Journal of Technology Management and Technopreneurship (JTMT) <p align="justify"><strong>Journal of Technology Management and Technopreneurship (JTMT) (e-ISSN 2289-8158)</strong> is a refereed journal, published once a year by Faculty of Technology Management and Technopreneurship, UTeM. The first issue of <em><strong>JTMT</strong></em> was launched in December 2012. This journal is published annually in December. The primary purpose of the <em><strong>Journal of Technology Management and Technopreneurship (JTMT)</strong></em> is to publish are scholarly research articles in the fields of technology management and technopreneurship. As the official journal of the Faculty of Technology Management and Technopreneuship (FPTT), Universiti Teknikal Malaysia Melaka (UTeM) the <em><strong>JTMT</strong></em> is recognized as a primary instrument for projecting and supporting the goals and objectives of this university, which include scholarly research and the free exchange of ideas. <em><strong>JTMT</strong></em> is a journal with an international coverage aims to become a leader in the field of technology management and small business research.</p> <p align="justify">High-quality papers are now invited for submission in the following areas of interest:<br /><br /></p> <p>Business and Management</p> <p>Entrepreneurship</p> <p>Management of Technology and Innovation</p> <p align="justify">JTMT is currently abstracted and indexed in <a href=";hl=en">Google Scholar</a>; MyJurnal,Mycite</p> <p align="justify">The submission of manuscript to this journal is Free of Charge (FOC).The articles published by this journal are licensed under a <a href="">Creative Commons Attribution-By 4.0 (CC BY 4.0)</a></p> Universiti Teknikal Malaysia Melaka en-US Journal of Technology Management and Technopreneurship (JTMT) 2231-7996 <p>Authors who publish with this journal agree to the following terms:</p> <ol> <li>Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a <a href="">Creative Commons Attribution-By 4.0 (CC BY 4.0)</a> that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.</li> <li>Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.</li> <li>Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See <a href="" target="_new">The Effect of Open Access</a>).</li> </ol> Enhancing Enhancing Green Consumption Utilizing a Longitudinal Approach in Measuring Green Purchase Behavior <p>Environmental damage has sparked the formation of the green consumption movement. The need for environmentally friendly products creates business opportunities for marketers of environmentally friendly products. In general, the prediction of green buying behavior is done by using intention as a proxy for behavior. Whereas people who have green buying intentions do not necessarily translate their intentions into actual purchases. As a result, predictions of green purchasing behavior are inaccurate. Therefore, this study attempts to predict green buying behavior directly rather than through intention as a proxy for behavior.The study was conducted with a cross-sectional and longitudinal design with a combination of two-stage cluster sampling and purposive sampling techniques. A sample size of 200 respondents was analyzed using the structural equation model triangulation method and regression analysis. The results of data analysis show that green knowledge has a significant effect on green trust, green knowledge has a significant effect on perceived consumer effectiveness, green trust has a significant effect on green buying intention, perceived consumer effectiveness has a significant effect on green buying intention, and green buying intention has a significant effect on green buying &nbsp;behavior. The research results make a positive contribution to stakeholders who are committed to preserving the natural environment, humans and animals.</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>Keywords: &nbsp;green knowledge; green trust; perceived consumer effectiveness; green buying intention; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; green buying behavior</p> Waluyo Budi Atmoko Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT) 2024-03-04 2024-03-04 11 2 1 17 A Survey Service Innovation Development Using Lean Startup In Bani Era <p>The BANI era, characterized by brittleness, anxiety, non-linearity, and incomprehensibility, has negatively impacted the Indonesian property sector, with housing seekers postponing buying homes due to high prices and opting for boarding houses instead, leading to a growth in the boarding house business. Boarding houses are a popular option for college students in Indonesia, but students often face difficulties in finding a suitable one and may encounter problems with services not meeting their expectations, according to a survey of 85 respondents. Teman Survei tries to overcome the problem with providing survey service about boarding house. Entrepreneurs in the boarding house sector need to focus on agility to maintain engagement across generations and global cultural and demographic boundaries. The Lean Startup provides a scientific approach to innovating and managing startups, which helps navigate businesses towards growth by considering customer feedback faster. Lean Startup has helped several high technology companies to grow since 2008 and is still relevant in this era, with five main principles including validated learning, innovation accounting, and build-measure-learn. As an application of them, Teman Survei created a website MVP for collecting data on customers' boarding house preferences, which directs users to their WhatsApp business for further consultation, payment, and recommendations. The purpose of this paper is to provide a solution to a problem through a business model and Minimum Viable Product (MVP) using the lean startup method, and to evaluate the results of MVP testing after the first and second iterations. The result almost of early adopters and customers are satisfied with the MVP and add several recommendations for Teman Survei’s MVP next development.</p> Daffa Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT) 2024-03-04 2024-03-04 11 2 18 32 Supply Chain Network Design Using Mixed Integer Programming for Start-up: A Case Study of Siklus Refill Indonesia <p class="Els-Abstract-text">Supply chain network design decisions significantly affect the total supply chain costs by around 80%. This study focuses on designing a retail supply chain network to minimize total logistics costs by determining the number of facilities, location of facilities, and optimal product allocation per facility. For retailers who use last-mile delivery, the proximity between the starting and delivery destination points is essential. The supply chain network design is based on an actual case study in a retailer company: Siklus Refill Indonesia, which has a multi-echelon network, taking into account changes in the range of coverage and time of service simultaneously. The design of the company's supply chain network needs to be evaluated considering the number of demand points that must be visited, the wide service area, the uneven distribution of hub facilities in all service areas, and the exemption of costs for product delivery. An exact method with the mathematical model of Mixed Integer Programming (MIP) is used to solve this problem. The exact method can produce optimal global solutions. Nine proposed scenarios were developed to solve these problems, concurrently considering the different ranges and service times. Based on the experimental results of the proposed scenario, there is a 46.13% decrease in total logistics costs.</p> Nur Layli Rachmawati Pramesti Adwinda Dianisa Rahmad Inca Liperda Yelita Anggiane Iskandar Adji Chandra Kurniawan Mirna Lusiani Resista Vikaliana Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT) 2023-12-31 2023-12-31 11 2 33 46 Organizational Citizenship Behavior Mediation towards Leadership Styles and Employees Engagement at Workplace <p>Leadership has an essential role in employee engagement but this relationship is influenced by underlying mechanisms which is usually ignored in previous studies. Due to this reason, this research study explores the role of organizational citizenship behavior<strong> (</strong>OCB) between leadership and employee engagement. For testing the hypotheses, the primary data was collected through a closed-ended questionnaire distributed among the teaching faculty of universities in Pakistan. The Bivariate correlation and multiple regressions were used in this study. The results show a significant positive correlation among study variables. This research study found partial mediation of OCB between leadership and work engagement. The results of this study would be beneficial for management to understand the role of leadership and OCB in the employee's engagement at the workplace, which could help to improve the performance of an organization.</p> Alina Kiran Suraya Ahmad Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT) 2023-12-31 2023-12-31 11 2 47 53 AR Marketing in E-Commerce Website for Animation Product: Product Brochure <p>The use of Augmented Reality (AR) marketing techniques in an online store selling items related to animation product&nbsp;is demonstrated in this product brochure. It highlights the role AR plays in raising customer engagement with products. Customers may benefit from immersive experiences like virtual try-ons, interactive 3D models, and AR-based product demos by using AR technology. Through the use of these methods, buyers can virtually see and interact with Animation items, providing them with individualised and compelling purchasing experiences. The work&nbsp;emphasises how AR marketing has a favourable effect on important performance factors including consumer engagement, website dwell time, and conversion rates. Through user feedback and data analysis, it also highlights how AR experiences affect consumer happiness and purchase intent. In conclusion, this work&nbsp;acts as a thorough manual for e-commerce businesses looking to use AR to sell Animation goods efficiently, set themselves out from the competition, and foster customer pleasure.</p> Masyitah Abu Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT) 2023-12-31 2023-12-31 11 2 54 65