Dr. Eddy Yansen, S.E, S.Kom, M.I.Kom

Faculty of Business and Entrepreneurship

Research Interest


Eddy Yansen, S.E., M.I.Kom. acquired his bachelor’s degree in Computer Science & Accounting in 2008 from Binus University. Later, he obtained his Master in Communication with streaming in Marketing Communication and Doctor in Marketing Management degree from Pelita Harapan University, in 2017 and 2022, respectively. He also obtained a Certification in Statistical Analysis of fMRI data from John Hopkins University in 2014 and a Certification in Consumer Neuroscience from Nanyang Technological University, Singapore, in 2015.


His research, teaching, and work as a lecturer contribute to the study of personal brand-oriented organization. In personal brand orientation, the organization’s processes revolve around the creation, orchestration, and alignment of the founder’s brand identity in an on-going interaction with customers and non-customer stakeholders. The aim is to achieve lasting competitive advantages in the form of a well-orchestrated personal brand with a strong organization brand. In addition to his research method that often involves a neuromarketing approach, he has conducted commercial neuromarketing studies for many multinational companies with Eye-Tracking and EEG monitoring.


Selected Publication

Yansen, E., & Bernarto, I. (2022). The Role of Conative-Affective Loyalty as a mediator of Retargeting Ad toward Purchase Intention. Journal of Positive Psychology and Wellbeing, 6(1). 

Yansen, E., & Widjaja, A. W. (2021). The Effect of Personal Brand Orientation on Digital Firm Performance, with mediating role of Networking Capabilities and Digital Learning Capabilities. Vidyabharati International Interdisciplinary Research Journal, 87–96. 


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