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Heny Hendrayati

Universitas Pendidikan Indonesia

Author-ID : 3711176

Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Public Health Social Sciences Transportation Other

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Perspektif Para Stakeholder Hotel Mengenai Smart Hotel dan Perkembangannya di Indonesia Koswara, Silvia Septyani; Ridwan, Okky Rizal; Kusumah, Ahmad H.G; Hendrayati, Heny
Tourism and Hospitality Essentials Journal Vol 11, No 2 (2021)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jtee.v11i2.77797

AbstrakPenelitian ini dilakukan untuk mengetahui sejauh mana pandangan para stakeholder hotel mengenai smart hotel dan perkembangannya di Indonesia. Narasumber pada penelitian ini berjumlah delapan orang yang merupakan karyawan hotel yang mengetahui kegiatan pemasaran yang dilakukan. Penelitian ini menggunakan metode kualitatif untuk menggali lebih dalam bagaimana pandangan para stakeholder mengenai smart hotel, yang diperdalam dengan wawancara telfon yang memiliki poin pertanyaan tentang definisi smart hotel, harapan jika smart hotel dikembangkan oleh para stakeholder, dan hambatan yang akan dihadapi. Penelitian sebelumnya sudah dilakukan di tiongkok dengan mengambil perspektif para manajer, yang hanya mencari bagaimana pandangan mengenai smart hotel namun solusi atas hambatan tidak disinggung. Hasilnya smart hotel didefinisikan sebagai hotel yang dilengkapi teknologi terkini yang memberikan manfaat bagi operasional hotel, dan tamu dalam memberikan pelayanan yang cepat dan efisien, smart hotel diharapkan dapat berkembang dengan baik di Indonesia, akan tetapi dengan beberapa catatan yang kegiatannya akan mendapatkan hambatan-hambatan yang sudah terangkum didalam peneliitian ini.Kata Kunci : hotel, teknologi, smart hotel, stakeholdersAbstractThis research was conducted to find out the extent of hotel stakeholders' views on smart hotels and their development in Indonesia. The resource persons in this study are eight people who are hotel employees who know the marketing activities carried out. This study uses a qualitative method to dig deeper into the views of stakeholders regarding smart hotels, which are deepened by telephone interviews that have question points about the definition of smart hotels, expectations if smart hotels are developed by stakeholders, and the obstacles that will be faced. Previous research has been conducted in China by taking the perspective of managers, who only look for how to view smart hotels but the solution to the obstacles is not mentioned. As a result, smart hotels are defined as hotels equipped with the latest technology that provides benefits for hotel operations, and guests in providing fast and efficient services, smart hotels are expected to develop well in Indonesia, but with some notes that their activities will get obstacles that have been summarized in this research.Keywords: hotel, technology, smart hotel, stakeholders

Tourism Attractions on Visiting Decisions: A Literature Review Fauziah, Putri Wafda; Kusumah, Ahmad hudaiiby Galih; Hendrayati, Heny
Tourism and Hospitality Essentials Journal Vol 14, No 2 (2024)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/thej.v14i2.77857

AbstrakArtikel ini bertujuan membahas dampak daya tarik destinasi pariwisata terhadap keputusan para wisatawan untuk mengunjungi suatu tempat. Konsep daya tarik dibuat terperinci dengan menjelaskan bagaimana konsep ini telah diubah dengan mempertimbangkan aspek geografis, temporal, dan keragaman konsep tersebut. Selain itu, artikel ini menyoroti bahwa keputusan perjalanan dipengaruhi oleh kombinasi motif, termasuk motivasi inti, motivasi tengah, dan motif lapisan luar. Artikel ini juga membahas faktor-faktor psikologis yang memengaruhi keputusan pembelian, seperti motivasi, persepsi, pembelajaran, kepribadian, dan sikap. Metode yang digunakan dalam penelitian ini berupa studi literature untuk menyelidiki kompleksitas hubungan antara daya tarik dan keputusan berkunjung. Pendekatan sistematik dengan menggunakan sumber data sekunder dari jurnal akademis, buku, dan laporan riset yang relevan. Teknik analisis konten digunakan untuk menggali data dan merangkum temuan kunci dalam literatur yang telah ditelaah. Hasil yang diperoleh dalam kajian ini menunjukan bahwa daya tarik wisata memiliki dampak yang signifikan dan positif terhadap keputusan wisatawan untuk mengunjungi suatu tempat. Peran fasilitas juga diakui dalam proses pengambilan keputusan berkunjung. Penelitian ini menekankan pentingnya pemahaman holistik terhadap kompleksitas hubungan antara daya tarik dan keputusan berkunjung dalam mengembangkan strategi pemasaran destinasi yang efektif dan meningkatkan pengalaman keseluruhan para wisatawan. Kata kunci: daya tarik wisata; keputusan berkunjung; wisatawanAbstractThis article aims to discuss the impact of destination attractiveness on tourists’ decision to visit a place. The concept of attractiveness is elaborated by explaining how this concept has been modified by considering the geographical, temporal, and diversity aspects of the concept. In addition, this article highlights that travel decisions are influenced by a combination of motives, including core motivations, middle motivations, and outer layer motives. This article also discusses psychological factors that influence purchase decisions, such as motivation, perception, learning, personality, and attitude. The method used in this study is a literature study to investigate the complexity of the relationship between attractiveness and visit decisions. A systematic approach using secondary data sources from relevant academic journals, books, and research reports. Content analysis techniques are used to explore data and summarize key findings in the reviewed literature. The results obtained in this study indicate that tourist attractiveness has a significant and positive impact on tourists’ decision to visit a place. The role of facilities is also recognized in the decision-making process of visiting. This study emphasizes the importance of a holistic understanding of the complexity of the relationship between attractiveness and visit decisions in developing effective destination marketing strategies and enhancing the overall experience of tourists.Keywords: tourist attraction; visitation decisions; tourists

Brand Management Strategies for Sustainability: Insights from a Systematic Review Wijaya, Fanji; Rahayu, Agus; Hendrayati, Heny
Journal of Business Management Education (JBME) Vol 9, No 3 (2024)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v9i3.76042

The literature review highlights the importance of sustainability in modern brand management strategies, highlighting green marketing, brand trust, brand equity, digital marketing, and Corporate Social Responsibility (CSR) as key pillars. Sustainability is now a core component of brand differentiation and reputation building, appealing to environmentally conscious consumers, and fostering long-term loyalty through transparent practices. Digital marketing is an effective channel for disseminating sustainability initiatives, aligning with shifting consumer behaviors towards sustainable consumption. CSR and sustainable development practices are increasingly incorporated into brand strategies, even in luxury markets. However, the review acknowledges limitations such as reliance on a single database, limited publication time frame, and a predominance of general findings over context-specific insights. Future research should incorporate multi-database sources, broaden the time range, and include qualitative and context-specific analyses. Triangulation techniques, such as practitioner interviews, are recommended to mitigate selection bias and strengthen the validity of findings. The review emphasizes the strategic importance of sustainability in brand management, urging companies to adopt sustainable practices to remain competitive and socially responsible, ultimately fostering long-term business resilience.

Implementation of Blue Ocean Strategy in Facing Business Competition: A Startup Case Study of Lapangbola.Com Hermawan, Adam; Hurriyati, Ratih; Hendrayati, Heny; Sultan, Mokh Adib
Jurnal Manajemen Bisnis Vol. 15 No. 1: March 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i1.20486

Research aims: This study discusses the specific blue ocean strategy employed by lapangbola.com to emerge successful in the business competition.Design/Methodology/Approach: This study employed a descriptive qualitative methodology, utilizing interviews with relevant individuals (Operations and Marketing managers) from lapangbola.com. The analysis was conducted using the Blue Ocean Strategy, employing a strategy canvas, a four-step framework, and a six-step framework for data gathering.Research findings: A business competition strategy employs a blue ocean strategy approach that originates from business innovation, encompassing product development, operational enhancements, and the utilization of efficient digital marketing channels.Theoretical Contribution/Originality: This research serves as valuable information for decision-makers, particularly in startup firms, seeking to enhance their business growth by adopting a blue ocean strategy approach. The successful implementation of this technique by lapangbola.com, a startup business in the sports industry, further exemplifies its effectiveness.Practitioners/Policy Implications: Startup companies or businesses in the digital industry might employ a blue ocean strategy, characterized by a rigorous, flexible, and inventive approach, to analyze the market and formulate an effective formula for company development.Research Limitations/Implications: The limitations of this research are found in the secondary data (literature studies) used, this is because not many businesses have consciously implemented blue ocean strategy simultaneously using canvas strategies, 4-step frameworks and 6-step frameworks. More in-depth analysis is needed on the implementation of the blue ocean business strategy that will be carried out at each startup.

The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape Hendrayati, Heny; Achyarsyah, Mochamad; Marimon, Frederic; Hartono, Ulil; Putit, Lennora
Emerging Science Journal Vol 8, No 6 (2024): December
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2024-08-06-012

This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Doi: 10.28991/ESJ-2024-08-06-012 Full Text: PDF

Examining the Impact of Live Streaming, Affiliate Marketing, and Flash Sale Programs on Purchase Intentions in the TikTok Shop: An Empirical Study Focused on Generation Z Novilia, Fitri; Hendrayati, Heny; Fahreza, Mohammad
Coopetition : Jurnal Ilmiah Manajemen Vol. 15 No. 2 (2024): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/coopetition.v15i2.4398

Live streaming has become the latest strategy in marketing products as it provides consumers with a sense of experiencing direct shopping. In live streaming, sellers and buyers can interact directly through real-time video streaming. Marketing strategies involving third-party individuals, known as affiliate marketing, are engaged in marketing activities. Several e-commerce platforms utilize this approach as it brings benefits to all parties involved. Live streaming has become a popular promotional method, especially after the pandemic. Flash sales, with their attractive offers, are highly favored by consumers as they allow them to purchase high-quality products or services at significantly low prices, but within specific time and quantity constraints. The author is interested in understanding the most influential marketing strategies that impact consumer Purchase Intention in e-commerce, particularly on new platforms like TikTok Shop. The research method employed is descriptive statistics based on the results of statistical calculations using SEM-PLS, with primary data obtained from 96 respondents through a questionnaire.

The influence of the environment on the implementation of good university governance in private universities in the city of Bandung Surachman, Eka; Hendrayati, Heny; Hendri, Meriza; Atrisia, Marchela Indah; Riza, Noviana
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 1 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020243266

Good university government is related to the entire system that is formed starting from rights, processes and control, both inside and outside company management. This research aims to investigate the influence of the external and internal environment on the application of the principles of Good University Governance (GUG) and their implications for the quality of private universities (PU) in Bandung City. This study uses a quantitative approach with a research instrument in the form of a questionnaire designed to measure perceptions of external and internal environmental conditions, implementation of GUG, competitive strategies, and quality of PU. Data analysis was carried out by carrying out normality tests, data linearity tests, and SEM assumptions. The research results show that the external and internal environment has a significant influence on the implementation of GUG at PU Bandung. The findings of this research confirm that the external and internal environment plays an important role in implementing GUG at PU Bandung. Furthermore, the implementation of GUG has a positive impact on the overall quality of PU. By implementing GUG principles well, private universities can strengthen their competitive strategies and overall improve their quality in society.

Digital Value-Based Pricing Strategy in Tourism Marketing: A Systematic Literature Review Approach Rabiul Awal, Rais Iqbal; Rahayu, Agus; Hendrayati, Heny; Heryana, Nono; Yudha Rahman, Shandika; Deny, Muhammad; Lestari, Fitri
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3728

This research is motivated by the importance of digital value-based pricing strategies in optimizing the competitiveness of tourism destinations in the digital era. This background highlights the need for an approach that integrates technology and a deep understanding of consumer behavior to create perceived value for tourists. The study aims to identify effective, relevant, and competitive pricing strategies in digital value-based tourism marketing. The method used is the Systematic Literature Review (SLR) with the PRISMA framework, combined with bibliometric analysis to ensure the validity and relevance of the research data. The results of the study indicate that digital value-based pricing strategies, which utilize data analytics and personalization, can increase tourists' perceived value, satisfaction, and loyalty while driving the economic sustainability of tourist destinations. The conclusion of this study confirms that digital value-based strategies are not only relevant but also able to create satisfying tourism experiences, support marketing innovation, and have the potential to become a long-term trend in the tourism industry.

Scent-sational Strategies: Boosting Refill Perfume Brand Image through Product, Price, Service, and Social Media Sujono, Hernandi; Hurriyati, Ratih; Wibowo, Lili Adi; Hendrayati, Heny
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 1 (2025): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i1.53263

Brand image remains pivotal in contemporary marketing discourse, particularly within niche industries. This study advances brand theory by empirically examining how product attributes, pricing strategies, service quality, and social media engagement collectively shape the brand image of refill perfumes through customer experience mediation. Employing Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS, data from 332 refill perfume customers across five cities in West Java, Indonesia were analyzed using cluster sampling. Findings indicate that all examined factors significantly enhance brand image, with customer experience acting as a crucial mediator. Practically, this suggests that refill perfume businesses can strategically leverage product quality, competitive pricing, superior service, and dynamic social media presence to cultivate a robust brand identity.

A Bibliometric Analysis of Green Marketing on Consumer Behavior Using R Studio Kurniawan, Iwan; Rahayu, Agus; Hendrayati, Heny
Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Vol. 22 No. 1 (2025): June 2025
Publisher : Sekolah Tinggi Ilmu Administrasi Lembaga Administrasi Negara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31113/jia.v22i1.1213

The analysis was comprehensively conducted on 326 research articles and reviews published in 149 journals listed in the Scopus database from 1995 to 2024, providing measurable and valuable insights into research trends in green marketing and consumer behavior. The results of this study indicate an increase in the literature on this topic, especially since 2022 to 2024. The average number of publications over the last 10 years is 10.7, and the average number of citations per document is 10.7. Researchers from 59 countries have so far conducted research on consumer behavior and green marketing. India has 124 publications, followed by the USA with 113 publications, and China with 65 publications. According to our analysis, elements such as environmentally-based tourism destinations, creative marketing strategies, sustainable consumer behavior, and the increasing importance of green labeling are highlighted. Additionally, areas requiring future research include environmental awareness, waste management, certification of eco-friendly products, and sustainable consumer behavior across all types of eco-friendly product use. Therefore, collaboration between individuals, groups, and companies, both locally and internationally, should be enhanced, with a specific focus on developing innovative green marketing methods to encourage sustainable consumer behavior with a focus on environmental care.

Co-Authors A, Ahmad Paris Abdul Ahmad Hafidh Nurmansyah Abdul Yusuf Achmad Muhammad, Achmad Achyarsyah, Mochamad Adam Hermawan Adib Sultan, Adib Agista Nabilaharis Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Sudono Ahmad Hudaiby Galih Kusumah Alfattory Rheza Syahrul Alwinda Manao Amirul Afif Muhamat Amirul Afif Muhamat Andrieta Shintia Dewi Anna Permanasari Arie Indra Gunawan Arief Budiman Arisman, Ari Aryani, Kiki Askolani Askolani Asti Nur Aryanti Astri Wulandari Atrisia, Marchela Indah Axrorov Saidmunirxon Ayuningtyas Yuli Hapsari Ayuningtyas Yuli Hapsari Azman, Heru Aulia Bambang Widjajanta Budhi Pamungkas Gautama, Budhi Budhi Wahyu Fitriadi Budi Harto Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum Cici Cintyawati Ciptagustia, Annisa Damayanti, Fenny Dede Kurnia Dede Kurnia Dede Nursilah, Dede Dematria Pringgabayu Depy Muhamad Pauzy Deti Mulyo Harsono Disman Disman Disman Disman, Disman Edi Suryadi Eeng Ahman, Eeng Effendy, Femmy Elvira Azis Epon Ningrum Fahreza, Mohammad Fanji Wijaya Farizki Maulana Rafliansyah Farizki Maulana Rafliansyah Femmy Effendy Femmy Effendy Ferry Arfiansyah Fitri Lestari, Fitri Fitri Novilia Fitrina Lestari Fitrina Lestari Frederic Marimon Granit Agustina Hadiaty, Fifit Hari Mulyadi Hendri, Meriza Hernandi Sujono Hernandi Sujono Heryana, Nono Hilda Monoarfa Huda, Miftakul I Dewa Gede Sayang Adi Yadnya Ika Barokah Suryaningsih Ikaputera Waspada, Ikaputera Imas Purnamasari Indra Gunawan, Ari Inomjon Qudratov Inomjon Qudratov Iqbal Rabiul Awal, Rais Istiharini Istiqomah, Chairunnisa Iwan Kurniawan Iwan Kurniawan Iwan Setiawan Jaxongir Davronov Askarovich Jejen Jaenal Aripin Jejen Jaenal Aripin Johan, Ahmad Jumadil Saputra Juniari, Rosa Prafitri Juwanto Juwanto Kartika, Titing Khoirun Nisa Bahri Koswara, Silvia Septyani Kurbanbayeva Marjona Kusumah, Ahmad H.G Kusumah, Ahmad hudaiiby Galih Kusumah, Echo Perdana Laelia, Nurul Lena Lestary Leonita Siwiyanti Lili Adi Wibowo Lili Wibowo Listri Herlina Maisa Asmara Manoarfa, Hilda Marhadi Marhadi, Marhadi Marimon, Frederic Maya Sari Megantara, Khandinar Shidik Meriza Henri Miftahuddin, S.Si.,MAB., asep Mochamad Achyarsyah Mohamad Faizal Mohammad Fahreza Mokh Adib Sultan Mokh Adib Sultan, Mokh Adib Mokh. Sultan Monoarfa, Hilda Mubarok, Ramdhan Faizal Mubiar Agustin Muhamad Anggi F Muhamad Rafi Rayhan Muhamat, Amirul Afif Muhammad Deny, Muhammad Muhammad Fatwa F Mulyana, Yadi Munawar, Asep Munawaroh Munawaroh Nadeak, Thomas Netti Nurhayati Netti Siska Nurhayati Noor Faizah Mohd Lajin Nor Aiza Moketar Norshahidatul Hasana Ishak Novilia , Fitri Novilia, Fitri Nugraha Nugraha NUNIEK DEWI PRAMANIK Nur, Lutfi Nur, Lutfi Nurdin, Mohammad Nurihsan, Achmad Juntika Nurul Hidayah Mat Zain Oce Ridwanudin Palupi Permata Rahmi Pamuji Aminullah, Zakariya Perdana, Yoga Perengki Susanto Pinasthika, Azhyra Rana Pramudita Faddila, Syifa Purnomo Puspito Diyah Setiyorini, Heri Puspo Dewi Dirgantari Puteri Dearini Joesdienar Putit, Lennora Putri Wafda Fauziah Rabiul Awal, Rais Iqbal Rahman, Shandikha Arya Yudha Rahmat, Adhitya Rahmy Karimah Syahidah Ramayani Yusuf Rasto Rasto Ratih Hurriyati Ratih Hurriyati Raya Sulistyowati Rena Yuliana Ridwan, Okky Rizal Rina Suprina Riske Faldesiani Rivaldi Arissaputra Riza, Noviana Rojabov Hakimboy Rubini, Rizki Adriansyah Safitri, Wiji Salsa Satriani Setiawan Saputra, Yori Andes Sarah, Kania Siti Savitri, Citra Sharifah Zannierah Syed Marzuki Shintia Permata Shomurodov Sarvarbek Sidiq Idris Azzam, Muhammad Simatupang, Frido Sarita Sisda Ferlianti Siti Aisyah Siti Rahayu Abdul Aziz Sujono, Hernandi Sulastri Sulastri Surachman, Eka Suryana Suryana Suryana Suryana Suryana Suryana Suziana, Suziana Syahbudiman, Rayhan Syahidah, Rahmy Karimah Syamsu Yusuf Syamsu Yusuf, Syamsu Syifa Pramudita Faddila Tegar Tegar Ditya Pragama Teguh Sandjaya Teuku Dhani Al Ramdhani Thomas Nadeak Tia Yuliawati Tiara Asyifa Setiawan Tjutju Yuniarsih, Tjutju Ulil Hartono Vanessa Gaffar Veranita, Mira Verinita, Verinita Virginia, Reggina Widi Prayoga Wiji Safitri Willma Fauzzia Yana Setiawan Yori Andes Saputra Yosep Hidayat Yudha Rahman, Shandika Yuin, Hwang Wu Yuliana, Rena YUSUF, RAMAYANI Zein Bastian

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