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All Journal Journal of Consumer Science The Asian Journal of Technology Management (AJTM) Journal of Consumer Sciences The Indonesian Journal of Social Studies Bakti Budaya: Jurnal Pengabdian kepada Masyarakat Industrial Research Workshop and National Seminar Jurnal Bisnis dan Kewirausahaan
Kania, Rafiati
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Religion Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences Other

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 1 
How Indonesia Students Define Enterpreneur Profession? Kania, Rafiati
The Indonesian Journal of Social Studies Vol 4, No 1 (2021): July (In Press)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/ijss.v4n1.p%p

Abstract

In 2018, the growth of Indonesian entrepreneur increased significantly from 1,6 % to 3,1 % over three years. In order to increase the number of entrepreneurs in Indonesia, entrepreneurship education at universities has an important role to foster interest in entrepreneurship. Drawing on entrepreneurship education literature, entrepreneurial mindset in students will be strength if education have ability to distinguish entrepreneurs from other profession.  This study aims to construct attributable to the particular self-concept which define entrepreneur profession characteristics. In testing how attributes forming profession characteristics, this study uses PLS-SEM to confirm the model. This study uses a sample of 303 undergraduate students participating in the educational setting that educate entrepreneurial mindset. Findings shows that self-concept defining entrepreneur profession include entrepreneurial creativity, opportunity recognition capability, and risk management capability.
Perancangan Value Proposition Canvas Untuk Konten Instagram Produk Biji Kopi Untuk Meningkatkan Customer Engagement : Studi Kasus Pada Brand Gudang Sangrai Putri, Natasya Laila; Kania, Rafiati
Prosiding Industrial Research Workshop and National Seminar Vol 14 No 1 (2023): Vol 14 (2023): Prosiding 14th Industrial Research Workshop and National Seminar
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/irwns.v14i1.5420

Abstract

Interaksi konsumen yang terjadi melalui konten yang disebarluaskan oleh pemilik akun di Instagram manjadi sesuatu yang penting karena dapat meraih tingkat customer engagement yang tinggi. Gudang Sangrai yang merupakan salah toko yang menjual biji kopi di instagram, cenderung memiliki konten biji kopi yang masih sedikit sehingga menyebabkan interaksi yang terjadi relatif rendah. Selain itu, konten yang dibuat tidak memenuhi kebutuhan konten dari yang diinginkan oleh konsumen. Value proposition canvas adalah salah satu metode yang dapat digunakan karena berfungsi untuk memetakan kebutuhan konsumen agar produk yang ditawarkan dapat sesuai dengan kebutuhan pasar. Pada studi ini, content-fit merupakan hasil dari pemetaan value proposition canvas yang berupa ide konten agar dapat memenuhi kebutuhan konten konsumen yang telah diseleraskan dengan produk dari perusahaan. Oleh karena itu, diharapkan akan menghasilkan tingkat customer engagement pada media sosial instagram Gudang Sangrai selama 40 hari. Studi ini penting untuk mengetahui bahwa value proposition canvas dapat digunakan dalam memenuhi kebutuhan konten yang diinginkan oleh konsumen agar menghasilkan customer engagement.
Understanding behavioral intention to subscribe video-on-demand platform during COVID-19 pandemic: evidence from Indonesia Kania, Rafiati; Ramadhani, Nabila Shafira; Wibisono, Nono; Gunawan, Arie Indra
The Asian Journal of Technology Management (AJTM) Vol. 15 No. 2 (2022)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2022.15.2.3

Abstract

Subscriber-based Video on Demand (SVoD) is currently growing business sector during the COVID-19 pandemic. Since the pandemic effect human mobilization, the Indonesian government strictly regulated visiting the cinema to press Covid-19 outbreak. Consequently, film providers and consumers adopt SVoD as an alternative digital platform. Nevertheless, Indonesian subscriptions are currently lagging behind other countries. In addition, a survey from Coalition Against Piracy in 2019 has discovered that 63 % of Indonesian consumers opt to access illegal streaming services instead of paying subscription fees to video streaming providers. This research empirically examines social influence, perceived risk, hedonic motivation, and utility value to influence behavioral intention to understand what factors influence paying subscriptions. The hypotheses proposed in our research model are tested on a sample of 291 Indonesian subscribers of SVoD platforms. The partial-least square modeling result shows that social influence, hedonic motivation, and utilitarian value can, directly and indirectly, influence behavioral intention. Contrary to research hypotheses, the perceived risk of adopting illegal streaming videos can only indirectly influence behavioral intention. Finally, it is noted that a combination of external and internal consumer motivation will impact subscriptions intention. 
The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages Fathin, Firya Fadhila; Sosianika, Adila; Amalia, Fatya Alty; Kania, Rafiati
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.360-378

Abstract

This study explored the purchasing intentions of Generation Y and Generation Z concerning functional beverages, with a focus on health awareness and trust as key influencing factors. This research aims to investigate the determinant factors of the consumption of functional beverages as an alternative to sugary drinks among Generation Y and Z in Indonesia. The study population comprises individuals aged 18 to 40, with a particular focus on Generation Y (born 1981-1996) and Generation Z (born 1997-2012) in the West Java Region. Purposive sampling was carried out to select 406 participants. Primary data were collected through a Google Form-hosted online questionnaire, focusing on respondents' characteristics, purchasing habits, health consciousness, and intentions to purchase functional beverages. SmartPLS 3.0 was employed to analyze the data. Various analyses, including descriptive, measurement, Fornell-Larcker, structural model, and path analyses, were carried out. The results indicated noteworthy connections between health consciousness, trust, and purchase intention. Respondents, primarily from Generation Z, exhibited a positive inclination towards health consciousness and trust, suggesting a promising opportunity for the functional beverage industry.
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

Abstract

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.
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

Abstract

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.
The Role of Health Consciousness and Trust on Gen Y and Gen Z Intention to Purchase Functional Beverages Fathin, Firya Fadhila; Sosianika, Adila; Amalia, Fatya Alty; Kania, Rafiati
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.360-378

Abstract

This study explored the purchasing intentions of Generation Y and Generation Z concerning functional beverages, with a focus on health awareness and trust as key influencing factors. This research aims to investigate the determinant factors of the consumption of functional beverages as an alternative to sugary drinks among Generation Y and Z in Indonesia. The study population comprises individuals aged 18 to 40, with a particular focus on Generation Y (born 1981-1996) and Generation Z (born 1997-2012) in the West Java Region. Purposive sampling was carried out to select 406 participants. Primary data were collected through a Google Form-hosted online questionnaire, focusing on respondents' characteristics, purchasing habits, health consciousness, and intentions to purchase functional beverages. SmartPLS 3.0 was employed to analyze the data. Various analyses, including descriptive, measurement, Fornell-Larcker, structural model, and path analyses, were carried out. The results indicated noteworthy connections between health consciousness, trust, and purchase intention. Respondents, primarily from Generation Z, exhibited a positive inclination towards health consciousness and trust, suggesting a promising opportunity for the functional beverage industry.
Co-Authors Amalia, Fatya Alty Arie Indra Gunawan Fathin, Firya Fadhila Lina Setiawati Putri, Natasya Laila Ramadhani, Nabila Shafira Senalasari, Widi Sosianika, Adila Wibisono, Nono