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All Journal JAM : Jurnal Aplikasi Manajemen Pedagogi : Jurnal Penelitian Pendidikan Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Management and Sustainable Development Journal Akrab Juara : Jurnal Ilmu-ilmu Sosial Charity : Jurnal Pengabdian Masyarakat Bima Journal : Business, Management and Accounting Journal COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Journal of Marketing Innovation Abdi Teknoyasa Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Applied Science Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ati Mustikasari
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Social Sciences Other

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PENGARUH STRATEGI BUNDLING TERHADAP MINAT BELI PRODUK PIJAR SEKOLAH (STUDI KASUS PT TELKOM INDONESIA WITEL BANDUNG TAHUN 2023) Islammiyah, Nabila; Mustikasari, Ati
eProceedings of Applied Science Vol. 9 No. 6 (2023): Desember 2023
Publisher : eProceedings of Applied Science

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Abstract

Keyword: This research aims to investigate the influence of Pijar Sekolah's bundling program within the connectivity package on the purchasing intention of school consumers in the Bandung Telecommunication Area (Witel Bandung), using a case study approach at PT Telkom Indonesia. The research method employed was a survey with sample random sampling technique involving 100 respondents who are customers of Pijar Sekolah package. Data analysis was conducted using simple linear regression analysis. The findings of the study indicate that Pijar Sekolah's bundling program within the connectivity package has a significant influence on the purchasing intention of school consumers in Witel Bandung. Pijar Sekolah provides various benefits, ranging from supporting engaging and enjoyable digital learning, facilitating examination administration, to assisting in the management of school administration and operations. Through the Pijar Sekolah platform, the vision and mission to equalize education in Indonesia and expand technology access in Education 4.0 can be realized.Keyword: Marketing Strategy, Product Value, Marketing Effectiveness, Pijar Sekolah Bundling Program, School Consumer Purchase Intention
STRATEGI PENGEMBANGAN KONTEN MARKETING VOKASI DALAM MENINGKATKAN AWARENESS PADA MEDIA SOSIAL INSTAGRAM @SMBTELKOM TAHUN 2023 Yuma, Figlia Reyandha; Mustikasari, Ati
eProceedings of Applied Science Vol. 9 No. 6 (2023): Desember 2023
Publisher : eProceedings of Applied Science

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Telkom University utilizes the social media platform Instagram for interaction and dissemination of specific information. On the Instagram account @smbtelkom, promotional content targeting prospective new students is showcased. Based on the interview results conducted with the Marketing and Analytics Division on the @smbtelkom Instagram account, apart from promotions, information about Bachelor's and Vocational programs is also provided. In addition to the Bachelor's program, there is a need for further development of the Vocational program due to decreasing insights and a lack of content discussing the Vocational program. The goal of this research is to determine the strategy of developing vocational marketing content to increase awareness on the Instagram social media platform @smbtelkom. This study employs a qualitative research approach, which involves describing the obtained data from informants descriptively using the data collection method of triangulation, including observation, interviews, and documentation. Based on the research results, vocational content marketing has successfully increased follower awareness through interactions via direct messages and comments. Although the target audience still prefers content related to bachelor's degrees, vocational content has shown positive development, as seen through increased insights in accounts reached, accounts engaged, and profile activity.Keyword: Social Media, Content Marketing, Instagram, Vocational, Awareness
Peran Live Streaming Shopee terhadap Pengambilan Keputusan Konsumen Generasi Z Ar araaf , Nabil; Mustikasari, Ati
eProceedings of Applied Science Vol. 11 No. 5 (2025): Oktober 2025
Publisher : eProceedings of Applied Science

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Penelitian ini dilatarbelakangi oleh meningkatnya tren pemasaran digital melalui fitur live streaming pada platform e-commerce, khususnya Shopee, yang memengaruhi pola konsumsi generasi muda. Tujuan penelitian ini adalah untuk menganalisis pengaruh fitur live streaming Shopee terhadap keputusan pembelian konsumen Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel terdiri dari 100 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner tertutup dan dianalisis menggunakan regresi linier sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa fitur live streaming berpengaruh signifikan terhadap keputusan pembelian, dengan nilai koefisien determinasi sebesar 68,3 persen. Temuan ini mengindikasikan bahwa visualisasi produk, interaksi dengan host, dan promosi terbatas saat siaran langsung menjadi faktor dominan dalam mendorong keputusan pembelian. Kesimpulan dari penelitian ini adalah bahwa live streaming merupakan strategi pemasaran digital yang efektif untuk menjangkau dan memengaruhi perilaku belanja Generasi Z, serta perlu dimanfaatkan secara optimal oleh pelaku usaha dan penyedia platform. Kata kunci: live streaming, keputusan pembelian, Shopee, generasi Z, pemasaran digital
Role of Online Customer Ratings in Shaping Purchase Decisions: A Case Study of Erigo Products on Shopee Handaputra, Muhammad Ivan; Mustikasari, Ati
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 2 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.2.1199-1208

Abstract

Purpose: This study aims to analyze the effect of Online Customer Rating on consumer purchasing decisions for Erigo products on the Shopee platform. Methodology: This research adopts a quantitative approach using a survey method. Data were collected through structured questionnaires distributed to 100 respondents and analyzed using simple linear regression analysis. Results: The results indicate that Online Customer Rating has a negative and statistically significant effect on purchasing decisions, with a regression coefficient of −1.619 and a significance value of 0.000. The coefficient of determination (R²) of 0.787 shows that 78.7% of the variation in purchasing decisions is explained by online customer ratings. Novelty: This study provides empirical evidence of a negative influence of online ratings on purchasing decisions, which contrasts with the commonly assumed positive effect. Findings: The findings support the negative bias theory, indicating that consumers respond more strongly to negative or inconsistent rating information when making purchasing decisions. Originality: The originality of this study lies in its focus on a specific fashion brand within an Indonesian e-commerce platform, highlighting the critical role of rating credibility in digital marketplaces. Conclusions: Managing online customer ratings transparently and consistently is essential to maintain consumer trust and mitigate adverse effects on purchasing decisions. Type of Paper: Empirical Research Paper.
Co-Authors Abdurrahman Rahim Thaha Agus Maolana Hidayat Agustin, Amelia Putri Agustina, Regina Alfaiz, Ramdhan Amelia, Emi Ar araaf , Nabil Arie Indra Gunawan Astri Wulandari Bachruddin Saleh Luturlean Bethani Suryawardani Budiawan, Aulia Fadhillah Christianingrum Donni Junipriansa Fanni Husnul Hanifa Februadi, Agustinus Handaputra, Muhammad Ivan Islammiyah, Nabila Leni Cahyani Maiyora, Gusvionita Nandhika, Alsya Dewi Nellyaningsih Neti Budiwati Nisaka, Aryas Nugraha Rahmat Hidayat Rahmatullah, Bayu Rasya, Alya Fauziyah Ratna Gema Maulida Riska Aprilina Saragih, Romat SATRIYAS ILYAS Setiadi, Diaz Sijabat, Astriyani Siti Putri Budi Utami, Veronica Sri Widaningsih Sri Widaningsih, Sri Suryana R Achmad Syamfithriani, Tri Septiar Syifa Milenia Murniati Ulhaq Mufid, Dhiya Utami, Habibah Najwa Vatian, Muhammad Rayhan Widaningsih , Sri Wijayaningrum, Melati Rizki Yuma, Figlia Reyandha