Profile & Qualification
EDUCATION
- Ph.D. in Marketing, Temple University – Fox School of Business & Management,Philadelphia, PA, (2014)
- M.Sc. in Marketing, Georgia State University – J. Mack Robinson College of Business, Atlanta, GA. (1998)
- S.E. in Management, GadjahMada University – Faculty of Economics and Business,Yogyakarta, Indonesia (1996)
ACADEMIC/TEACHING APPOINTMENTS
- Head of Business Management and Marketing and Faculty Member, International Undergraduate Program, Binus Business School, Bina Nusantara University (2016 – Present), Jakarta, Indonesia
- Subject Content Coordinator and Faculty Member, Master’s Program in Creative Marketing, Binus Business School, Bina Nusantara University (2015 – 2016), Jakarta, Indonesia
- Adjunt Faculty Member, Faculty of Economics and Business, Master of Management Program, Gadjah Mada University (Jan – Jun 2015), Jakarta, Indonesia
- Adjunct Faculty Member, School of Business, Department of Marketing, Rutgers University (2013 – 2014), New Jersey, USA
- Adjunct Faculty Member, Fox School of Business, Department of Marketing and Supply Chain Management, Temple University (2011 – 2014), Pennsylvania, USA
- Adjunct Faculty Member, Master of Hospital Management, Gadjah Mada University (2004-2006), Yogyakarta, Indonesia
- Faculty Member/Lecturer (with Tenure), Department of Management, STIE YKPN Business School (1998 – 2008), Yogyakarta, Indonesia
COURSES TAUGHT
- Research Methods in Marketing, Product and Brand Management, Digital Campaign and Promotion Management, Social Media and New Media Marketing Strategies, Marketing Channels.
RESEARCH INTERESTS
- Sensory and Experiential Marketing, Retail and Shopping Experience, Private Labels and Co-Branding, Consumer Envy
Research & Publication
PUBLICATIONS
Soesilo, P., Gunadi, W., & Arimbi, I. (2018). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications, 26 (5), 528-548
Soesilo, P., Gunadi, W., & Arimbi, I. (2018). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications, 26 (5), 528-548.
Rahman, F. & Soesilo, P. (2018). The effect of information exposure of contract manufacturing practice on consumers’ perceived risk, perceived quality, and intention to purchase private label brand. Journal of Retailing and Consumer Services, 42, 37-46.
Tussyadiah, I., Kausar, D., & Soesilo, P. (2018). The effect of engagement in online social network on susceptibility to influence. Journal of Hospitality and Tourism Research, 42(2), 201-223. (Published online before print April 30, 2015, doi:10.1177/1096348015584441)
Wang, S., Soesilo, P., & Zhang, D. (2015). Impact of luxury brand retailer co-branding strategy on potential customers: a cross-cultural study. Journal of International Consumer Marketing, 27(3), 237-252.
Lang, M., Soesilo, P., & Lancioni, R. (2012). Do small format supermarkets improve the shopping experience? Field study assessment of two alternative U.S. strategies. International Journal of Applied Behavioral Economics, 1(4), 1-8.
BOOK CHAPTERS
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: the case of Taiwan,” in K. Scott Swan &ShaomingZao (eds.), Product Design, Innovation, and Branding in International Marketing, Advances in International Marketing, Volume 23 (pp. 67-89), UK: Emerald Group Publishing.
CONFERENCE PROCEEDINGS & PRESENTATIONS
Soesilo, P., Durgani, K., & Gunadi, W. (2019, September). The Effect of Online Purchase Determinants and Mediating Effect of E-Satisfaction on Loyalty: A Study on Indonesian Millenials. Paper presented in International Conference on Management Information System in Conjunction with 3rd International Conference on Recent Innovation, Bali, Indonesia.
Gunadi, W. & Soesilo, P. (2019, September). The Simple Mistakes That Make a Big Difference: The Effect of Careless Marketing Communication on Perceived Trustworthiness and Consumer Confidence. Paper presented in International Conference on Management Information System in Conjunction with 3rd International Conference on Recent Innovation, Bali, Indonesia.
Soesilo, P., Gunadi, W., & Vandriani, J. (2018, September). Does quality always matter? The antecedents of intention to visit Indonesia as a medical tourism destination. Paper presented in the 5th International Conference of Management, Hospitality, and Accounting, Jakarta, Indonesia.
Soesilo, P. & Gunadi, W. (2018, May). Finding what it takes to be social entrepreneurs among the gen Z in Indonesia. Conference proceedings of International Conference on Family Business and Entrepreneurship, Bali, Indonesia.
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012, October). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of U.S. versus Taiwan. Poster session presented at the 2012 North America ACR Conference, Vancouver, Canada.
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012, August). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of U.S. versus Taiwan. Poster session presented at the 2012 AMA Summer Marketing Educator Conference, Chicago, IL.
Tussyadiah, I., Kausar, D., & Soesilo, P. (2012, August). An investigation of referral- and comparison-based social influence in social networking sites. Conference proceedings of the 4th Biennial ITSA Conference, Bali, Indonesia.
Soesilo, P.& Rahman, F. (2012, June). I know what you did for the private labels: Consumers’ reactions to contract manufacturing by national brands manufacturers. Conference proceedings of the Institute of Food Products Marketing Conference, Philadelphia, PA.
Lang, M., Soesilo, P. & Lancioni, R.A. (2011, July). Do small format supermarkets improve the shopping experience? Field study assessment of two alternative U.S. strategies. Conference proceedings of the 18th Recent Advances in Retailing and Services Sciences Conference, San Diego, CA.
WORK IN PROGRESS
Soesilo P. & Rahman, F. The Effect of Customer Demotion on Consumer Affective and Behavioral Response in Restaurant Loyalty Program (under review at Service Business)
Soesilo, P. & Hutadjulu, D. Does Endorser’s Age Matter? The Effect of Endorser-Brand Incongruence on Consumers’ Perception of Young Luxury Brand (under review at Journal of Fashion Marketing Management).
Soesilo, P., & Morrin, M. No Longer Green with Envy: Objectifying and Destroying Negative Consumer Emotions (submitted to Journal of Consumer Affairs).
Soesilo, P. & Gunadi, W. The Effect of Envy on Consumers’ Choice and Information Seeking and Dissemination Behavior
PUBLICATIONS
Soesilo, P., Gunadi, W., & Arimbi, I. (2018). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications (Published online before print Nov 9, 2018, https://doi: 10.1080/13527266.2018.1545245)
Rahman, F. & Soesilo, P. (2018). The effect of information exposure of contract manufacturing practice on consumers’ perceived risk, perceived quality, and intention to purchase private label brand. Journal of Retailing and Consumer Services, 42, 37-46.
Tussyadiah, I., Kausar, D., & Soesilo, P. (2018). The effect of engagement in online social network on susceptibility to influence. Journal of Hospitality and Tourism Research, 42(2), 201-223. (Published online before print April 30, 2015, doi:10.1177/1096348015584441)
Wang, S., Soesilo, P., & Zhang, D. (2015). Impact of luxury brand retailer co-branding strategy on potential customers: a cross-cultural study. Journal of International Consumer Marketing, 27(3), 237-252.
Lang, M., Soesilo, P., & Lancioni, R. (2012). Do small format supermarkets improve the shopping experience? Field study assessment of two alternative U.S. strategies. International Journal of Applied Behavioral Economics, 1(4), 1-8.
BOOK CHAPTERS
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: the case of Taiwan,” in K. Scott Swan &ShaomingZao (eds.), Product Design, Innovation, and Branding in International Marketing, Advances in International Marketing, Volume 23 (pp. 67-89), UK: Emerald Group Publishing.
CONFERENCE PROCEEDINGS & PRESENTATIONS
Soesilo, P., Durgani, K., & Gunadi, W. (2019, September). The Effect of Online Purchase Determinants and Mediating Effect of E-Satisfaction on Loyalty: A Study on Indonesian Millenials. Paper presented in International Conference on Management Information System in Conjunction with 3rd International Conference on Recent Innovation, Bali, Indonesia.
Gunadi, W. & Soesilo, P. (2019, September). The Simple Mistakes That Make a Big Difference: The Effect of Careless Marketing Communication on Perceived Trustworthiness and Consumer Confidence. Paper presented in International Conference on Management Information System in Conjunction with 3rd International Conference on Recent Innovation, Bali, Indonesia.
Soesilo, P., Gunadi, W., & Vandriani, J. (2018, September). Does quality always matter? The antecedents of intention to visit Indonesia as a medical tourism destination. Paper presented in the 5th International Conference of Management, Hospitality, and Accounting, Jakarta, Indonesia.
Soesilo, P. & Gunadi, W. (2018, May). Finding what it takes to be social entrepreneurs among the gen Z in Indonesia. Conference proceedings of International Conference on Family Business and Entrepreneurship, Bali, Indonesia.
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012, October). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of U.S. versus Taiwan. Poster session presented at the 2012 North America ACR Conference, Vancouver, Canada.
Wang, S., Soesilo, P., Zhang, D., & Di Benedetto, A. (2012, August). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of U.S. versus Taiwan. Poster session presented at the 2012 AMA Summer Marketing Educator Conference, Chicago, IL.
Tussyadiah, I., Kausar, D., & Soesilo, P. (2012, August). An investigation of referral- and comparison-based social influence in social networking sites. Conference proceedings of the 4th Biennial ITSA Conference, Bali, Indonesia.
Soesilo, P.& Rahman, F. (2012, June). I know what you did for the private labels: Consumers’ reactions to contract manufacturing by national brands manufacturers. Conference proceedings of the Institute of Food Products Marketing Conference, Philadelphia, PA.
Lang, M., Soesilo, P. & Lancioni, R.A. (2011, July). Do small format supermarkets improve the shopping experience? Field study assessment of two alternative U.S. strategies. Conference proceedings of the 18th Recent Advances in Retailing and Services Sciences Conference, San Diego, CA.
WORK IN PROGRESS
Soesilo P. & Rahman, F. The Effect of Customer Demotion on Consumer Affective and Behavioral Response in Restaurant Loyalty Program (under review at Service Business)
Soesilo, P. & Hutadjulu, D. Does Endorser’s Age Matter? The Effect of Endorser-Brand Incongruence on Consumers’ Perception of Young Luxury Brand (under review at Journal of Fashion Marketing Management).
Soesilo, P., & Morrin, M. No Longer Green with Envy: Objectifying and Destroying Negative Consumer Emotions (submitted to Journal of Consumer Affairs).
Soesilo, P. & Gunadi, W. The Effect of Envy on Consumers’ Choice and Information Seeking and Dissemination Behavior
Professional Engagement
CONSULTING EXPERIENCES
- Binus Creates, 2015 – Present, Jakarta Indonesia, projects:
- Management Development Program (Client: Bukopin Bank, BCA Finance, Mandiri Tunas Finance, Pegadaian, etc.)
- In-House Training for First Line Manager (Client: MPM Distributor)
- Market Research and Consulting (Client: OCBC Bank)
- Market Research Training for New Product (Client: Apple Developer Academy)
- P2EB UGM, 2014-2015, Jakarta Indonesia, projects:
- Workload Analysis (Client: Special Task Forcefor Upstream Oil and Gas Business Activities/SKK Migas)
- Ideaweta Consulting, 2001 – 2008, Yogyakarta, Indonesia, projects:
- Market Research Studies
- Professional Training Facilitation
- Marketing Strategy and Blueprint Development
REVIEWER SERVICES
- Reviewer at Journal of Global Fashion Marketing (2018 – present)
- Reviewer at Journal of Products and Brand Management (2018 – present)
PROFESSIONAL MEMBERSHIP
- American Marketing Association, USA, 2011 – Present
- American Council of Consumer Interest, USA, 2020 – Present
- Society for Consumer Psychology, USA, 2017-2019
Reward & Grants
HONORS/AWARDS/SCHOLARSHIPS
- Faculty Excellence Award – Bina Nusantara University (2019)
- Faculty Excellence Award – Bina Nusantara University (2017)
- Faculty Excellence Award – Bina Nusantara University (2016)
- Beta Gamma Sigma International Honor Society – Temple University (Spring 2014)
- Fulbright Presidential Ph.D. Scholarship – The Fulbright Foundation (Fall 2008- Spring 2011)
- Teaching Assistantship – Temple University (Fall 2011 –Spring 2014)
- Research Assistantship – Temple University (Spring 2012 – Fall 2012)
- Research Assistantship – Georgia State University (Fall 1997- Spring1998)
RESEARCH GRANTS
- 2016, Receiver: Primidya K.M. Soesilo, Willy Gunadi, Binus University Internal Research Grant, Jakarta Indonesia
- 2017, Receiver: Primidya K.M. Soesilo, Dicky M. Hutadjulu, Binus University Internal Research Grant, Jakarta Indonesia
- 2019, Receiver: Artha S. Ananda, Primidya K.M. Soesilo, Binus University Internal Research Grant, Jakarta Indonesia