Articles
<![CDATA[HIGHER EDUCATION MARKETING CONCERNS: THE FACTORS INFLUENCING STUDENTS’ CHOICE FOR PRIVATE UNIVERSITY ]]>
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ Jurnal Riset Manajemen dan Bisnis Vol 12, No 1 (2017): Jurnal Riset Manajemen dan Bisnis ]]>
Publisher : <![CDATA[Fakultas Bisnis UKDW ]]>
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DOI: 10.21460/jrmb.2017.121.275
<![CDATA[This research aims to find the most important factors that affects students’ decision making in choosing university. The research subject of this study uses quantitative survey for exploratory research. The sample of this study is 90 students of the twelfth grade of top level senior high school.For major choice, the result shows career opportunity as the most important factor. Students choose career opportunity because of their expectation to the major in providing promising job for them after graduation. For university choice, descriptive data shows prominence as the most important factor influencing students’ decision to choose university. The reputable tutor is considered as the criteria to represent that university is a reputable one. In addition, this finding would bring evaluation for the private university to provide reputable tutor in order to improve the university prominence. Further, the result of this research will concern more to university strategy for students’ recruitment.Keywords: higher education, university choice, major choice Penelitian ini bertujuan untuk mengetahui faktor yang paling mempengaruhi keputusan siswa dalam menentukan pilihan universitas. Subjek penelitian dari studi ini menggunakan survey kuantitatif untukpenelitian exploratori. Sample dari penelitian ini menggunakan 90 siswa pada tingkat dua belas di tiga sekolah menengah atas negeri di Yogyakarta. Dalam memilih jurusan, hasil menunjukan bahwa peluang karir merupakan faktor paling penting dalam mempengaruhi keputusan siswa. Siswa memilih peluang karir sebagai faktor paling penting karena mereka berharap bahwa jurusan yang mereka pilih mampu menyediakan pekerjaan yang menjanjikan setelah lulus. Sedangkan, dalam memilihuniversitas data deskriptif menunjukkan bahwa reputasi universitas menjadi faktor paling penting bagi siswa dalam pengambilan keputusan menentukan universitas. Pengajar yang memiliki reputasi menjadi kriteria yang paling dipertimbangkan untuk menunjukkan bahwa universitas memiliki reputasi. Penemuan ini memberikan evaluasi bagi universitas swasta untuk menyediakan pengajar yang bereputasi dalam rangka meningkatkan reputasi universitas. Hasil dari penelitian ini,selanjutnya akan lebih difokuskan pada strategi rekrutmen di universitas.Kata kunci: pendidikan tinggi, pilihan universitas, pilihan jurusan]]>
<![CDATA[Keterlibatan Pelanggan dan Antesedennya pada Transaksi E-Commerce pada Generasi Z ]]>
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 15 No 2 (2021): Optimal: Jurnal Ekonomi dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi Universitas Islam 45 ]]>
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DOI: 10.33558/optimal.v15i2.3011
<![CDATA[ABSTRACT The purpose of this study was to determine the effect of Customer Involvement on Customer Participation in e-commerce transactions in Generation Z; to determine the effect of Customer Involvement on Customer Experience in e-commerce transactions in Generation Z; to determine the effect of Customer Participation on Customer Engagement in e-commerce transactions in Generation Z; to determine the effect of Customer Experience on Customer Engagement on e-commerce transactions in generation Z and to determine the effect of Customer Involvement on Customer Engagement on e-commerce transactions in generation Z. This study uses a sample of people who have made purchases at e-commerce in Tokopedia/Shopee with a sampling technique in the form of non-probability sampling and obtained a sample of 213 respondents. While the data analysis technique used SEM AMOS. The results of the analysis and discussion can be concluded that Customer Involvement has a positive effect on Customer Engagement, Customer Involvement has a positive effect on Customer Experience, Customer Participation has no positive effect on Customer Engagement, Customer Experience has a positive effect on Customer Engagement and Customer Involvement has a positive effect on Customer Engagement Keywords: Customer Involvement, Customer Participation, Customer Engagement and Customer Experience]]>
<![CDATA[Social Media Marketing To Improve Awareness Of The Buper Segorogunung Ecotourism Location Owned By Perum Perhutani KPH Surakarta ]]>
<![CDATA[Diyana Pratiwi Faizah]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics, Business and Innovation Research Vol. 3 No. 06 (2024): International Journal of Economics, Business and Innovation Research (IJEBIR) ]]>
Publisher : <![CDATA[Cita konsultindo ]]>
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<![CDATA[Buper Segorogunung Ecotourism is located in the protected forest area of Mount Lawu Utara, Karanganyar, Central Java. This ecotourism offers various outdoor activities, such as camping, jeep tours, and outbound. Despite having great natural potential, this ecotourism is still classified as a pioneering destination with a relatively low level of visits. One of the main causes is the less than optimal use of social media marketing. This study adopted a qualitative approach to obtain data directly from sources related to the use of social media marketing to increase awareness of the Segorogunung Camping Ground ecotourism location owned by Perum Perhutani KPH Surakarta. Based on observations and interviews, it is known that the Segorogunung Camping Ground manager has implemented a promotional strategy by utilizing social media that is active on the Tiktok and Instagram platforms. However, the Segorogunung Camping Ground manager has not been able to maximize this promotional strategy in building awareness of the ecotourism location. In addition to using social media, the manager collaborates with travel agents and communities to expand its target market.]]>
<![CDATA[Use Of Instagram As A Promotional Media For Buper Segorogunung Perum Perhutani Kph Surakarta Kph Surakarta ]]>
<![CDATA[Aldo Hizbullah Alfariz]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR) ]]>
Publisher : <![CDATA[Cita konsultindo ]]>
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<![CDATA[Segorogunung Camping Ground is one of the ecotourism sites belonging to KPH Surakarta which is managed by Pokdarwis Argo Kuncoro. The ecotourism manager uses one of the social media platforms, namely Instagram, as a promotional medium. However, the Buper Segorogunung Instagram account is less active in promotional activities. This can be seen from the inconsistent and less interesting uploaded content. Therefore, the author will discuss how to use Instagram as a promotional medium for the development of Buper Segorogunung KPH Surakarta. The aim of this research is to determine the implementation of digital marketing strategies through Instagram social media at the Segorognung Campground tourist attraction. This research uses qualitative research methods to analyze the differences in marketing strategies implemented by Buper Segorogunung managers when using the Instagram platform as a promotional tool. Data was collected through in-depth interviews with managers, direct observation of official Instagram accounts, and documentary studies of published content. According to the author, an effective digital marketing strategy includes using attractive visual content, actively interacting with users, and using Instagram features such as Stories and Reels. However, the results of observations and implementation during the internship show that Buper Segorogunung's Instagram still tends to be less active and less consistent in uploading content, and also rarely updates stories (Instastory). This research is expected to provide insight into optimizing social media as a digital marketing tool for tourism managers, especially in the natural tourism sector.]]>
<![CDATA[Analysis Of The Effect Of Influencer Attractiveness, Online Consumer Review, Social Media Advertisement, And Influencer Endorsement On Online Consumer Purchase Intention ]]>
<![CDATA[Muhammad Ravi Pramananta Aufar]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR) ]]>
Publisher : <![CDATA[Cita konsultindo ]]>
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<![CDATA[This study aims to identify and analyze the influence of Influencer Attractiveness, Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Online Consumer Purchase Intention. This study uses the object of the fashion brand Zaafer Indonesia which is a Muslim clothing brand specifically for men. This study uses a quantitative method using primary data, namely a questionnaire and obtained 200 research respondents. The data that was successfully collected was analyzed statistically using SPSS to test the validity, reliability, and research hypothesis. The findings of this study indicate that: 1) Influencer attractiveness, Online consumer Review, Social Media Advertisement, and Influencer endorsement have a positive and significant effect on Purchase intention partially, and 2) Other results show that all variables have a simultaneous effect on Purchase intention. The managerial implications of the results of this study for Zaafer Indonesia are that companies need to maximize influencer attractiveness, online consumer reviews, advertisements on social media, and influencer endorsements in an integrated manner to increase consumer purchase interest in their Muslim men's fashion products.]]>
<![CDATA[Factors That Influence Consumer Attitude Towards Purchase Intention On The Shopee Application Live Streaming ]]>
<![CDATA[Raihan Maulana Muthar]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR) ]]>
Publisher : <![CDATA[Cita konsultindo ]]>
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<![CDATA[This study aims to examine several factors that can influence consumer behavior or attitudes towards purchasing interest in live streaming on the Shopee application. This study is based on the phenomenon of live stream shopping on the Shopee marketplace where in the live streaming shopping session there is an interaction between the audience and influencers through live stream and several factors that can potentially trigger purchasing interest in the minds of consumers. Several factors that will be studied are influencers, price discounts, interactions, and audience attitudes towards the emergence of purchasing interest in them. This study uses a quantitative statistical approach with a data collection method using a questionnaire and obtained 200 research respondents. The statistical analysis used in this study is SEM PLS with the aim of studying the influence between research construct variables. The findings of this study state that influencers, price discounts, and interactions established with the audience have a positive and significant effect on audience attitudes. This audience attitude has a positive and significant effect on purchasing interest through Shopee Live Stream Shopping. The results of this study indicate that increasing interaction with the audience, utilizing the right influencers, and offering attractive price discounts during live streaming sessions on Shopee can increase the audience's positive attitude, which ultimately drives consumer purchasing interest.]]>
<![CDATA[The Effect Of Brand Sensory Experience On Brand Loyalty With The Mediation Of Brand Attitude And Brand-Self Connection On Tokopedia ]]>
<![CDATA[Omar Davala]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR) ]]>
Publisher : <![CDATA[Cita konsultindo ]]>
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<![CDATA[This study aims to analyze the effect of sensory brand experience on brand loyalty on the Tokopedia e-commerce platform by involving Brand Attitude and Brand-Self Connection as mediating variables. This study uses a quantitative approach with primary data collection through questionnaires analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results of the study indicate that sensory brand experience has a significant positive effect on brand loyalty, with Brand Attitude acting as a mediator that strengthens the relationship. Conversely, Brand-Self Connection does not provide a significant mediating effect, so further research is needed. The implications of this study emphasize the importance of sensory experience-based strategies to increase customer loyalty, as well as the need for an approach that supports consumer emotional connectedness.]]>
<![CDATA[HIGHER EDUCATION MARKETING CONCERNS: THE FACTORS INFLUENCING STUDENTS’ CHOICE FOR PRIVATE UNIVERSITY ]]>
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ Jurnal Riset Manajemen dan Bisnis Vol. 12 No. 1 (2017): Jurnal Riset Manajemen dan Bisnis ]]>
Publisher : <![CDATA[Fakultas Bisnis Universitas Kristen Duta Wacana ]]>
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DOI: 10.21460/jrmb.v12i1.187
<![CDATA[ABSTRACT This research aims to find the most important factors that affects students’ decision making in choosing university. The research subject of this study uses quantitative survey for exploratory research. The sample of this study is 90 students of the twelfth grade of top level senior high school. For major choice, the result shows career opportunity as the most important factor. Students choose career opportunity because of their expectation to the major in providing promising job for them after graduation. For university choice, descriptive data shows prominence as the most important factor influencing students’ decision to choose university. The reputable tutor is considered as the criteria to represent that university is a reputable one. In addition, this finding would bring evaluation for the private university to provide reputable tutor in order to improve the university prominence. Further, the result of this research will concern more to university strategy for students’ recruitment. Keywords: higher education, university choice, major choice ABSTRAK Penelitian ini bertujuan untuk mengetahui faktor yang paling mempengaruhi keputusan siswa dalam menentukan pilihan universitas. Subjek penelitian dari studi ini menggunakan survey kuantitatif untuk penelitian exploratori. Sample dari penelitian ini menggunakan 90 siswa pada tingkat dua belas di tiga sekolah menengah atas negeri di Yogyakarta. Dalam memilih jurusan, hasil menunjukan bahwa peluang karir merupakan faktor paling penting dalam mempengaruhi keputusan siswa. Siswa memilih peluang karir sebagai faktor paling penting karena mereka berharap bahwa jurusan yang mereka pilih mampu menyediakan pekerjaan yang menjanjikan setelah lulus. Sedangkan, dalam memilih universitas data deskriptif menunjukkan bahwa reputasi universitas menjadi faktor paling penting bagi siswa dalam pengambilan keputusan menentukan universitas. Pengajar yang memiliki reputasi menjadi kriteria yang paling dipertimbangkan untuk menunjukkan bahwa universitas memiliki reputasi. Penemuan ini memberikan evaluasi bagi universitas swasta untuk menyediakan pengajar yang bereputasi dalam rangka meningkatkan reputasi universitas. Hasil dari penelitian ini, selanjutnya akan lebih difokuskan pada strategi rekrutmen di universitas. Kata kunci: pendidikan tinggi, pilihan universitas, pilihan jurusan]]>
<![CDATA[Optimalization Strategy of Instagram Content to Increase Engagement in Building Brand Awareness at PT Citi Asia Internasional ]]>
<![CDATA[Ranjika Daud Hanapi]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ International Journal of Economics and Management Sciences Vol. 2 No. 2 (2025): May : International Journal of Economics and Management Sciences ]]>
Publisher : <![CDATA[Asosiasi Riset Ekonomi dan Akuntansi Indonesia ]]>
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DOI: 10.61132/ijems.v2i2.829
<![CDATA[This study aims to analyze the content strategy implemented by PT Citi Asia Internasional on Instagram to increase audience engagement as an effort to build brand awareness. In the digital era, social media has become a crucial tool for companies to reach consumers or partners directly, especially through Instagram, which is characterized by its visual and interactive nature. This research employs a qualitative narrative approach with data collection techniques including observation, interviews, and documentation of PT Citi Asia Internasional’s official Instagram account. The results of the study show that the use of consistent, interactive, and audience-relevant content strategies positively contributes to increased engagement, which indirectly strengthens brand awareness. Optimization through visual elements, compelling captions, and the use of Instagram features such as stories, reels, and carousels has also proven effective in building closer communication with followers. Thus, a well-planned and trend-adaptive content strategy becomes the key to creating a strong relationship between the brand and its audience on social media.]]>
<![CDATA[Pengaruh User Generated Content terhadap Niat Pembelian oleh Konsumen Melalui Channel GadgetIn ]]>
<![CDATA[Yoga Adi Wijaya]]>;
<![CDATA[Erlita Ridanasti]]>
<![CDATA[ Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 8 (2024): RESLAJ: Religion Education Social Laa Roiba Journal ]]>
Publisher : <![CDATA[Intitut Agama Islam Nasional Laa Roiba Bogor ]]>
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DOI: 10.47467/reslaj.v6i8.4498
<![CDATA[This research aims to analyze the influence of perceived credibility, information quality, brand involvement, and trust on purchase intentions with attitudes towards UGC as a mediating variable. Using a quantitative approach, questionnaires were distributed to 150 YouTube application users in Indonesia who knew the GadgetIn channel and were interested in buying a smartphone. Data analysis was carried out with PLS-SEM using SmartPLS 4.1.0.6 software. The findings show that information quality and trustworthiness have a positive and significant influence on attitudes towards UGC, while perceived credibility and brand engagement do not show a significant influence. In addition, attitudes towards UGC have a positive and significant effect on purchase intentions.]]>
