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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Haris Satria Putra
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Strategi Promosi Printbox Advertisement melalui Pendekatan Value Proposition Canvas dan AIDA Model Ilhan Davala Evan; Titik Purwinarti; Riza Hadikusuma; Nining Latianingsih; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Printbox is an innovative product developed by PT Startup Inovasi Indonesia that functions as a self-service printing machine and digital advertising media via a screen. The popularity of Printbox has grown since its launch, with about 1,000 daily transactions per unit at a university campus. This research aims to design a Printbox Advertisement promotion strategy using the Value Proposition approach and the AIDA (Attention, Interest, Desire, Action) marketing communication model. The method is descriptive qualitative with a case study on PT Startup Inovasi Indonesia and literature analysis of digital marketing. Findings indicate that Printbox value proposition should emphasize the combined convenience of printing services with targeted advertising for the student segment. Implementation of the AIDA Model includes: (1) Attention stage, generating awareness through campus events and social media; (2) Interest, sparking interest by explaining practical benefits; (3) Desire, creating desire with user testimonials and incentives; (4) Action, facilitating action (e.g., QR code) to encourage Printbox usage. This integrated strategy is expected to enhance Printbox promotional effectiveness among students and pupils.
Pengaruh Kualitas Pelayanan dan Kemudahan Transaksi terhadap Keputusan Pembelian secara Offline (Studi Kasus pada Konsumen Kios Kuliner Rusunawa KS Tubun) Destiny Hartanti Rosadi; Imas Chandra Pratiwi; Nidia Sofa; Hana Nurdina; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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The decrease in offline purchasing activity at the Rusunawa KS Tubun culinary kiosk poses a challenge for management in enhancing the residents' economic situation. This study analyzes the impact of service quality and transaction ease on offline purchasing decisions among consumers at the Rusunawa KS Tubun culinary kiosk. This study employs a quantitative research method utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis. A total of 130 respondents were obtained using simple random sampling. The findings indicate that service quality positively and significantly influences offline purchasing decisions. Additionally, the ease of transaction significantly impacts offline food purchasing decisions. The model's R-square value of 0.643 suggests that the contribution of both variables to explaining offline purchasing decisions falls within the moderate to strong range. This finding highlights the significance of transaction ease in shaping an individual's decision during offline purchases.
Co-Authors Destiny Hartanti Rosadi Hana Nurdina Ilhan Davala Evan Imas Chandra Pratiwi Nidia Sofa Nining Latianingsih Riza Hadikusuma Titik Purwinarti