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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Binus Business Review Journal of Economic, Bussines and Accounting (COSTING) Jurnal Perilaku dan Strategi Bisnis Interdisciplinary Social Studies Return : Study of Management, Economic and Bussines Jurnal Pendidikan Indonesia (Japendi) Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Jurnal Penelitian Transportasi Darat
Atik Aprianingsih
Institut Teknologi Bandung
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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MOTIVASI KONSUMEN DI PASAR YANG DIATUR: ANALISIS KUANTITATIF MENGENAI NIAT PEMBELIAN DI INDUSTRI TEMBAKAU Margareta Ninda Arlita; Atik Aprianingsih
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/2t36c784

Abstract

Industri tembakau di Indonesia merupakan industri yang berada di bawah peraturan dan pengawasan yang sangat ketat. Saat ini, industri tersebut sedang mengalami tantangan besar yang disebabkan oleh beberapa faktor. Penelitian ini bertujuan untuk memberikan wawasan mendalam kepada praktisi industri untuk keperluan manajemen bisnis yang bertanggung jawab dan untuk membantu pemangku kebijakan agar lebih bijak dalam menyusun aturan terkait kesehatan masyarakat dan juga keberlanjutan ekonomi di sektor industri tembakau. Penelitian ini menguji delapan variabel yang mungkin dapat mempengaruhi niat pembelian konsumen seperti faktor budaya, sosial, pribadi, psikologi, serta rangsangan pemasaran seperti produk, tempat, harga dan promosi. Dalam mengevaluasi kedelapan faktor tersebut untuk memprediksi niat pembelian, peneliti melakukan survei kepada 236 sampel responden kemudian melakukan analisa data menggunakan PLS-SEM model. Berdasarkan hasil penelitian, dapat disimpulkan bahwa tujuh dari delapan faktor secara statistik mempunyai pengaruh yang signifikan terhadap niat pembelian kecuali faktor budaya. Variabel dengan pengaruh terkuat adalah pribadi (koefisien 0.183) diikuti tempat (koefisien 0.181), sosial (koefisien 0.175) dan promosi (koefisien 0.157).
Proposed Marketing Strategy for Talanoa Kopi and Space Nadila Estelita Putri G; Atik Aprianingsih
Return : Study of Management, Economic and Bussines Vol. 4 No. 2 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i1.314

Abstract

Indonesia's economy relies heavily on Micro, Small and Medium Enterprises (MSMEs), which contribute greatly to GDP and employment. Among them, the food and beverage (F&B) industry has experienced tremendous growth, driven by consumer trends and the increasing popularity of coffee. The purpose of this study is to suggest strategies to improve the competitiveness of Talanoa Kopi and Space, a coffee shop located in Cibubur, by increasing brand awareness, consumer attitudes, and purchase intention. Structural Equation Modeling Partial Least Squares (SEM-PLS) was used to test the hypotheses regarding Marketing Mix, Brand Awareness, Consumer Attitude, and Purchase Intention in this study, which used a quantitative approach. The results show that Customer Attitude and Purchase Intention are substantially influenced by Brand Awareness, both directly and through mediation. In the same way, Marketing Mix affects Customer Attitude, but its effect on Purchase Intention is mediated by Customer Attitude. These observations underscore the importance of improving brand recognition and adjusting marketing strategies to meet consumer expectations. Proposed business solutions include implementing a multi-channel ordering system, launching a loyalty program, diversifying product offerings, and improving customer experience through innovative services and interactive engagement. This research contributes to the academic understanding of the interaction between marketing variables and consumer behavior while providing actionable recommendations for MSMEs in the food and beverage sector. Future research can explore similar frameworks in different contexts to validate these findings and increase generalizability.
Promotional Strategy to Increase Sales on Sahabat Pharmacy Sabina Siara; Atik Aprianingsih
Jurnal Pendidikan Indonesia Vol. 6 No. 5 (2025): Jurnal Pendidikan Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i5.7844

Abstract

This study evaluates and enhances the promotional strategies of Apotek Sahabat Samarinda or also known as Sahabat Pharmacy to increase sales within the competitive pharmaceutical market of Samarinda, Indonesia. A quantitative research approach was employed to gather primary data via surveys from 385 respondents, aimed at evaluating customer behavior, preferences, and reactions to various marketing strategies. This research employs the Integrated Marketing Communications (IMC) framework, emphasizing advertising, sales promotion, public relations, direct marketing, and personal selling. The results indicate that promotional strategies have a substantial effect on customer attitudes and purchase intentions. Sales promotions, direct marketing, and personal selling demonstrated the most significant positive impact on customer perceptions. The study emphasizes the necessity of customizing promotional strategies to address customer needs and enhance customer engagement. It is recommended that Sahabat Pharmacy enhance its digital marketing initiatives, improve product bundling strategies, and establish a customer loyalty program to promote sustained sales growth and enhance customer satisfaction. This study enhances the understanding of the impact of promotional strategies on sales performance within the pharmacy sector.
Co-Authors Albert Gianta Margono Arga Bima Asmara Khairani Ferandi Eka Yarsi Hadiansyah, Laksmi Saraswati Inggi Qariba Ira Fachira Kresno Budi Wicaksono Mahardhika Dwi Ananta Sofyan Margareta Ninda Arlita Mohamad Toha Mustika Sufiati Purwanegara Muthya Islamiaty Nadila Estelita Putri G Nisrina Dwianti Reza Ashari Nasution Sabina Siara Stella Olivia Rawis Teresia Debby Teresia Debby Widyoretno Adiani