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All Journal Jurnal Teknik Industri J@TI (TEKNIK INDUSTRI) JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen Teknologi JURNAL PASTI (PENELITIAN DAN APLIKASI SISTEM DAN TEKNIK INDUSTRI) Jurnal Ilmiah Teknik Industri PERFORMA : Media Ilmiah Teknik Industri International Research Journal of Business Studies (E-Journal) Jurnal Indonesia Sosial Teknologi Journal of Research in Industrial Engineering and Management International Research Journal of Business Studies
Hasrini Sari
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Pengaruh Sentiment Analysis Berdasarkan Electronic Word of Mouth yang Dihasilkan dari Social Media Marketing Activities terhadap Posisi Bersaing Janji Jiwa dan Kopi Kenangan Saffania Zahra Aina Halinda; Hasrini Sari
Journal of Research in Industrial Engineering and Management Vol 3 No 1 (2025): Mei 2025
Publisher : Program Studi Teknik Industri, Fakultas Teknologi Industri, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61221/jriem.v3i1.51

Abstract

Today's fierce business competition can affect the competitive position of a brand, and with the development of technology in the digital era changing consumer behavior that has a dependence on the internet network in communicating opinions, information, and transactions that influence each other or what is commonly called Electronic Word of Mouth (E-WOM). In E-WOM itself, there are sentiments that can be analyzed to determine whether the meaning of the sentence is positive, negative, or neutral. The sentiment is what the brand needs to know the perspective of the market. The development of this digital era also requires a brand to have a social media account to make an assessment first before deciding on a purchase. Brands that have a positive and strong image in the minds of consumers or followers are believed to be able to attract consumer interest in buying products offered by a brand. This research was conducted by looking at the quality of Sentiment Analysis from each coffee shop brand on Electronic Word of Mouth (E-WOM) generated by Social Media Marketing Activities on Instagram social media. The case study was conducted on business competition between two coffee shop brands Janji Jiwa and Kopi Kenangan, because based on the brand index of the Top Brand Award the two coffee shops are in a very tight competitive position. Sentiment analysis was conducted using Python and Jupyter. The results showed that Janji Jiwa coffee shop has a positive comment weight of 14.90%, which is higher than Kopi Kenangan coffee shop that has a positive comment weight of only 11.70% with the weight of negative comments owned by both coffee shop brands amounting to 73.30%. Positive sentiment. The positive comment weights reflect the competitive positioning of the two brands, with Janji Jiwa being in a stronger position than Kopi Kenangan.
Penerapan Studi Neuromarketing pada Desain Kemasan Produk Hijau dan Pengukuran Niat Beli Berdasarkan Profil Gender, Pendidikan, dan Frekuensi Membeli Produk Listia Chaerani, Metha; Hasrini Sari
Journal of Research in Industrial Engineering and Management Vol 1 No 2 (2023): November 2023
Publisher : Program Studi Teknik Industri, Fakultas Teknologi Industri, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61221/jriem.v1i2.20

Abstract

The significant growth in the beauty and skincare sector, especially in natural skincare products, is driven by the high trend of adopting a healthy lifestyle and using environmentally friendly products. One of the strategies used is marketing through product packaging. This is because product packaging serves as an effective communication medium between consumers and the product. In this study, the design of packaging elements for natural skincare products, such as eco-labels, was tested using eye-tracking technology. Heatmaps showed that yellow to red areas appeared on almost the entire general information labels of the stimuli. The ANOVA results indicated no differences in visual attention based on gender and level, while differences in the frequency of purchasing green products showed differences in visual attention to natural skincare products. Additionally, the intention to purchase green products was also measured based on gender, education, and the frequency of buying green products. The ANOVA results revealed that only the variables of education level and frequency of buying products showed differences in the intention to purchase natural skincare products.
Kinerja Aliansi Stakeholder Perusahaan: Pemetaan, Analisis, dan Prediksi: Studi Kasus Aliansi PT A dan Bank X Sari, Hasrini
International Research Journal of Business Studies Vol. 1 No. 3 (2008): December 2008 - March 2009
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/

Abstract

In order to create a sustainable competitive advantage, companies nowadays should offer a superior customer value. One way in achieving this is by understanding their stakeholders and building a long-term relationship with them. This paper is intended to map the stakeholders of Company A (a telecommunication company) using the “six-market-model”. Furthermore one form of a long term relationship, i.e. alliance, is thoroughly analyzed and predicted. The alliance of Company A and Bank X is studied as a case in this research. Analysis shows that this kind of relationship, the alliance, has the potential in giving mutual benefit for each party involved. It could also serve as a source to enhance the company’s competitive advantage. This alliance is predicted to be successful in the long term for three reasons: because it is strongly supported by full commitment of senior management; because it has high alliance competences; and because it has idiosyncratic resources.
Pengembangan Model Kriteria Bauran Pemasaran Online Pada Tahap Creativity & Direction Menggunakan Fuzzy Ahp (Studi Kasus: Industri Kreatif Di Indonesia) Hasrini sari; Made Andriani; Irfan Rusydi Triyanto
Jurnal Indonesia Sosial Teknologi Vol. 2 No. 12 (2021): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4163.75 KB) | DOI: 10.59141/jist.v2i12.297

Abstract

Internet berkembang dengan pesat di Indonesia. Perkembangan internet membantu berbagai sektor untuk tumbuh, salah satunya UMKM sebagai salah satu tulang punggung perekonomian Indonesia. Pemanfaatan internet pada UMKM mendorong pemanfaatan pemasaran online. Pemasaran online memberi keuntungan dan kemudahan yang tidak ada pada pemasaran offline. Penggunaan pemasaran online perlu disesuaikan dengan kemampuan dan kebutuhan perusahaan agar pemasaran online yang dilakukan dapat berjalan secara efektif dan efisien. Di Indonesia, pemanfaatan internet pada UMKM cukup rendah disebabkan oleh pengetahuan pelaku usaha yang belum mampu menggunakan internet dalam pertumbuhan UMKM. Pemasaran juga menjadi masalah bagi UMKM dimana 74% UMKM mengalami kesulitan pada akses pemasaran. Masalah tersebut akan menghambat pertumbuhan UMKM. Penelitian ini bertujuan merancang model bauran pemasaran online yang ditujukan pada UMKM dan juga membuat prioritas bauran pemasaran kedalam dua tahap pertumbuhan organisasi, yaitu tahap creativity dan tahap direction. Penelitian dilakukan terhadap 6 partisipan UMKM yang berada pada tahap creativity dan tahap direction melalui wawancara terstruktur untuk mengetahui kriteria bauran pemasaran online dan dilanjutkan dengan penggunaan metode fuzzy AHP dalam menentukan peringkat kriteria. Kesimpulan dari penelitian adalah ditemukan 40 kriteria penting bauran pemasaran online yang terdiri dari 10 kriteria pada dimensi produk, 8 kriteria pada dimensi harga, 10 kriteria pada dimensi tempat dan 12 kriteria pada dimensi promosi. Perbedaan posisi kriteria bauran pemasaran terdapat pada tahap pertumbuhan creativity dan tahap direction.
Formulasi Strategi Pemasaran Sepatu Piezoelektrik dengan Menggunakan Pendekatan Riset Kualitatif dan Kuantitatif Khalila, Fathkia Mutiara; Sari, Hasrini
Performa: Media Ilmiah Teknik Industri Vol 17, No 1 (2018): PERFORMA Vol. 17, No 1 Maret 2018
Publisher : Industrial Engineering, Faculty of Engineering, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (349.33 KB) | DOI: 10.20961/performa.17.1.19452

Abstract

Nowadays, battery as power source plays such a vital role but its capacity is not enough to match various features that demand quite a lot of energy and time. This research is intended to investigate the commercialization aspect of piezoelectric material for harvesting energy. This material can produce electrical charge given a mechanical tension. The combination of piezoelectric and shoe as step-on media can produce energy. The potential market for the product is investigated using qualitative research. Diffusion of Innovation Model is used as segmentation base. Next, target market is selected by evaluating each segment based on market and technology criteria using quantitave study. The result of this research showed 3 customer segments but only 1 segment is selected as target market by using concentrated marketing strategy. Based on the special characteristics and behaviors owned by the target market, a marketing program is developed to serve them. 
Co-Authors Anggraeni, Lidia Bambang Hermanto Bilson Sirnamora INADO GRACE SIMARMATA Irfan Rusydi Triyanto Jony Heryanto Khalila, Fathkia Mutiara Listia Chaerani, Metha Ma’mun, Nurhajati Made Andriani Nurhadi, Diningtyas Aulia Pradana, Muhammad Rifky Adi Saffania Zahra Aina Halinda Salim, Airin Levina Setiaboedi, Aditya Parama SIMARMATA, INADO GRACE Yusuf, Teddy Rahardian