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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 SEIKO : Journal of Management & Business Almana : Jurnal Manajemen dan Bisnis Business Preneur : Jurnal Ilmu Administrasi Bisnis Interdisciplinary Social Studies 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) Return : Study of Management, Economic and Bussines International Journal of Science and Environment Jurnal Pendidikan Indonesia (Japendi) 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 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 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 Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Proposed Marketing Strategy to Increase the Penetration of Livin’ by Mandiri through Strategic Partnership Program Mangngalle, Riska Indriyani; Aprianingsih, Atik
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.4937

Abstract

PT Bank Mandiri (Persero) Tbk launched Super App Livin’ by Mandiri on October 2nd 2021, replace the old version of their mobile banking namely Mandiri Online (Livin’ 1.0). In 2022, the management of Bank Mandiri arranged the target users of Livin’ by Mandiri and distributed it to 12 Regional Offices across Indonesia. To achieve the target of Livin’s user, Bank Mandiri Region VI/Jawa 1 conducted several acquisition program, one of them is Strategic Partnership Program. From 131 partners that has been joined the strategic partnership program in 2022, 106 partners are categorized as low acquisition because they only can acquired 500 users. This study aims to examine the proposed solutions to increase willingness of partner to distribute Livin’ by Mandiri, so at the end the penetration of Livin’ by Mandiri can be increased. The findings reveal that there are some problems which experienced by partner when distribute Livin’ by Mandiri, such as technical issues, lack of product knowledge, partner has staff limitation, gimmick does not meet partner’s preferences, promo has not been optimized, partners need reward and recognition program, and unconfident of partner to distribute Livin’ by Mandiri. The study concludes that to increase willingness partner to acquire Livin’s users, they need offline training, customization of gimmicl, reward and recognition program, and accelerated referral fee payment. Future research will be need to explore the affect of these recommendations. KEYWORDS: Strategic Partnership, Livin’ by Mandiri, Motivational Channel Members
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.
Understanding the digital customer journey of Indonesian full service restaurants in sourcing food suppliers Margono, Albert Gianta; Aprianingsih, Atik
Interdisciplinary Social Studies Vol. 3 No. 4 (2024): Regular Issue: July-September 2024
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v3i4.708

Abstract

This study aims to provide a comprehensive understanding of the needs, preferences, and behaviors of its target market in the Indonesian full-service restaurant (FSR) sector. Firstly, it seeks to map the customer journey of FSRs in the food supplies purchasing process, identifying key touchpoints, brand awareness levels, information sources, and factors influencing brand choice. Secondly, it evaluates the effectiveness of various digital marketing channels, such as social media advertising, search engine marketing, and email marketing, by analyzing cost-per-lead and conversion rates to identify the most efficient channels for acquiring new FSR customers for PT MBI. Finally, the research intends to develop a data-driven digital marketing strategy that optimizes customer interactions, enhance brand visibility, and improve lead generation at each decision-making stage to drive sales conversions and increase customer lifetime value. The results of this study show that the current focus of PTXYZin the FSR segment lies between two segments: Relationship-Driven Traditionalists and Hybrid Decision-Makers.
Co-Authors Abdurrahman, Vidi Adhipradana Syafii, Ardiman Adiani, Widyoretno Agus Hasan Pura Anggawidjaja Agus Santoso Amalia, Rizkia Aminuddin, Rahmat Ridlo Anggini, Devia Mahartika Anggun Siwi Murwati Ardicho Rahman Fatonny Art’sera Esti Widiyastuti Bustaman, Muhammad Khairil Chandra, William Alden Dalzi R. Danil, Dalzi R. Debby, Teresia Diva, Muhammad Fadel Eliandri Shintani Wulandari, Eliandri Shintani Estelita Putri G, Nadila 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 Kaustubh Virkar Koconingrahayu, Dewi Wahyu Limawan, Alvin Nathanael Maharatie, Andhiny Puspa Mangngalle, Riska Indriyani Margono, Albert Gianta Mohamad Toha Mustika Sufiati Purwanegara Nabila Syahputri, Nabila 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 Sofyan, Mahardhika Dwi Ananta Sunanta, Grace Rosaline Syafira Rachmat, Shifa Tarigan, Renalta Teresia Debby Thalib, Karimah V. J. Wisnu Wardhono Wahyu Apriyantopo Wenty Gafrina Martin, Wenty Gafrina Wibowo, Annisha Ananda Putri Widyaputri, Naja Ghassani Widyasthana, G.N. Sandhy Yuliana, Putri Dewi