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All Journal Jurnal Manajemen dan Agribisnis Jurnal Teknik Industri J@TI (TEKNIK INDUSTRI) JURNAL SAINS PEMASARAN INDONESIA Jurnal Ilmu Lingkungan Jurnal Manajemen Teknologi JURNAL PASTI (PENELITIAN DAN APLIKASI SISTEM DAN TEKNIK INDUSTRI) Jurnal Optimasi Sistem Industri Jurnal 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
INSTITUT TEKNOLOGI BANDUNG
Agriculture, Biological Sciences & Forestry 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 Mechanical Engineering Social Sciences Transportation Other

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Designing Marketing Strategy Based on Value from Clothing-producing Companies using the AHP and Delphi Methods Hasrini Sari; Diningtyas Aulia Nurhadi
Jurnal Teknik Industri Vol. 20 No. 2 (2019): August
Publisher : Department Industrial Engineering, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (477.709 KB) | DOI: 10.22219/JTIUMM.Vol20.No2.191-203

Abstract

Organizations design some strategies to win the competition. This paper discusses the design of market strategies to achieve harmony between value-based segmentation and marketing mix.  The strategy's implementation starts with segmentation, targeting, and positioning. The clothing company ("M") was selected as a research object. Identification of market segments using cluster analysis while determine the target market using the AHP and Delphi method. Besides, Bull's eye research was used for product positioning. The results show that "M" customers are classified into two groups, referred Big Spenders and Discount Finders. Big Spender was selected as the primary target market with a focus on size and durability. The marketing strategy focuses on Instagram and Facebook.  As a result, the ads developed prototypes have proven to be better.
Perancangan Strategi Pemasaran Galeri Investasi Berdasarkan Faktor-faktor yang Mempengaruhi Intensi Investor untuk Berinvestasi Hasrini Sari; Muhammad Rifky Adi Pradana
Jurnal Ilmiah Teknik Industri Vol. 17, No. 2, Desember 2018
Publisher : Department of Industrial Engineering Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/jiti.v17i2.5887

Abstract

Investment gallery is a three parties collaboration, between IDX, securities company, and university that aims to increase the number of investors, especially from the civitas academica. However, in the past year, more than 50% Investment galleries failed to meet the growing investor target. Therefore, it is necessary to redesign an investment gallery that is more oriented to the wants and needs of investors and potential investors. through investment galleries and their intention to reinvest. Factors are generated through literature studies and interviews to customers and management of IDX and results in 12 factors. These factors were measured by 32 indicators and tested using an online and offline questionnaire of 193 respondents from 7 best investment galleries in Indonesia. The data obtained is processed by using factor analysis so as to form 5 factors: perceived image, customer experience, benefit, facilities, and response time. These results are then processed to see the relationship of each factor to the intention to re-invest. Based on multiple linear regression analysis, only 4 factors have significant effect, which are perceived image, benefit, facilities, and customer experience. The results of the study were then used to develop an investment gallery marketing strategy.
Perancangan Pesan untuk Meningkatkan Intensi Perilaku Hemat dalam Menggunakan Air Hasrini Sari; Ratna Dewi Gantini
Jurnal Ilmu Lingkungan Vol 17, No 2 (2019): Agustus 2019
Publisher : School of Postgraduate Studies, Diponegoro Univer

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (345.265 KB) | DOI: 10.14710/jil.17.2.231-238

Abstract

Ketersediaan potensi air bersih di Indonesia menurun, sehingga kontribusi dari semua pihak diperlukan untuk mengatasi masalah ini. Salah satunya adalah dengan mendorong perilaku hemat air dari penggunanya melalui pemaparan pengetahuan atau pemahaman tentang kondisi ketersediaan air dan kualitas air di masa sekarang dan di masa depan. Upaya mendorong orang untuk menggunakan air secara bijak dapat dilakukan dengan menyampaikan pesan yang dirancang dengan baik. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pesan yang efektif untuk mendorong masyarakat menjadi lebih hemat dalam menggunakan air dengan mengadopsi Hierarchy of Effect Model dan metode anchor.Pesan akan mempengaruhi penerima secara bertahap mulai dari aspek kognitif, afektif dan niat. Sementara anchordigunakan dalam pesan untuk menciptakan keadaan pikiran yang diinginkan untuk meningkatkan efektivitas pesan yang disampaikan. Metode penelitian yang digunakan adalah desain eksperimen. Dalam penelitian pendahuluan, ditemukan bahwa stimulus yang mengandung isi pesan yang memberikan efek takut memiliki tingkat yang signifikan dalam mempengaruhi intensi partisipan. Eksperimen pertama dari penelitian utama membuktikan hubungan hirarkis antara aspek kognitif, afektif dan intensi. Eksperimen kedua dari penelitian tersebut menemukan bahwa jenis konten pesan yang dapat meningkatkan niat masyarakat untuk menggunakan air dengan bijaksana adalah jenis konten pesan yang menimbulkan efek takut terhadap konsekuensi dari penggunaan air yang berlebihan. 
PERANCANGAN STRATEGI PENINGKATAN KETERLIBATAN PELANGGAN DI MEDIA SOSIAL Hasrini Sari; Nofina Fatharani Lumembang Arso; Aditya Parama Setiaboedi
J@ti Undip: Jurnal Teknik Industri Vol 17, No 1 (2022): Januari 2022
Publisher : Departemen Teknik Industri, Fakultas Teknik, Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (459.344 KB) | DOI: 10.14710/jati.1.1.13-21

Abstract

Membangun kesadaran merek di benak konsumen merupakan langkah pertama yang dapat dilakukan oleh usaha baru untuk membangun citra yang baik di benak konsumen. Salah satu cara yang dapat dilakukan untuk mewujudkan kesadaran merek adalah melalui penyebaran informasi secara elektronik (electronic Word-of-Mouth, e-WoM) di media sosial. Instagram merupakan media yang tepat untuk mengamati fenomena penyebaran e-WoM untuk menentukan variabel apa saja yang mendorong seseorang dalam memberikan pendapat mengenai suatu merek. Penelitian ini menggunakan delapan variabel yang dapat mempengaruhi seseorang untuk menyebarkan e-WOM. Pengumpulan data menggunakan instrumen kuesioner yang disebarkan secara daring melalui Instagram. Berdasarkan hasil analisis ditemukan bahwa keinginan membantu orang lain dari kelompok orang yang pernah memberikan pendapat lebih tinggi daripada kelompok orang yang belum pernah memberikan pendapatnya. Analisis faktor digunakan untuk menentukan faktor yang akan dijadikan dasar rancangan strategi untuk memudahkan perumusan strategi pemasaran. Indikator dengan nilai tertinggi menggambarkan keinginan dari pelanggan untuk membantu pelanggan lain dengan cara membagikan pengalaman baik. Selanjutnya dilakukan perancangan post Instagram dengan konten edukatif interaktif. Konten tersebut diuji dengan menggunakan survei singkat dan pemetaan heatmap menggunakan eye tracker. Hasil pengujian menunjukkan bahwa rancangan post usulan membuat audiens lebih fokus untuk membaca konten dan meningkatkan intensi audiens untuk memberikan pendapat.
Identifikasi Profil Pelanggan Restoran berdasarkan Variabel Lifestyle dengan Activities, Interest, and Opinion (AIO) Approach Jihan Putri Nabilah; Hasrini Sari
Journal of Research in Industrial Engineering and Management Vol 1 No 1 (2023): May 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.v1i1.6

Abstract

This study aims to identify market segments from existing customers of a restaurant in Bintaro, South Tangerang. This study will use the activity, interest, and opinion (AIO) model to identify market segments from existing customers. The aim is to find out the lifestyle of the restaurant's existing customers. Data collection in this study used a questionnaire, based on AIO statements with answers on a scale of 1-5. Before the questionnaire is used for the data collection process, the steps that need to be carried out are testing the validity and reliability of the questionnaire. This is necessary to ensure the quality of the questionnaire. The data collection process managed to collect as many as 1401 respondents and during the initial data testing process there was one data that was indicated as an outlier so that as many as 140 data could be processed. The collected data will be analyzed using a hierarchical cluster method. Based on the data collected, there are four clusters with different characteristics. The first cluster is referred to as effective millennials, while the second cluster is referred to as family women, the third cluster is referred to as sports persons, and the fourth cluster is referred to as family persons. The four cluster names are based on cross-tabulation analysis of the demographic variables in the questionnaire and statistical inference using the ANOVA test to determine which AIO dimension has the highest average.
Eye Tracking-based Analysis of Customer Interest on The Effectiveness of Eco-friendly Product Advertising Content Ghalda Khairunnisa; Hasrini Sari
Jurnal Optimasi Sistem Industri Vol. 22 No. 2 (2023): Published in December 2023
Publisher : The Industrial Engineering Department of Engineering Faculty at Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/josi.v22.n2.p153-164.2023

Abstract

Amid the escalating environmental crisis that has prompted consumers to adopt eco-friendly lifestyles, the popularity of eco-friendly personal care products is increasing significantly. Nevertheless, marketing these products presents challenges that include inadequate product information, perceived unaffordable prices, and relatively low consumer trust. These challenges present an opportunity for the marketing field to increase consumer interest, particularly through advertising, an important medium for disseminating product information. Recognizing the importance of advertising components in influencing consumer preferences, this study uses eye-tracking to identify critical elements in promoting eco-friendly personal care products. The components examined include information on environmental and personal benefits, the presence or absence of price information, and the presentation of an environmental label (logo and text) in advertising. Each of the 43 participants is confronted with eight carefully crafted advertising stimuli. The results of the study highlight the significant influence of clear benefits and price information on consumer preferences, while indicating that eco-label display does not have a significant impact on consumer preference. This research is intended to serve as a source of actionable marketing strategies and is intended to help promote eco-friendly products and increase consumer interest through targeted and effective advertising.
Penerapan Studi Green Marketing pada Pengukuran Niat Memilah Sampah Berdasarkan Perbedaan Generasi dalam Mengatasi Permasalahan Sampah di Bandung Raya Yusuf, Teddy Rahardian; Sari, Hasrini
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.v3i1.43

Abstract

The waste problem in Bandung City, including the ineffective waste segregation process, especially at the household level, is a significant problem. There needs to be public awareness, especially in sorting waste into organic, inorganic, and residual waste. Public awareness in managing waste requires beliefs, principles, and ethical considerations towards the environment based on the values of each individual. Nostalgia can be a medium or stimulus to foster the intention to engage in waste segregation activities or environmentally friendly practices. This research examines the influence of generational differences. Nostalgia has a different influence for each generation and becomes stronger with age. Each generation also has an influence on the values, place attachment, and attitude held by each individual. This study involved 236 respondents from the Greater Bandung area who were divided into three generational groups, namely Generation X-Baby Boomers, Generation Y, and Generation Z. The results showed that there were differences in nostalgia between generations. The results showed that there are differences in nostalgia, epistemic value, emotional value, place attachment, and attitude towards waste sorting behavior based on generation groups. This result is different for the intention to sort waste which has no difference for each generation. The government, especially the Bandung City Environmental Agency (DLHK), and profit and non-profit organizations can develop campaigns and programs that utilize nostalgia according to generation.
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.
Co-Authors Aditya Parama Setiaboedhi Aditya Parama Setiaboedi Anggi Pardede Anggraeni, Lidia Bambang Hermanto Bilson Sirnamora Diningtyas Aulia Nurhadi Ghalda Khairunnisa INADO GRACE SIMARMATA Irfan Rusydi Triyanto Jihan Putri Nabilah Jony Heryanto Listia Chaerani, Metha Ma’mun, Nurhajati Made Andriani Muhammad Rifky Adi Pradana Nofina Fatharani Lumembang Arso Nurhadi, Diningtyas Aulia Pradana, Muhammad Rifky Adi Ratna Dewi Gantini Saffania Zahra Aina Halinda Salim, Airin Levina Setiaboedi, Aditya Parama SIMARMATA, INADO GRACE Yusuf, Teddy Rahardian