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All Journal Journal on Education Jurnal Pendidikan JISIP: Jurnal Ilmu Sosial dan Pendidikan LOYALITAS: Jurnal Pengabdian Kepada Masyarakat Social, Humanities, and Educational Studies (SHEs): Conference Series Abdi Masyarakat Jurnal Ilmiah Manajemen Kesatuan The World of Financial Administration Journal Jurnal Abdimas Sang Buana JURNAL ILMIAH GLOBAL EDUCATION JOEL: Journal of Educational and Language Research Kompetensi JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi (JIMBE) Journal Sains and Education Sinergi International Journal of Accounting and Taxation Sinergi International Journal of Management and Business Sinergi International Journal of Economics Toplama Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis Multidisciplinary Indonesian Center Journal Indonesian Journal of Social Science and Education
Yuyun Yuniarsih
Universitas Sangga Buana
Religion Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Tingkat Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Marketplace Shopee di Kota Bandung Adirama, Satria; Priadi, Muhammad Dadi; Yuniarsih, Yuyun
JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi Vol 3 No 1 (2024): April 2024
Publisher : Melati Institute

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Abstract

With the growth of e-commerce, consumer trust has become a critical aspect in online transactions. However, increasing cases of online fraud, such as products that do not match the description, raise concerns about consumer trust. This raises the question of how trust affects purchasing decisions in marketplaces such as Shopee.The purpose of the research is to evaluate how consumers' trust in Shopee affects their purchasing decisions. This is important to understand in the context of increasing cases of online fraud, which could damage the reputation of e-commerce platforms.Quantitative methodology was used with data collection through a survey. Data processing was done using SPSS version 27 to analyze the relationship between consumer trust and purchasing decisions.The results showed a strong significant relationship between consumer trust and purchasing decisions at Shopee. It was found that 77.3% of the purchase decision variable could be explained through consumer trust, indicating that trust is the most important factor in e-commerce.The conclusion of this study is that in the competitive world of e-commerce, consumer trust in platforms like Shopee is very important. This means that Shopee and similar platforms must continuously strive to build and maintain consumer trust to ensure long-term success.
ANALYTICAL STUDY OF INSTAGRAM AS AN AI-BASED DIGITAL MARKETING MEDIA COMMUNICATION TOOL IN THE TAJUR KATINEUNG NATURAL TOURISM SECTOR, PURWAKARTA, WEST JAVA Yuyun Yuniarsih; Nunung Sanusi; Abyan Faliq Athallah; Rafly Ramadhany
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.1173

Abstract

This study aims to analyze the role of Instagram as a digital marketing communication medium in promoting the Tajur Katineung natural tourist attraction, and to identify the application of artificial intelligence (AI) in supporting this marketing strategy. The method used is descriptive qualitative with a case study approach. Data were collected through direct observation of the Instagram account @tajurkatineung, digital insight documentation, and literature studies related to digital marketing, social media, and AI. The results show that Instagram has a strategic role in increasing the visibility and appeal of Tajur Katineung through its feed, story, and reels features. However, its utilization is still less than optimal in terms of content strategy, branding consistency, and audience engagement. AI technology is considered to have great potential in analyzing audience behavior and content effectiveness in real-time. Unfortunately, the use of AI is still very limited due to the lack of digital literacy among managers. From a media communication perspective, the @tajurkatineung account shows potential as a two-way media that allows direct interaction with the audience and forms a positive perception of the local tourist destination. This study recommends increasing the digital capacity of managers through training in the use of AI and content strategy, as well as collaboration with influencers and the use of Instagram Ads. This research provides theoretical contributions to the study of digital communication and social media-based marketing, as well as practical benefits for tourism actors in optimizing destination promotion strategies with the support of digital technology.
Analisis Komunikasi Lintas Budaya Sebagai Strategi Pemasaran Pariwisata Di Destinasi Wisata Antapura Djati Garut Jawa Barat Irawaty, Sandra; Yuniarsih, Yuyun
Journal Sains and Education Vol. 3 No. 02 (2025): JSE : Journal Sains and Education
Publisher : Saba Jaya Publisher

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Abstract

Penelitian ini bertujuan untuk menganalisis peran komunikasi lintas budaya sebagai strategi pemasaran pariwisata di destinasi wisata Antapura Djati, Garut, Jawa Barat. Latar belakang penelitian ini didasari oleh fenomena meningkatnya kunjungan wisatawan domestik dan mancanegara yang memiliki keberagaman budaya dan bahasa, sehingga diperlukan strategi komunikasi yang efektif dalam mempromosikan potensi wisata. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa pengelola Antapura Djati menerapkan strategi komunikasi berbasis budaya melalui tiga pendekatan utama: adaptasi bahasa, personalisasi layanan, dan penggunaan media digital. Strategi ini terbukti efektif dalam meningkatkan citra destinasi dan menarik minat wisatawan.
ANALISIS PENGARUH QRIS TERHADAP EFISIENSI PEMBAYARAN LANSIA DI PASAR BAROS CIMAHI Neni Amelia; Yuyun Yuniarsih
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1281

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan QRIS terhadap efisiensi pembayaran pada kaum lansia di Pasar Baros Cimahi. Metode yang digunakan adalah kuantitatif dengan pendekatan deskriptif dan verifikatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 96 responden lansia yang pernah menggunakan QRIS di Pasar Baros Cimahi. Uji statistik yang digunakan adalah uji validitas, uji reliabilitas, dan analisis regresi linier sederhana untuk menguji pengaruh QRIS terhadap efisiensi pembayaran. Hasil penelitian menunjukkan bahwa penggunaan QRIS oleh lansia di Pasar Baros Cimahi berada pada kategori sangat baik, sementara efisiensi pembayaran berada pada kategori baik. Analisis regresi menunjukkan bahwa penggunaan QRIS berpengaruh positif dan signifikan terhadap efisiensi pembayaran, dengan kontribusi pengaruh sebesar 65,6%, sedangkan 34,4% dipengaruhi oleh faktor lain yang tidak diteliti. Temuan ini menunjukkan bahwa meskipun QRIS memberikan manfaat dalam meningkatkan kemudahan dan kecepatan pembayaran, masih terdapat ruang untuk perbaikan, terutama terkait dengan kecepatan transaksi. Rekomendasi diberikan kepada pihak terkait untuk meningkatkan sosialisasi dan pelatihan kepada lansia agar penggunaan QRIS lebih optimal.
ANALISIS MEDIA SOSIAL DALAM MENETAPKAN SEGMENTASI PASAR DAN DEMOGRAFI KONSUMEN STUDI KASUS PADA PERUSAHAAN GLOBAL APPLE Aliefya Rahil Naftaly; Denis Stiyansah; Eden Dendie; Magdalena Siregar; Okki Heriyanto; Shera Tri Andini; Tita Apriani; Yuyun Yuniarsih
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1295

Abstract

Di tengah perkembangan teknologi digital yang semakin pesat, media sosial telah menjadi salah satu alat penting dalam strategi pemasaran modern. Perusahaan-perusahaan besar, termasuk Apple, semakin mengandalkan platform media sosial untuk membangun hubungan dengan konsumen, memahami perilaku pasar, serta mengembangkan strategi pemasaran yang lebih efektif. Penelitian ini bertujuan untuk menganalisis peran media sosial dalam proses segmentasi pasar dan pemahaman demografi konsumen, dengan mengambil Apple sebagai objek studi. Penelitian ini menggunakan pendekatan kualitatif dengan mengumpulkan dan menganalisis data dari berbagai platform seperti Instagram, Facebook, dan Twitter. Data yang diperoleh mencakup konten promosi, respons audiens, serta pola interaksi pengguna. Segmentasi pasar dilakukan berdasarkan variabel demografis seperti usia, jenis kelamin, lokasi, dan minat konsumen. Hasil penelitian menunjukkan bahwa media sosial memungkinkan Apple untuk mengidentifikasi segmen pasar secara lebih akurat dan menjangkau audiens yang relevan. Selain itu, analisis demografi konsumen melalui media sosial membantu perusahaan dalam merancang strategi pemasaran yang lebih personalisasi dan efektif. Dengan memanfaatkan data yang diperoleh dari media sosial, Apple dapat menyesuaikan produk, layanan, dan kampanye pemasaran sesuai dengan karakteristik demografis dan perilaku konsumen. Penelitian ini juga menekankan pentingnya penggunaan teknologi dan data digital dalam pengambilan keputusan pemasaran, serta memberikan wawasan tentang bagaimana perusahaan global dapat memanfaatkan media sosial untuk meningkatkan keterlibatan dan loyalitas pelanggan. Dengan demikian, penelitian ini memberikan kontribusi dalam memahami dinamika pemasaran di era digital, serta peran media sosial dalam segmentasi pasar dan analisis demografi konsumen. Hasil penelitian ini diharapkan dapat menjadi referensi bagi perusahaan lain dalam merancang strategi pemasaran yang lebih berbasis data dan berorientasi pada kebutuhan konsumen.
ANALISIS INSTAGRAM SEBAGAI MEDIA STRATEGI BISNIS INTERNASIONAL: STUDI KASUS PERUSAHAAN GLOBAL STARBUCKS DALAM MEMPERLUAS PASAR Dian Amelia Gidanthi; Ranti Ramadhanti; Khoerul Nisa Hilmi; Ingrit Fatharani; Rizaldi Alfrizafany; Yosep Suherman; Yuyun Yuniarsih
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1296

Abstract

Instagram sudah berkembang menjadi salah satu media sosial yang paling sering digunakan untuk kegiatan pemasaran. Perusahaan global memanfaatkan platform ini bukan hanya untuk promosi produk, tetapi juga untuk membangun hubungan dengan konsumen. Starbucks menjadi salah satu contoh brand internasional yang berhasil menggunakan Instagram untuk mendukung strategi bisnisnya di berbagai negara. Dengan jumlah pengikut yang sangat besar, Starbucks menghadirkan konten visual yang konsisten, kreatif, dan disesuaikan dengan budaya lokal. Penelitian ini bertujuan untuk melihat bagaimana Starbucks memanfaatkan Instagram dalam memperluas pasar internasional, apa saja kelebihan serta tantangannya, dan bagaimana efektivitasnya dibandingkan media pemasaran lain. Penelitian ini menggunakan pendekatan studi literatur dengan mengumpulkan data dari jurnal, artikel, serta laporan resmi. Hasil penelitian menunjukkan bahwa Instagram berperan besar dalam membangun brand image Starbucks, meningkatkan interaksi konsumen, dan memperkuat posisinya sebagai merek gaya hidup global.
Effectiveness of Brand Image and Brand Awareness in Improving the Performance of the West Java Provincial Centre for Teachers and Education Personnel through Social Media Engagement Rianawati, Yuli; Kosasih, Kosasih; Yuniarsih, Yuyun
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.4661

Abstract

The current era of digitalisation has brought about changes in public communication within government institutions. This is also the case at the West Java Provincial Teacher and Education Personnel Centre (BBGTK Jabar), which is the technical implementation centre of the Ministry of Primary and Secondary Education (Kemendikdasmen) tasked with providing training and competency development for teachers and education personnel in the province of West Java. Public communication plays a role in every activity carried out by this institution. This study aims to analyse the positive and effective influence of endogenous variables, namely brand image and brand awareness, on exogenous variables, namely the performance of BBGTK Jabar, through social media engagement as a mediating variable. The type of research used is descriptive and verificative with an explanatory survey research method. The data used are primary and secondary data, where the primary data collection technique is through surveys, while secondary data are obtained through literature studies, journals, articles, and websites. The research population was determined using the Slovin formula with a margin of error of 10%, resulting in 100 respondents consisting of teachers and educational staff who are active users of BBGTK Jabar social media. The research instrument was measured using a 5-point Likert scale, and data analysis was performed using Structural Equation Modelling (SEM). The results of the analysis show that brand image and brand awareness have a direct positive and effective influence on BBGTK Jabar performance through social media engagement as a mediating variable.
THE UTILIZATION OF AI FOR BUSINESS ANALYSIS OF CONSUMER BEHAVIOR AND BUSINESS COMMUNICATION IN MARKETING MANAGEMENT: A STUDY ON THE PUTRI RIVER TOURISM WEBSITE IN SUMEDANG Yuniarsih, Yuyun; Syafariah, Anita; Athallah, Abyan Faliq; Ramadhany, Rafly
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.483

Abstract

Digital transformation in the tourism industry urges business actors to adopt technologies that enhance both customer experience and operational efficiency. This study aims to analyze the utilization of artificial intelligence (AI) in interpreting consumer behavior, managing business communication, and improving the effectiveness of digital marketing management on the local tourism platform Puteri River Inn Sumedang. The method used is descriptive qualitative, involving non-participant observation, document study, and content and thematic analysis of digital data from websites, social media, and user reviews. The results indicate that although direct AI implementation is not yet visible on the platform, the potential for application is significant. AI can be utilized to analyze consumer preferences regarding lodging, culinary options, and entertainment facilities such as flying fox, swimming pool, and camping. Business communication could be enhanced through chatbots, automated reservation systems, and personalized digital promotions. From a marketing management perspective, AI supports more effective STP strategies (segmenting, targeting, and positioning) using real-time data. This study concludes that AI-based digitalization of local tourism is a strategic step toward strengthening competitiveness and increasing visitor satisfaction. Strong managerial commitment and technological support are essential to realize this transformation.
Optimizing Social Media for Hotel Marketing and Consumer Behavior Insights Yuniarsih, Yuyun
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4311

Abstract

The hospitality industry in Bandung faces intense competition, with consumer behavior increasingly shaped by social media as a source of travel information and recommendations. This study aims to analyze how hotel uses social media to strengthen marketing management and understand consumer behavior. A descriptive qualitative approach was employed, involving in-depth interviews with the hotel’s digital marketing team, questionnaires with 20 active social media users, observations of social media accounts, and analysis of promotional reports. The findings show that the hotel uses Instagram, TikTok, Facebook, and YouTube to highlight its European-style architecture, promote seasonal discounts, and collaborate with influencers, resulting in a 15% increase in bookings. Social media enables quick responses to inquiries, personalized guest communication, and insights into consumer preferences, with 70% of visitors relying on online reviews before booking and 40% attracted by photo spots. The attention, interest, search, action, share model explains how consumers engage with and share content, boosting organic promotion. This study provides practical strategies for hotels to enhance digital marketing and contributes to understanding consumer behavior in Bandung’s tourism sector, recommending further exploration of diverse platforms and larger samples.
DIGITAL PROMOTION STRATEGY: UTILIZATION OF DIGITAL ADVERTISING, ENDORSEMENTS, AND SOCIAL MEDIA CAMPAIGNS AT JNC COOKIES Jota Yovanto; Rini Puspita Dewi; Suci Fitriani; Luthfiani Chintia Wardani; Zia Dzilalul Haq; Revalsyah Alwi Alfarizky; Rizaldi Afrizafany; Ingrit Fatharani; Indah Permatasari; Oksa Putri Mulyadi; Yuyun Yuniarsih
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2195

Abstract

The increasing intensity of competition in the culinary business sector of Micro, Small, and Medium Enterprises (MSMEs), particularly in snack food products such as JNC Cookies, necessitates the implementation of effective digital promotion strategies to expand market reach and improve sales performance. Changes in consumer behavior that increasingly rely on digital platforms to obtain information, evaluate purchasing decisions, and interact with brands have made adaptation to digital marketing an unavoidable requirement. Therefore, this study aims to analyze the planning, implementation, and effectiveness of digital promotion strategies through the utilization of digital advertising (paid advertising), endorsements, and social media campaigns in enhancing brand awareness and consumers’ purchase intention toward JNC Cookies. This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation of social media activities, and analysis of the performance of implemented digital marketing campaigns. In addition, several supporting indicators were measured, such as content reach, engagement rate, consumer interactions, and changes in sales volume during the campaign period. The collected data were subsequently analyzed to identify the relationship between digital promotional activities and consumer responses. The expected outcomes of this study include the formulation of an applicable digital promotion strategy model for food-sector MSMEs, recommendations for the development of sustainable social media campaigns, and the mapping of the roles of endorsements and digital advertising in strengthening the brand positioning of JNC Cookies. The findings of this study are expected to provide practical contributions for MSME practitioners in optimizing the use of digital media as an effective, measurable, and consumer-oriented promotional tool.
Co-Authors Abdurrahman Rahim Thaha Abyan Faliq Athallah Adi Permana Sidik Adirama, Satria Adriansyah Ekaputra Aji Putri Yanshah Algunadi, Muhammad Aliefya Rahil Naftaly Andriani, Nur Anita Syafariah Athallah, Abyan Faliq Barick Ahmad Setiawan Deni Nurdyana Hadimin Denis Stiyansah Dian Amelia Gidanthi Dwi Handayani Eden Dendie Fauzan Aziz Feniawati Darmana Firdaus, Ridwan Tho At Gunawan, Putri Kurnia H. Muchsin al-Fikri Hanny Rahayu Hayun Setiawan Hersusetiyati Hersusetiyati Hersusetiyati, Hersusetiyati Indah Permatasari Ingrit Fatharani Jota Yovanto Kartini Febriani Khoerul Nisa Hilmi Koko Adya Winata KOSASIH KOSASIH, KOSASIH Leni Rohida Lutfiiyani, Isni Luthfiani Chintia Wardani M. Dadi Priadi Magdalena Siregar Maria Grace Herlina Meiwatizal Trihastuti Mia Mulyawati Muhammad Dadi Priadi Neni Amelia nia kurniasih Nugroho Djati Satmoko Nunung Sanusi Nurhaeni Sikki Okki Heriyanto Oksa Putri Mulyadi Priadi , M. Dadi Pupi Indriarti Zaelani Pupi Indriati Zaelani Purnama Rachmanita Qiqi Yuliati Zaqiah, Qiqi Yuliati R. Dudi Rudiatna Rachman, Reza Saeful Rafly Ramadhany Ramadhany, Rafly Ranti Ramadhanti Ratna Deli Sari Revalsyah Alwi Alfarizky Rianawati, Yuli Ridwan Tho At Firdaus Rini Puspita Dewi Rizaldi Afrizafany Rizaldi Alfrizafany Roni Tabroni Rustiman, Uus Sabila, Silsi Sandra Irawaty Sanusi, Nunung Setiawan , Hayun Shera Tri Andini Sikki, Nurhaeni Silsi Sabila Suci Fitriani Sutarman Sutarman Tatang Sudrajat Tita Apriani Tresia Wulandari Widyapuri Prasastiningtyas Witri Cahyati Yadiman Yadiman Yosep Suherman Zia Dzilalul Haq