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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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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 | Full PDF (785.568 KB) | 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.
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.
Analisis Preferensi dan Segmentasi Majority Adopter Battery Electric Vehicle di Jabodetabek untuk Strategi Pemasaran Terdiferensiasi Anggi Pardede; Hasrini Sari
Journal of Research in Industrial Engineering and Management Vol 4 No 1 (2026): Mei 2026
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.v4i1.77

Abstract

The Indonesian automotive industry is currently undergoing a transition toward electrification, with battery electric vehicles (BEVs) becoming the primary focus of future vehicle development. Although BEV sales have shown an increasing trend in recent years, the national automotive market is still dominated by internal combustion engine (ICE) vehicles and characterized by increasingly intense competition among BEV manufacturers. The expiration of various government incentives in 2025 has also changed market dynamics, meaning that product success is no longer determined solely by price competitiveness or technological innovation, but also by manufacturers’ ability to better understand consumer preferences. Therefore, understanding consumer preferences and market segmentation has become increasingly important in formulating effective marketing strategies. However, limited research has simultaneously integrated BEV attribute preferences and adopter categories within the innovation diffusion framework, creating a gap in understanding how preference structures vary across consumers at similar adoption stages. This limitation may reduce the effectiveness of market segmentation and targeted marketing strategies for BEVs. This study aims to analyze consumer preferences toward BEV attributes, identify market segments based on preference patterns and adopter categories, and formulate relevant marketing strategies for the industry. A quantitative approach was employed using choice-based conjoint analysis (CBCA) and cluster analysis involving 197 respondents in the Greater Jakarta area (Jabodetabek). The analyzed attributes included battery durability, price, safety level, energy consumption, and access to service facilities. The results indicate that battery durability is the most important attribute influencing consumer preferences, followed by access to service facilities, safety, price, and energy consumption. Cluster analysis identified two major segments: Value-Oriented Pragmatists and Risk-Averse Safekeepers. Both segments are dominated by early majority and late majority adopters, indicating that the Indonesian BEV market has entered the mainstream adoption stage. These findings suggest that marketing strategies should focus on risk reduction, tangible benefit demonstration, and differentiated value propositions tailored to the characteristics of each segment.
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