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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Journal of Economics and Business UBS Jurnal Indonesia Sosial Teknologi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Ekonomics, Finance, and Management Studies
Nila Armelia Windasari
Institut Teknologi Bandung
Religion Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Proposed Marketing Experiences Throughout The Integration Program Of Saudagar Laweyan To Increase Purchase Intentions Nisrina Hanna Fakhrya; Nila Armelia Windasari
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1313

Abstract

This research explores the marketing strategies and customer behavior within Saudagar Laweyan, a prominent F&B business in Surakarta, Indonesia. Despite its long-standing reputation and diverse menu offerings, Saudagar Laweyan has experienced declining sales, primarily due to changing customer behaviors and increased competition. The study focuses on understanding customer satisfaction and purchase intentions in relation to the restaurant’s servicescape quality, product innovation, and promotional activities. Qualitative and quantitative methods, including interviews with the managing director and surveys among customers, are employed to investigate these aspects. The research aims to determine the most effective marketing strategies to enhance customer purchase intentions and improve Saudagar Laweyan's overall performance in the competitive F&B sector.
Driving Consumer Adoption in Private Household Waste Collection Services: Insights from Indonesia Nadiya Rahmawati; Nila Armelia Windasari
Jurnal Indonesia Sosial Teknologi Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v6i1.1355

Abstract

Waste management that is not managed properly can have various negative impacts on ecosystems and the environment, especially the health of living things. One solution is through household waste collection services. However, there are behavioral challenges that must be overcome to achieve optimal waste management practices. This study aims to investigate the factors that affect people's intention to use household waste collection services in Indonesia. The research method used is an online survey with convenience sampling techniques, with a sample of 200 respondents. Data analysis uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to test validity, reliability, and relationships between variables. The results of the study show that environmental awareness, social norms, ease of use, and perceived value significantly affect people's intention to use household waste collection services. These findings provide valuable insights for service providers and policymakers to develop more effective strategies in driving the adoption of household waste collection services in Indonesia. The practical and theoretical implications of this study are discussed in detail
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.
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.
THE INFLUENCE OF CONTENT ORIGIN ON TRUST AND ENGAGEMENT: A COMPARATIVE STUDY OF AI-GENERATED AND HUMAN-GENERATED CONTENT FOR INDONESIAN COMMUNICATION AND INFORMATION INDUSTRY Muhamad Ibnusina Wiyono; Nila Armelia Windasari
Jurnal Review Pendidikan dan Pengajaran Vol. 7 No. 3 (2024): Vol. 7 No. 3 (2024): Volume 7 No 3 Tahun 2024 (Special Issue)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v7i3.31016

Abstract

Penelitian ini menyelidiki perbedaan dampak dari konten teks media sosial yang dibuat oleh AI dan yang dibuat oleh manusia terhadap kepercayaan konsumen dan keterlibatan merek dalam industri komunikasi dan informasi di Indonesia. Dengan menggunakan metode kuantitatif, kami menganalisis tanggapan dari 240 partisipan, menilai reaksi mereka terhadap asal konten dalam hal dimensi kepercayaan-kompetensi, integritas, dan kebaikan-dan dimensi keterlibatan-proses kognitif, afeksi, dan aktivasi. Hasil penelitian menunjukkan perbedaan yang signifikan dalam tingkat kepercayaan dan keterlibatan antara konten yang dibuat oleh AI dan konten yang dibuat oleh manusia, dengan konten manusia secara konsisten dinilai lebih tinggi dalam metrik kepercayaan dan keterlibatan. Hal ini menggarisbawahi peran penting dari keaslian yang dirasakan dan sentuhan pribadi dalam efektivitas konten. Selain itu, temuan kami menyoroti potensi AI untuk mendukung tetapi tidak menggantikan upaya manusia dalam pembuatan konten, menyarankan model hibrida untuk keterlibatan konsumen yang optimal. Studi ini berkontribusi pada wacana yang berkembang tentang peran AI dalam pemasaran, memberikan wawasan yang dapat ditindaklanjuti untuk memanfaatkan teknologi guna meningkatkan strategi merek di era digital.
Co-Authors Erlangga Nata Wijaya Harry Sipangkar Muhamad Ibnusina Wiyono Nadiya Rahmawati Nisrina Hanna Fakhrya