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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Locus Penelitian dan Pengabdian International Journal of Multidisciplinary Sciences and Arts Eduvest - Journal of Universal Studies
Noer, Bustanul Arifin
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Aerospace Engineering Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Health Professions Languange, Linguistic, Communication & Media Mathematics Neuroscience Social Sciences

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MULTI-VARIANCE ANALYSIS OF CONTENT MARKETING EFFECTS ON CUSTOMER ENGAGEMENT FROM PT WOW INSTAGRAM HALAL COSMETICS Noer, Bustanul Arifin; Baraja, Adibah Ali; Wicaksono, Adhika Putra
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 13, No 2 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i2.76702

Abstract

The growth of the global cosmetic industry, including in Indonesia, is supported by technology and internet development, with Instagram content marketing playing a key role in shaping positive brand meaning through customer engagement. This study aims to analyse the role of content marketing aspects on customer engagement. This research used a quantitative approach based on data collected through PT WOW's Instagram posts. MANOVA is used to analyse the influence of several independent variables (content marketing aspects) on more than one dependent variable (number of likes and comments) simultaneously. A total of 1,119 posts were collected over the last 20 months, recorded based on the number of likes, comments, and content. The results of this study state that uploads containing the call to win, the call to act, and the pure question will generate higher customer engagement. Uploads containing benefit-centric content can also create higher customer engagement. Companies can use the managerial implications of this research to select content to be uploaded and aim to attract consumers and increase consumer engagement.JEL: M20, M31.
Analysis Of Consumer Preferences Towards The Decision To Purchase Isotonic Drinks Using The Conjoint Analysis Method Oktaneldanora, Yudit; Purnomo, Jerry Dwi Trijoyo; Noer, Bustanul Arifin
International Journal of Multidisciplinary Sciences and Arts Vol. 4 No. 3 (2025): International Journal of Multidisciplinary Sciences and Arts, Article July 2025
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v4i3.6560

Abstract

Exercise is an important activity for maintaining physical and mental health. One of the factors supporting sports performance is the consumption of isotonic drinks, which help replace lost fluids and electrolytes. This study aims to analyze consumer preferences for isotonic drinks based on the attributes of sugar content, package size, price, and taste. The method used is conjoint analysis by distributing questionnaires to 185 respondents (athletes and sports fans) in Malang, Surabaya, and Kediri. The results showed that the most preferred combination of attributes is isotonic drinks with low sugar content, 500ml packaging, a price of Rp 3,000–Rp 4,000, and original flavor. The most influential attributes in purchasing decisions were taste (33%) and price (32%), followed by sugar content (19%) and package size (16%). Correlation analysis showed a strong relationship between actual and predicted preferences (Pearson's R = 0.787; Kendall's tau = 0.611), with a significance of <0.05, indicating the accuracy of the model. The managerial implications of this study are recommendations for isotonic drink manufacturers to focus product development on low-sugar variants with original flavors, affordable prices, and large packaging (500ml) to meet the preferences of sports consumers.
Project Prioritization Using Fuzzy AHP (FAHP) And 4c Diamond Marketing Model In Digital Wallet Application Development Alfianto, Tomy Aulia; Noer, Bustanul Arifin; Purnomo, Jerry Dwi Trijoyo
International Journal of Multidisciplinary Sciences and Arts Vol. 4 No. 3 (2025): International Journal of Multidisciplinary Sciences and Arts, Article July 2025
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v4i3.6592

Abstract

The rapid growth of digital wallet applications in the financial technology sector has created increasing complexity in strategic decision-making for development project prioritization. This research addresses the challenge of systematically evaluating and prioritizing multiple development projects by implementing the Fuzzy Analytic Hierarchy Process (FAHP) method combined with the 4C diamond model framework. The study focuses on a digital wallet application development case, where ten projects were evaluated against four main criteria: Customer, Company, Competitor, and Change, along with their respective sub-criteria. The methodology employs triangular fuzzy numbers to handle uncertainty and subjectivity inherent in expert judgments, while the 4C diamond model provides a comprehensive framework for strategic analysis. Data collection was conducted through structured interviews with industry experts and stakeholders involved in digital wallet development. The FAHP method was applied to calculate criteria weights and project scores, followed by comprehensive sensitivity analysis to validate the prioritization model's robustness. Results demonstrate that customer-centric factors dominate the decision-making process with the highest weight of 0.425, followed by company considerations (0.323), change adaptability (0.206), and competitive factors (0.046). The final prioritization identified five top-priority projects based on their strategic alignment and value potential. Sensitivity analysis confirmed the model's stability, with ±10% weight variations showing minimal impact on ranking consistency. The research contributes to technology project management by providing a structured, quantitative approach to strategic decision-making in digital financial services. The proposed framework demonstrates applicability beyond digital wallet development, serving as a replicable model for multi-criteria decision-making in technology project prioritization.
Analisis Konjoin Keputusan Pembelian Pertamax Green 95 di Jawa Barat Windoko, Sindhu Priyo; Hakim, Muhammad Saiful; Noer, Bustanul Arifin; Noer , Lissa Rosdiana
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 9 (2025): : JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i9.4279

Abstract

Produk Pertamax Green 95 mulai dikenalkan di Indonesia. Untuk meningkatkan penjualan, Perusahaan mengambil strategi memperkenalkan produk lewat influencer. Di Provinsi DKI tidak terjadi kenaikan penjualan walaupun sudah menerapkan strategi pengenalan produk lewat influencer. Provinsi Jawa Barat menjadi target ekspansi selanjutnya. Penelitian terdahulu menyebutkan kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran. Penelitian ini akan mengkonfirmasi penelitian terdahulu sekaligus memberi masukan kepada perusahaan mengenai variabel yang dianggap penting oleh konsumen di Jawa Barat. Variabel yang diteliti adalah kualitas produk, kualitas pelayanan, pengaruh influencer, dan metode pembayaran. Dalam penelitian ini analisis konjoin digunakan untuk melihat tingkat kepentingan keputusan konsumen saat membeli Pertamax Green 95. Penelitian ini melibatkan 298 responden di berbagai kota dan kabupaten di Jawa Barat. Hasil penelitian ini menunjukan bahwa masing-masing variabel memiliki hubungan mandiri terhadap keputusan pembelian. Konsumen Jawa Barat memilih Pertamax Green 95 karena sesuai dengan teknologi kendaraan saat ini, karena operator bisa memberikan perbandingan dengan produk lain, karena pengaruh oleh influencer terkenal di media sosial, dan membeli melalui aplikasi pembayarankarena sering mendapatkan promosi menarik. Level of Importance dari variabel yang diteliti menunjukan kualitas produk memiliki tingkat kepentingan yang paling tinggi dengan nilai 40,323. Konsumen Jawa Barat memilih produk berdasarkan kualitas sehingga perusahaan harus menjaga kualitas produk.
Analysis Of Costumer Behavior To Achieve Target Users Of The New PLN Mobile Application Using Extended Utaut Model (Case Study: PT PLN UIW KALTIMRA) Saputri, Nanda Fathia; Noer, Bustanul Arifin
Eduvest - Journal of Universal Studies Vol. 4 No. 7 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i7.1594

Abstract

The New PLN Mobile is a mobile application developed by PT PLN (Persero) to help all customers in electricity-related activities. One of the PLN companies that uses Key Performance Index (KPI) to improve the performance of the New PLN Mobile application is PT PLN Unit Wilayah Kalimantan Timur – Utara (UIW KALTIMRA) with the aim of enhancing customer satisfaction. In this study, the analysis was carried out using the extended UTAUT (Unified Theory of Acceptance and Use of The Technology) model with PLS-SEM. The variables include performance expectancy, effort expectancy, social influence, facilitating conditions, trust, information quality, behavioral intention, use behavior, and customer satisfaction. The research involves 105 respondents who have used the New PLN Mobile and are located in the East Kalimantan or North Kalimantan region. There are 8 initial hypotheses and hypothesis testing will be carried out based on the questionnaire data processed in the extended UTAUT model. The results of hypothesis testing indicate that 5 hypotheses are accepted, and 3 hypotheses are rejected. The accepted hypothesis reveals that social influence and information quality have a positive and significant impact on behavioral intention; trust and behavioral intention have a positive and significant impact on use behavior; and use behavior has a positive and significant impact on customer satisfaction. The results of the study provide the basis for managerial implications for PT PLN UIW KALTIMRA. Six magerial implications have been formulated, with four impliactions responded to positively by the company and two implications that cannot be implemented in future.
Co-Authors Adhika Putra Wicaksono Alfianto, Tomy Aulia Baraja, Adibah Ali Hakim, Muhammad Saiful Jerry Dwi Trijoyo Purnomo Noer , Lissa Rosdiana Oktaneldanora, Yudit Saputri, Nanda Fathia Windoko, Sindhu Priyo