Gita Gayatri

@ui.ac.id

Posgraduate Program in Management, Department of Management, Faculty of Economics and Business
Universitas Indonesia

Gita Gayatri


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https://researchid.co/gita.gayatri

EDUCATION

Ph.D. in Commerce, CEB, Australian Natioanal University, Canberra

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Tourism, Leisure and Hospitality Management, Business and International Management
25

Scopus Publications

924

Scholar Citations

16

Scholar h-index

21

Scholar i10-index

Scopus Publications

  • Surviving crisis through business innovation ambidexterity and resilience: Lessons from Indonesian micro, small, and medium enterprises (MSMEs)
    Elok Savitri Pusparini, Yessy Arnold Peranginangin, Gita Gayatri, Triana Rahajeng Hadiprawoto, Muhammad Irfan Syaebani
    Asia Pacific Management Review, 2026
  • Ethics and sustainable government bonds: The retail investors’ perspective
    Muhammad Aulia, Adi Zakaria Afiff, Sri Rahayu Hijrah Hati, Gita Gayatri
    Sustainable Futures, 2025
    Using the Hunt-Vitell model, this study examines how ethical considerations (ethical sensitivity, perceived utilitarian value as a proxy for ethical egoism, and social investing efficacy reflecting utilitarianism) influence Indonesian retail investors' ethical judgment and decision to invest in sustainable government bonds. Data were collected from 511 Indonesian individual capital market investors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that these factors significantly shape investors' ethical evaluations and investment intentions. However, a potential ‘attitude-behavior gap’ exists, where positive ethical judgments do not always translate into a willingness to forgo financial returns. This highlights the intricate relationship between ethical considerations and perceived consequences in sustainable investing. The study contributes to consumer ethics literature by extending the ethical decision-making framework in the sustainable investing domain. It offers valuable insights for sovereign issuers seeking to promote sustainable government securities to the retail market.
  • Beyond the stethoscope: a COVID-19 lens on the halal, business and ethical dimensions of hospitals in a Muslim majority country
    Gita Gayatri, Yusniza Kamarulzaman, Tengku Ezni Balqiah, Dony Abdul Chalid, Anya Safira, Sri Rahayu Hijrah Hati
    International Journal of Ethics and Systems, 2025
    Purpose This study aims to examine the perceptions and evaluations of Muslim COVID-19 survivors and health workers regarding the halal, business and ethical attributes of hospitals during their interactions related to COVID-19 treatment. Design/methodology/approach Descriptive qualitative research with semi-structured online interviews was used to gather insights from COVID-19 survivors and health workers who treated COVID-19 patients. The findings were then compared with existing literature on hospital services and Sharia attributes. Findings The study found that patients and health-care workers in hospitals are concerned about whether the hospital follows Sharia law, the quality of health-care and hospital services and the ethical conduct of hospital staff. This is especially true during the COVID-19 pandemic, when patients are more anxious about religious conduct and the afterlife. Research limitations/implications Hospitals need to address halal attributes in all aspects of their services for Muslim patients and business attributes such as standard health-care quality, service quality and ethical attributes. Participants indicated that when these needs are met, they are more likely to revisit the hospital and recommend it to others. Originality/value This study contributes to understanding the expectations of Muslim patients regarding hospital services that meet Islamic ethical and business requirements. Using the COVID-19 pandemic as a case study broadens the understanding of how to better serve Muslim customers.
  • Resolving Contradictions through Institutional Work: Exploring Value Cocreation in a Service Ecosystem
    Angeline Nariswari, Handyanto Widjojo, Gita Gayatri
    Proceedings of the Annual Hawaii International Conference on System Sciences, 2025
    This study builds on service-dominant logic and institutional work literature to explore institutional change in a community of practice identified as a service ecosystem. A service ecosystems lens is adopted to investigate how actors address institutional contradictions through institutional work at multiple levels of observation. Based on a single case study of a community of practice of micro, small and medium enterprises focused on promoting an organic, green, and healthy lifestyle, the analysis reveals nested institutional work taking place internally to resolve member conflict within the service ecosystem. External institutional work is simultaneously performed by the collective to accomplish its common mission outside the service ecosystem. The study also reveals how social media platform features enable and constrain collaboration within a service ecosystem.
  • Mapping the digital landscape of organic food: a bibliometric and systematic review with future directions
    Stevia Septiani, Ratih Dyah Kusumastuti, Gita Gayatri
    British Food Journal, 2025
    Purpose This study aims to identify the application of digital marketing in the organic food sector, identify the main lines of research and define a future research agenda. Design/methodology/approach A hybrid method combining bibliometric analysis and a systematic literature review (SLR) was used. The first phase involved VOSviewer-based analysis of Scopus articles to identify thematic clusters. These clusters were then used as refined keywords in the second phase. Following the PRISMA framework, 34 relevant papers were selected for in-depth SLR. Findings The VOSviewer software shows that promising research topics include six thematic clusters. These represent the main themes in digital organic food marketing. Research in this area is growing, especially in developed and emerging markets. Studies have shown that digitalization in the organic food sector helps increase market share. However, coverage remains uneven and some themes remain underexplored. Research limitations/implications As with most literature reviews, limitations arise from criteria such as publication language, type, time span and database selection. These may have excluded potentially relevant studies. Future research may broaden scope through inclusion of additional databases and alternative methodologies. Originality/value There is a lack of integrated reviews on digital marketing within the organic food sector. This study contributes by mapping thematic developments, identifying theoretical and methodological gaps and suggesting future research pathways. The findings are especially relevant given the acceleration of online organic food purchasing during the COVID-19 pandemic and the need for sustainable market expansion strategies.
  • Urban tourism experiences: linking destination attributes to tourist behaviour through stimulus-organism-response theory
    Khairani Khairani, Daniel Tumpal H. Aruan, Gita Gayatri, Sri Rahayu Hijrah Hati
    Tourism Recreation Research, 2025
    This study addresses a crucial gap in memorable tourism experience (MTE) research by evaluating both positive and negative destination attributes in urban tourism, an area often overlooked, as most research focuses on positive experiences. Utilising stimulus-organism-response (SOR) theory, this study examines the interplay between destination attributes, personality, overall satisfaction, revisit intention, and electronic word-of-mouth (eWOM) intention. Data from 383 Indonesian tourists visiting urban destinations were analysed using partial least squares structural equation modelling. The findings indicate that destination attributes significantly impact MTE, emotions, and destination personality, which, in turn, enhance satisfaction and behavioural intentions. While MTE positively influences satisfaction and eWOM intention, its effect on revisit intention is limited. Additionally, destination personality boosts satisfaction and revisit intention, but not eWOM intention. This research advances the tourism literature by integrating diverse constructs within the SOR framework, offering valuable insights for destination stakeholders aiming to enhance visitor experiences and optimise outcomes in urban tourism.
  • Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities
    Agung Artha Kusuma, Adi Zakaria Afiff, Gita Gayatri, Sri Rahayu Hijrah Hati
    Humanities and Social Sciences Communications, 2024
    In the age of virtual cocreation of value by consumers, the role of the content modality in the development of social capital has been largely overlooked. Given that different modalities lead to varied forms of digital communication, this study examines whether a predominantly visual modality can enhance social capital and improve the collective value perceived by members of an online brand community. Through quantitative analysis, this study demonstrates that the visual modality of Instagram fosters social interactions, shaping the platform’s engagement dynamics. Affect-based visual imagery is persuasive in eliciting responses that match the hedonic nature of the platform. Therefore, fostering a positive emotional connection to both the community and the brand can lead to increased loyalty. This research proposes a different perspective on the interactive social exchange that facilitates the establishment of social capital. Value cocreation engagement is not necessarily dependent on the extensiveness of information depth. Adopting an affective orientation in persuasion has shown efficacy in forming attitudes towards attitudinal objects, particularly the community and brand.
  • Consumers’ sustainable investing: A systematic literature review and research agenda
    Muhammad Aulia, Adi Zakaria Afiff, Sri Rahayu Hijrah Hati, Gita Gayatri
    Cleaner and Responsible Consumption, 2024
    This systematic literature review addresses a critical gap in the existing literature by providing one of the first comprehensive syntheses of retail investors' decision-making processes within the sustainable investment context, analyzing 70 empirical articles published in top-tier journals from 2014 to 2023. Utilizing the Antecedents-Decisions-Outcomes and the Theories-Contexts-Methods (ADO-TCM) organizing framework and integrating a consumer behavior perspective, we reveal intricate dynamics influencing investment choices. Notably, while behavioral intentions (60% of articles) and actual investment decisions (23%) are frequently studied, the literature lacks focus on post-investment behavior and decision consequences. Despite growing research interest in consumer sustainable investing, the literature predominantly focuses on high-income economies (63%). Interestingly, current research utilizes diverse theories but often concentrates on a few dominant ones. This review extends the ADO-TCM framework to the specific context of retail sustainable investing, highlighting the interaction of the consumer behavior lens with existing financial theories. This review offers a comprehensive overview and identifies research gaps to guide future explorations in this field. Moreover, the results provide actionable insights for policymakers and financial service providers, highlighting the potential of choice architecture to influence consumers’ sustainable investment decision-making.
  • Halal Trade Opportunities in a Post-COVID-19 Crisis Scenario: A Case of Indonesia
    Muhammad Iqbal Firdaus, Cynthia A. Utama, Gita Gayatri, Whony Rofianto
    Emerging Technology and Crisis Management in the Halal Industry Issues and Recent Developments, 2024
  • Elevating low-effort engagement to cultivate stronger community commitment: A study of social capital within instagram’s brand community
    Agung Artha Kusuma, Adi Zakaria Afiff, Gita Gayatri, Sri Rahayu Hijrah Hati
    Intangible Capital, 2024
    Purpose: This study aimed to analyze the role of social capital in enhancing the engagement of community members, specifically transitioning them from low-effort participation to higher levels of commitment toward the community.Design/methodology: This study presents the results derived from a quantitative analysis of 483 participants across diverse automotive brand communities found on Instagram.Findings: Based on the foundation of social capital theory, this research enquires into the effects of shared relational elements of social capital on the commitment of members to communities. The results indicate that when members perceive an adequate degree of social trust and adhere to a recognized norm of reciprocity, there is a notable influence on the potential for heightened commitment to the community.Research limitations/implications: This study solely focused on a specific type of social media, underscoring the prominent role of visual presentation style as the primary approach in content creation. As a result, this has a notable impact on the mechanism of social interaction among users.Originality/value: In visually oriented settings such as Instagram, the barriers to participating in social interactions are noticeably reduced. Consequently, activities that require only minimal engagement effort have a higher probability of evolving into more profound and intensified forms of social exchange among community members. This, in turn, greatly facilitates the cultivation of social trust and the establishment of a norm of reciprocity.
  • Co-creation experience in Indonesian mobile commerce: A selfdetermination theory perspective
    Muhammad Iqbal Firdaus, Cynthia A. Utama, Gita Gayatri, Whony Rofianto
    Innovative Marketing, 2023
  • The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)
    Rizal Edy Halim, Shinta Rahmani, Gita Gayatri, Asnan Furinto, Yudi Sutarso
    Sustainability Switzerland, 2022
  • Attributes Influencing Overall Tourist Satisfaction and Its Consequences for Muslim-Majority Destination
    Ilisa Fajriyati, Adi Zakaria Afiff, Gita Gayatri, Sri Rahayu Hijrah Hati
    Sage Open, 2022
  • Migration (Hijra) to Islamic bank based on push–pull–mooring theory: a services marketing mix perspective
    Sri Rahayu Hijrah Hati, Gita Gayatri, Kenny Devita Indraswari
    Journal of Islamic Marketing, 2021
  • The role of company reputation in mitigating negative word of mouth
    Shinta Rahmani, Rizal E. Halim, Gita Gayatri, Asnan Furinto
    Business Theory and Practice, 2021
  • Does Marketing Ambidexterity Boost Marketing Performance? Empirical Evidence in Indonesia’s Consumer Goods
    Karto Adiwijaya, Sari Wahyuni, Gita Gayatri, Jacky S. Mussry
    Journal of Global Marketing, 2020
  • VALUE CO-CREATION PLATFORM in INDONESIAN SME COMMUNITY: SDL PERSPECTIVE
    HANDYANTO WIDJOJO, AVANTI FONTANA, GITA GAYATRI, AGUS W. SOEHADI
    Journal of Developmental Entrepreneurship, 2020
  • Generic and Islamic attributes for non-Muslim majority destinations: application of the three-factor theory of customer satisfaction
    Ilisa Fajriyati, Adi Zakaria Afiff, Gita Gayatri, Sri Rahayu Hijrah Hati
    Heliyon, 2020
  • VALUE CO-CREATION for MARKETING INNOVATION: COMPARATIVE STUDY in the SME COMMUNITY
    HANDYANTO WIDJOJO, AVANTI FONTANA, GITA GAYATRI, AGUS W. SOEHADI
    International Journal of Innovation Management, 2020
  • Integration of intention and resistance in adopting near field communication-based mobile payment innovation
    International Journal of Scientific and Technology Research, 2020
  • Value co-creation for innovation: evidence from Indonesian Organic Community
    Handyanto Widjojo, Avanti Fontana, Gita Gayatri, Agus W. Soehadi
    Asia Pacific Journal of Marketing and Logistics, 2020
  • Value co-creation for innovation process in small business community
    Purushartha, 2019
  • Perceived justice and perceived loss influence toward customer satisfaction in service recovery: The impact on trust and switching intention
    Pertanika Journal of Social Sciences and Humanities, 2018
  • The effect of social media marketing on luxury brand customer equity among young adults
    International Journal of Economics and Management, 2017
  • How do Muslim consumers perceive service quality?
    Gita Gayatri, Janet Chew
    Asia Pacific Journal of Marketing and Logistics, 2013

RECENT SCHOLAR PUBLICATIONS

  • Mapping the digital landscape of organic food: a bibliometric and systematic review with future directions
    S Septiani, RD Kusumastuti, G Gayatri
    British Food Journal 128 (5), 1851-1873 , 2026
    2026
    Citations: 1
  • Study of the Influence of Electronic Word of Mouth (eWOM) and Perception of Government Support on Interest and Motivation for Mobile Banking Adoption to Increase Financial …
    KAW Wijaya, G Gayatri
    Eduvest-Journal of Universal Studies 5 (9), 11330-11348. , 2025
    2025
  • Urban tourism experiences: linking destination attributes to tourist behaviour through stimulus-organism-response theory
    K Khairani, DTH Aruan, G Gayatri, SRH Hati
    Tourism Recreation Research, 1-18 , 2025
    2025
    Citations: 9
  • Are Digital and Social Media Marketing Matters for Tajikistan’s Youth Travelers?
    N Jamshed, G Gayatri
    ASEAN Marketing Journal 17 (1), 6 , 2025
    2025
    Citations: 1
  • Ethics and sustainable government bonds: The retail investors’ perspective
    M Aulia, AZ Afiff, SRH Hati, G Gayatri
    Sustainable Futures 9, 100499 , 2025
    2025
    Citations: 2
  • Beyond the stethoscope: a COVID-19 lens on the halal, business and ethical dimensions of hospitals in a Muslim majority country
    G Gayatri, Y Kamarulzaman, TE Balqiah, DA Chalid, A Safira, SRH Hati
    International Journal of Ethics and Systems 41 (2), 519-542 , 2025
    2025
    Citations: 4
  • Pure honey and health awareness: Unveiling the drivers of muslim consumer behavior
    K Qultsum, G Gayatri
    The Journal of Religion and Communication Studies 2 (1), 1-14 , 2025
    2025
  • The influence of skepticism on cause-related marketing campaigns on behavioral intention of muslim millennials in Indonesia: The role of satisfaction as mediators and …
    ZR Sakinah, G Gayatri
    Islamic perspective on Communication and Psychology 2 (1), 16-31 , 2025
    2025
  • Co-Creation Experience of Indonesian Gen Z in Mobile Commerce
    MI Firdaus, CA Utama, G Gayatri, W Rofianto
    Jurnal Manajemen 29 (1), 131-156 , 2025
    2025
    Citations: 2
  • Resolving Contradictions through Institutional Work: Exploring Value Cocreation in a Service Ecosystem
    A Nariswari, H Widjojo, G Gayatri
    2025
  • UTAUT and In-App Purchase: Revealing Factors Driving Users to Switch to the Premium Version in Online Dating Apps
    DP Ginting, G Gayatri
    ASEAN Marketing Journal 16 (2), 3 , 2024
    2024
  • UNLOCKING ORGANIC FOOD MARKET THROUGH DIGITAL MARKETING: A COMPREHENSIVE BIBLIOMETRIC ANALYSIS
    S Septiani, RD Kusumastuti, G Gayatri
    Navigating Global Markets: Strategies for Marketing Innovation … , 2024
    2024
  • Consumers’ sustainable investing: A systematic literature review and research agenda
    M Aulia, AZ Afiff, SRH Hati, G Gayatri
    Cleaner and Responsible Consumption 14, 100215 , 2024
    2024
    Citations: 38
  • Consumer skepticism toward cause-related marketing: An analysis on product quality and satisfaction of muslim consumers in Indonesia
    ZR Sakinah, G Gayatri
    Islamic perspective on Communication and Psychology 1 (2), 98-106 , 2024
    2024
    Citations: 2
  • Halal trade opportunities in a post-Covid-19 crisis scenario: A case of Indonesia
    MI Firdaus, CA Utama, G Gayatri, W Rofianto
    Emerging Technology and Crisis Management in The Halal Industry: Issues and … , 2024
    2024
    Citations: 2
  • Elevating low-effort engagement to cultivate stronger community commitment: A study of social capital within Instagram's brand community
    AA Kusuma, AZ Afiff, G Gayatri, SRH Hati
    Intangible Capital 20 (1), 236-257 , 2024
    2024
    Citations: 4
  • Antecedents of e-WOM and revisit intention in sharia hotels: application of social exchange theory
    D Dinisa, G Gayatri
    IQTISHADIA 16 (2), 189-216 , 2024
    2024
    Citations: 1
  • Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities
    AA Kusuma, AZ Afiff, G Gayatri, SRH Hati
    Humanities and Social Sciences Communications 11 (1), 1-13 , 2024
    2024
    Citations: 31
  • Impact of Youtuber Endorsement, Country-of-Origin Figure, and Purchase Intention to Brand attitude and Credibility of Chinese Smartphone
    G Gayatri
    Proceedings of The 5th International Seminar of Contemporary Research on … , 2024
    2024
  • The role of live streaming in building consumer trust, engagement, and purchase intention in Indonesian social commerce thrift clothes sellers
    AS Yasser, G Gayatri
    ASEAN Marketing Journal 15 (2), 1 , 2023
    2023
    Citations: 20

MOST CITED SCHOLAR PUBLICATIONS

  • Generic and Islamic attributes for non-Muslim majority destinations: application of the three-factor theory of customer satisfaction
    I Fajriyati, AZ Afiff, G Gayatri, SRH Hati
    Heliyon 6 (6) , 2020
    2020
    Citations: 107
  • The role of Islamic culture in service quality research
    G Gayatri, M Hume, G Sullivan Mort
    Asian Journal on Quality 12 (1), 35-53 , 2011
    2011
    Citations: 104
  • How do Muslim consumers perceive service quality?
    G Gayatri, J Chew
    Asia Pacific Journal of Marketing and Logistics 25 (3), 472-490 , 2013
    2013
    Citations: 97
  • Migration (Hijra) to Islamic bank based on push–pull–mooring theory: a services marketing mix perspective
    SRH Hati, G Gayatri, KD Indraswari
    Journal of Islamic Marketing 12 (8), 1637-1662 , 2021
    2021
    Citations: 68
  • The influence of sponsor-event congruence in sponsorship of music festivals
    P Hutabarat, G Gayatri
    The South East Asian Journal of Management 8 (1), 4 , 2014
    2014
    Citations: 54
  • Attributes influencing overall tourist satisfaction and its consequences for Muslim-Majority destination
    I Fajriyati, AZ Afiff, G Gayatri, SRH Hati
    Sage Open 12 (1), 21582440211068462 , 2022
    2022
    Citations: 49
  • Does marketing ambidexterity boost marketing performance? Empirical evidence in Indonesia’s consumer goods
    K Adiwijaya, S Wahyuni, G Gayatri, JS Mussry
    Journal of Global Marketing 33 (4), 266-288 , 2020
    2020
    Citations: 41
  • Consumers’ sustainable investing: A systematic literature review and research agenda
    M Aulia, AZ Afiff, SRH Hati, G Gayatri
    Cleaner and Responsible Consumption 14, 100215 , 2024
    2024
    Citations: 38
  • The effectiveness of product sustainability claims to mitigate negative electronic word of mouth (N-eWOM)
    RE Halim, S Rahmani, G Gayatri, A Furinto, Y Sutarso
    Sustainability 14 (5), 2554 , 2022
    2022
    Citations: 35
  • Understanding service quality from the Islamic customer perspective
    G Gayatri
    Anzmac 2005 Conference: Services Marketing , 2005
    2005
    Citations: 35
  • Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities
    AA Kusuma, AZ Afiff, G Gayatri, SRH Hati
    Humanities and Social Sciences Communications 11 (1), 1-13 , 2024
    2024
    Citations: 31
  • Value co-creation for innovation: evidence from Indonesian Organic Community
    H Widjojo, A Fontana, G Gayatri, AW Soehadi
    Asia Pacific Journal of Marketing and Logistics 32 (2), 428-444 , 2020
    2020
    Citations: 30
  • Value co-creation for marketing Innovation: comparative study in the SME community
    H Widjojo, A Fontana, G Gayatri, AW Soehadi
    International Journal of Innovation Management 24 (03), 2050030 , 2020
    2020
    Citations: 24
  • The Effect of Social Media Marketing on Luxury Brand Customer Equity among Young Adults.
    F Rienetta, SRH Hati, G Gayatri
    International Journal of Economics & Management 11 , 2017
    2017
    Citations: 23
  • The role of live streaming in building consumer trust, engagement, and purchase intention in Indonesian social commerce thrift clothes sellers
    AS Yasser, G Gayatri
    ASEAN Marketing Journal 15 (2), 1 , 2023
    2023
    Citations: 20
  • Integration of intention and resistance in adopting near field communication-based mobile payment innovation
    DF Pitari, G Gayatri, A Furinto, S Assauri
    International Journal of Scientific and Technology Research 9 (4), 857-866 , 2020
    2020
    Citations: 17
  • The role of company reputation in mitigating negative word of mouth
    S Rahmani, RE Halim, G Gayatri, A Furinto
    Business: Theory and Practice 22 (1), 109-120 , 2021
    2021
    Citations: 16
  • Value co-creation platform in Indonesian SME community: SDL perspective
    H Widjojo, A Fontana, G Gayatri, AW Soehadi
    Journal of Developmental Entrepreneurship 25 (02), 2050009 , 2020
    2020
    Citations: 13
  • The influence of attitude and subjective norms on student’s (future) intention and future decision of higher level studies: a case study of five universities with BHMN status …
    G Gayatri, Y Alversia, RD Astuti
    ASEAN Marketing Journal 2 (1), 33-42 , 2013
    2013
    Citations: 12
  • Attitude toward femvertising: Antecedents and consequences
    I Gabrina, G Gayatri
    Asian Journal of Engineering, Social and Health 2 (5), 301-312 , 2023
    2023
    Citations: 11