Dissertation Examination of Willy Zendrich

On Friday, 25 April 2025, a Dissertation Examination for a DRM on behalf of Willy Zendrich [2240003996] entitled “AMBIDEXTERITY FIRM’S MARKETING PERFORMANCE: SURVIVAL AND GROWING MODE IN BATIK INDUSTRY” was held in Anggrek Campus, Bina Nusantara University.

The dissertation examination was led by Prof. Dr. Ir. Mohammad Hamsal, MSE., MQM., M.B.A., CISCP, CPOD and attended by a team of promotors and examiners. There were three promotors in attendance with Prof. Dr. Ir. Sasmoko, M.Pd., M.A., CIRR, IPU, ASEAN Eng., SMIEEE as a Promotor, Prof. Dr. Engkos Achmad Kuncoro, S.E., M.M as Co-Promotor 1, and Dr. Pantri Heriyati, S.E., M.Comm as Co-Promotor 2. There were also examiners present, with Dr. Asnan Furinto, S.T., M.M as Examiner 1, Agustinus Bandur, PhD as Examiner 2, and Dr. Sri Bramantoro Abdinagoro as Examiner 3. Dr. Ir. Indra Tjahjani, S.S, MLA, MMSI was also present during this dissertation examination.

DISSERTATION SUMMARY

The batik industry is a unique and culturally significant sector for Indonesia, recognized globally as part of the nation’s cultural heritage and contributing substantially to its Gross Domestic Product (GDP). However, it currently faces various challenges, including the proliferation of batik-patterned textiles, rapid technological developments, and competition from similar products originating from other countries. To remain resilient and competitive, the industry must not only survive but also adapt and grow by embracing the concept of ambidexterity, which involves the simultaneous pursuit of exploration and exploitation strategies. Previous research, including studies by the Balai Besar Kerajinan dan Batik (BBKB), has identified marketing as one of the critical focus areas for improvement. This study investigates the factors influencing Ambidexterity Firm’s Marketing Performance in the batik industry and how various stakeholders can synergize to enhance it. A total of 340 batik entrepreneurs from across Indonesia participated in the study, which employed Structural Equation Modeling (SEM) for data analysis. The findings reveal that Ambidexterity Firm’s Marketing Performance is significantly affected by brand importance, market orientation, customer engagement, technology adoption, and social entrepreneurial orientation. Notably, social entrepreneurial orientation impacts performance indirectly through technology adoption and customer engagement. This research contributes to filling a gap in understanding how ambidexterity and related factors influence marketing performance, offering a strategic pathway for the batik industry to sustain and grow under diverse conditions.

BACKGROUND

Willy Zendrich, ST., MM., MBA., (PRINCE2®) was born in Bandung on November 24, 1988. His academic journey began with a Bachelor’s degree in Chemical Engineering from Parahyangan Catholic University, Bandung. His passion for continuous learning led him to pursue and obtain a Master of Management degree from Widyatama University, Bandung. He further expanded his global perspective by earning a Master of Business Administration from University Canada West in British Columbia, Canada. Willy holds an internationally recognized professional certification in PRINCE2® Project Management.

His work experience is diverse. He has served as Vice Principal at Bintang Mulia Senior High School, a part-time lecturer in the Chemical Engineering Department at Parahyangan Catholic University, and has also worked at Bank Central Asia, Tbk in Bandung and its head office in Jakarta. He later advanced his management career on a global scale within Canada’s healthcare industry, working as a Human Resource and Scheduling Coordinator at Affinity Senior Services Inc. since 2021. Currently, he is also entrusted by the Health Authority in Canada—under the coordination and supervision of the Canadian Ministry of Health—for the Greater Vancouver area as a Vancouver Coastal Health Coordinator.

PUBLICATION

Willy has also made contributions to academic research:

• “Ambidexterity Firm’s Marketing Performance: Survival & Growing Mode in Batik Industry,” – International Institute of Academic Research & Publication – Proceeding,
• “E-business as a milestone in Batik Business Revival” – International Journal of e-Business and e-Government Studies (SCOPUS Q3).