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All Journal Journal of Business and Management Journal of Regional and City Planning DIJB (Diponegoro International Journal of Business) Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Annisa Rahmani Qastharin
Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Enhancing PT. LVC Website Marketing Strategy To Generate Leads Through Conversion Rate Optimization (CRO) Matahati, Haiqa; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.136

Abstract

PT. LVC is a B2B company that provides consultation services for management, QHSE (Quality, Health, Safety, and Environment), regulatory compliance, and business strategy. PT. LVC is aiming to grow its business due to increasing competition. They operate as a consulting firm offering one-time purchase services tailored to each industry. This makes it challenging to secure repeat sales from previous clients. Currently, their primary source of new clients is through their website because after trying other channels, website is the most effective and digital marketing nowadays have proven to be highly impactful. To increase sales and help PT. LVC grow, their website needs to be optimized to generate leads or potential customers, ultimately boosting revenue. Increasing revenue is PT. LVC current primary objective. To achieve this, the conversion rate optimization theory developed by Chris Goward (2012) will be utilized, with a qualitative approach. First, an assessment was conducted to understand the current website marketing strategy through secondary data from company documents. Primary data will then be collected via interviews to identify which elements can be improved through split testing to achieve a higher conversion rate. The interview results were analyzed using thematic analysis, revealing that the aspects to be optimized include adding a free consultation feature, improving the call to action, and designing the "Contact Us" button. These identified aspects will be varied and tested using split testing. The split testing involves three individuals from different industries within PT. LVC market scope. The key finding from the split testing is the recommendation that it is crucial to recognize potential customers within businesses as individuals and understand their behavior on the website to generate more leads. This research contributes to an understanding of B2B market behavior, specifically for consulting companies.
Influence of Beauty Micro-Influencer Towards Indonesian Purchase Intention of Skincare Products Pratama Gracia Adi, Agustinus Krishna; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.137

Abstract

The Indonesian skincare industry has seen robust growth, with revenue reaching $2.06 billion in 2023 and projected to continue rising. This surge is accompanied by increased market competition, marked by a significant influx of new brands. Consumers face challenges in brand selection, often influenced by social media beauty influencers. This thesis explores the role of micro-influencers in shaping consumer purchase intentions, focusing on their credibility and its impact on brand attitude and purchase behavior. This study the concerning the effectiveness of micro-influencers and sets forth research questions and objectives to evaluate the influence of micro-influencer credibility on brand attitude and purchase intention.The theoretical foundations review relevant literature on influencer marketing, particularly the classification and characteristics of influencers. It delves into the concept of purchase intention and the Ohanian model of credibility, which includes attractiveness, trustworthiness, and expertise. This framework establishes the understanding how micro-influencers affect consumer attitudes and behaviors. The methodology outlines the quantitative approach and survey methodology used to collect data from 160 active skincare users in Indonesia. It details the measurement of variables, such as influencer credibility, brand attitude, and purchase intention, and describes the data analysis techniques using SEM-PLS which is employed to test the hypotheses. Data analysis reveals significant correlations between micro-influencer credibility attributes and brand attitude. Attributes such as expertise, trustworthiness, and attractiveness enhance consumer perception of skincare brands. The analysis confirms that a positive brand attitude mediates the relationship between influencer credibility and purchase intention, highlighting the strategic value of credible micro-influencers in marketing. The thesis concludes that micro-influencers play a crucial role in influencing consumer purchase intentions through their impact on brand attitude. Practical recommendations for skincare brands on leveraging micro-influencer partnerships to enhance market reach and consumer trust and for micro-influencer to focus on enhancing expertiseness and trustworthiness among audience. For future research should explore micro-influencers' impact in different cultures, product categories, long-term brand loyalty, and the effects of post frequency, content type, follower engagement, and emerging social media platforms.
The Impact Of Spotify Advertisements On Free Accounts To Purchase Decisions For Spotify Premium Accounts With Consumer Attitudes As The Mediating Variable Jane Evelyn Alodia; Annisa Rahmani Qastharin
Journal Integration of Management Studies Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v2i1.171

Abstract

In recent years, digital music streaming services have increasingly relied on advertisements to generate revenue and encourage users to upgrade to premium accounts. Previous research has shown that effective advertising can significantly influence consumer attitudes and purchasing decisions. However, advertisements may also provoke negative reactions such as annoyance and irritation, potentially impacting user experience. This study examines the impact of Spotify advertisements on consumers' purchasing decisions to upgrade from free to premium accounts, with consumer attitude as a mediating variable. This study used a quantitative approach to collect data from an online survey of 399 Spotify users. Data analysis was conducted using descriptive statistics and partial least squares structural equation modeling (PLS-SEM). The results indicate that advertising significantly enhances customer attitudes and positively influences purchase decisions. Furthermore, advertisements impact purchase decisions indirectly through customer attitudes. Despite these positive effects, the study also reveals that advertisements can cause adverse reactions, such as annoyance and irritation. Respondent feedback highlights ad content, frequency, and timing issues, which often disrupt the user experience. These findings provide valuable insights for digital marketers and advertisers seeking to optimize their campaigns on platforms like Spotify. Additionally, this research contributes to the broader understanding of advertising effectiveness, customer behavior, and digital marketing strategies in the context of music streaming services.
The Influence of Lazada's Jingle Towards Purchase Intention with Brand Awareness as the Mediating Variable Halim, Angeline; Qastharin, Annisa Rahmani
Journal Integration of Management Studies Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

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

Abstract

In today's digital era, e-commerce has gained significant popularity among Indonesian consumers. Lazada, a leading e-commerce platform in Indonesia, employs various advertising strategies, including the use of a catchy jingle, to enhance brand awareness and drive purchase intention. This study examines the effectiveness of Lazada's jingle in increasing customer purchase intention. Advertising effectiveness measures how well the campaign has achieved its goals, specifically in increasing purchase intention in this research. Despite widespread exposure of Lazada's jingle across various platforms, public reactions are mixed; some consumers find the jingle entertaining and memorable, while others consider it annoying and intrusive. This research aims to determine whether the jingle effectively enhances brand awareness and if this increased awareness translates into higher purchase intention. The study investigates the influence of Lazada's jingle on consumers' purchase intention, with brand awareness serving as a mediating variable. It focuses on Generation Z and Millennials aged 17 to 42 in Indonesia, as they represent a significant portion of Lazada's target market. Data were collected using a quantitative approach through preliminary and main research involving 409 respondents via online survey questionnaires. The findings reveal that Lazada's jingle significantly enhances brand awareness, which in turn positively influences purchase intention. The study highlights the importance of incorporating catchy jingles into advertising strategies to boost brand awareness and consumer engagement. These insights are crucial for e-commerce marketers aiming to optimize their advertising efforts and improve customer retention, thereby validating and strengthening existing studies. Future research should explore the long-term effects of jingles on consumer behavior and emotional response, as well as the frequency with which the jingle is played.
Co-Authors Abadi, Muhammad Alif Fairuz Belgiawan, Prawira Fajarindra Briliana, Regita Febriend, Saskia Deffa Fitri Aprilianty Glenito Yusuf Bagaskoro Halim, Angeline Jane Evelyn Alodia Kurniawan, William Lidia Mayangsari Luthfia Ahdiani Matahati, Haiqa Muharam, Ilham Nurfaisa Hidayanti Pratama Gracia Adi, Agustinus Krishna Raden Aswin Rahadi Reza Ashari Nasution Sudarso Kaderi Wiryono Syachfitria, Nabila Zakiyah Artanti Ratnadewi