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All Journal International Journal of Business Studies Jurnal Penelitian Jurnal Riset Ekonomi dan Akuntansi International Journal of Management Research and Economics Management Analysis Journal International Journal of Economics and Management Research Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan
Atik Aprianingsih
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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An Environmental Analysis of Live Streaming in Social Media Commerce for Beauty Industry in Indonesia Rizkia Ayu Amalia; Atik Aprianingsih
International Journal of Business Studies Vol 7 No 1 (2023): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v7i1.260

Abstract

Livestreaming is becoming one of the promotion strategies that companies used to promote the products in this advanced technology development. One of the industry that actively promote the products through live streaming is Beauty Industry. The beauty industry often used few platforms to do the livestreaming, for instance social media. The purpose of this study is to understand that live streaming is becoming one of the digital marketing strategy for beauty industry that has impacted to the industry and also to discuss the underlying potential and understand the weaknesses to avoid in the future. To achieve these goals, data must be collected and then analysed. This research uses a descriptive qualitative method and the data obtained will be analyzed using the SWOT matrix (Strengths, Weaknesses, Opportunities, Threats). The output of this research is expected to be adapted by sellers who utilize video streaming as one of the digital marketing and this research focused on two social commerce platforms, Tiktok & Instagram.
Determinants of Customer Revisit Intention on Cafe in East Jakarta Rahmadila Alif Madia Putri; Atik Aprianingsih
Management Analysis Journal Vol. 14 No. 3 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i3.26714

Abstract

The purpose of this research is to determine the influence of marketing mix 7Ps on customer revisit intention while mediating customer satisfaction as a valuable advancement contribution to cafe industry in Indonesia. The research uses quantitative methodology using online survey with questionnaire that distribute to respondents. The methods used are Multiple linear regression analysis and Importance Performance Analysis, allowing researchers to investigate the influence between relevant variables. Total valid respondents are 226 Kedai Malabar loyal customers. The sample selection used a nonprobability purposive sampling technique with customers as population, loyal customers who are aged >20 years and have visited Kedai Malabar at least twice a year as samples. The results show that product, place, price, process, people, and physical evidence positively and significantly affect customers’ revisit intention. In contrast, the promotion does not has an significant effect impact on customer satisfaction for Kedai Malabar's revisit intention. To increase customer satisfaction, an IPA analysis found that Malabar should focus on improving physical evidence, place, price, and people variables.
The Influence Of K-Pop Artist As Brand Ambassador On Affecting Purchasing Decision and Brand Loyalty (A Study Of Scarlett Whitening’s Consumers in Indonesia) Bonita Pardede; Atik Aprianingsih
International Journal of Management Research and Economics Vol. 3 No. 3 (2025): August : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1354.596 KB) | DOI: 10.54066/ijmre-itb.v1i2.455

Abstract

One of the current promotional strategies adopted by many brands in Indonesia is leveraging the K-Wave (Hallyu) phenomenon. Scarlett Whitening aims to capitalize on this opportunity by appointing the popular K-Pop girl group, Twice, as their brand ambassador. The significant investment involved in this collaboration raises high expectations for Scarlett Whitening, particularly in terms of the impact that their chosen brand ambassadors have on purchasing decisions and brand loyalty. Hence, the objective of this research is to examine the influence of various dimensions (visibility, credibility, attractiveness, and power) of K-Pop artist Twice on the purchasing decisions and brand loyalty of Scarlett Whitening consumers. Furthermore, the study aims to investigate the mediating role of customer satisfaction in the relationship between purchasing decisions and brand loyalty among Scarlett Whitening consumers. This research employs a non-probability purposive sampling technique, with a sample size of 200 respondents aged between 15 and 34 years, encompassing all genders. The respondents are required to have prior experience using Scarlett Whitening products and possess awareness of Twice as one of Scarlett Whitening's brand ambassadors. The data analysis technique employed is the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The findings indicate that the dimensions of "visibility" and "power" have a positive yet insignificant effect on purchasing decisions, while "credibility" and "attractiveness" exhibit a positive and significant impact on purchasing decisions. Additionally, the "visibility" dimension of the brand ambassador demonstrates a positive and significant influence on brand loyalty. However, the dimensions of "credibility," "attractiveness," and "power" of the brand ambassador show a positive but insignificant effect on brand loyalty. Furthermore, the results highlight the positive and significant influence of purchasing decisions on customer satisfaction, and customer satisfaction, in turn, has a positive and significant impact on brand loyalty.
Developing Effective Marketing Strategy For Inpatient Herbal Services (Case Study: RSU Holistic Purwakarta) Abdurrasyid Alfa Husada; Atik Aprianingsih
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.398

Abstract

Patient interest in herbal inpatient services at RSU Holistic Purwakarta has decreased compared to conventional services, despite the hospital's strengths in integrative approaches and competent medical professionals in the herbal sector. The low level of public literacy, lack of effective promotion, as well as the absence of a clear service package are the main challenges affecting patients' decision-making to choose herbal services. Therefore, this study aims to analyze the factors that influence patients' purchase intention towards herbal inpatient services and formulate appropriate marketing strategies to increase patient interest. To formulate the proposed strategy, the researcher conducted an internal and external analysis. The internal analysis included Marketing Mix (7P) evaluation and STP (Segmenting, Targeting, Positioning) analysis. External analysis includes consumer analysis, PESTLE, and competitor analysis. This research uses a mixed method, with a quantitative approach as the main method and qualitative as a complement. Quantitative data was collected through distributing questionnaires to 220 respondents who fit the population criteria. The questionnaire was designed based on the constructs of the 7P Marketing Mix theory and the Theory of Planned Behavior (TPB), which includes attitude, subjective norms, and perceived behavioral control. Data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to test the relationship between research variables. The results showed that product, price, promotion, people, and process variables had a significant effect on purchase intention, while physical evidence had no significant effect. In addition, TPB variables consisting of attitude, subjective norms, and perceived behavioral control also show a significant influence on patient intention. Based on these results, a marketing strategy was formulated using the TOWS Matrix approach classified in 7P elements and designed into three main solution pillars: (1) Public Awareness Strategy that includes public education through social media and community seminars, (2) Strategy to Strengthen Service Quality and Promotion Integration that focuses on strengthening service quality, developing clear service packages, and integrating cross-channel promotions, and (3) Personalized Service Development Strategy that tailors services to patients' needs and preferences. This strategy is expected to increase public awareness, form positive attitudes, and encourage patient decisions to use herbal inpatient services at Holistic Purwakarta Hospital.
Marketing Mix, Motivation, and Attitude Correlation Towards Purchase Intention in Rural Tourism Sri Wahyuni; Atik Aprianingsih
Jurnal Penelitian Vol. 22 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jp.v22i2.16487

Abstract

Experiential nature-based tourism has become a hype after the COVID-19 pandemic. Nonetheless, not every special interest tourism provider like SAREMA in Garut is able to ride this wave. Therefore, this research is going to unveil the conventional 7Ps Marketing Mix and psychological aspect to analyze the most dominant factor in driving customers’ decisions in this niche market segment. The study is constructed using a quantitative method by utilizing survey data from 210 respondents using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test a mediation model. The bootstrapping result was that the Product, Place, Promotion, People, and Process had no positive correlation towards Customer Attitude. Meanwhile, Price, Physical Evidence, Push Motivation, and Pull Motivation show positive correlation. Through this analysis, it is proven that Customer Attitude is still relevant as the highest and strongest mediator (O = 0.711, ρ = 0.000) of Purchase Intention. This research show that service products like tourism cannot solely rely on traditional 7Ps as their marketing strategy methods. However, the 7Ps remain as ‘hygiene factor’ (a primary antecedent to prevent customers’ dissatisfaction) while the psychological constructs (Push and Pull Motivation) need to be captured in the marketing strategy to increase the destination’s attractiveness.
A STUDY OF INTENTION TO REDUCE INDONESIA'S FOOD WASTE Teresia Debby; Atik Aprianingsih; Agus Hasan Pura Anggawidjaja; Wisnu Wardhono; Ivan Prasetya; Chris Petra Agung; Avadhut Patwardhan
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Vol. 19 No. 2 (2025)
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2025.v19.i02.p04

Abstract

Food waste has become a big problem in Indonesia. According to the data in May 2023, Indonesia was placed in the third sport in the rank of the world’s largest food waste producer in the world. Food waste makes up to 40.98% of the total waste, this data is taken from the Ministry of Environment and Forestry in 2023. This phenomenon contradicts with the reality of many of its citizen are still struggling to find food to eat. Moral norms hold a high place in Indonesia, and this can be used as one driver to reduce the food waste. This study has goal to see how moral norms for food waste reduction and self-efficacy towards food waste reduction impact the intention to reduce food waste in Indonesia. This study uses technique, structural equation model-partial least squares (SEM-PLS). In total, there are 157 respondents who have participated in this study. The results clearly shown that there is a positive correlation between 2 variables (moral norms for food waste reduction and self-efficacy toward food waste) with food waste reduction intention. To close, Indonesia with its moral norms towards food waste has helped with the intention to reduce food waste. However, the intention alone is not enough. There must be a strong incentive to change the intention into real action.
Proposed Marketing Strategy to Increase Willingness to Use Livin’ Sukha for Shopping at Alfamart Nensy Praninta Simanjuntak; Atik Aprianingsih
Jurnal Riset Ekonomi dan Akuntansi Vol. 4 No. 2 (2026): JURNAL RISET EKONOMI DAN AKUNTANSI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrea-itb.v4i2.4015

Abstract

The growth of digital banking services has inspired banks in Indonesia to provide a package of services not limited to financial transaction purposes but also lifestyle commerce and shopping. Yet, it is observed that the use of the Livin’ Sukha service in the Livin’ by Mandiri app is quite low compared to other digital banking services. Therefore, this study will examine the effect of perceived benefits, perceived risk, and perceived trust on customers' willingness to use Livin’ Sukha services for shopping activities at Alfamart. For this purpose, a quantitative research design was applied by utilizing a survey research methodology with a sample of 200 users of Livin’ by Mandiri, selected using purposive sampling technique. The data were gathered by distributing online surveys and analyzed using Structural Equation Modeling based on Partial Least Square. It was discovered that there is a positive relationship between perceived benefits and perceived trust and perceived benefits and willingness to use; meanwhile, perceived risk showed negative relationships with perceived trust and willingness to use. Furthermore, perceived trust has positive relationships with customers' willingness to use Livin’ Sukha services. Besides, it has been revealed that household shopping activities have good potential to increase customers' engagement and transactions
Co-Authors Abdurrasyid Alfa Husada Agus Hasan Pura Anggawidjaja Avadhut Patwardhan Bonita Pardede Chris Petra Agung Ivan Prasetya Nensy Praninta Simanjuntak Rahmadila Alif Madia Putri Rizkia Ayu Amalia Sri Wahyuni Teresia Debby V. J. Wisnu Wardhono