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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

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

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

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

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.

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

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.

Proposed Marketing Experiences Throughout The Integration Program Of Saudagar Laweyan To Increase Purchase Intentions Nisrina Hanna Fakhrya; Windasari, Nila Armelia
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1313

This research explores the marketing strategies and customer behavior within Saudagar Laweyan, a prominent F&B business in Surakarta, Indonesia. Despite its long-standing reputation and diverse menu offerings, Saudagar Laweyan has experienced declining sales, primarily due to changing customer behaviors and increased competition. The study focuses on understanding customer satisfaction and purchase intentions in relation to the restaurant’s servicescape quality, product innovation, and promotional activities. Qualitative and quantitative methods, including interviews with the managing director and surveys among customers, are employed to investigate these aspects. The research aims to determine the most effective marketing strategies to enhance customer purchase intentions and improve Saudagar Laweyan's overall performance in the competitive F&B sector.

Proposed Marketing Experiences Throughout The Integration Program Of Saudagar Laweyan To Increase Purchase Intentions Nisrina Hanna Fakhrya; Windasari, Nila Armelia
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1313

This research explores the marketing strategies and customer behavior within Saudagar Laweyan, a prominent F&B business in Surakarta, Indonesia. Despite its long-standing reputation and diverse menu offerings, Saudagar Laweyan has experienced declining sales, primarily due to changing customer behaviors and increased competition. The study focuses on understanding customer satisfaction and purchase intentions in relation to the restaurant’s servicescape quality, product innovation, and promotional activities. Qualitative and quantitative methods, including interviews with the managing director and surveys among customers, are employed to investigate these aspects. The research aims to determine the most effective marketing strategies to enhance customer purchase intentions and improve Saudagar Laweyan's overall performance in the competitive F&B sector.

Formulation Of Social Media Content Strategy For BabyRaf Jakarta to Increase Revenue Growth Sani, Delanny Dwi Nugrahini; Windasari, Nila Armelia
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.99

BabyRaf Jakarta is a company engaged in the rental of children's toys and baby needs from birth to 8 years old. This company was founded in 2018. From the beginning until the end of 2021, the company experienced an increase in revenue. Even during the initial conditions of the pandemic. However, at the beginning of 2022, the trend of fluctuating income tends to decrease. As an effort to improve company performance, BabyRaf Jakarta is trying to focus on attracting customers according to its target market. Companies use social media Instagram to increase customer awareness. The company has a social media strategy, namely displaying several 4 types of content that are distributed through Instagram ads. After evaluation, the strategy is less than optimal in attracting customer interest to use products from BabyRaf. With the problem of social media owned by BabyRaf Jakarta, the author conducted various analyzes and then formulated a marketing strategy through social media Instagram, namely prioritizing the use of content that contains a portfolio of products and prices as well as informational content and its implementation. The analysis used is competitor analysis and root cause analysis. Competitor analysis aims to examine products, sales and marketing strategies of competitors from BabyRaf Jakarta. Meanwhile, Root Cause Analysis aims to identify the root causes of BabyRaf Jakarta's social media problems that are not performing well. The next step is to conduct a survey to find out the preferences of potential and existing customers in their interest in choosing Instagram content. There are 4 types of content studied, namely Informational Content, Product Portfolio & Price Content, Review Customer Content, and Promo & Discount Content. The survey results were processed quantitatively and analyzed using the Independent Sample T-test and ANOVA calculations. Based on the survey results, customers are more interested in the two types of content, namely Informational Content and Product Portfolio & Price Content. The solution to these problems is listed in the implementation plan which is outlined in the content schedule. In the content schedule, the content that is most in demand by customers according to the survey results, has more broadcast schedules than other types of content. Then, social media content recommendations are made as strategy implementation content.

Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC.id) Putri, Rahma Hanum Kusuma; Windasari, Nila Armelia
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.100

Dress Me Chic (DMC) is an online business, engaged in the fashion industry. DMC focuses on fast fashion selling Excess Clothing from Exports which exists to help women’s problems mainly in satisfying their basic needs, especially in fashion. DMC provides a wide variety of products to mix and match which are up-to-date and come with versatile designs. DMC comes with an “Affordably Stylish”, with a special price since DMC does business process innovation. The market target of DMC is a white-collar woman worker who has various activities. DMC's competition in the sector of fast fashion is surely expanding as the digital era develops. DMC does not outperform in social media marketing in the digital era compared to rivals. This causes DMC's sales to show neither an increase nor a decrease in the past year. DMC's sales are not proportionate with the number of Social Media Instagram followers; hence, many followers are not consumers because they simply follow DMC’s Instagram and do not purchase. Due to this circumstance, DMC is attempting to concentrate on attracting customers using the social media Instagram in order to raise customer awareness. In order to make DMC competitive in the industry, this research aims to determine the best Social Media Marketing Content Strategy. This study analyses the issues that DMC account followers face on Instagram, specifically addressing the precise reasons why followers do not make purchases at DMC. The author identifies problems using Root Cause Analysis with the aim to identify the root cause of DMC’s social media that are not performing well. The author found that DMC has not created an attractive and right content strategy on social media that can facilitate the target market in ordering products. The author applied quantitative & qualitative research on followers of the DMC’s Instagram, who rarely or had never bought DMC. As a result of the research, the author has proposed new content strategies in the form of Try-On Content, Mix & Match Content, CTA Content, Promo Content, and several contents based on customers’ opinions. This strategy is supported by a planned implementation structure adjusted to the time plan made and justification for the budget plan. This combination proposed the best plan for the target market, which assists in increasing the number of engagement conversions for improving sales performance.

REINFORCING LEGACY BRAND: TRANSFORMING CONSUMER PERCEPTIONS THROUGH BRAND STRATEGIES IN THE TOBACCO INDUSTRY Putra Sudja, Mario; Wibowo, Satya Aditya; Windasari, Nila Armelia
Jurnal Manajemen Vol. 22 No. 2 (2025): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jm.v22i2.6866

This study investigates brand strategies for sustaining the relevance of legacy brands in Indonesia’s highly regulated and socially sensitive tobacco industry. The focus is on Djarum Super, an iconic kretek cigarette brand with a historically loyal customer base that is currently struggling to connect with younger consumers. A qualitative case study approach was used, combining in-depth interviews, projective techniques, and digital ethnography to explore consumer perceptions, brand associations, and behavioral tendencies. The research engaged 15 male respondents aged 21–35 from urban areas, selected based on smoking behavior and socioeconomic profile. The analysis applied Keller’s Customer-Based Brand Equity (CBBE) framework and thematic content analysis to identify the brand’s current positioning and consumer resonance. Findings reveal a clear generational divide: older consumers demonstrate attachment based on nostalgia, cultural pride, and masculine identity, while younger consumers perceive the brand as outdated, harsh in flavor, and disconnected from modern lifestyles. The study highlights the need for revitalizing brand salience through updated visual identity, emotionally driven storytelling, and culturally relevant messaging. Moreover, digital co-creation and community-based marketing are proposed to foster engagement without violating advertising restrictions. This repositioning should aim to reframe the brand’s image not by abandoning its heritage but by reshaping it into a more inclusive and aspirational narrative. The study contributes practical insights for brand managers navigating generational shifts, consumer perception gaps, and strict regulatory environments. It also offers a strategic model for legacy brands attempting to bridge tradition with innovation in evolving consumer landscapes.

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