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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Ekonomi International Journal of Management Science and Information Technology (IJMSIT)
Ayu Ekasari
Trisakti University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PERILAKU PEMBELIAN MEREK FAST FASHION PADA GENERASI MILENIAL DI INDONESIA Enrico Situmorang; Boginskaya Letsoin; Arton Briyan; Liya Suryani; Ayu Ekasari; Kurniawati
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 7 No. 3 (2021): JABM Vol. 7 No. 3, September 2021
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.7.3.778

Abstract

The purpose of this study is to analyze millennial buying behavior towards world fast fashion brands in Indonesia. The total number of respondents in the research that could be processed was 188 respondents. The criteria for respondents are the millennial generation in Indonesia who bought Zara, H&M and Uniqlo brand products. The data analysis of this study used LISREL 8.80. The results of this study have a positive effect on brand awareness and store atmosphere and the hypothesis is supported on millennials' purchasing behavior; brand nationality and brand consciousness have a negative effect and the hypothesis is not supported on millennials' purchasing behavior; brand consciousness and brand nationality have a positive influence and the hypothesis is supported on brand awareness; brand awareness has a mediating role and the hypothesis is supported between brand consciousness and brand nationality on millennials' purchasing behavior; Brand schematicity does not have a moderating role and the hypothesis is not supported by brand awareness, brand consciousness and brand nationality on millennials' purchasing behavior. The implication of this research is that fast fashion brands can increase brand awareness and store atmosphere to maximize the potential opportunities for fast fashion brands to millennials' purchasing behavior. Keywords: brand awareness, brand consciousness, brand nationality, brand schematicity, store atmosphere
ADOPTING CONVENTIONAL BUDGET HOTELS INTO MUSLIM-FRIENDLY BUDGET HOTELS: AN EXPLORATORY ANALYSIS Aam Bastaman; Faridah Hj. Hassan; Ayu Ekasari; Yodfiatfinda Yodfiatfinda
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

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Abstract

Budget hotels play an important role in accommodating Muslim youth and low budget travelers who are price-sensitive, as there has been an increasing trend of Muslims traveling across countries. Muslim market is an increasingly attractive market for the tourism industry, thus, providing a big opportunity for budget hotels to offer their services. One of the concerns among the Muslim tourists is whether the hotel is Muslim friendly and could accommodate their halal lifestyle. For example, the availability of facilities for ablution, wet toilet, staffs with a modest dressing code, no pork served, no alcohol, and no adultery entertainment. Meanwhile, budget hotel faces other limitation for Muslim visitors, such as narrow rooms for praying, limited building and land size, resources, etc. The objective of this study is to analyze the appropriateness for conventional budget hotels to adopt into Muslim friendly budget hotels using TOWS analysis. The findings from this study are expected to provide information to indicate the importance of halal tourism knowledge among the conventional budget hotel industry stakeholders to be fully prepared with the opportunities to welcome Muslim visitors. A qualitative approach was employed for this exploratory study. The analyses utilized both primary data through in-depth interviews with selected informants and secondary data from previous research and publications. Moreover, observation was also conducted at several budget hotels within several states in Malaysia. The Muslim-friendly budget hotel model encounters some barriers especially in terms of facilities to support the halal standard.
Digital Marketing 4.0 and Its Role in Enhancing E-Commerce Competitiveness: Evidence from Coffee Shop Businesses in Indonesia Arnolt Kristian Pakpahan; Ayu Ekasari; Verrel Rhein Indra Setiawan
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6537

Abstract

The development of digital technology has significantly transformed the modern marketing landscape, particularly in the era of Industry 4.0 characterized by high connectivity and the adoption of digital platforms. This study aims to analyze the role of Digital Marketing 4.0 strategies in enhancing the e-commerce competitiveness of coffee shop businesses in Indonesia. The research employs a qualitative descriptive approach using a case study method. Data were collected through digital observations of social media and e-commerce activities, in-depth interviews with coffee shop owners and marketing practitioners, and documentation analysis involving 50 coffee business owners operating across several Indonesian cities. The findings indicate that the implementation of data-driven digital marketing strategies, customer interactivity, and personalized content significantly strengthens brand engagement, improves customer loyalty, and expands market reach. The study highlights that Digital Marketing 4.0 is not merely a technological tool but a strategic approach for creating sustainable competitive advantage for coffee businesses in the digital economy. These findings provide practical insights for small and medium-sized enterprises seeking to leverage digital platforms to improve competitiveness.
Co-Authors Arnolt Kristian Pakpahan Arton Briyan Bastaman, Aam Boginskaya Letsoin Enrico Situmorang Faridah Hj. Hassan Kurniawati Liya Suryani Verrel Rhein Indra Setiawan Yodfiatfinda, Yodfiatfinda