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Developing Muslim Tourist Satisfaction Through Their Sense of Community Amalia, Fatya Alty; Sumarjan, Norzuwana; Suhartanto, Dwi
Jurnal Internasional Penelitian Bisnis Terapan Vol 6 No 02 (2024)
Publisher : Politeknik Negeri Bandung

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The significance of ensuring Muslim tourist satisfaction in fostering loyalty motivates scholars to explore additional influencing factors. This study investigates how a sense of community impacts tourist satisfaction in halal destinations within Muslim-majority countries. By analyzing responses from 306 Muslim tourists from Indonesia and Malaysia using partial least squares (PLS), the findings reveal that specific dimensions of a sense of community—specifically, membership and needs fulfilment—significantly enhance tourist satisfaction. Conversely, the dimensions of influence and shared emotional connection do not significantly impact satisfaction. Moreover, the strength of the relationship between a sense of community and tourist satisfaction varies between Indonesian and Malaysian tourists. This study contributes both practically and theoretically to the tourism sector.

Model Kanvas Proposisi Nilai untuk Produk Minuman Fungsional Sosianika, Adila; Kania, Rafiati; Amalia, Fatya Alty
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 1 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i1.16-27

Pandemi COVID-19 telah memotivasi banyak orang untuk mengkonsumsi minuman fungsional untuk hidup sehat. Salah satu contoh minuman fungsional adalah jus buah yang memiliki nilai ekonomis lebih tinggi dibandingkan hanya dijual sebagai buah asli tanpa pengolahan lebih lanjut. Meskipun orang menunjukkan minat yang lebih tinggi untuk mengonsumsi jus buah sejak pandemi, mereka tidak dapat sepenuhnya meninggalkan preferensi lama mereka dengan mengonsumsi minuman manis tinggi gula. Namun, mereka bisa berisiko terkena penyakit kronis di kemudian hari. Generasi Y dan Z merupakan segmen konsumen yang masih jarang mengkonsumsi minuman fungsional dibandingkan segmen yang lebih tua. Mereka tampaknya gagal mengenali nilai manfaat minuman fungsional. Studi ini bertujuan untuk menentukan Customer’s Value Proposition dari Minuman Fungsional yang meliputi Products/Services, Gain Creators and Pain Relievers yang harus sesuai dengan Customer Segments. Untuk mengidentifikasi value proposition, penelitian ini melakukan wawancara mendalam dengan 15 pelanggan minuman fungsional. Temuan menunjukkan bahwa konsumen muda mempertimbangkan minuman fungsional berdasarkan kandungan gizi, rasa, aroma, kemasan, kemudahan konsumsi, branding, manfaat, dan harga. Dengan demikian, berdasarkan temuan tersebut, perusahaan minuman fungsional dapat menciptakan strategi penciptaan nilai yang lebih baik untuk pelanggan muda.

Exploring Students’ Continuence Intention Toward Artificial Intelligence Sosianika, Adila; Rafdinal, Wahyu; Amalia, Fatya Alty
Jurnal Riset dan Inovasi Pembelajaran Vol. 4 No. 3 (2024): September-December 2024
Publisher : Education and Talent Development Center Indonesia (ETDC Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/jrip.v4i3.2027

Various forms of Artificial intelligence (AI), including machine-driven AI, cognitive AI, and emotional AI, collaborate to provide numerous advantages in marketing research and help marketers develop effective strategies. This study applied the Technology Acceptance Model (TAM) to explore the aspects impelling students' ongoing intention to make advantages of AI in marketing research. To meet the study's objectives, this research used quantitative methods to identify AI applications in marketing research. A questionnaire survey was distributed to 200 student respondents to collect data. The collected data is examined using Importance Performance Map Analysis (IPMA). The study assesses the significance of AI in marketing research among students, revealing that attitude significantly impacts the committed to keep utilizing AI. Positive attitudes are strongly linked to continued usage, with perceived usefulness being the most critical factor, suggesting users find AI enhances their experiences. Acceptance of AI is also influenced by perceived ease of use, system, information, and service quality, as well as attitude. The results indicate that efficient system operation, improved information quality, and high-quality systems and services foster positive perceptions and preferences for AI. The results of this study offer valuable insights for educators in higher education, guiding them on effective strategies to encourage their students to utilize AI in a responsible manner, particularly within the realm of marketing research.

Re-branding Kemasan Produk GEMI0418: Kemasan Kreatif untuk Olahan Lele Konsumsi Manusia dan Maggot Pakan Ternak Sosianika, Adila; Setiawati, Lina; Kania, Rafiati; Amalia, Fatya Alty; Senalasari, Widi
Bakti Budaya: Jurnal Pengabdian kepada masyarakat Vol 8 No 1 (2025): 2025: Edisi 1
Publisher : Faculty of Cultural Sciences, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/bakti.14114

Since 2021, GEMI0418 has been recognized as a community committed to environmental sustainability in parts of Cimahi, West Java. However, GEMI0418 faced challenges in marketing its products—processed catfish for human consumption and maggot feed for livestock—due to packaging that did not effectively convey their intended image. Through observation and interview methods, this community service (PkM) activity explored the concept of creative packaging, highlighting the crucial role of branding in marketing. Creative packaging not only provides a strong identity for products but also serves as a direct communication channel between producers and consumers. This PkM activity was carried out from March 1 to August 31, 2024, by a team of five lecturers from the Marketing Management Study Program, Bandung State Polytechnic, and successfully implemented rebranding of the packaging, focusing on visual design and colors relevant to the products. This study discusses the importance of visual elements and specific color choices in creative packaging to attract consumer interest and increase product appeal. === Dari tahun 2021, GEMI cukup dikenal sebagai komunitas yang peduli lingkungan di sebagian masyarakat Cimahi, Jawa Barat. Namun, GEMI menemukan tantangan ketika menjual produk hasil budi daya lele dan pengolahan magot karena faktor kemasan yang belum membentuk citranya dengan maksimal. Dengan metode observasi dan wawancara, kegiatan PkM ini dapat menentukan konsep kemasan seperti branding di kemasan memiliki peran krusial dalam dunia pemasaran karena mampu memberikan identitas yang kuat pada suatu produk. Kemasan yang dirancang dengan elemen branding yang khas tidak hanya memudahkan konsumen mengenali merek, tetapi juga menjadi saluran komunikasi langsung antara mitra dan pelanggan. Kegiatan PkM ini dilaksanakan dari 1 Maret hingga 31 Agustus 2024 oleh lima orang tim dosen dari Program Studi Manajemen Pemasaran, Politeknik Negeri Bandung dan telah berhasil melakukan re-branding kemasan dalam hal visual dan warna yang relevan dengan produknya. Studi ini membahas aspek-aspek visual seperti apa yang penting untuk dipertimbangkan pada produk GEMI hingga warna tertentu yang bisa memicu minat konsumen untuk membeli produknya.

PUSHING CONSUMERS TO PLANT-BASED MILK ALTERNATIVES: WHAT DRIVES THEM? Insani, Rabani Jannata; Amalia, Fatya Alty
ASEAN Marketing Journal Vol. 16, No. 1
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: Describing the extent to which belief factors, supporting reasons, and opposing reasons can shape attitudes, thereby creating an intention to purchase plant-based milk products. Design/methodology/approach: Using Behavioral Reasoning Theory. Data were collected through quantitative methods from 407 respondents using a questionnaire, targeting those who had consumed plant-based milk. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS 3.0. Research Findings: The findings indicate that health beliefs, reasons for nutritional content, and supporting the environment significantly influence attitudes positively, while environmental beliefs have a positive but non-significant impact on attitudes. However, environmental support plays a crucial role in ensuring that environmental beliefs positively and significantly impact attitudes. Attitudes also have a strong influence on purchase intentions. Theoretical Contribution/Originality: This research applies using the Behavioral Reasoning Theory research model which has been adjusted for the research objectives to expand understanding of the factors that can shape attitudes so as to create purchase intentions for plant-based milk products Practitioner/Policy Implication: consumer beliefs, reasons for choosing, and reasons for not choosing plant-based milk significantly influence the formation of consumer attitudes, which ultimately lead to purchase intentions. Consumer beliefs such as health beliefs and environmental beliefs may not be sufficient to shape attitudes and generate purchase intentions for plant-based milk; factors such as reasons for and against are needed to shape attitudes and thus create purchase intentions. Research limitation/Implications: respondents had consumed plant-based milk, and the focus of this study was only on plant-based milk consumption.

IDENTIFYING FACTORS OF CONSUMER’S PURCHASE INTENTION ON E-CARS Maulida, Dhita Nur; Amalia, Fatya Alty
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Research Article Research Aims: To evaluate the factors that can shape attitudes to use and purchase intentions for e-cars, either directly or through mediating variables. Design/methodology/approach: Data were collected through a quantitative approach by administering a survey to 410 respondents, both those who already owned an e-cars and those who did not. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Research Findings: The output shows that Performance Expectancy and Social Influence significantly influence Attitude Toward Using and Purchase Intention. Meanwhile, Facilitating Condition positively affects Attitude Toward Using, but requires the mediation of Attitude Toward Using to have a positively impact on Purchase Intention. In contrast, Effort Expectancy, Price Value, and Perceived Risk show insignificant influence on Attitude Toward Using and Purchase Intention. Theoretical Contribution/Originality: This study applies modifications to the UTAUT-2 model by adding Perceived of Risk to expand understanding of the personal aspects of consumers that can influence the formation of usage attitudes and increase purchase intentions for e-cars. Practitioner/Policy Implication: In addition to focusing on the performance of e-cars products, manufacturers must be effective in communicating product benefits to consumers to form positive attitudes. This can be done through careful marketing communication strategies and comprehensive branding efforts, including the utilization of social media to increase brand exposure and convey the benefits of e-cars clearly and effectively. Research limitation/Implications: Geography, the majority of respondents own conventional cars, and the focus of this research is only on e-cars.

Model Kanvas Proposisi Nilai untuk Produk Minuman Fungsional Sosianika, Adila; Kania, Rafiati; Amalia, Fatya Alty
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 1 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Badung Bali: Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i1.16-27

Pandemi COVID-19 telah memotivasi banyak orang untuk mengkonsumsi minuman fungsional untuk hidup sehat. Salah satu contoh minuman fungsional adalah jus buah yang memiliki nilai ekonomis lebih tinggi dibandingkan hanya dijual sebagai buah asli tanpa pengolahan lebih lanjut. Meskipun orang menunjukkan minat yang lebih tinggi untuk mengonsumsi jus buah sejak pandemi, mereka tidak dapat sepenuhnya meninggalkan preferensi lama mereka dengan mengonsumsi minuman manis tinggi gula. Namun, mereka bisa berisiko terkena penyakit kronis di kemudian hari. Generasi Y dan Z merupakan segmen konsumen yang masih jarang mengkonsumsi minuman fungsional dibandingkan segmen yang lebih tua. Mereka tampaknya gagal mengenali nilai manfaat minuman fungsional. Studi ini bertujuan untuk menentukan Customer’s Value Proposition dari Minuman Fungsional yang meliputi Products/Services, Gain Creators and Pain Relievers yang harus sesuai dengan Customer Segments. Untuk mengidentifikasi value proposition, penelitian ini melakukan wawancara mendalam dengan 15 pelanggan minuman fungsional. Temuan menunjukkan bahwa konsumen muda mempertimbangkan minuman fungsional berdasarkan kandungan gizi, rasa, aroma, kemasan, kemudahan konsumsi, branding, manfaat, dan harga. Dengan demikian, berdasarkan temuan tersebut, perusahaan minuman fungsional dapat menciptakan strategi penciptaan nilai yang lebih baik untuk pelanggan muda.

The Perception of Young Women towards Beauty Value in Beauty Advertisements Amalia, Fatya Alty; Andani, Adiva Rakhma; Guteres, Alexandre Desausa
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.63

Fulfillment of beauty standards with a thin body, fair skin, and straight hair should have status as an old idea that does not need to be perpetuated. There is a change from women who no longer interpret beauty according to the standards that are instilled. This is in line with the many brands that are starting to break the stereotype of beauty when creating their campaigns and advertising media, with values that are increasingly changing, now many beauty brands have created positive and inclusive campaigns to touch more people who care about physical and non-physical beauty. The current study aims to know how female customers perceive the value of beauty toward the ideal women that are being promoted in media, especially in advertising, and how its impacts women. To explore the perceptions of women as a customer, this study uses a qualitative method to dig deeply into how the perception of the customer will work against the brands. This study suggests that brands, especially beauty brands, to put attention to female customers’ perception of how they want to appear in any media that exist. Instead of focusing on idealized women, brands should use a more natural model which might bring inclusion and diversity.

The Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention Elsholiha, Hilwah Dibagiyya; Najib, Moh Farid; Amalia, Fatya Alty
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.96

The rapid development of marketing media, particularly live streaming services, is anticipated to be incorporated into the social, voice, and visual widespread in the future, which can influence customers' behavior while making purchasing decisions at any moment. The purpose of this paper is to determine the influence of live-streaming shopping activities on attitudes toward purchasing intentions. The purposeful ways to sample were implemented for this research, with questionnaires distributed digitally to TikTok social media users who had seen live-streaming promotions in Indonesia. The third version of SmartPLS was used to process the data collected from up to 443 respondents. The research results show each variable that significantly influences purchase intention includes credibility, informativeness, and interactivity through the intermediary, namely the variable attitude towards advertising. The researchers can use the data processing findings from the current research, which revealed customer attitudes toward advertising in the form of trust in sellers and trust in platforms, also to measure the influence of each variable interpreted as advertising value on consumer behavior, namely product purchase intention in TikTok live stream promotions.

Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product Gunawan, Arie Indra; Amalia, Fatya Alty; Ramadhan, Muhamad; Bansah, Pearl Fafa
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.106

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.

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