Faculty Member



Fathony Rahman is a Faculty Member at the School of Business and Economics at Prasetiya Mulya University. He focuses on teaching in the field of marketing with several subjects including Consumer Behavior, Marketing Management, and Digital Marketing. In addition to teaching, he is also a Director of Business Studies at Prasetiya Mulya University.

He has teaching and professional experience both at home and abroad. He even taught at Wilmington University College of Business in New Castle, DE, USA. He and his colleagues also published an international research journal entitled “The effect of information exposure of contract manufacturing practices on perceived risk, perceived quality, private label brand intention to purchase”, and “The effect of firm scale and CSR geographical scope of impact on consumers’ response “.

Research Activities
Professional Experience
Academic Activities

DBA (Doctor of Business Administration), Wilmington University New Castle.

Major in Finance with a Minor in Operations Management, Gadjah Mada University Yogyakarta, Indonesia (Master of Management-International Program).

Research Interest: 

Published Writings:

  • Values as drivers to luxury brand consumption of the young MAC consumers
    Pertanika Journal of Social Sciences & Humanities (JSSH), Vol. 27 (4) Dec. 2019. Author: Karin Annisa Amalia, Co. author: Philareta Vita, Fathony Rahman. 
  • The impact of Quick Service Restaurant Brand Extension Evaluations on Purchase Intention and eWOM
    Kajian Branding Indonesia. Vol 3 No 1 (2021). Author: Desmond Edbert Hartono, Co. author: Michael Kyrieko, Fathony Rahman, Bernardinus Yudianto.
  • The Effect of Gaze and Product Salience on Digital Visual Engagement: An Experimental Research
    Eligible: Journal of Social Sciences, 1(2), 72–86, 2022. 
  • The Effect of Customer Demotion on Consumer Affective and Behavioral Response in Restaurant Loyalty Programs
    Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 35, 2022 | 1. Author: Jonathan Alpha Andreas, Co. author: Kenny Irawan, Fathony Rahman.
  • 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 (2018). Vol 42, pp: 37-46. Pergamon. 10.1016/j.jretconser.2018.01.010. Author: Fathony Rahman; Co. author: Primidya Soesilo.


  • The Effect of Firm Scale and CSR Geographical Scope of Impact on Consumers’ Response
    Journal of Retailing and Consumer Services (2016). Vol. 28, pp: 189-198. Pergamon. Author: Fathony Rahman; Co. author: R.T Norman.


  • A Study in selecting the accurate method to forecast rooms demand in Natour Garuda Hotel Yogyakarta
    Theses Magister Manajemen UGM (2000). Universitas Gadjah Mada. Author: Fathony Rahman.


  • Effect of Firm Scale and CSR Scope on Consumer Attitudes and Intentions
    ProQuest UMI Dissertations and Theses database (2014). Wilmington University (Delaware). Author: Fathony Rahman


  • Serving the Bottom of Pyramid: Making It Work Out Well
    Journal of Logistics and Supply Chain Management (2015). Presented at the Association of Asia-Pacific Business Schools, Academic Conference 2015, Re-discovering Inclusivity and Sustainability. Bali, Indonesia. Author: Fathony Rahman.


  • 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. (2012). Author: P. Soesilo., Co. author: Fathony Rahman.

Instructor/Adjunct Faculty – Wilmington University – College of Business – New Castle, DE, USA
Program Quality Assessor – Wilmington University – College of Business – New Castle, DE, USA
Family Saving Account (FSA) Refugee Specialist – Women’s Opportunities Resource Center – Philadelphia, PA, USA
Contract Assistant – United Nations Office for Project Services – Banda Aceh, NAD, Indonesia
Program Coordinator/Manager – Indonesia Business Links – Jakarta, DKI Jakarta, Indonesia

Conference, Talks, Speaking, Engagements, and Profesional Experience:

  • Rahman, F. (2015). “Marketer sebagai Follower”. Koran Kontan

  • Rahman, F. (2013, May 16). “Tanggung Jawab Sosial Perusahaan di Indonesia: Salah Paham?”.Koran Tempo.

  • Rahman, F. (2015). “Gen Z and The Future Enterprise”. Digitizing Business: Setting The Stage for Generation Z. Seminar presented at Prasetiya Mulya Business School. Jakarta, Indonesia


Member of Sigma Beta Delta – An international honor society for business, management, and administration, The Wilmington University Chapter.