Profile & Qualification
Dr. Primidya K.M. Soesilo is an accomplished academic leader and scholar in the field of marketing, currently serving as Head of the Global Business Marketing Undergraduate Program at Bina Nusantara (BINUS) Business School. In this role, she provides strategic leadership in curriculum development, faculty management, and program quality assurance, ensuring alignment with international accreditation standards such as AACSB. She has extensive experience supervising and mentoring faculty, leading recruitment and development initiatives, and fostering collaborations with industry and academic partners to enhance student learning outcomes and program reputation.
Dr. Soesilo holds a Ph.D. in Marketing from the Fox School of Business, Temple University, and a Master of Science in Marketing from Georgia State University. Her academic training is complemented by international teaching experience, having served as adjunct faculty at institutions such as Rutgers University–Camden and Temple University in the United States. This global exposure has shaped her pedagogical approach, integrating international perspectives into marketing education and equipping students with the competencies required in a globalized business environment.
As a scholar, Dr. Soesilo has developed a strong research portfolio with publications in reputable, peer-reviewed journals such as the Journal of Consumer Affairs, Journal of Retailing and Consumer Services, Journal of Marketing Communications, Journal of Hospitality and Tourism Research, etc. Her research spans consumer behavior, retailing, digital marketing, and branding, often employing rigorous empirical methods to generate insights with both theoretical and managerial relevance. In addition, she actively contributes to the academic community through editorial board service (e.g. Journal of International Consumer Marketing, Journal of Nonprofit & Public Sector Marketing), conference reviewing (including the American Marketing Association conferences), and participation in international research collaborations.
Beyond academia, Dr. Soesilo brings significant professional and entrepreneurial experience into her teaching and leadership. She has served as a professional trainer and consultant for multinational corporations and state-owned enterprises, and previously founded and managed firms specializing in marketing research, training, and event management. This blend of academic rigor and industry engagement enables her to bridge theory and practice effectively, enriching classroom learning with real-world applications and preparing students for dynamic career environments.
Dr. Soesilo’s contributions have been recognized through multiple awards, including the Fulbright Presidential Ph.D. Scholarship and several Faculty Excellence Awards from BINUS University. Her sustained commitment to teaching excellence, research productivity, and institutional service underscores her role as a leading academic figure in marketing education within Indonesia and the broader international academic community.
EDUCATION
Temple University, Fox School of Business and Management, Philadelphia, PA, USA
Doctor of Philosophy (Ph.D.), Marketing (2014)
Georgia State University, J. Mack Robinson College of Business, Atlanta, GA
Master of Science (M.S.), Marketing (1998)
Gadjah Mada University, Faculty of Economics and Business, Indonesia
Bachelor of Management, Management (1996)
TEACHING APPOINTMENTS
Marketing Management (undergraduate course)
Marketing Data Analytics (undergraduate course)
Sales and CRM (undergraduate course)
Global Strategic Marketing: Asia Pacific Perspectives (undergraduate course)
Digital and Social Media Marketing (undergraduate course)
Applied Marketing Research (undergraduate course)
Research Methods in Marketing (undergraduate course)
Consumer Behaviour (undergraduate course)
Omni-Channel Retailing (undergraduate course)
Product and Brand Management (undergraduate course)
New Product Development (graduate course)
Research Methods (graduate course)
Research Analysis and Publications (graduate course)
Strategic Marketing Management (graduate course)
Research & Publication
SELECTED PUBLICATIONS
1. Soesilo, P. & Gunadi, W. (2023). Communicating While Distributing: Little Things That Matter to Consumers’ Trust and Confidence in E-Commerce. Journal of Distribution Science, 21(6), 1-11.
2. Rahman, F. & Soesilo, P. (2022). The effect of customer demotion on consumer affective and behavioral response in restaurant loyalty programs. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 35, 121-145.
3. Soesilo, P., Morrin, M., & Onuklu, NN. (2021). No longer green with envy: Objectifying and destroying negative consumer emotions. Journal of Consumer Affairs, 55(3), 1111-1138.
4. Soesilo, P., Gunadi, W., & Arimbi, I. (2020). 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.
5. 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.
6. 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)
7. 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.
8. 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
1. Lim, W., & Soesilo, P. K. (2024). Factors affecting the intention to use digital banking services: Case study on generation X in Greater Jakarta. In Achieving Sustainable Business Through AI, Technology Education and Computer Science: Volume 2: Teaching Technology and Business Sustainability (pp. 271-281). Cham: Springer Nature Switzerland.
2. Soesilo, P. & Rahman, F. (2022). The Pillars of Survival in the COVID-19 Pandemic: The Case of Indonesia, in Clifford J. Shultz II, Don R. Rahtz, M. Joseph Sirgy (Eds)., Community, Economy and COVID-19: Lessons from Multi-Country Analyses of a Global Pandemic Community Quality-of-Life and Well-Being), 1st edition, USA: Springer (ISBN-13: 978-3030981518, ISBN-10: 3030981517).
3. 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 & Shaoming Zao (eds.), Product Design, Innovation, and Branding in International Marketing, Advances in International Marketing, Volume 23 (pp. 67-89), UK: Emerald Group Publishing.
CONFERENCES AND SYMPOSIA
1. Kopot, C., Rahman, F.A., & Soesilo, P. (2026, upcoming). Still Feeling Luxurious? Examining A Brand’s Selling Style in Live Stream Commerce. Poster session, 2026 AMA Summer Conference, Denver, CO.
2. 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 at the International Conference on Management Information System in Conjunction with 3rd International Conference on Recent Innovation, Bali, Indonesia.
3. 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 at the 5th International Conference of Management, Hospitality, and Accounting, Jakarta, Indonesia.
4. 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.
5. 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.
6. 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.
7. 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.
8. 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.
9. 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.
Professional Engagement
Reward & Grants
HONORS/AWARDS
Fulbright Presidential Ph.D. Scholarship – The Fulbright Foundation (Fall 2008- Spring 2011)
Binus Talent Squad – Bina Nusantara University (2020)
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)
Teaching Assistantship – Temple University (Fall 2011 –Spring 2014)
Research Assistantship – Temple University (Spring 2012 – Fall 2012)
Research Assistantship – Georgia State University (Fall 1997- Spring1998)