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All Journal Journal of Economic, Bussines and Accounting (COSTING) Wacana Ekonomi : Jurnal Ekonomi, Bisnis dan Akuntansi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Ilmu Manajemen Advantage Literacy : International Scientific Journals of Social, Education, Humanities
Ilma Aulia Zaim
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 Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Proposed Marketing Strategy To Increase Sales For Indonesian Modestwear Retailer (Use Case: Toko Bani Adam) An Nisaa Citra Hasanah; Ilma Aulia Zaim; Satya Aditya Wibowo
Jurnal Ilmu Manajemen Advantage Vol. 7 No. 1 (2023): June 2023
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v7i1.1026

Abstract

The purpose of this research is to propose the most accurate and suitable marketing strategy for Toko Bani Adam, including formulating the integrated marketing growth strategies based on the internal and external analysis, and to identify the appropriate step for implementing Toko Bani Adam the strategy. The suggested marketing strategy is extracted from the examination of internal and external data and is considered fit to increase sales for sustainable business. In research, data collection methods are carefully designed and implemented to obtain relevant and reliable data. Field research involved direct observation to gather the necessary data for the research. This method was used to obtain primary data, and the research was conducted on the activities of all research objects. To collect primary data, the author uses quantitative research by distributed questionnaires forms to Toko Bani Adam's customers and use qualitative conducted interview with the owner and management team. As the result, Toko Bani Adam, a Muslim apparel SME in Indonesia, operates in a dynamic political environment influenced by the rise of Islamic conservatism and increasing religious consciousness among the youth. Through the implementation of the 5A method, Toko Bani Adam aims to increase brand visibility, engage with customers, optimize marketing efforts, diversify marketing channels, and enhance the customer experience. This involves adapting marketing strategies based on thorough analysis, attracting customers through online presence and promotions, activating offline marketing activities, and continuously assessing the effectiveness of these efforts. By leveraging market insights, optimizing online platforms, participating in campaigns, and monitoring key metrics, Bani Adam can drive growth and success in a competitive market. Toko Bani will collaborate with social media agencies to maximize their presence on these platforms and achieve optimal results in terms of audience reach and engagement. Toko Bani Adam will also focus on offline marketing activities, such as in-store events and collaborations with local businesses or community organizations. This will help generate excitement and increase brand awareness among potential customers. Toko Bani Adam will launch promotional campaigns and create engaging content to encourage customer interaction and boost sales. They will also update their website with e-wallet payment options to facilitate convenient transactions for customers.
Proposed Of Indihome Marketing Strategy Through Digital Channel (Case PT. Telkom Indonesia – Witel Jakarta Pusat) Diani Desi Nugraheni; Ilma Aulia Zaim; Satya Aditya Wibowo
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10963

Abstract

This research is motivated by the increasing need for the internet. Internet is a necessity that can be primary needs nowadays. With the advancement of the internet today, digital marketing is an aspect that is very influenced. The high number of internet users in Indonesia creates an opportunity for the development of digital marketing. There has been a significant change in the marketing strategy of both goods and services. With so many Internet Service Provider players currently, IndiHome which is a service product of PT. Telekomunikasi Indonesia (Persero) Tbk, needs to show the strength of its positioning. One of the strengths of IndiHome is that it is the only one that has a Triple Play Service consisting of Internet, Interactive TV and Telephone. Initially, IndiHome was only using conventional channel to sell its product, which is direct offering by Sales Agent to customers, but since August 2022, Witel Jakarta Pusat implementing IndiHome subscriptions via digital channels, can be conducted from Website, Landing Page or Social Media (FB, IG, Twitter). In fact, potential customers feel unfamiliar with how to subscribe to IndiHome via this new channel. This phenomena caused a decrease in IndiHome sales results in September 2022. This research aims to identify the internal and external factors that cause the decline of IndiHome sales in Witel Jakarta Pusat. The methodology used in this research is quantitative method. Data collection technique used in this study were literature study, observation and questionnaire with 140 respondents. The result of this research indicate that Internal and external variables that influenced the decline in IndiHome sales are apart from the fact that IndiHome prices are more expensive than other internet providers, customers find it difficult to subscribe to IndiHome via digital channels so they still choose sales agents as a more convenient way. Customers also find it difficult to get updates regarding subscription stages. Apart from that, customers are also worried about the security of the personal data they upload to the system when making a subscription. The recommended strategy given is to implement Integrated Marketing Communication.
Proposed Marketing Strategy to Strengthen Herbal Patient Loyalty: (Case Study at RSU Holistic Purwakarta) Fania Qinthara Azka; Ilma Aulia Zaim
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 2 (2025): August : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i2.2292

Abstract

Healthcare service is one of the most important industries in Indonesia. Over the past years, public interest in traditional and herbal medicine has increased, especially after the COVID-19 pandemic. RSU Holistic Purwakarta is one of the pioneers of integrative hospitals in Indonesia that offers herbal inpatient services. However, the hospital is currently experiencing a significant decrease in herbal inpatient visits, which is also reflected in its low bed occupancy rate. Based on preliminary research and problem identification, the main issue found is the declining patient loyalty towards the hospital's herbal services. The objective of this research is to formulate a marketing strategy to strengthen herbal patient loyalty and identify which service quality factors influence patient satisfaction and loyalty. This study applies a quantitative and qualitative approach. The quantitative method is conducted through a survey distributed to 155 herbal inpatients, and the data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. The qualitative method includes interviews with the hospital’s management and marketing team to explore internal service issues and market behavior. The findings show that service quality on the people dimension (reliability, responsiveness, and empathy) has a significant influence on patient satisfaction (R² = 0.696), and satisfaction significantly affects patient loyalty (R² = 0.685). The p-values for all constructs are <0.05, confirming the acceptance of all hypotheses. Interviews also identified inefficiencies such as late doctor attendance. Based on the internal and external analysis using the 7P Marketing Mix, PESTEL, and Porter’s Five Forces frameworks this research proposes a marketing strategy. The result is a TOWS matrix that provides actionable strategies, such as strengthening people-based service quality, enhancing integrated communication efforts, and positioning RSU Holistic as a leading herbal and tourism-based hospital. This study contributes academically and practically by emphasizing the role of marketing strategy in strengthening loyalty in the healthcare industry.
Reconstruction of the Business Model Canvas Based on Customer Journey to Enhance FourG Villa's Revenue in Bandung's Hospitality Industry Gina Aninditha; Ilma Aulia Zaim; Satya Aditya Wibowo
WACANA EKONOMI (Jurnal Ekonomi, Bisnis dan Akuntansi) Vol. 24 No. 1 (2025)
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/we.24.1.2025.33-38

Abstract

This study integrates customer journey analysis with the Business Model Canvas (BMC) to enhance FourG Villa’s business model. Using a mixed-methods approach, key factors such as booking ease, facility quality, and staff responsiveness were identified as crucial for customer satisfaction and revisit intention. Recommendations include improving communication, facilities, and staff training to boost occupancy and customer loyalty.
UNDERSTANDING THE PSYCHOLOGICAL AND SOCIAL DYNAMICS OF CONSUMER APPEARANCE DECISION: FOUNDATIONS FOR A BRANDING FRAMEWORK FOR REKAH Tania Azahra; Ilma Aulia Zaim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18486505

Abstract

The research is guided by three questions: how consumers describe the psychological and social pressures they experience when making appearance decisions in visible settings; how these pressures shape the emotions and self-presentation concerns associated with the possibility of repeating outfits; and how consumers interpret the potential role of a sustainable-fashion brand in supporting these decisions. The underlying assumption is that appearance behaviour must be understood through lived experience rather than through attitudes alone. A qualitative and exploratory methodology was used. Fifteen in-depth interviews, one focus-group discussion, and field-note observations were conducted with young women in urban Jakarta who regularly navigate visible social environments. Using open and axial coding, themes were identified and triangulated across data sources. Five theoretical lenses guided interpretation: Impression Management Theory, Subjective Norms and Perceived Behavioural Control within the Theory of Planned Behavior, Self-Efficacy Theory, Appearance-Related Anxiety, and Brand Trust Theory. Findings reveal five recurring patterns. First, participants feel observed and implicitly evaluated when repeating outfits, reflecting strong subjective norms. Second, emotional discomfort such as embarrassment or nervousness often accompanies decisions to rewear clothing in visible contexts. Third, many participants report low styling confidence, making it difficult to create varied looks from existing wardrobes. Fourth, social-media environments amplify comparison pressures and increase sensitivity to being seen in familiar outfits. Fifth, participants perceive limited brand reassurance or styling guidance, noting that most fashion brands emphasise novelty rather than garment longevity. These patterns highlight that sustainable wardrobe behaviour is shaped not only by environmental attitudes but also by social interpretation, emotional vulnerability, styling uncertainty, and weak brand cues. To address this, the study develops a conceptual branding prototype for REKAH titled “Confident Repetition,” which consists of three strategic pillars: social reassurance and cultural reframing, simple and supportive styling guidance, and transparent sustainability values and trust signals. This prototype offers an initial direction for REKAH to support users in feeling more comfortable, confident, and intentional in their appearance decisions.
HOW TO BUILD AND MAINTAIN EMOTIONAL CONNECTION WITH COSTUMER TO INCREASE BRAND AWARENESS A STUDY CASE OF COOKIEGOM Nindya Kalisha Putri; Ilma Aulia Zaim
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18599626

Abstract

The Indonesian soft cookie market is highly competitive, making emotional connection a key driver of customer loyalty. This study examines how customers form emotional connections with cookie brands and how Cookiegom, a small business, can strengthen these connections to enhance brand awareness and repeat purchase. A qualitative approach was applied through in-depth interviews with ten consumers who had purchased both Cookiegom and Doughlab, supported by digital observation of social media and customer reviews. Thematic analysis reveals that Cookiegom is perceived as a “comfort brand,” offering warmth, comfort, and freshness, while Doughlab is viewed as a premium, highly visible brand. These emotional differences influence attachment, repeat purchases, and word-of-mouth behavior. The study proposes the Emotional Comfort Connection Loop Model to explain how emotional bonds develop through repeated experiential cycles. Strengthening emotional storytelling, improving digital consistency, and integrating comfort-oriented touchpoints are recommended strategies for Cookiegom.
Co-Authors An Nisaa Citra Hasanah Diani Desi Nugraheni Fania Qinthara Azka Gina Aninditha Nindya Kalisha Putri Satya Aditya Wibowo Tania Azahra