factors”, World Academy of Science, Engineering and Technology , Berlin

FOOD MARKETING

  • Tambunan,F.F, Purwanegara, M.S.and Mia Tantri Diah Indriani (2013), “Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula”,2013 International Conference on Economics and Social Sciences, International Foundation for Research and Development (IFRD), Bangkok
  • Desi Ambar Prawono, Purwanegara.M.S. and Mia Tantri Diah Indriani (2013), “Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category”, 2013 International Conference on Economics and Social Sciences, International Foundation for Research and Development (IFRD), Bangkok
  • Ana Lenggana and Purwanegara.M.S.(2011).”Consumers Choice of Natural Medicines Compare with Chemical Medicines in Indonesia”, 3rd IICIES : Creative and Cultural Entrepreneurship in the New Era, Bandung

DISSERTATION

        • Mustika Sufiati, (1997),Consumer’s Behaviour towards Milk Products and Consumer ‘s Perceived Quality, State University of Gent, Belgium

MAGAZINE

        • Purwanegara, M.S., Kultur Kepuasan Pelanggan (2012), SWA
        • Purwanegara, M.S. (2010), CS Menghasilkan 90% Top Performance Innovators, SWA
        • Purwitha Raden Marla Meta and Purwanegara M.S (2011). ?Servqual on Financial Service and Telecommunication Service Sector?, MBA ITB Business Review, volume 6.No.3 2011
        • Lani Marlina, Mia Tantri Indriani dan Purwanegara,M.S.(2013), “Menyiasati Sikap Konsumen terhadap Penggunaan Uang Elektronik, Monitor Nusantara News”, http://monusnews.com/liputan%20khusus2.html

2000-2003

      • 2009- Now Head of Sub Business Strategy & Marketing Research Group in School of Business Management (SBM)- ITB
      • 2008 – Now Lecturer- School of Business Management (SBM)- ITB
      • 2009- 2010 Director of Quality Assurance and Accreditation, School of Business Management (SBM)- ITB
      • 2006 – 2007 Head of Master Management Program Universitas Mercubuana
      • 2006 – 2007 Teaching Team Coordinator majoring Operations Management Master Management Program Universitas Bina Nusantara (BINUS)
      • 2005 – 2006 Vice Director (Academic) Master Management Program, Universitas Mercubuana
      • 2004 – 2007, The Lecturer in Master Management Program Universitas Bina Nusantara (BINUS Business School) Jakarta
      • 2000 – 2003, Head of Department of Fostering Cooperative’s Human Resources&Organization. Indonesian Cooperative Council of West Java (DEKOPIN)
      • 1998 – 2003, The chairman of Koperasi Distribusi dan Konsultasi Bisnis Usaha Kecil Menengah or KDKB-UKM, a Trading Cooperative owned by business consultants of small-medium producers working in 26 cities and districts in West Java Indonesia
      • 1997 – 2003, The consultant of the Bureau of Economics of the Government of West Java Province and the West Java ProBuild (promotion and Networking business) as a consultant for the projects of community based economic development and as a consultant of production, quality and marketing management.
      • 1993-1997, Researcher in the field of Consumer Behaviour, StateUniversity of Gent Belgium
      • 1989-1997, Researcher in the field of Product Quality and Quality Management,State University of Gent Belgium
      • 1985-1987, The Head of the Bureau of Industrial Engineering, PT INDUSTIRA, Tangerang
      • 1984-1985, Assistant Director PT HARI SAWIT JAYA, Palm Oil Refinery, North Sumatra
Mustika Sufiati Purwanegara