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All Journal Gadjah Mada International Journal of Business Jurnal EMT KITA Journal of Economic, Bussines and Accounting (COSTING) International Journal of Social Service and Research Jurnal Locus Penelitian dan Pengabdian Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Windasari, Nila Armelia
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Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision Ferica, Michelle; Belgiawan, Prawira Fajarindra; Mayangsari, Lidia; Windasari, Nila Armelia; Laila, Nisful; Persada, Satria Fadil; Nasution, Reza Ashari
Gadjah Mada International Journal of Business Vol 27, No 1 (2025): January - April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.82554

Abstract

Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.
PREDICTING INDONESIAN CONSUMERS ACCEPTANCE AND USAGE TOWARD AR/VR IN LIVE COMMERCE OF BEAUTY PRODUCTS Muliadewi, Zakina Putri; Windasari, Nila Armelia; Garnida, Nita
International Journal of Social Service and Research Vol. 5 No. 1 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i1.1171

Abstract

This research aims to address the challenges associated with the application of augmented reality (AR) and virtual reality (VR) in live commerce for cosmetic products, focusing on the perception of consumers in Indonesia who are still very early or still in the awareness stage of the acceptance and/or application of AR/VR technology in online shopping. The study employs a positivist scientific method to systematically investigate the external variables influencing the adoption of AR and VR technologies in the live commerce beauty industry, identifying five significant determinants: Content Relevance, Performance Expectancy, Hedonic Motivation, Personal Innovativeness, Social Media Influence, and Trust. Effort Expectancy and Trust did not significantly affect Behavioral Intention, while Consumer Readiness (CR) positively affected Behavior Intention (BI), indicating that informed consumers are more likely to adopt AR/ VR technologies when exposed to social media influence. The findings suggest several strategies for businesses to enhance consumer adoption, with the goal of converting viewers into buyers. Additionally, developing frameworks to measure the return on investment (ROI) of AR integration in e-commerce could provide valuable insights for businesses, justifying investments and refining strategies for sustainable profitability.
Customer Acquisition Strategy in Procurement Business (Case Study of CV SAS) Firdausya, Asty; Windasari, Nila Armelia
Jurnal EMT KITA Vol 9 No 1 (2025): JANUARI 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i1.3348

Abstract

The procurement industry is currently growing, this situation is driven by its vital role in business operations and spending decisions. This growth has created opportunities and intensified competition. CV SAS is one company that sees business opportunities in the procurement industry. CV SAS has established a sustainable business with reputable buyers, increasing revenue, and 18 procurement licenses across various industries. However, its reliance on a single customer poses significant risks, including dependency and limited diversification. To address this, CV SAS must focus on acquiring new customers to reduce risks, improve bargaining power, diversify revenue streams, and achieve stable growth. The company plans to use strategies like SWOT analysis and market segmentation internally, while also applying external tools like Porter’s Five Forces and buyer behavior analysis to understand and target potential customers effectively.
THE ROLE OF CUSTOMER PARTICIPATION AND CUSTOMER DYNAMICS IN SHAPING CUSTOMER LOYALTY IN DIGITAL EVENT SERVICES Daviana, Syifa Fakhirah; Windasari, Nila Armelia; Garnida, Nita
International Journal of Social Service and Research Vol. 5 No. 2 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i2.1192

Abstract

The shift towards digital event services has been significantly accelerated by the COVID-19 pandemic, creating a highly competitive landscape where customer loyalty is pivotal. This study aims to analyze the factors influencing customer loyalty in digital event services, focusing on the roles of customer dynamics and behavioral intention. This research uses a quantitative method approach, which is applied to test the causal relationship among variables such as customer participation, behavioral intentions, customer dynamics, customer experience, and customer loyalty. A large scale of survey was conducted to 285 clients of digital event services using a structured 5-point Likert scale questionnaire. The data were analyzed using Structural Equation Modeling (SEM). The findings reveal that customer participation significantly influence customer dynamics, which mediates the relationship between customer experience and loyalty. While customer dynamics has a positive impact on loyalty, certain aspects of customer experience showed an unexpected negative relationship with loyalty. These findings emphasize the importance of understanding customer expectations and adapting services to align with their evolving preferences. This research provides practical recommendations for digital event service providers to enhance customer loyalty by leveraging personalized experiences and technology-driven strategies. Companies should focus on fostering dynamic customer interactions and aligning their services with customer expectations to build stronger, long-term relationships.
ANALISIS PREFERENSI PELANGGAN UNTUK MENDUKUNG STRATEGI RETENSI DI INDUSTRI E-COMMERCE INDONESIA: PENDEKATAN CHOICE-BASED CONJOINT Manalu, Sarah Lasroma; Windasari, Nila Armelia
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/tr4xvz27

Abstract

Industri e-commerce Indonesia masih menghadapi tantangan terhadap retensi pelanggan meskipun gencar menawarkan diskon, cashback, BNPL, dan gratis ongkir. Penelitian ini mengidentifikasi kombinasi optimal insentif promosi, metode pembayaran, dan opsi pengiriman untuk mendukung retensi dengan pendekatan Choice-Based Conjoint (CBC) terhadap 297 responden usia 26-35 tahun. Lima atribut diuji yaitu cashback, diskon, potongan ongkir, metode pembayaran (BNPL, COD, e-wallet), dan jenis pengiriman (instan, sameday, standar). Hasil menunjukkan metode pembayaran paling berpengaruh (45,1%), diikuti diskon (28,2%), sedangkan cashback dan ongkir berperan pendukung. E-wallet dan diskon 10% menunjukan preferensi tertinggi, sedangkan pengiriman instan terbukti paling efektif apabila dipadukan dengan insentif cashback dalam jumlah sedang. Pemberian insentif secara maksimal terbukti tidak efisien, sedangkan pendekatan bundling berbasis utilitas yang disesuaikan dengan sensitivitas harga dan responsivitas segmen menunjukkan hasil yang lebih baik. Studi ini mengusulkan tiga strategi utama yaitu personalisasi berdasarkan segmen, insentif bertingkat, dan penggabungan berbasis pertukaran nilai (trade-off). Temuan ini memberikan wawasan aplikatif dan berbasis data untuk strategi retensi pelanggan yang berfokus pada ROI di tengah ketatnya persaingan pasar digital Indonesia.  
UNDERSTANDING CONSUMER SWITCHING INTENTIONS TOWARD TELKOMSEL ONE IN WEST JAVA : A PUSH-PULL-MOORING MODEL APPROACH Hermawan, Juan Ramadheni; Windasari, Nila Armelia; Husnita, Husnita
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5947

Abstract

In the Society 5.0 era, seamless digital connectivity is essential. Telkom, through its “Five Bold Moves” transformation agenda, integrated IndiHome into its mobile subsidiary, Telkomsel, to streamline operations and enhance customer experience. Following this, Telkomsel launched Telkomsel One, a Fixed Mobile Convergence (FMC) product that combines mobile and fixed broadband into a single platform. The service offers a bundled package of internet, voice, and entertainment for a unified experience at home and on the go. Despite its strategic potential, adoption has not yet reached its potential in West Java, highlighting the need to understand consumer behavior better. This study applies the Push – Pull – Mooring (PPM) model to examine switching intentions toward Telkomsel One. Push factors include dissatisfaction, pull factors reflect perceived benefits and convenience, and mooring factors involve loyalty and switching costs. The study also explores generational differences among Generation Z, Millennials, and Generation X. Using SEM-PLS with 300 respondents in West Java, findings show that pull factors have the strongest influence on switching intentions, followed by moderate push effects, while mooring factors act as a significant barrier, particularly for older users. Gen Z is digitally open and engaged, but they are not typically the main decision-makers when it comes to household connectivity products. Millennials show a strong intent to adopt customizable services that offer clear value and fairness. Gen X is the most resistant due to attachment and complexity, requiring trust-driven and personalized support.
Enhancing Customer Satisfaction Through Optimized Fast Track Lines: A Case Study Of Pertamina Fuel Stations Aditya, Aria; Windasari, Nila Armelia; Mussry , Jacob Silas
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 8 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i8.4260

Abstract

The Fast Track Special Lane at Pertamina gas stations is a form of service innovation that aims to improve operational efficiency and customer satisfaction. The implementation of this service still has several obstacles, especially related to the lack of clarity of the difference between the Fast Track lane and the regular lane, as well as the mismatch between customer expectations and the real experience they feel. This reduces the effectiveness of the service, so a strategic approach is needed to improve the performance of the service. This study aims to identify the most effective strategy in managing the Fast Track Special Lane in order to increase the level of user satisfaction. This study uses a qualitative and quantitative Mix method. In the quantitative method, the analysis is carried out by calculating the Customer Satisfaction Score (CSAT) based on data from 150 respondents who have used this service. While the qualitative approach is carried out through in-depth interviews with consumers and gas station managers, as well as direct observation in the field. Qualitative data is analyzed using NVivo software to find patterns and main themes related to the effectiveness of the Fast Track service. This study aims to find out (1) How does Pertamina create a clear distinction between the Fast Track Lane and the regular lane so that the quality of service and value received by customers increases? (2) What are customers' expectations of this service, and how can this feedback be used to improve their experience and increase their satisfaction levels?By integrating quantitative and qualitative analysis, this research is expected to provide strategic recommendations for Pertamina in optimizing the management of Special Fast Track Lines, ultimately leading to enhanced customer satisfaction and a more competitive positioning in the premium fuel segment.
Co-Authors Aditya, Aria Belgiawan, Prawira Fajarindra Daviana, Syifa Fakhirah Ferica, Michelle Firdausya, Asty Garnida, Nita Hermawan, Juan Ramadheni Husnita, Husnita Manalu, Sarah Lasroma Mayangsari, Lidia Muliadewi, Zakina Putri Mussry , Jacob Silas Nisful Laila Persada, Satria Fadil Reza Ashari Nasution