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All Journal Journal of Economic, Bussines and Accounting (COSTING) JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) GEMA EKONOMI JBMR: Journal of Business and Management Review 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 Jurnal Pijar : Studi Manajemen dan Bisnis Economics and Business Journal Journal Research of Social Science, Economics, and Management International Journal of Accounting and Management Information Systems Global Academy of Business Studies
Ilma Aulia Zaim
Institute 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 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.
Mindful marketing: A marketing strategy for lingkar to support sustainability goals Ramya Prajna Sahisnu; Ilma Aulia Zaim
International Journal of Accounting and Management Information Systems Vol. 3 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i2.3328

Abstract

Purpose: This study explores the implementation of mindful marketing as a strategic approach to harmonize business objectives with social and environmental values. It focuses on Du Anyam, an Indonesian social enterprise, to understand how marketing practices grounded in awareness, ethics, and sustainability contribute to building long-term stakeholder relationships. Research methodology: This study used a qualitative single-case approach, collecting primary data from in-depth interviews with internal stakeholders and secondary data from documents and digital platforms, analyzed thematically to explore Du Anyam’s mindful marketing in communication, distribution, and internal practices. Results: The study finds that Du Anyam implements mindful marketing through three main pillars—self-awareness, consumer-awareness, and impact-awareness—reflected in its storytelling, inclusive product design, and mission-aligned decision-making. However, challenges like digital distractions, workload pressure, and consumer price sensitivity hinder consistent mindful practices. Conclusions: Mindful marketing serves as a strategic compass for social enterprises to navigate market complexities while staying true to ethical values. Its effective practice requires organizational commitment, cultural alignment, and ongoing reflection to create shared value with stakeholders. Limitations: This study is limited to a single case within the Indonesian context, which may constrain the generalizability of its findings to other industries or cultural settings. Additionally, the analysis primarily reflects internal stakeholder perspectives and may not fully capture the diversity of consumer behavior. Contribution: This paper contributes to the evolving discourse on ethical and sustainable marketing by offering a contextualized understanding of mindful marketing practices in emerging economies. It also proposes a practical framework for social enterprises seeking to align marketing strategies with their broader purpose.
Developing a Visual Marketing Evaluation Framework For AI Generated Brand Assets : Evidence From Photo Elicitation Interviews In a Sustainable Startup Context Alfinza Willys; Ilma Aulia Zaim
Economics and Business Journal (ECBIS) Vol. 4 No. 2 (2026): January
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i2.294

Abstract

This study develops a practical framework for evaluating AI-generated brand visuals in a marketing communication context. Using a qualitative case study of an Indonesian sustainable startup (I-NewBee), the research employs photo-elicitation interviews to compare consumer evaluations of brand assets generated by three text-to-image tools (Midjourney, Neural Love AI, and Leonardo AI). Twelve target-market participants assessed anonymized visual sets (A/B/C) produced under a standardized prompt structure, using a semi-structured protocol informed by attention-stage cues from the AISAS model. Expert input from a visual communication design practitioner was used to triangulate judgments on visual quality and brand fit. Data were analyzed through iterative coding and thematic synthesis to identify recurring evaluation dimensions and decision cues. The findings suggest that perceived brand fit is shaped by visual realism, compositional clarity, brand-consistent signals, and message interpretability, while prompt ambiguity and inconsistent visual cues reduce credibility. The paper contributes an actionable evaluation framework expressed as evaluation dimensions and prompt-design considerations for startups seeking to deploy generative AI responsibly in brand communication
Value Proposition Testing For Private Event Package at My Kopi O Serang Wita Nidia Hanifah; Ilma Aulia Zaim
Journal Research of Social Science, Economics, and Management Vol. 4 No. 11 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i11.885

Abstract

This research redefines the value proposition of the Private Event Package at My Kopi O Serang to align with customer needs and preferences. The study aims to assess the current offering’s compatibility with customer expectations, realign it to reflect customer jobs, pains, and gains, and propose a more compelling value proposition. Using a mixed-method approach, including Thematic Analysis, Empathy Mapping, and quantitative validation through Problem-Solution Fit and Product-Market Fit tests, the research identifies two validated value propositions: (1) Exclusive Event Experience with Personalized Service for those seeking premium, private events, and (2) Price-effective Event Package for customers who prioritize affordability and value. To meet these needs, a tiered model is proposed: Silver and Gold packages for budget-conscious customers, and Platinum and Diamond for premium-seeking ones. The research also suggests creating a sense of exclusivity through semi-private arrangements and attentive service. This hybrid value proposition moves away from a one-size-fits-all approach to a segmented, data-driven offering, positioning My Kopi O Serang to cater to both premium and value-conscious customers in a competitive market.
Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung Arni Metriyana; Ilma Aulia Zaim
Global Academy of Business Studies Vol. 1 No. 1 (2024): July
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/gabs.v1i1.3384

Abstract

Purpose: This study aims to propose a development strategy using the Green Marketing Model to establish the Sein Farm as a sustainable tourism destination in collaboration with Pokdarwis (Tourism Awareness Group) Cisurupan, Bandung. Research Methodology: This study applied a qualitative method with thematic analysis. Data were collected through semi-structured interviews with respondents and unstructured focus group discussions (FGD) with Pokdarwis. The analysis was conducted using STP, PESTLE, SWOT & TOWS, Hexa Helix, and Sustainable Tourism Indicators. Results: Thematic analysis identified green marketing indicators, including eco-friendly products, affordable tour packages, natural resource use, certified human resources, and green attractions (tree planting and waste sorting) and farmer-style architecture. STP analysis positioned the Sein Farm for students, targeting urban schools interested in urban farming education. Pokdarwis collaboration supports sustainable tourism through cultural activities, waste management, traditional games, and community empowerment via eco-souvenirs and MSMEs. Conclusion: Integrating the Green Marketing Model with community collaboration enhances Sein Farm’s role as a sustainable tourism destination by merging environmental, educational, and cultural dimensions of sustainability. This approach positions the Sein Farm as a model for urban-farming-based ecotourism. Limitation: This study is limited to a qualitative approach with a specific case study at the Sein Farm Cisurupan, Bandung. Broader generalization may require quantitative validation and comparative studies of other sustainable tourism destinations. Contribution: This research enriches the sustainable tourism literature by presenting a practical framework that integrates green marketing with community collaboration, offering guidelines for developing eco-friendly tourism that preserves culture, protects the environment, and empowers communities through eco-products and MSMEs.
Co-Authors Alfinza Willys An Nisaa Citra Hasanah Arni Metriyana Ayularas, Bonita Diani Desi Nugraheni Fajriawan, Muhammad Levi Fania Qinthara Azka Gina Aninditha Laksmitha, Abilia Nindya Kalisha Putri Ramya Prajna Sahisnu Sahisnu, Ramya Prajna Satya Aditya Wibowo Septiana, Michelle Dwi Glory Tania Azahra Tjiadarma, Erica Pricilla Wita Nidia Hanifah