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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Jurnal Keuangan dan Perbankan Media Ekonomi dan Manajemen Journal of Economics, Business, & Accountancy Ventura Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Consumer Science The Asian Journal of Technology Management (AJTM) MIX : Jurnal Ilmiah Manajemen Binus Business Review Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business Almana : Jurnal Manajemen dan Bisnis MABIS: Manajemen dan Bisnis Airlangga Journal of Innovation Management Business Preneur : Jurnal Ilmu Administrasi Bisnis Journal of Research in Social Science and Humanities Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Golden Ratio of Data in Summary International Journal of Science and Environment Jurnal Pendidikan Indonesia (Japendi) Eduvest - Journal of Universal Studies International Journal of Entrepreneurship and Sustainability Studies Paradoks : Jurnal Ilmu Ekonomi Journal of Consumer Study and Applied Marketing Riwayat: Educational Journal of History and Humanities IIJSE Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Mandalika Journal of Business and Management Studies Journal Integration of Management Studies Jurnal Bisnis dan Pemasaran Digital
Atik Aprianingsih
School of Business and Management, Institut Teknologi Bandung
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Physics Social Sciences Other

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Live Streaming Commerce Di Indonesia: Peran Ulasan, Rekomendasi, Dan Komunitas Dalam Membangun Kepercayaan Konsumen Setiawan, Margareth; Aprianingsih, Atik; Amalia, Rizkia
Business Preneur: Jurnal Ilmu Administrasi Bisnis Vol. 7 No. 1 (2025): Vol. 7 No. 1 Maret 2025
Publisher : Program Studi Ilmu Administrasi Bisnis FISIP UNPAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/bp.v7i1.22569

Abstract

The rapid adoption of live streaming commerce (LSC) has revolutionized social commerce by merging video streaming with online purchase, especially on platforms such as TikTok. Although LSC provides ease and accessibility, the lack of physical interaction presents trust issues for users. This study examines the impact of social commerce constructs, recommendations, reviews, and communities—on the development of consumer trust in LSC and explores how this trust affects consumer involvement. A survey methodology was utilized, focusing on TikTok users in Indonesia who engaged in live streaming shopping. The results indicate that social commerce constructs, especially communities, significantly enhance consumer trust in LSC. This trust subsequently drives customer engagement, seen in activities such as likes, comments, and extended viewing during live streams. This research's novelty resides in recognizing community relationships as a primary influence on trust and involvement in LSC. The practical implications are fostering active customer groups and promoting reviews to increase trust and involvement, hence enhancing purchase intentions.
Marketing mix strategy to increase B2C volume at XXX (Logistic Company) Wibowo, Annisha Ananda Putri; Aprianingsih, Atik
Jurnal Bisnis dan Pemasaran Digital Vol. 4 No. 1 (2024): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4521

Abstract

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Conclusions: The majority of XXX’s customers in Indonesia are young to middle-aged women with a bachelor's degree, working as private employees, and typically spending modest amounts on shipping, indicating infrequent usage. The study found that product quality, employee performance, and process efficiency significantly influence consumer attitude intention, which strongly drives purchase intention. Price, distribution, promotion, and physical evidence, however, were not found to significantly impact consumer attitudes. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.
Does Pop Culture Trend Drives Brand Awareness on Purchase Intention? A Case Study of the Squid Game Movie Series on Dalgona Candy Rachmanda Putri, Marsha; Aprianingsih, Atik; Imran, Jovanska Arfianda; Aminuddin, Rahmat Ridlo
Journal Integration of Management Studies Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i1.16

Abstract

This study investigated the inclination between the pop culture trend of squid game movies to Dalgona candy purchase intention. The statistical population includes millennials familiar with Korean drama and those who watched the Squid Game movie series in particular. 130 people were selected by random sampling to respond to a research questionnaire. Variables were analyzed by multiple regression analysis using validity and reliability measurement through Cronbach's alpha from SPSS and RStudio to find the intercept between brand awareness and trend theory variables. Findings stated that both variables positively impact Dalgona Candy Purchase Intention. However, The variable of Trend Theory does not have a significant impact on Dalgona Candy Purchase Intention. Meanwhile, brand awareness is not the key to purchase intention despite having a positive effect.
Indonesia’s Low-Cost Carrier Competitive Landscape: An Analysis of 7 P’s Abdurrahman, Vidi; Aprianingsih, Atik
Journal Integration of Management Studies Vol. 3 No. 2 (2025): (Special Issue)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i2.345

Abstract

This study examines the competitive strategies of four leading low-cost carriers (LCCs) operating in Indonesia—Lion Air, Citilink Indonesia, Indonesia AirAsia, and Super Air Jet—through the lens of the 7Ps marketing mix framework. Amidst intensifying competition and evolving passenger expectations, Indonesian LCCs must now differentiate beyond price. Using a qualitative-comparative approach, the research analyzes how each airline performs across seven dimensions: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Data were collected from secondary sources, including official airline websites, mobile application ratings, national transportation statistics, and the Top Brand Index 2024. Findings reveal distinct strategic postures among the carriers. Citilink and Indonesia AirAsia lead in balancing affordability with service quality and digital integration, while Super Air Jet positions itself as a youthful, brand-driven entrant. Lion Air, though dominant in market share, continues to face challenges in service consistency and customer experience. The study highlights that operational maturity, service delivery, and human capital are critical for sustained competitiveness. The analysis also demonstrates the increasing importance of customer-facing digital systems and physical branding as sources of perceived value in a low-cost context. This research contributes to the growing body of literature on service marketing in aviation and provides strategic insights for airline managers seeking differentiation in price-sensitive markets. Future studies are encouraged to integrate passenger perspectives and explore the role of sustainability in LCC strategies.
Exploring Market Opportunities for Online Russian Language Education in Indonesia: A Competitive Analysis of LERUSS ID Farida, Ida; Aprianingsih, Atik
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 3 (2025): May - July
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i3.1382

Abstract

The Indonesian online education sector has seen significant growth since the COVID-19 pandemic, with a projected market value exceeding USD 1.7 billion by 2026. This has fueled demand for foreign language proficiency, particularly Russian, a globally prominent language. LERUSS ID, an online Russian language course provider, initially thrived with Instagram Reels in 2020-2021. However, inconsistent marketing since 2021 led to a sharp revenue decline from 2022 to 2024. This study aims to analyze LERUSS ID's competitive positioning and strategic actions for enhanced competitiveness. Employing a qualitative exploratory-descriptive case study design, data was collected from January to May 2025 through digital ethnography, document analysis, and founder interviews. Competitors were sampled and categorized. The theoretical framework integrates Porter's Five Forces for external analysis and the Resource-Based View (RBV) for internal assessment, followed by SWOT and TOWS matrix development. Key findings reveal intense market rivalry, high buyer bargaining power, and significant threats from substitutes and new entrants. LERUSS ID's strengths include personalization, flexibility, and competitive pricing. Weaknesses, correlating with revenue decline, are the absence of native tutors, limited technological infrastructure, and low brand visibility. Opportunities exist in growing interest in studying in Russia and underserved markets. Recommendations include leveraging personalization, addressing weaknesses like native tutor absence and LMS limitations, and consistent digital marketing to regain visibility and student acquisition.
Proposed Social Media Marketing Strategy For Improving Sales In Food And Beverage Business Sector Rahmandi*, Dwinan; Aprianingsih, Atik
Riwayat: Educational Journal of History and Humanities Vol 6, No 4 (2023): Educational, Historical Studies and Humanities
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v6i4.35526

Abstract

Pietro Coffee was founded on May 1st, 2019 at Trunojoyo Street No 11, Bandung. Pietro takes its name from the icon of a flying squirrel (sugar glider) with the Latin name "Pietromini", which is also the reson wreasonetro took the icon from the sugar glider figure itself. Sugar gliders tend to fly freely from tree to tree. The analogy used by Pietro is to display a unique icon that can spread its wings as wide as possible to expand and always be the center of attention wherever Pietro Coffee is present. The main purpose of Pietro Coffee was formed to accommodate the habits of the Bandung people, who like to hang out with the unique concept that is presented. With a comfortable atmosphere, under the shady and beautiful trees of the city of Bandung while enjoying a cup of coffee in the middle of the city offered by Pietro Coffee. The company's current goal is to grow awareness on digital platforms and gain sales through social media marketing on Instagram, Facebook and Tiktok as their platforms introduce a broad market and sell their products and services as it maximizes positive sentiment in digital channels. This study aims to identify what marketing strategies or activities Pietro Coffee can use to increase its sales. This marketing activity can help Pietro Coffee increase brand awareness, especially in the digital era where Instagram, Facebook and Tiktok can take advantage of the digital era. In this study, the authors will use internal and external analysis of the company using the SWOT matrix, STP analysis, marketing mix, consumer-based brand equity, customer analysis, competitor analysis, and Porter's Five Forces analysis. To do some analysis, the writer uses in-depth interviews to gain insight into the perceptions and motivations of customers in choosing a coffee shop. After conducting several studies that have been stated previously, the authors found that there are gaps owned by Pietro Coffee, especially in terms of marketing. After finding the gaps that Pietro Coffee has, the author tries to solve some of the problems by using TOWS analysis to determine which Pietro Coffee weaknesses and threats can be overcome by optimizing its strengths and opportunities. This analysis generates strategic choices and helps Pietro Coffee discover what strategies can be used to address the problems resulting from relevant WO strategies to answer research questions and achieve objectives. This strategy is a digital marketing focused on Instagram, Facebook and Tiktok providing e- commerce channels for consumer purchasing options to create brand awareness and generate high purchase rates. The author also makes an action plan to provide a better understanding, and this activity will be managed to achieve the target
PROPOSING PROMOTIONAL STRATEGY FOR POULTRY EQUIPMENT PRODUCT CASE STUDY: PT MEDION – BANDUNG INDONESIA Shubhi, Kannida Puspa; Aprianingsih, Atik
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.v9i2.5865

Abstract

This research aims to propose a better promotional strategy for poultry equipment products at Medion, Bandung, Indonesia. This research uses a case study approach to explore why the sales of poultry equipment product have been declining for 5 years. The research focuses on how to define the current positioning of poultry equipment products and how to communicate the product’s value more clearly to customers in a B2B (business-to-business) marketing context. Data were collected using surveys and interview. The survey involved farm, distributor, and partnership customers who use poultry equipment products. The methods used in the analysis marketing mix and perceptual mapping. The result shows that mostly customers see the company’s products have high-quality. Even so the sales declining shows that the product is not promoted well. Many customers prefer to buy the products through online shop platforms, good price products, and good after-sales service. Based on the analysis, this research suggests promotional strategy such as value education campaign, boost the online shop platforms, reach small farmers, and promote the practical innovation.
OPTIMIZING EVENT MARKETING EFFECTIVENESS : A COMPARATIVE COMPETITOR ANALYSIS USING THE MARKETING MIX 7PS Anggini, Devia Mahartika; Aprianingsih, Atik
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.v9i2.5924

Abstract

Event marketing has become an important way to get the right people to your business and improve your brand's position in the fast-changing digital economy and business-to-business (B2B) markets. The Marketing Mix 7Ps framework, which includes Product, Price, Place, Promotion, People, Process, and Physical Evidence, is used in this study to look at the event marketing strategies of PT. Mitra Generasi Digital (MGDverse). After that, the strategies are compared to those of competitors referred to as Company A and Company B in this study. Note: The names of competitors used in this research are pseudonyms and do not represent the actual names of the companies involved. The study looks at the pros and cons of MGDverse's strategy using both qualitative data from internal documents and interviews, as well as secondary data from competitor websites and industry reports. The results show that MGDverse is very professional in terms of operations and has a wide variety of events, but its registration and promotion efforts are not as effective as its competitors', which makes it harder for people to find and attend events. The study also explores how to use platform-specific outreach and personalized messaging to get the most leads for the least amount of money (CPL), improve lead quality, and make campaigns more effective. The main suggestions are to improve digital registration integration, increase targeted promotions, tailor content for specific audiences, and strengthen one-on-one communication. These improvements could give MGDverse an even bigger edge over its competitors and help the digital marketing events market in Indonesia grow over time.
Intention to Use Paylater Feature in a Traveling Platform in Emerging Market: Traveloka Case Aprianingsih, Atik; Sofyan, Mahardhika Dwi Ananta; Debby, Teresia; Fachira, Ira; Toha, Mohamad
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 22 No. 2 (2023): Fokus Bisnis
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/fokbis.v22i2.699

Abstract

This study aims to determine the relationship between customer’s attitude, customer’s subjective norm, and the customer has perceived behavior control on the intention to use PayLater as a payment method in Traveloka. This study uses an online and offline survey conducted in Jakarta and Bandung, with 400 respondents. Structural equation modeling was processed using SmartPLS 3.2.9 for this study. The finding shows that customers’ attitudes, subjective norms, and perceived behavior control positively influence the intention to use PayLater in Traveloka. This study can be used for another application or company that wants to develop a similar payment method to encourage higher use of PayLater. This study explores the inner working of customers’ behavior in connection with the financial service of e-payment, in this case, Traveloka PayLater.
The Impact of Trust, Perceived Usefulness, Perceived Ease of Use, and Customer Intentions on Customer Attitudes Toward the Use of Technology Bustaman, Muhammad Khairil; Aprianingsih, Atik; Hidayat, Malvin; Dasuki, Rima Elya
Almana : Jurnal Manajemen dan Bisnis Vol 7 No 2 (2023): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v7i2.2133

Abstract

An online store must constantly innovate by developing new ideas or reusing established ones like the Cash on Delivery payment option. In this study, the author supposes that trust, perceived usefulness, and perceived ease of use can positively affect a customer's attitude toward adopting a technology, affecting their behavioral Intention to use the technology. Therefore, to demonstrate this, the author attempts to conduct research using the Technology Acceptance Model with the addition of trust as an external variable and analyzes them using Path Analysis tools to determine why the customers would not accept the technology of Cash Delivery as a payment method. The author uses a quantitative methodology to gather primary data from 200 respondents in many major cities where the COD campaign operates. The results demonstrate that perceptions of usefulness, usability, and attitude contribute to consumers' intentions to utilize the COD payment method. Trust was discovered to be a significant determinant of consumers' desire to use the COD payment option. The implementation of COD should be more successful if the reasons mentioned are taken into account.
Co-Authors Abdurrahman, Vidi Adhipradana Syafii, Ardiman Adiani, Widyoretno Agus Santoso Amalia, Rizkia Aminuddin, Rahmat Ridlo Anggawidjaja, Agus Hasan Pura Anggini, Devia Mahartika Anggun Siwi Murwati Ardicho Rahman Fatonny Art’sera Esti Widiyastuti Budiyono, Eric Angga Bustaman, Muhammad Khairil Chandra, William Alden Dalzi R. Danil, Dalzi R. Debby, Teresia Diva, Muhammad Fadel Dwianti, Nisrina Eliandri Shintani Wulandari, Eliandri Shintani Fabilia, Safira Fadhil Ghalib Agam, Fadhil Ghalib Faishal Tanjung Maoludyo, Faishal Tanjung Fathia Rachmah, Amalia Febiya Anggayesti Handayani Gina Nurfitriani, Gina Hakim, An Nahl Akmal Harimukti Wandebori Hidayat, Malvin Ichsan Muhammad Nurjaman, Ichsan Muhammad Ida Farida Imran, Jovanska Arfianda Ira Fachira Kartika, Kristi Ka’bah, Indi Rafiyal Koconingrahayu, Dewi Wahyu Limawan, Alvin Nathanael Maharatie, Andhiny Puspa Mangngalle, Riska Indriyani Mohamad Toha Mustika Sufiati Purwanegara Nabila Syahputri, Nabila Nabilah Setiawan, Adelia Natawiria, Nikolas Dalle Bimo Noorfazia Indriani, Delvina Nurfatiasari, Safrani Nusantara, Bambang D.A. Pardede, Bonita Praditya Dwi Wicaksono, Praditya Dwi Pratiwi, Lintang Primadana, Ligasyah Arnanda Putri, Marsha Rachmanda Putri, Nadila Vedania Rachmanda Putri, Marsha Raden Roro Shafira Meisy Sudarsono Rahmandi*, Dwinan Ramadhany, Fitri Ramdani, Muhammad Abdilah Rasyida, Reyna Aszzura Renaldo Wijaya, Renaldo Reza Ashari Nasution Rima Elya Dasuki Sadri, Ilman Sahara, Shifa Hustima Salsabila, Regina Setiawan, Margareth Shubhi, Kannida Puspa Siara, Sabina Sihotang, Davy Andriansyah H Sofyan, Mahardhika Dwi Ananta Sunanta, Grace Rosaline Syafira Rachmat, Shifa Tarigan, Renalta Thalib, Karimah V. J. Wisnu Wardhono Virkar, Kaustubh Wahyu Apriyantopo Wahyudi, Setto Lintang Agung Wardhono, VJ Wisnu Wenty Gafrina Martin, Wenty Gafrina Wibowo, Annisha Ananda Putri Widyaputri, Naja Ghassani Widyasthana, G.N. Sandhy Yuliana, Putri Dewi