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Driving Consumer Adoption in Private Household Waste Collection Services: Insights from Indonesia Rahmawati, Nadiya; Windasari, Nila Armelia
Jurnal Indonesia Sosial Teknologi Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v6i1.1355

Waste management that is not managed properly can have various negative impacts on ecosystems and the environment, especially the health of living things. One solution is through household waste collection services. However, there are behavioral challenges that must be overcome to achieve optimal waste management practices. This study aims to investigate the factors that affect people's intention to use household waste collection services in Indonesia. The research method used is an online survey with convenience sampling techniques, with a sample of 200 respondents. Data analysis uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to test validity, reliability, and relationships between variables. The results of the study show that environmental awareness, social norms, ease of use, and perceived value significantly affect people's intention to use household waste collection services. These findings provide valuable insights for service providers and policymakers to develop more effective strategies in driving the adoption of household waste collection services in Indonesia. The practical and theoretical implications of this study are discussed in detail

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.

EXPLORING INTERACTIVITY, TRENDS, AND ELECTRONIC WORD-OF-MOUTH (EWOM) OF SOCIAL MEDIA MARKETING THROUGH TIKTOK PLATFORM TO ENHANCE ONLINE CONSUMER ENGAGEMENT: A STUDY CASE OF VITABUMIN CHILDREN’S MULTIVITAMIN Pranajaya, Egi; Windasari, Nila Armelia
Derivatif : Jurnal Manajemen Vol 19, No 2 (2025): November
Publisher : Universitas Muhammadiyah Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jm.v19i2.2645

This study aims to explore the Social Media Marketing Activities (SMMA) strategy used by the Vitabumin Children's Multivitamin in increasing online consumer engagement through the TikTok platform. A qualitative approach with a case study method and source triangulation technique was used to obtain data from content analysis, interviews with the marketing team, and interviews with TikTok users. The results show that the three main elements of SMMA-interactivity, trends, and electronic word-of-mouth (eWOM)-have a significant influence on the level of consumer engagement. However, the effectiveness of these strategies is constrained by limited human resources, technical restrictions from the platform, and not optimal utilization of TikTok's interactive features. Strategies that proved effective include utilizing educational content with an emotional approach (POV Gen Z Mom), collaboration with Key Opinion Leaders (KOL) and Key Opinion Customers (KOC), and building digital communities to create authentic eWOM. This research provides practical implications for brands in designing adaptive, relevant, and community-based content strategies to increase awareness and engagement in a sustainable manner. Future research could compare the effectiveness of SMMA elements (interactivity, trendiness, and eWOM) across TikTok, Instagram Reels, and YouTube Shorts in enhancing online consumer engagement and brand trust for children’s health products.Keywords: TikTok, social media marketing activities, online consumer engagement, eWOM, interactivity, trends, kids multivitamin

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.

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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