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All Journal INTERACTION: Jurnal Pendidikan Bahasa Dinasti International Journal of Management Science International Journal of Multidisciplinary: Applied Business and Education Research
Styaningrum, Etik Dwi
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Other

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Quality Of Services in Flamboyan Flats on Resident Satisfaction Puspasari, Aprilia; Styaningrum, Etik Dwi; Supriatin, Supriatin; Mustomi, Dede
INTERACTION: Jurnal Pendidikan Bahasa Vol 11 No 1 (2024): INTERACTION: Jurnal Pendidikan Bahasa
Publisher : Universitas Pendidikan Muhammadiyah (UNIMUDA) Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36232/jurnalpendidikanbahasa.v11i1.6405

Abstract

This research aims to analyze the quality of services provided by Rusunawa Flamboyan. Responding to residents' complaints, conducting evaluations, and developing service quality standards are the issues discussed in this research. This research is quantitative and uses the Servqual method with 50 respondents and 50 questionnaires which have gone through validity testing, reliability testing, and hypothesis testing. In testing using the Servqual method on residents of Rusunawa Flamboyan, it was found that they had an average perception of 3.72 regarding the five dimensions of Servqual, while the expected value was 3.36. Thus, there is a difference of 0.36 which is positive, indicating that the service in the five Servqual dimensions has met the residents' expectations.
Leverage Social Media Marketing to Increase Tourism: A Case Study of Lombok, Indonesia Suleman, Dede; Styaningrum, Etik Dwi; Joesah, Nurzalinar; Nurhayaty, Ety; Yuliawati, Lilik; Sabil, Sabil
Dinasti International Journal of Management Science Vol. 6 No. 1 (2024): Dinasti International Journal of Management Science (September - October 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid development of internet technology has had a significant impact impact on various sectors, including tourism. Social media, in particular, has emerged as a powerful one networking tools that bridge social and economic activities globally. This research examine the role of social media marketing activities (SMMA) in shaping tourists' intentions to visit Lombok, Indonesia, a popular destination known for its stunning views and rich cultural heritage. This research identify the main elements of SMMA such as interaction, trends, electronic word of word of mouth (e-WOM), and customization, and their impact on brand image and tourist visit intentions. Through a quantitative approach with survey from domestic and international tourists, this research reveals that SMMA significantly improve Lombok brand image and influences tourist intentions positively. These? findings provide valuable insights for tourism stakeholders to develop effective marketing strategies by utilizing social media? attract more visitors and promote Lombok as a must-visit destination.  
Exploring The Role of Emotional Triggers and Advertising Authenticity on Purchase Intention Through Short Video Marketing in Indonesia Styaningrum, Etik Dwi; Suleman, Dede; Haryati, Raden Ati; Wianti, Wiwin; Sofyanty, Devy
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 11 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.11.26

Abstract

This study aims to explore how advertising authenticity and emotional triggers influence consumer purchase intention through emotional engagement in the context of short-form video advertising in Indonesia. To achieve this objective, this study uses a quantitative approach with a survey design. Respondents consisted of active TikTok and Instagram Reels users in Indonesia who, in the past three months, have watched or interacted with short-form video advertisements. Data collection was conducted online using a structured questionnaire, then analyzed using the Structural Equation Modeling (SEM) technique. The results showed that advertising authenticity and message relevance significantly increased emotional arousal and nostalgia. Both affective responses were shown to drive emotional engagement, leading to increased purchase intentions. Emotional arousal was identified as the strongest predictor of engagement and impulsive decisions. This study extends the Cognitive–Affective–Conative (CAC) model to short video marketing and highlights nostalgia as a culturally relevant emotion in Indonesia. Despite these findings, the study's cross-sectional design limits causal interpretation; future studies should adopt longitudinal approaches. Brands are advised to focus on authentic storytelling and emotionally charged narratives within brief short video formats.
Scroll, Click, Buy: The Influence of Digital Marketing, Engagement, and Brand Awareness on Gen Z Indonesia's Purchase Intentions Styaningrum, Etik Dwi; Suleman, Dede; Haryati, Raden Ati; Wiwin, Wiwin; Sofyanty, Devy
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 11 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.11.30

Abstract

This study examines the influence of digital marketing experience, engagement, and brand awareness on the purchase intentions of Generation Z in Indonesia. Drawing from the Stimulus–Organism–Response (SOR) and Cognitive–Affective–Conative (CAC) models, this research integrates emotional and behavioral responses to short-form digital marketing content. A quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed on 220 active Gen Z social media users. The results reveal that digital marketing experience significantly affects engagement and brand awareness, which in turn drive purchase intention. The findings underscore the importance of emotional engagement and authenticity in enhancing consumer response to short video marketing. The study extends the CAC model into the short video marketing context and offers practical implications for digital marketers.re effective and impactful digital marketing strategies.
Exploring The Role of Emotional Triggers and Advertising Authenticity on Purchase Intention Through Short Video Marketing in Indonesia Styaningrum, Etik Dwi; Suleman, Dede; Haryati, Raden Ati; Wianti, Wiwin; Sofyanty, Devy
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 11 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.11.26

Abstract

This study aims to explore how advertising authenticity and emotional triggers influence consumer purchase intention through emotional engagement in the context of short-form video advertising in Indonesia. To achieve this objective, this study uses a quantitative approach with a survey design. Respondents consisted of active TikTok and Instagram Reels users in Indonesia who, in the past three months, have watched or interacted with short-form video advertisements. Data collection was conducted online using a structured questionnaire, then analyzed using the Structural Equation Modeling (SEM) technique. The results showed that advertising authenticity and message relevance significantly increased emotional arousal and nostalgia. Both affective responses were shown to drive emotional engagement, leading to increased purchase intentions. Emotional arousal was identified as the strongest predictor of engagement and impulsive decisions. This study extends the Cognitive–Affective–Conative (CAC) model to short video marketing and highlights nostalgia as a culturally relevant emotion in Indonesia. Despite these findings, the study's cross-sectional design limits causal interpretation; future studies should adopt longitudinal approaches. Brands are advised to focus on authentic storytelling and emotionally charged narratives within brief short video formats.
Co-Authors Dede Mustomi Dede Suleman Devy Sofyanty Lilik Yuliawati Nurhayaty, Ety Nurzalinar Joesah Puspasari, Aprilia Raden Ati Haryati sabil sabil, sabil Supriatin Supriatin, Supriatin Wiwin Wianti, Wiwin Wiwin Wiwin, Wiwin