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EXPLORING BRAND POSITIONING AND HOTEL PERSONA TROUGH WOM AND CONTENT BY TEXT ANALYSIS Tri Widarmanti; Gadang Ramantoko
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 6 No. 3 (2020): IJBE, Vol. 6 No. 3, September 2020
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.6.3.205

Hotel management will concentrate on addressing difficult challenges and finding new ways for hotels to succeed in today's changing market world. Online customer reviews can be used to reflect the degree of differentiation between hotel brands and understanding the hotel industry's market structure through text analytics. The purpose of this study is to discover and demonstrate how customer online reviews (WOM and content), in the hospitality industry using text analysis can be used to explore brand positioning of hotel persona. This study gathered 4.215 online reviews one of hotel at Bandung city from year of 2015 – 2019, the methodology used the approach of text classification, quantitative analysis of text. This study found the category of visitors who stay the most are comes from family category and romantic vacation category, while the target visitors expected by the hotel are from business traveler’s category. Most customer state the word "family" when mentioning the hotel. Children, family, pool, zoo are the words most often discussed in customer reviews. This study findings can be used as an insight into what are the things that generate a satisfying experience and strengthen brand positioning of the hotel. In the future, it would be interesting to gathered data from multiple e-commerce application, and combining ontology-learning-based text mining and psychometric techniques to translate online hotel’s reviews into a hotel’s positioning map, capturing the relationship between product of hotel and reviewer effectively. Keywords: online review, brand positioning, text analytics, customer perceived value, hotel persona

The link between effective human resource practices and employee engagement with perceived organizational support as mediation: A case from Indonesia Tri Widarmanti; Arif Partono Prasetio; Romat Saragih
Jurnal Manajemen dan Pemasaran Jasa Vol. 15 No. 1 (2022): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

The goal of every company is increasing the productivity, revenue and give the value added to shareholders, employee engagement gives higher productivity, and as the asset of the company, employee reflects the organization performance. The goal of this study is to explore if perceived organizational support can mediate the link between human resource practice and employee engagement. The approach utilized was a causal descriptive quantitative research method; this study distributes 240 questionnaires for a different position in 4 companies in Bandung - Indonesia. Data was measured and explained using path analysis technique. The mind findings are HR practice tend to affect the EE, but this effect is explained by the mediating influence of POS to better EE. POS will help employee to become more engaged with the organization, so organization must pay attention when introducing the HR policies, this process will decide the level of support workers experience and the degree to which they will interact with the current organization. Keywords:

Improving Customer Education: Study Of Customer Engagement Of Tokopedia And Shopee On Twitter Using Social Network Analysis Rachel Anggraini Alamsyah; Tri Widarmanti
International Journal of Educational Management and Innovation Vol. 4 No. 2 (2023)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/ijemi.v4i2.7728

Customer education is one type of customer engagement. Through the active involvement of customers in the value creation process, customer education can give a business a competitive advantage. This study uses social network analysis (SNA) and text analysis to examine user interaction and information sharing about two Indonesian e-commerce sites on Twitter concerning customer engagement and customer education. Text data was scraped from Twitter from November 1 to December 31, 2022, and processed using Gephi and Orange software. This study found that the data shows that both official accounts of two Indonesian e-commerce become the most influential accounts in sharing information about products and services. They also play a role in educating their customers regarding the buying process, promotions, and solutions on their social networks. SNA and text analytics can be used to see customer engagement and improve customer education strategies for e-commerce to reach a competitive advantage. For further research, examining the same or different objects is recommended but using data sources from different social media, such as Instagram and Facebook.

PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN Tri Widarmanti; Widya Amalia Cahyani
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.49254

This study aims to determine whether there is influence of brand ambassadors, brand personality and the Korean wave on purchasing decisions of Nature Republic and how influential these three variables are on purchasing decisions of Nature Republic products. This research was conducted using a quantitative method by distributing questionnaires online. The population of this study are people who have used Nature Republic products. The sample in this study was 100 respondents and the data was processed using SPSS 25 software with multiple linear regression analysis techniques. The results of this study show that brand ambassadors, brand personality and the Korean wave simultaneously influence purchasing decision variables significantly. Partially, brand ambassadors do not positively and significantly influence the purchasing decisions of Nature Republic products, brand personality influences the purchasing decisions of Nature Republic products positively and significantly, the Korean wave influences the purchasing decisions of Nature Republic products positively and significantly.

Brand Positioning untuk Keunggulan Bersaing pada Aplikasi Transportasi Online Menggunakan Sentiment Analysis (Studi pada: Go-Jek dan Grab) Mufrihah Fitriyani; Tri Widarmanti
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.3661

The development of technology and information in the industrial revolution 4.0 an impact on the increasing number of internet users. Social media is a place to express opinions, share and receive information in a short time to produce User Generated Content (UGC). Not only individuals, but companies also use social media to interact with their customers to understand the company's position in the eyes of customers. Through brand positioning on social media, companies can compare with competing companies to measure their competitive advantage on social media. This study aims to determine the brand positioning and competitive advantage of the top brands of online transportation applications in Indonesia, namely Go-Jek and Grab via Twitter. The method used in this research is a mixed method. This study obtained data through crawling data on Twitter using RStudio version 4.2.2 software. The data processed in this study is UGC in the form of tweets with the keywords "goride" and "grabbike" which are products of each online transportation brand. Data collection in this study was carried out from November 1 2022 to November 30, 2022. Then the data was processed using sentiment analysis and text visualization using Wordcloud to analyze what topics are frequently discussed by users. The results show the position as well as the advantages and disadvantages of each online transportation application.

Analisis Sentimen Mengenai Kualitas Layanan Jasa Ekspedisi Shopee Xpress Pada Media Sosial Twitter Tri Widarmanti; Aisyah Munisera
Jurnal Ilmiah Universitas Batanghari Jambi Vol 23, No 3 (2023): Oktober
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v23i3.4077

Technological advances in Indonesia has developed rapidly so that it cannot be separated from people's lives. This technological advancement has had a significant impact on e-commerce and increased usage of delivery services. The more shipping services available, the tighter the competition will be, so the freight forwarders must prepare well if they want to survive in this business competition. Shopee Xpress is one of the expedition services in Indonesia which was developed directly by Shopee so that every package that uses this expedition will be sent and handled directly by the official team from Shopee. However, many customers complain about Shopee Xpress expedition services regarding late delivery, untracked, damaged or lost packages and unfriendly employees. This study aims to understand consumer opinion on the quality of Shopee Xpress services on Twitter using positive and negative sentiments. Research data was collected for 3 months from 01 November 2022 to 30 January 2023. The data obtained was then processed using the NaÃ¯ve Bayes Classifier algorithm with a sentiment analysis method based on the dimensions of service quality. The word cloud is used to describe the words that appear most frequently in each dimension of service quality based on their sentiments. The results show that the model produces an accuracy value of 86.33% which indicates that the model has described the accuracy of the data properly and is valid. Negative sentiment dominates consumer opinion regarding Shopee Xpress with the reliability dimension being the most discussed. Furthermore, based on word cloud visualization, there are several things that consumers often complain about in each dimension as a material for consideration to improve the quality of Shopee Xpress services. The results of research related to Shopee Xpress consumer opinion on Twitter social media can be used by the company as material for consideration to improve and improve the quality of services provided in order to maintain customer loyalty.

PENGARUH INFLUENCER REVIEW DAN CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK AVOSKIN Clarissa Safira Maharani; Tri widarmanti
Serat Acitya Vol. 11 No. 2 (2022): Oktober: Jurnal Ilmiah Serat Acitya
Publisher : Universitas 17 Agustus 1945

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/sa.v11i2.923

The development of internet technology in the current era of globalization has had a significant impact on the world of business and the economy. The use of internet technology in business has increased marketing reach, transaction speed, and speed of delivery of goods and services. This is shown by the large number of offers for beauty and body care product categories on e-commerce platforms. The beauty industry notes that ways to promote and encourage product purchase transactions are influenced by eWOM communications, one of which is customer reviews and influencer reviews. The purpose of this study was to measure the direct effect of eWOM, including customer reviews and influencer support, on purchase intentions for Avoskin products, with trust as a moderator variable. The method used in this research is a quantitative method of causal research. The sampling technique in this study was non-probability sampling and the method used was convenience sampling with 400 respondents. This study used a questionnaire data collection technique with an ordinal scale and used data analysis techniques (PLS-SEM). The results of this study conclude that customer reviews have a significant positive effect on purchase intention of Avoskin products, influencer reviews do not have a significant positive effect on purchase intentions of Avoskin products, trust negatively moderates the relationship between customer reviews on purchase intention of Avoskin products and trust does not moderate the relationship between influencer reviews and purchase intention of Avoskin products.

PENGARUH INFLUENCER REVIEW DAN CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK AVOSKIN Clarissa Safira Maharani; Tri widarmanti
Serat Acitya Vol. 11 No. 2 (2022): Oktober: Jurnal Ilmiah Serat Acitya
Publisher : Universitas 17 Agustus 1945

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/sa.v11i2.923

The development of internet technology in the current era of globalization has had a significant impact on the world of business and the economy. The use of internet technology in business has increased marketing reach, transaction speed, and speed of delivery of goods and services. This is shown by the large number of offers for beauty and body care product categories on e-commerce platforms. The beauty industry notes that ways to promote and encourage product purchase transactions are influenced by eWOM communications, one of which is customer reviews and influencer reviews. The purpose of this study was to measure the direct effect of eWOM, including customer reviews and influencer support, on purchase intentions for Avoskin products, with trust as a moderator variable. The method used in this research is a quantitative method of causal research. The sampling technique in this study was non-probability sampling and the method used was convenience sampling with 400 respondents. This study used a questionnaire data collection technique with an ordinal scale and used data analysis techniques (PLS-SEM). The results of this study conclude that customer reviews have a significant positive effect on purchase intention of Avoskin products, influencer reviews do not have a significant positive effect on purchase intentions of Avoskin products, trust negatively moderates the relationship between customer reviews on purchase intention of Avoskin products and trust does not moderate the relationship between influencer reviews and purchase intention of Avoskin products.

PENGARUH CUSTOMER EXPECTATION, PERCEIVED ENJOYMENT, PERCEIVED EASE OF USE DAN SATISFACTION TERHADAP ONLINE REPURCHASE INTENTION PRODUK SECONDHAND DI TIKTOK Salsabila, Alpama; Widarmanti, Tri
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 2 (2023): Edisi Mei - Agustus 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i2.3154

Perkembangan teknologi mendukung model bisnis penjualan barang bekas secara online. Salah satu budaya yang berkembang di Indonesia di kalangan anak muda adalah membeli barang bekas. Tingkat peminat barang bekas semakin tinggi, dan di era 4.0 atau era media sosial semakin mudah mendapatkan barang, termasuk barang bekas. Penelitian ini bertujuan untuk menguji seberapa besar pengaruh customer expectation, perceived enjoyment, perceived ease of use, dan customer satisfaction terhadap online repurchase intention untuk produk bekas. Penelitian ini menggunakan metode kuantitatif, data didukung dengan menyebarkan kuesioner yang dibagikan kepada 299 responden yang memiliki pengalaman membeli produk bekas di TikTok. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) yang diolah dengan software SmartPLS. Hasil penelitian menunjukkan bahwa customer expectation berpengaruh positif signifikan terhadap perceived enjoyment dan perceived ease of use. Perceived enjoyment mempengaruhi satisfaction dan repurchase intention, dan perceived ease of use berpengaruh signifikan terhadap satisfaction, perceived enjoyment dan repurchase intention. Terakhir, satiscation berpengaruh signifikan terhadap repurchase intention.

PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN LAKU PANDAI AGEN46 KABUPATEN BANDUNG Klacia Rizky Pratama; Tri Widarmanti
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.9797

BNI has various types of services that are tailored to customer needs, such as the creation of a BNI branchless banking called Agen46. Agent46 partners are usually found in grocery stores, retail outlets, and others that are easy for the public to find. Branchless banking is also known as Laku Pandai. This type of banking uses digital and mobile technologies to provide financial services to customers, enabling them to make transactions without visiting a physical bank location. The purpose of this study was to determine the effect of service quality on customer loyalty, to determine the effect of service quality on customer loyalty, to determine the effect of customer satisfaction on customer loyalty, and to determine customer satisfaction as a mediator of the relationship between service quality and customer loyalty. This study uses a quantitative method with probability sampling and has carried out tests including validity, reliability, testing by distributing 100 questionnaires to the people of Bandung Regency and data obtained with the IBM SPSS 26 tool. The results show that customer satisfaction is a strong intervening variable to mediate the effect of service quality on customer loyalty because all the variables in the study have significant influence.

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