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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Binus Business Review Journal of Economic, Bussines and Accounting (COSTING) Jurnal Perilaku dan Strategi Bisnis Interdisciplinary Social Studies Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities Return : Study of Management, Economic and Bussines Golden Ratio of Data in Summary Jurnal Pendidikan Indonesia (Japendi) Eduvest - Journal of Universal Studies Indonesian Journal of Advanced Research (IJAR) Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Jurnal Penelitian Transportasi Darat
Atik Aprianingsih
Institut Teknologi Bandung
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience 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.
OPTIMIZING SOCIAL MEDIA-BASED GREEN MARKETING STRATEGIES TO ENHANCE CUSTOMER ENGAGEMENT: A CASE STUDY OF SARIAYU MARTHA TILAAR Sekar Soraya Maheswari; Atik Aprianingsih
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20917279

Abstract

This study will investigate the application of green marketing strategies via social media to improve the engagement of the customers of the Generation Z by taking Sariayu Martha Tilaar as a case study. Over the last few years the rapid adoption of digitalization in the Indonesian beauty industry has rendered the involvement in the social media a deciding factor in the competitiveness of the brands, especially among younger customers who place a strong value on authenticity, sustainability, and the speed of digital engagement. Although Sariayu has a high institutional credibility, a long history, and adherence to natural and ethical beauty, the brand has very poor results in digital performance. The theoretical model combines the Theory of Reasoned Action and the Stimulus-Organism-Response model and assumes that the Attitude Towards Engagement and Subjective Norms represent the variables. The quantitative approach is adopted with the help of the PLS-SEM and primary data would be gathered with 217 Gen Z and Millennial respondents. Such a methodological approach provides an opportunity to assess direct and indirect connections and determine whether social media marketing, online marketing, brand ambassadors, and brand community affect attitudes and subjective norms and whether these organism variables in turn prompt the engagement behavior. The empirical results demonstrate that there is Engagement Paradox. Even though the general model has a significant propensity to predict customer engagement, the psychological processes assumed to mediate the interrelationship do not take place. The engagement attitude and subjective norms do show a weak explanatory power and neither shows a significant effect in predicting engagement behavior. Some of the digital stimuli do not have a significant impact on the mediating variables as well. Interestingly, the brand community variable has a negative influence on the attitudes, which indicates the potential content fatigue or the sense of a lack of genuineness in the ongoing community-building efforts of Sariayu.
The Impact of a Loyalty Program on Credit Card Portfolio Performance: A Cluster-Based Analysis of Redeemers and Non-Redeemers in Q Rewards, Q-Bank Qatar Davy Andriansyah H Sihotang; Atik Aprianingsih
Eduvest - Journal of Universal Studies Vol. 6 No. 1 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i1.51987

Abstract

Qatar is one of the wealthiest nations globally, with a relatively small population of approximately 3 million. It has attracted nearly 20 active banks, resulting in a highly saturated and intensely competitive market. In Qatar’s market, Q-Bank positions the Q-Rewards loyalty program as a core strategic differentiator and has made significant investments to boost customer engagement and profitability. However, with rising reward liabilities, it is critical to assess whether the program contributes meaningfully to revenue generation. This research studies the effectiveness of Q-Bank (pseudonym), Qatar’s loyalty program, “Q-Rewards,” and its impact on credit card portfolio performance—based on the correlation between loyalty program engagement and profitability—through behavior-based customer segmentation. The research draws on credit card transaction data from Q-Bank customers between 2023 and 2024, using K-means clustering analysis in Tableau software. The research identifies five distinct behavioral and profitability clusters, each with unique characteristics in terms of loyalty engagement, spending categories, income, age, tenure, nationality, digital usage, and contribution to overall portfolio profitability. It reveals that redeemers—customers who utilize their loyalty points—tend to be significantly more engaged and profitable than non-redeemers, generating approximately 1.2 to 2.4 times higher profitability across all clusters. This finding demonstrates that redemption behavior correlates positively with profitability. This research also offers a practical framework for Q-Bank to optimize its loyalty program by implementing personalized engagement strategies, enabling the bank to better manage reward liabilities and strengthen its competitive positioning in Qatar’s dynamic banking environment.
Optimizing Customer Acquisition Through Business Buying Behaviour Analysis for AI Deployment to Enhance Competitiveness: A Case Study from The Perspective of an AI Provider (Blue Core) Claudien SM Hutapea; Atik Aprianingsih
Indonesian Journal of Advanced Research Vol. 5 No. 7 (2026): July 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v5i7.16814

Abstract

This study investigates the key factors influencing business-to-business (B2B) decision-making in Indonesian financial institutions when adopting enterprise generative artificial intelligence (GenAI) platforms and proposes strategic marketing initiatives for an AI provider (BlueCore, pseudonym) to strengthen competitive positioning and enhance financial performance. A mixed-methods research design was employed, combining semi-structured interviews and structured questionnaires with nine respondents from small, medium, and large-scale financial institutions. External analysis utilized the PESTEL framework, competitor grid analysis, and the Buygrid Framework (Robinson et al., 1967). Internal analysis applied Segmentation-Targeting-Positioning (STP), the 7P Marketing Mix, Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), TOWS Matrix, and Quantitative Strategic Planning Matrix (QSPM). B2B purchasing decisions for enterprise AI in Indonesian banking are universally consultative, driven predominantly by environmental stimuli including regulatory compliance and competitive pressure. QSPM analysis identifies "Maximizing Proprietary Platform Capabilities through Live Demonstrations and Tailored AI Solutions" as the top-priority strategy (TAS = 6.79), followed by Governance-First Positioning (TAS = 6.65) and Modular Adoption Staging (TAS = 6.61). This study provides an empirically grounded analysis of enterprise AI procurement behaviour in an emerging market context, offering actionable strategic guidance for AI providers navigating Indonesia's rapidly expanding but governance-sensitive technology landscape.
Strategic Marketing Approaches Leveraging the 7P Marketing Mix Framework to Overcome Sales Challenges and Enhance Purchase Intention for IELTS Programs at Athena English Course Ilman Sadri; Atik Aprianingsih
Journal of Research in Social Science and Humanities Vol 5, No 1 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i1.253

Abstract

Athena English Course, an English course institution in Bandung, faces challenges in increasing the number of registrants, especially in online IELTS preparation classes. This study aims to analyze the influence of the 7P marketing mix elements-Product, Price, Place, Promotion, People, Process, and Physical Evidence-on customer purchase intention in choosing an online IELTS preparation course. The research approach used is a mixture of qualitative and quantitative methods, with data collection through respondent surveys. The data obtained were analyzed using SmartPLS to evaluate the significance of the relationship between variables. The results showed that Price, Promotion, Product, and People elements have a positive influence on customer purchase intention, while Place, Process, and Physical Evidence elements have a weaker or insignificant impact.The findings provide insights for English course providers in designing more effective marketing strategies to attract more students and increase sustainable business growth. Based on the research results, Athena English Course can optimize 3 main strategies, namely first, focusing on new market segmentation that is more specific and has minimal competitors, second, utilizing social media marketing promotions, and third, readjusting the price of the products offered to compete with competitors and reach a wider market. With a more targeted approach, Athena English Course has the potential to increase its revenue and competitiveness in the English language education industry in Indonesia.
Factors Influencing Purchase Intention for Luxury Brands in Indonesia’s Emerging Market Teresia Debby; Atik Aprianingsih; Agus Hasan Pura Anggawidjaja; Wisnu Wardhono; Eric Angga Budiyono; Indi Rafiyal Ka’bah
Golden Ratio of Data in Summary Vol. 6 No. 1 (2026): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v6i1.1867

Abstract

The Indonesian luxury goods market has grown significantly over the past decade due to rising disposable incomes, urbanization, and a growing middle class. Understanding the drivers of luxury brands’ purchase intention is essential, especially in Generation Z. This study examines the influence of hedonic, social, and financial value on purchase intention through attitudes toward luxury brands among Generation Z in Indonesia. This study employs PLS-SEM to analyze data collected from 103 Generation Z respondents across Indonesia through an online survey. The results of this study indicate that financial value and hedonic value have a positive and significant influence on customer attitudes toward luxury brands, whereas social value does not have a significant influence on these attitudes. This finding indicates that consumers may prioritize intrinsic qualities of luxury items, such as quality and personal aesthetic appeal, over the social status associated with these goods. Additionally, customer attitude towards luxury brands has a positive and significant influence on purchase intention. The results of this study suggest that luxury brands in Indonesia can increase the purchase intention of Generation Z by fostering a positive attitude towards luxury brands, which offer both financial and hedonic value.
The Determinants Of Customer Loyalty In The Financial Digital Industry: Bank-Based And Fintech-Based Qris Providers In Indonesia Titania Permata Putri; Atik Aprianingsih
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.10067

Abstract

The Indonesian digital financial system has been transformed through the Quick Response Code Indonesian Standard (QRIS), which has resulted in a homogenized environment with low switching costs. This study examines the factors that evenly contribute to customer loyalty of bank-based and fintech-based QRIS service providers through the Stimulus–Organism–Response (S-O-R) model. A quantitative method has been used in this study whereby the data was collected from 501 active QRIS users (296 from banks and 205 from fintechs). The findings indicate that Perceived Value has the strongest relative impact contribution to both groups. Contrary to previous findings, the findings of this study indicate that Trust acted as a hygiene factor without direct significant influence in this homogenized market environment. This study refutes the dominance of trust in the direct determination of customer loyalty in homogenized digital markets and has a bifurcated strategic roadmap.
The influence of Marketing Mix Less Salt Seasoning on perceived value and purchase intention Priyanka Prima Dewi; Atik Aprianingsih
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.10311

Abstract

Spices and seasoning market showed good growth with CAGR 6% from 2021-2026 driven by the increment of customer demand and home cooking habit. The increasing of healthy lifestyle and Indonesia government policy in supporting healthy food product are become opportunity for seasoning industry to launch healthy value-added seasoning. This research aims to know marketing mix that influences perceived value and drive purchase intention of less salt flavor seasoning. The research conducted in Jakarta area with 320 respondents from gender male & female, age range 20-50 years old and various occupations. The research also collected data for respondents’ cooking, eating habit and their response on research hypothesis indicators. This research used PLS-SEM analysis and showed that product, price and promotion significantly influence perceived value and purchase intention. However, place does not significantly influence perceived value and purchase intention. The research result will be beneficial for seasoning industry in developing marketing strategy for healthy value-added seasoning.
Co-Authors Agus Hasan Pura Anggawidjaja Albert Gianta Margono Arga Bima Asmara Khairani Claudien SM Hutapea Davy Andriansyah H Sihotang Eric Angga Budiyono Ferandi Eka Yarsi Ilman Sadri Indi Rafiyal Ka’bah Inggi Qariba Ira Fachira Kresno Budi Wicaksono Laksmi Saraswati Hadiansyah Mahardhika Dwi Ananta Sofyan Margareta Ninda Arlita Mohamad Toha Mustika Sufiati Purwanegara Muthya Islamiaty Nadila Estelita Putri G Nisrina Dwianti Priyanka Prima Dewi Reza Ashari Nasution Sabina Siara Sekar Soraya Maheswari Stella Olivia Rawis Teresia Debby Teresia Debby Titania Permata Putri Widyoretno Adiani Wisnu Wardhono