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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Buletin Poltanesa Media Ekonomi National Conference on Applied Business, Education & Technology (NCABET) JGK (Jurnal Guru Kita) Jurnal Administrasi Profesional Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Komunikasi Indonesia KOPEMAS Journal of Business Administration and Entrepreneurship Innovation Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Firdaus, Risya Zahrotul
Politeknik Negeri Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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Pengaruh Review dan Rating Terhadap Pemesanan Hotel dengan Price Discount sebagai Moderasi Siti Fatimathus Sholikah; Risya Zahrotul Firdaus; Iis Mariam
Seminar Nasional Riset Terapan Vol. 13 No. 01 (2024): SNRT XIII TAHUN 2024
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

The aims of this research is to analyze the influence of hotel reviews and ratings on potential customers' decisions to book hotels through Traveloka, with price discount as a moderating variable. Quantitative methods are applied to test research hypotheses. Data was collected through an online questionnaire from 100 users of the Traveloka application in Beji District, Depok City who represent the sample for this research and the data was analyzed using the PLS-SEM. The research findings indicate that online customer reviews have a positive influence on hotel booking decisions with a t-statistic of 2.556 and p-values of 0.011; online customer rating has a positive influence with a t-statistic of 4.336 and p-values of 0.000; The price discount variable is proven to be able to strengthen the influence of online customer reviews on booking decisions with a t-statistic of 2.047 and p-values of 0.041, however the price discount variable is not able to strengthen the influence of online customer ratings on hotel booking decisions.
Analisis Faktor Brand Switching Bagi Konsumen Pizza Hut di Tengah Konflik Israel-Palestina Dengan Pendekatan Push Pull Mooring (Studi Kasus Pada Konsumen Pizza Hut Di Jabodetabek) Hanna Febriana Sabilla; Risya Zahrotul Firdaus; Ni Made Widhi Sugianingsih
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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This study aims to examine the factors influencing brand switching behavior among Pizza Hut consumers in the Jabodetabek area amid the Israel-Palestine conflict by applying the Push-Pull-Mooring framework. The boycott movement against brands associated with Israel, including Pizza Hut, has caused notable shifts in Indonesian consumer behavior. Using a qualitative approach with in-depth interviews of consumers who have switched brands, this research explores the underlying motivations. Findings reveal that the primary push factors are moral discomfort related to socio-political issues and social pressure supporting the boycott. The pull factors attracting consumers to alternative brands include competitive pricing, innovative flavors, appealing promotions, and a desire to support local MSMEs. Meanwhile, mooring factors such as emotional loyalty to Pizza Hut and habitual consumption act as barriers to switching, but these can be overcome through strong personal values and social solidarity. The results highlight that brand switching is influenced not only by product quality or price but also significantly by social issues, moral considerations, and social environment dynamics. This study’s implications offer valuable insights for companies to develop marketing strategies that are sensitive to social issues and provide a foundation for future research on consumer behavior and brand switching in the global information era.
Perbandingan Pengaruh Kerja Sama Beauty Influencer dan Celebrity Endorsement Sebagai Media Komunikasi Pemasaran Terhadap Kepercayaan Konsumen (Studi Kasus Tiktok Somethincofficial Berdasarkan Segmentasi Generasi Z) Firza Intania Azzahra; Titik Purwinarti; Riza Hadikusuma; Risya Zahrotul Firdaus; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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This research is motivated by the development of the beauty industry in Indonesia and the increasing activity of generation Z on social media, especially TikTok social media. Somethinc as one of the local beauty brands utilizes digital marketing communication strategies through collaboration with beauty influencers and celebrity endorsement as a way to build consumer trust. This study aims to compare the influence of beauty influencers and celebrity endorsement on generation Z consumers' trust in the Somethinc brand. The research uses quantitative methods with a comparative associative approach. The population in this study is generation Z who live in DKI Jakarta, actively use Tiktok and have bought Somethinc products. The sampling technique used in this study is a non-probability sampling technique in the purposive sampling method. Primary data was collected through questionnaires to 150 respondents online. The data was analyzed through validity test, reliability test, classical assumption test, multiple linear regression test and T test using SPSS software. The results showed that beauty influencers and celebrity endorsement have a positive and significant influence on consumer trust in the Somethinc brand. However, beauty influencers has a greater influence than celebrity endorsement in building consumer trust. Researchers suggest that Somethinc should prioritize promotion through beauty influencers and choose beauty influencers that have a good and straightforward communication style
Pengaruh Komunikasi Interpersonal Terhadap Kepuasan Pelanggan Yang Dimediasi Oleh Fasilitas Pelayanan (Studi Kasus di KBIHU Tarbiyatul Islamiyah) Daneswara Jayalaksana; Risya Zahrotul Firdaus; Laras Afifah
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7600

Abstract

This study aims to analyze the influence of interpersonal communication on service facilities, the influence of interpersonal communication on pilgrim satisfaction, the influence of service facilities on pilgrim satisfaction, and examine the role of service facilities as a mediating variable in the relationship between interpersonal communication and pilgrim satisfaction at KBIHU Tarbiyatul Islamiyah. The study used a quantitative approach with a survey method. The study population was 500 alumni of the 2022–2026 Hajj pilgrims, while the study sample was 248 respondents selected using a purposive sampling technique. Data collection was carried out by distributing questionnaires using a six-point Likert scale, then analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of SmartPLS 4.0. The results showed that interpersonal communication had a positive and significant effect on service facilities and pilgrim satisfaction. Service facilities also had a positive and significant effect on pilgrim satisfaction. In addition, service facilities were proven to partially mediate the effect of interpersonal communication on pilgrim satisfaction. Thus, all research hypotheses were accepted. The research findings show that improving the quality of interpersonal communication supported by adequate service facilities can increase the satisfaction of the congregation at KBIHU Tarbiyatul Islamiyah.
Co-Authors Anggraeni, Anggun Putri Arizal Putra Pratama Chandra, Yanita Ella Nilla Daneswara Jayalaksana Dwi Mega Lestari Endah Wartiningsih Endah Wartiningsih Erlyn Rosalina Ernita Dian Puspasari Erwin Permana Farah Khairunnisa Fidyah Putri Firza Intania Azzahra Friscila Purba Hanna Febriana Sabilla Haris Satria Putra Husnil Barry Iis Mariam Imas Chandra Pratiwi Jati Saputro, Restu Kathrine Kurniasari, Ratri Laras Afifah Lieke Putri Muhammad Akbar Najma Nury Narulita Syarweny Ni Made Widhi Sugianingsih Nidia Sofa Nining Latianingsih Nurdina, Hana purwinarti , Titik Puspitasari, Nuria Putra, Haris Satria Putra, Yoshua Ardy Ridwan Roy Tutupoho Riskon Ginting Riskon Ginting Riza Hadikusuma Rizka Sakinah Sabrina Oktavia Sari Monik Agustin Sari Monik Agustin Siti Fatimathus Sholikah Sofa, Nidia Syamsurizal Syamsurizal Syarweni, Narulita Titik Purwinarti Titik Purwinarti Wartiningsih , Endah Yoshua Ardyputra Yulita Tri Haryani