Garuda - Garba Rujukan Digital

Pengaruh Social Media Marketing Instagram, Brand Awareness, Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus UMKM Omah Bouquet Kota Blitar) Galuh Anjali Puspitasari; Sekar Widyasari Putri; Krisnayanti Aditasari
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Abstrak Di Indonesia, di mana digitalisasi sedang meningkat, penggunaan media sosial, terutama Instagram, telah menjadi alat pemasaran yang strategis bagi usaha mikro, kecil, dan menengah (UMKM). Omah Bouquet, sebagai salah satu pilihan UMKM yang terlibat dalam pembuatan dan penjualan rangkaian bunga, menghadapi tantangan dalam mengunggah konten dan menjaga kualitas produk untuk memenuhi harapan konsumen. Studi ini dimaksudkan untuk menelaah dampak social media marketing, brand awareness, dan kualitas produk terhadap keputusan pembelian pelanggan Omah Bouquet di Instagram dan untuk mengidentifikasi strategi pemasaran yang efektif. Metodologi yang diterapkan dalam penelitian ini yakni pendekatan kuantitatif, melalui koleksi data kuesioner yang dibagikan kepada pengikut Instagram Omah Bouquet. Analisis mengungkapkan variabel social media marketing, brand awareness, dan kualitas produk memiliki dampak yang signifikan terhadap keputusan pembelian secara bersamaan. Temuan ini diharapkan dapat membantu Omah Bouquet mengoptimalkan strategi pemasaran media sosialnya dan meningkatkan keputusan pembelian pelanggannya. Kata Kunci: Brand Awareness, Keputusan Pembelian, Kualitas Produk, Social Media Marketing, Omah Bouquet

Strategi Digital Marketing Menggunakan Model AISAS Marketing Funnel Untuk Meningkatkan Brand Awareness Pada UMKM Kerupuk Tayamum Debora Bulawan Darmajati Padmosoediro; Dominggo Bayu Baskara; Krisnayanti Aditasari
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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

Abstrak Penelitian ini bertujuan untuk mengimplementasikan Strategi Digital Marketing menggunakan Model AISAS Marketing Funnel pada media sosial Facebook dan Instagram UMKM Kerupuk Tayamum, serta mengukur efektivitas konten marketing dan periklanan melalui Meta Ads. Model AISAS (Attention, Interest, Search, Action, Share) digunakan untuk merancang strategi promosi yang relevan dengan target audiens. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi deskriptif. Data penelitian dikumpulkan melalui metode observasi pada media sosial, wawancara mendalam dengan pihak UMKM, serta studi Pustaka dari literatur terkait. Selain itu, penelitian juga mengukur engagement rate sebagai indikator keberhasilan strategi promosi. Analisis data dilakukan untuk mengidentifikasi elemen-elemen strategi digital marketing yang efektif, seperti jenis konten, waktu unggah, dan pola interaksi dengan audiens. Hasil penelitian menunjukkan bahwa penerapan strategi digital marketing menggunakan model AISAS berhasil meningkatkan performa digital UMKM Kerupuk Tayamum dalam empat bulan pelaksanaan. Pada tahap Attention, total tayangan konten di Instagram mencapai 10.380 dan Facebook mencapai 9.067 views. Pada tahap Interest, interaksi audiens mencapai 1.129 interaksi di Instagram dan 252 di Facebook. Tahap Search menghasilkan 133 leads melalui WhatsApp, Instagram DM, dan Facebook Messenger. Pada tahap Action, pencapaian penjualan online mencapai total 117 pcs selama 4 bulan. Sementara itu, tahap Share menunjukkan bahwa konsumen merekomendasikan produk kepada 5-10 orang. Hasil ini mengindikasikan bahwa model AISAS efektif mengarahkan proses konsumen dari perhatian awal hingga loyalitas pasca-pembelian. Penelitian ini menghasilkan Kata Kunci- AISAS, Digital Marketing, Kerupuk Tayamum, Marketing Funnel, Meta Ads.

Scrolling Toward Simplicity: Social Media Use, Fear of Missing Out, and Minimalist Consumption Among Generation Z In Indonesia Mutiarasari, N. Azizia Gia; kiswardhani, Wahyu Eka; Aditasari, Krisnayanti
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 2 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i2.7232

This study examines how social media use and fear of missing out (FoMO) relate to minimalist consumption tendencies among young people in Indonesia. The study examines whether intense social media use merely stimulates overconsumption or can also support a more focused and sustainable minimalist lifestyle. A cross-sectional quantitative survey was conducted with 275 young Indonesian users who actively use Instagram and TikTok. Data were collected through an online questionnaire and analyzed using partial least squares structural equation modeling (PLS-SEM) to test for direct and indirect effects. Results indicate that social media use has a positive and significant effect on FoMO and a positive and significant effect on minimalist consumption. Conversely, FoMO does not significantly predict minimalist consumption; therefore, FoMO does not mediate the relationship between social media use and minimalist consumption. These findings suggest that social media can serve as a supportive space for minimalist practices when users are exposed to content and communities that promote simple and sustainable living. Practically, despite the insignificant role of FoMO, this study informs sustainable marketing and consumption initiatives by suggesting that brands and their supporters integrate buy less but better messaging into Instagram/TikTok campaigns, encourage mindful reordering and purchasing routines, and build community based engagement rather than relying on promotional cues driven by urgency or FoMO. Overall, this study highlights the ambivalent role of social media in youth consumption behavior and suggests opportunities to promote minimalist lifestyles in developing countries.

Market Acceptance Strategy through Customer Centricity Approach in Electric Truck Product Development with Systematic Method Literature Review Sekar Widyasari Putri; Dominggo Bayu Baskara; Krisnayanti Aditasari
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 10 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i10.6674

Transportation is one of the contributors to CO2 pollutants that cause Greenhouse Gas (GHG) emissions, ultimately impacting global climate change. The creation of electric vehicles is concerned with clean energy and handling global climate change. This aligns with the 17 global goals of the United Nations, which are the world agenda to protect planet Earth and for everyone to live a decent life by 2030. However, creating innovations in production and transforming consumers to switch from fuel vehicles to electric vehicles, especially electric trucks, is equally difficult. In 2022, based on data from Vehicle Type Approval, electric truck sales in Indonesia have the lowest number compared to other types of electric vehicles. This study aims to discover how innovation should be carried out and how consumer desires can be fulfilled from these innovations so that the market easily accepts electric truck products with the hope that interest and sales can increase. This study uses a literature study method that provides an overview of how the customer-centricity approach is applied to support innovation during production. The results of this study provide suggestions in the development of electric trucks that companies should not only focus on technology but also focus on consumer needs to adopt electric truck technology such as cost and economic benefits, charging infrastructure available in various locations, government support and policies, social influence, economic and social factors, promotion policies and regional support.

Product Design Innovation Based on Privet’s Customer Preferences Krisnayanti Aditasari; Rahmatsyam Lakoro; Reny Nadlifatin; Jian Karisawati
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 2 (2024): April - Juni
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v2i2.78

The footwear industry in Indonesia grew along with Indonesia's economic development that occurred in the early 1980s. The development of the footwear industry is also supported by the role of the government with various facilities provided to MSMEs. The local brand is currently growing, one of which is women's footwear products. Product consistency and innovation are important factors in enlarging the brand in the local and international markets. Privet is a business that manufactures women's footwear since 2018. This business was born in a class New Venture Creation at Business Management ITS. The problem of product innovation at Privet is how to produce products based on customer preferences. This research uses the five stages of the design thinking model proposed by the Hasso-Plattner Design Institute at Stanford, namely empathize, define, ideate, prototype, and test. Tests were carried out using the Capture Matrix and Net Promoter Score (NPS). From this research, it was found that the factors of customer preference in buying footwear are comfort, design, and product value. Therefore, it is recommended to create products innovation in shoes, slippers, and sandals category based on customer.

Product Design Innovation Based on Privet’s Customer Preferences Krisnayanti Aditasari; Rahmatsyam Lakoro; Reny Nadlifatin; Jian Karisawati
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 2 (2024): April - Juni
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v2i2.78

The footwear industry in Indonesia grew along with Indonesia's economic development that occurred in the early 1980s. The development of the footwear industry is also supported by the role of the government with various facilities provided to MSMEs. The local brand is currently growing, one of which is women's footwear products. Product consistency and innovation are important factors in enlarging the brand in the local and international markets. Privet is a business that manufactures women's footwear since 2018. This business was born in a class New Venture Creation at Business Management ITS. The problem of product innovation at Privet is how to produce products based on customer preferences. This research uses the five stages of the design thinking model proposed by the Hasso-Plattner Design Institute at Stanford, namely empathize, define, ideate, prototype, and test. Tests were carried out using the Capture Matrix and Net Promoter Score (NPS). From this research, it was found that the factors of customer preference in buying footwear are comfort, design, and product value. Therefore, it is recommended to create products innovation in shoes, slippers, and sandals category based on customer.

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