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All Journal Journal of Economics and Business UBS Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Return : Study of Management, Economic and Bussines Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nila Armelia Windasari
Institut Teknologi Bandung
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Community Utilization Strategy To Increase The Number Of Customers For Mattea Social Space Harry Sipangkar; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.98

Abstract

Mattea Social Space was founded in May 2021, running under PT. Hita Kreatif Nusantara. Mattea Social Space is a space that has a semi cafe and semi restaurant concept. located on jl. Rawasari Bar. I, DKI Jakarta. The second branch which is being built is located on jl. Raya Pekayon No.10, RT.04/RW.01, Pekayon Jaya, Bekasi City, which has an area of 1515 square meters. Mattea Social Space focuses on the variety of food and drinks sold, the area of the customer's seating area and the concept of a nice place with tropical and industrial themes, with the majority of the area being 60% outdoor, 25% semi-outdoor. and 15% indoors. The problem that Mattea Social Space is currently facing is that there has been a decrease in the number of customers in the last few months, the trend of which has been decreasing since the middle of the year. The purpose of the research is first, to find out the best strategy to increase customers by leveraging the community. Second, to propose an implementation plan for the proposed strategy. The conceptual framework used by researchers in this study is that community marketing and community building will affect brand loyalty, and brand loyalty will ultimately increase the number of customers. This research method uses a qualitative approach with data collection techniques, namely observation and interviews. Data analysis with internal and external analysis as a tool for developing programs and strategies to be implemented. From the results of internal research, it is known that the problem that causes a decrease in customers is because many customers move from their gathering places to other or new places that have a different atmosphere. So Mattea Social Space needs a competitive advantage in areas other than the building without spending a lot of money. The results of the study show that the best strategy to increase customers for Mattea Social Space is to create a Community Ecosystem of Mattea Social Space, where Mattea Social Space becomes a gathering place for many communities to gather and carry out various activities in it by providing certain benefits, then as a supporter, it is also necessary to carry out and routinely schedule employee training programs related to service improvement and product development, and also need to implement and schedule routine maintenance for all areas and equipment owned by Mattea Social Space. Then this is carried out under control by making plans to implement these strategies for one calendar year 2023 as well as the KPI (Key Performance Indicator) for each action.
Analyzing The Impact of Price, Brand Perception, and Flavor Importance on Consumer Switching Behavior: A Case Study of Gudang Garam in The Indonesian Cigarette Market Erlangga Nata Wijaya; Nila Armelia Windasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7203

Abstract

The Indonesian cigarette industry is a highly competitive and heavily regulated market, where consumer preferences are influenced by various factors, including price, brand perception, and flavor. This study examines the key determinants of consumer switching behavior in the cigarette market, focusing on PT. Gudang Garam, a major tobacco producer in Indonesia. Over the past three years, the company has experienced a decline in market share, raising concerns regarding the effectiveness of its branding, pricing, and product offerings. This research aims to analyze the extent to which price, brand perception, and flavor importance affect consumer switching behavior. A quantitative approach was employed, using survey data collected through structured questionnaires. The data were analyzed using structural equation modeling to test the relationships among these variables. The findings indicate that price exerts the most significant influence on consumer switching, followed by flavor importance, while brand perception plays a comparatively smaller role. The mediation analysis further reveals that price acts as an intermediary between brand perception and switching behavior, as well as between flavor importance and switching behavior, reinforcing the central role of pricing strategies in the industry.The results suggest that Gudang Garam must reconsider its pricing model and explore cost-effective strategies to compete in the price-sensitive segments. Additionally, product diversification, particularly in flavored cigarette offerings, is critical in responding to shifting consumer preferences. Enhancing brand perception through modernized marketing strategies may also contribute to improving customer retention. These findings offer valuable insights for industry stakeholders, highlighting the importance of aligning pricing, product innovation, and brand positioning with evolving market demands.
STRATEGIC USE OF DIGITAL MARKETING TO BOOST BRAND AWARENESS IN CREATIVE AGENCIES: THE CASE OF ALICYART STUDIO, JAKARTA Rania Alicya; Nila Armelia Windasari
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i2.4895

Abstract

Alicyart Studio, a creative agency based in Jakarta, Indonesia has been experiencing low brand awareness on its Instagram account. This purpose of this study is to find strategic recommendation to enhance Alicyart Studio’s brand awareness using digital marketing. There several factors on why Alicyart Studio is experiencing this issue are inconsistent posting schedule, the absence of paid digital advertising, and an unclear marketing communication. The low brand awareness affects Alicyart Studio’s revenue because it limits Alicyart Studio’s ability to attract new potential clients and compete in Jakarta’s creative agency market. This research aims to identify the key factors that contribute to the low brand awareness, as well as finding strategic digital marketing approach that is suitable to be implemented by Alicyart Studio or other small creative agencies in Jakarta. An interrupted time series using quasi-experimental research design was conducted to evaluate Alicyart Studio’s Instagram performance and changes in the audience perception during the pre-treatment (baseline) and post-treatment periods. The experiment lasts for four weeks to test which content pillars (functional, emotional, educational, and agile) has the highest performance and each pillar was tested for one week. The key performance indicators include observing the number of reaches, engagement, follower growth, and profile visits. In addition, mixed-method research was conducted by obtaining quantitative and qualitative data. The online survey was conducted twice during both periods with 150 respondents, and is analyzed using descriptive statistical analysis and cross-tabulation. Qualitative data were obtained through semi-structured interview targeting Alicyart Studio’s existing clients, followers, and potential clients during the post-treatment period and were analyzed using thematic analysis. The results show that the educational and functional content pillars are the pillars with the highest performance, while emotional pillar act as a complementary to build brand’s trust. On the other hand, agile content has the lowest impact on Alicyart Studio’s brand awareness since its primary function was only to stay relevant with the current trends. During the implementation of the treatment, this study applied integrated marketing communication, content pillar strategy, and paid digital advertising to improve Alicyart Studio’s brand awareness.
A Predictive CRM Analytics Framework For Merchant Retention: Applying RFM Segmentation, Customer Profiling, and Behavioral Analytics In The B2B Payment Gateway Company Stenaldo Abdinegara Kabut; Nila Armelia Windasari
Return : Study of Management, Economic and Bussines Vol. 3 No. 6 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i6.246

Abstract

The history of payment systems, especially in the digital world, tells an engaging story of technological breakthroughs, economic growth, and shifts in society. The purpose of this study is to find out a Predictive CRM analytics framework for merchant retention: integrating RFM Segmentation, customer profiling, and dynamic insights in the B2B payment gateway company. This research outlines the research methodology, which links the theoretical concepts discussed earlier with the empirical evidence to be analyzed. Result diverse merchant base, spanning enterprises and SMEs across a wide range of industries, presents a unique set of challenges for retention. With over 50,000 merchants active and a complex landscape of transaction patterns and payment preferences, a one-size-fits-all approach is insufficient. A robust, adaptive, and data-driven framework is essential to effectively address these challenges and drive long-term merchant loyalty. The conclusion is This comprehensive analysis of the merchant base through the lens of enriched RFM segmentation, transactional trends, payment preferences, and CLV reveals a dynamic and nuanced landscape.
Co-Authors Erlangga Nata Wijaya Harry Sipangkar Rania Alicya Stenaldo Abdinegara Kabut