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All Journal Jurnal Manajemen Indonesia International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Journal of Social Research Literacy : International Scientific Journals of Social, Education, Humanities
Novika Candra Astuti
Business Strategy and Marketing Group, School of Business and Management, Institut Teknologi Bandung
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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RESEARCH ON MOBILE CONSUMER HABIT AND ATTITUDE TOWARDS FEMTOCELL SERVICES Novika Candra Astuti; Lamhot S.P. Simamora
Jurnal Manajemen Indonesia Vol 16 No 1 (2016)
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (10185.597 KB) | DOI: 10.25124/jmi.v16i1.729

Abstract

Femtocell is the new technology that may offer competitive value to mobile service providers for increasing their market share, retain the consumers and lower the operational cost ini providing the better signal especially inside building (indoor). This study investigate the habit and attitude of mobile consumers int two specific areas in Bandung; Buah Batu Regency and Mitra Dago-Antapani, toward the use of femtocell value and services. This study also considers the marketing implication the success of femtocell deployment in the future
Proposed Strategy to Increase Brand Awareness in the Digital Market through Influencer and Content Marketing for SHAKTI Spice Product Wirajaya, Abirackshaan; Novika Candra Astuti
Journal of Social Research Vol. 4 No. 7 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i7.2596

Abstract

The low brand awareness of SHAKTI, a chili powder product owned by PT Sathrusi Komoditi Indonesia, presents a major challenge for entering Indonesia's competitive digital market, despite offering high-quality, halal-certified products, SHAKTI’s digital marketing efforts remain underdeveloped, this study investigates how influencer marketing and content marketing impact the improvement of brand awareness, a mixed-method approach was adopted, with quantitative data collected from 130 potential consumers via structured questionnaires, and qualitative data obtained through in-depth interviews with three internal stakeholders, multiple regression analysis revealed that both influencer marketing (? = 0.524) and content marketing (? = 0.405) significantly influence brand awareness, with an explanatory power of R² = 0.766 the proposed strategies include enhancing educational and visual content on Instagram, collaborating with relevant micro-influencers, optimizing marketplace listings, and initiating a digital loyalty program, all of these findings highlight the importance of integrating influencer and content marketing strategies to sustainably increase SHAKTI’s digital brand visibility.
A Proposed User-Generated Content (UGC) Strategy in Influencing Purchase Intention of Family Segment With Mediation of Perceived Usefulness and Perceived Trust Aisyah Nuralam; Novika Candra Astuti
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 2 (2025): August : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i2.2343

Abstract

In the current era of social media utilisation, User Generated Content (UGC) has become a pivotal factor in influencing consumer behaviour, particularly with regard to purchase intention. The present study investigates the influence of UGC on purchase intention in the family segment, with a specific focus on mothers as primary household decision-makers. Utilising a quantitative approach with 152 respondents fitting the family demographic, the study applies Structural Equation Modeling Partial Least Squares (SEM-PLS) to examine the relationships among UGC, perceived usefulness, perceived trust, and purchase intention. The findings indicate that UGC exerts a substantial influence on both perceived usefulness and perceived trust. However, it is important to note that only perceived trust has a direct and mediating effect on purchase intention. Conversely, perceived usefulness, though positively influenced by UGC, does not significantly drive purchase decisions. Furthermore, UGC exerts a direct influence on purchase intention, thereby underscoring its persuasive power that extends beyond the realm of functional value. The findings of this study emphasise the pivotal role of trust in influencing purchasing decisions among family consumers, thereby underscoring its considerable potential impact on consumer behaviour. Consequently, marketing strategies should concentrate on generating credible, honest, and experience-based UGC to effectively target this segment.
Digital Marketing Strategies in Building Brand Advocacy to Improve Purchase Intention : (Study Case at PT. Nada Promotama) Devita Chandra Aryn Ayuningtyas; Novika Candra Astuti
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 2 (2025): August : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i2.2404

Abstract

This study investigates how digital marketing strategies affect online brand advocacy, brand loyalty, and purchase intention in the context of a music and event company in Indonesia, PT. Nada Promotama. Using a quantitative explanatory approach, data were collected from 281 respondents through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing significantly influences both online brand advocacy and brand loyalty. Moreover, brand loyalty positively and significantly affects purchase intention, while online brand advocacy does not have a direct significant effect. Interestingly, the analysis revealed a reciprocal relationship between brand advocacy and brand loyalty, suggesting a mutually reinforcing dynamic between the two constructs. These findings contribute to the understanding of digital consumer behavior in the entertainment sector and offer practical insights for marketers seeking to leverage emotional loyalty and advocacy in digital strategies.
PROPOSED DIGITAL MARKETING STRATEGY FOR LEAD GENERATION IN B2B SAAS INDUSTRY: (A CASE STUDY OF EMPLORAX IN SINGAPORE) Sukraj Putera; Novika Candra Astuti
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.3596

Abstract

The Software-as-a-Service (SaaS) business-to-business (B2B) industry in Singapore faces much difficulty in acquiring qualified leads and then converting them in environments with risk averse and multi stakeholder purchasing decisions. The present study examines how Emplorax an imaginary name for a Singapore-based SaaS firm may digitalize its marketing strategy and raise leads quality, conversion, and marketing return on investment (ROI). The study is a paradigm mix of qualitative and quantitative methodologies through the integration of data from CRM systems, advertisements dashboards as well as websites analytics, with the qualitative insightes coming from internal interviews. A strategic framework outlines the analysis, which includes both external and internal diagnostics, funnel-based channel mapping, and performance optimization levers. The results demonstrate the clear differences in the performance of the channels. SEO and Google Ads can offer along with the lowest cost per lead the highest number of leads and conversely, Meta Ads affect the pipeline quality the least. Internally, critical limitations appear in CRM segmentation, mid-funnel email automation, and the lack of performance feedback loops. Particular market limitations such as stringent procurement procedures and the need for integration readiness further decrease the conversion rate. The proposed approach is the introduction of two sequential executions' playbooks. Playbook A deals with Capture and Qualify Leads through Digital Acquisition. Besides, Playbook B will meet the conversion with the help of retargeting offline engagement and the structured sales follow-up, which is tagged for high-intent leads identification. The scheme also proposes standardizing CRM lifecycle, automating nurture workflows, and using multi-touch attribution modeling, specifically for the Singapore context. This thesis shows a realistic plan for SaaS marketers, who are working in high-consideration B2B environments. By employing a data driven, funnel aligned strategy accompanied by structured playbooks, the companies will be enabled to improve lead qualification, pipeline velocity, and marketing-to-sales collaboration. The framework is a remediable model for regional SaaS companies, which are willing to perform through digital marketing integrated.
Co-Authors Aisyah Nuralam Devita Chandra Aryn Ayuningtyas Lamhot S.P. Simamora Sukraj Putera Wirajaya, Abirackshaan