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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Consumer Sciences Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan BUDGETING : Journal of Business, Management and Accounting International Journal Of Science, Technology & Management (IJSTM) Economics and Digital Business Review Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) ASEAN Marketing Journal International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems
Maya Ariyanti
Universitas Telkom
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Transportation Other

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Analysis of Demography, Psychograph and Behavioral Aspects of Telecom Customers Using Predictive Analytics to Increase Voice Package Sales Goenandar, Billy; Ariyanti, Maya
Journal of Consumer Sciences Vol. 6 No. 1 (2021): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.6.1.1-19

Abstract

In 2018, Telkomsel's core business shifted its main services from Telephone and SMS services to Data and Digital services, since a declining trend of revenue starting 2014. However, telephone service still contributed 28.4% to the revenue and was the second largest, while SMS gave 4.1%. This research predicts voice package buyers using predictive analytics to identify customer profiles and significant variables to form appropriate target customer segmentation. Logistic regression was used to predict customers who would buy voice packages using 15 input variables. Next, analytics was done by dividing the data into 70% training data sets and 30% testing data obtained from customer voice package user data. The model accuracy gained 97.2%, and the top seven significant variables were formed. Then five clusters of customer segmentation were formed based on top significant variables using the K-Means clustering technique. Based on the results of the prediction model and clustering, behavioral targeting was conducted to provide targeted gimmick products based on five segmentations formed, and then it was divided into two main target customers by considering the similarity of behaviors based on revenue voice, minutes of voice usage, voice transactions, day of voice usage and data payload, thus it was more targeted.
Study of Neuromarketing in Consumer Behavior due to Product Logos Color Changes Effect Rahmadani, Denta; Fauzi, Hilman; Lubis, Reza Armanda; Ariyanti, Maya
CEPAT Journal of Computer Engineering: Progress, Application and Technology Vol 1 No 02 (2022): November 2022
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cepat.v1i02.5245

Abstract

Consumer behavior can be detected by conducting surveys, but this method lacks the depth of analysis to measure consumer behavior. By utilizing technological and scientific advances through the study of neuroscience, especially in neuromarketing, it is hoped to improve the ability to analyze consumer behavior. Neuromarketing has been widely used to measure consumer behavior through several stimuli, including logo colors. Neuromarketing to the human brain's response is done using electroencephalography (EEG) signal analysis. Data collection was carried out on six students aged 19-24 years. Subjects were given a stimulus of five original logo colors and five logo colors recolored with the number of questions in three sessions. Pre-processing uses a butterwort horde four bandpass filter with a theta-band frequency band in the frequency range of 4-8 Hz. Data on color changes using questionnaires and EEG signal data is processed on spatial and spectral domains to view active areas of short-term memory. The result obtained is the effect of the change in logo color on consumer memory and the active location of short-term memory on the logo's color. Using spatial selection, the number of channels was reduced from 16 to 4 channels or by 75%. The selected channels are in the memory and visual areas.
UNDERSTANDING SERVICE QUALITY OF MOBILE VIDEO EDITING : MAPPING THE NEGATIVE IMPRESSION BY TEXT MINING APPROACH Ariyanti, Maya; Tazkia, Yumna
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4256

Abstract

KineMaster is a video editing application that supports the content creator industry; however, compared to its competitors, that app falls short in release year, download numbers, and ratings. This research aims to determine the service quality of the Android-based KineMaster application based on sentiment analysis and the classification of mobile app service quality (MASQ) dimensions. The data used is secondary data from 5,000 reviews of Google Play Store using Google Colab and processed using RapidMiner Studi version 10.2. Naïve Bayes and k-Nearest Neighbors (KNN) algorithms are applied to determine the best one. Negative sentiment data resulting from the worst MASQ dimension classification will be carried out by WordCloud using Google Colab to determine complaint priorities. The research results show that positive sentiment dominates at 62.24% using the KNN algorithm as the best algorithm in this research. Nevertheless, the 37.76% negative sentiment is not ignored. Based on the number of negative sentiments in each dimension, technical reliability is the worst dimension, valence is the second worst dimension, and performance is the third worst. Prioritized complaints are update reliability, watermarks, app, feature downloads, inability to open apps, export capabilities, high price, and processing speed.
UTILIZATION OF ARTIFICIAL INTELLIGENCE SYSTEMS TO PREDICT CONSUMER BEHAVIOR aripin, zaenal; Adi Wibowo, Lili; Ariyanti, Maya
Journal of Jabar Economic Society Networking Forum Vol. 1 No. 1 (2023): Jesocin - December
Publisher : Organisasi Kreatif Indonesia Emas

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Abstract

The development of Artificial Intelligence (AI) System technology has opened up new opportunities in understanding consumer behavior. With abundant data availability, companies have the potential to improve marketing and customer service strategies through predicting consumer behavior. This study aims to explore the implications of utilizing Artificial Intelligence Systems in predicting consumer behavior and its impact on business strategies. The purpose of this study is to identify the benefits of utilizing Artificial Intelligence Systems in predicting consumer behavior, analyze challenges that may arise, and detail strategies that companies can adopt to optimize the utilization of this technology. The research method used is a combination of literature analysis and case studies. Literature analysis was conducted to detail the theoretical basis regarding the utilization of Artificial Intelligence Systems in the prediction of consumer behavior. Case studies were conducted on a number of companies that have successfully implemented this technology to understand the context of their implementation and the benefits they derived. The results showed that the utilization of Artificial Intelligence Systems in predicting consumer behavior can improve service personalization, optimize marketing strategies, and provide deep insights into consumer preferences. However, challenges related to data privacy, ethics, and technology integration are still obstacles that need to be overcome. Strategies that focus  on data security, transparency, and an ethical approach can help companies address these challenges.
Analisis Faktor Pilihan Dan Kebiasaan Konsumen Dalam Konsumsi Kopi Kenangan Di Indonesia Safii, Ahmad; Ariyanti, Maya; Triono, Sunu Puguh Hayu
eProceedings of Management Vol. 10 No. 2 (2023): April 2023
Publisher : eProceedings of Management

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Abstract

Pertumbuhan tingkat konsumsi kopi nasional yang semakin tinggi setiap tahunnya membuat industriminuman kopi semakin bersaing, seperti halnya yang terjadi pada Kopi Kenangan. Pada saat ini Kopi Kenanganbelum maksimal dalam kinerja memberikan pelayanan kepada calon pelangan atas faktor jumlah gerai, kualitasberdasarkan Lembaga top brand dan popularitas. Sehingga perlu untuk dilakukan penelitian ini yang akanmembantu untuk memperbaiki kinerja tersebut. Pengumpulan data pada penelitian ini akan dilakukan melaluipenyebaran kuesioner online melalui media sosial kepada 400 orang responden yang digunakan adalah skala 4likert.setelah terkumpul, akan diolah menggunakan software statistic yaitu SPSS dengan analisis PrincipalComponent Analysis. Disimpulkan bahwa terdapat empat kelompok faktor baru yang terbentuk dengan faktor 1atau Batas Wajar Kesehatan yang terdiri atas kebiasaan dan alasan kesehatan. Kemudian faktor baru yangterbentuk dengan faktor 2 atau Kualitas Kafe yang terdiri dari rasa, kualitas dan persentasi di toko. Kemudian,faktor baru yang terbentuk dengan faktor 3 atau Strategi Kafe yang terdiri dari iklan dan kenyamanan. Lalu,faktor baru yang terbentuk dengan faktor 4 atau Testimoni yang terdiri dari pendapat teman.Kata Kunci-faktor keputusan pembelian, Kopi Kenangan, principal component analysis
Pengaruh Kualitas Produk, Kualitas Layanan, Dan Citra Merek Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pelanggan First Media Di Jakarta) Wibowo, Dimas Kartiko; Ariyanti, Maya
eProceedings of Management Vol. 10 No. 2 (2023): April 2023
Publisher : eProceedings of Management

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Abstract

Penggunaan internet sebagai kebutuhan manusia kian meningkat setiap tahunnya. Terjadi pergeseran polakonsumsi masyarakat dimana penggunaan internet kini telah menjadi kebutuhan primer. First Media sebagai salahsatu perusahaan penyedia layanan internet di Indonesia tidak ingin menyia-nyiakan dampak positif dari pandemiCovid-19 terhadap industri penyedia layanan internet dengan terus berinovasi dan menyediakan kualitas layananterbaik bagi pelanggan. First Media mendapatkan banyak keluhan dari pelanggannya saat pandemi Covid-19 padatahun 2020 mengenai produk dan layanannya. Ketidakpuasan pelanggan mengakibatkan tingkat churn rate FirstMedia yang cenderung meningkat dari waktu ke waktu. Penelitian ini bertujuan untuk menelusuri lebih lanjutmengenai pengaruh kualitas produk, kualitas layanan, dan citra merek terhadap loyalitas pelanggan First Media diJakarta melalui kepuasan pelanggan, baik secara langsung dan tidak langsung. Proses pengumpulan data dilakukandengan menyebarkan kuesioner terhadap 385 orang responden menggunakan metode purposive sampling.Pengujian hipotesis dilakukan melalui teknik analisis data menggunakan metode Partial Least Square. Hasiltemuan pada penelitian ini menunjukkan bahwa kualitas produk, kualitas layanan, dan citra merek mempunyaipengaruh baik secara langsung dan tidak langsung terhadap loyalitas pelanggan melalui kepuasan pelanggan. Hasilpenelitian ini diharapkan dapat memberikan pengetahuan dan manfaat bagi First Meda dalam mengevaluasikualitas produk, kualitas layanan, dan citra merknya, khususnya di area Jakarta.Kata Kunci-kualitas produk, kualitas layanan, citra merek, loyalitas pelanggan, kepuasan pelanggan.
Pengaruh Social Media Marketing Instagram Dan Brand Image Terhadap Keputusan Pembelian Konsumen (Studi Kasus Utama Baru Motor Banjarmasin) Fadhilla, Muhammad Iqbal; Ariyanti, Maya
eProceedings of Management Vol. 10 No. 2 (2023): April 2023
Publisher : eProceedings of Management

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Abstract

Seiring dengan berkembangnya populasi dari masyarakat indonesia pada era moderenisasi sekarang, makadibutuhkannya mobilisasi untuk masyarakat agar dapat berpergian dengan mudah dan efektif dari satu tempat ketempat lainnya. Umumnya ada beberapa alat transportasi yang sering digunakan oleh masyarakat indonesia yaitukendaraan bermotor dengan roda empat dan kendaraan bermotor dengan roda dua. Penelitian ini bertujuan mengetahuiseberapa pengaruhnya social media marketing terhadap Brand image pada Utama Baru Motor Banjarmasin. Penelitimengambil sample yang dilakukan dengan teknik Purposive sampling menggunakan rumus Bernoulli yaitu sebanyak100 responden. Namun sebelum kuisioner disebarkan kepada responden yang sebenarnya, peneliti melakukan ujireabilitas menggunakan rumus Cronbach Alpha yang dimana peneliti melakukan pre-test atau uji coba kuisioner yangberisi beberapa pernyataan tertulis kepada 30 orang responden. Hasilnya menyatakan bahwa seluruh variabel padapenelitian ini reliabel atau konsisten. Peneliti menggunakan Uji Asumsi Klasik dan analisis regresi linier sederhanauntuk menjawab hipotesis yang sudah diajukan oleh peneliti untuk mengetahui seberapa besar pengaruh variabelindependen atau bebas yaitu Social Media Marketing terhadap Brand Image pada Utama Baru Motor Banjarmasin.Hasil dari penelitian ini adalah dari variabel Social Media Marketing yang digunakan pada penelitian ini dibuktikanterdapat pengaruh yang signifikan terhadap variabel Brand Image dengan arah yang positif.Kata Kunci-social media marketing, brand image, Utama Baru Motor
Pengaruh Brand Experience Terhadap Brand Equiy Pada E-Commerce Bukalapak Indonesia Purwati, Dewi; Ariyanti, Maya; Nurhazizah, Eva
eProceedings of Management Vol. 10 No. 5 (2023): Oktober 2023
Publisher : eProceedings of Management

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Abstract

Jumlah pengguna e-commerce di Indonesia yang didukung dengan adanya kemudahan akses internet terus bertambah.Bukalapak sebagai salah satu e-commerce terkemuka asal Indonesia turut mengambil peluang dalam memperkuatekuitas dengan memberikan pengalaman merek yang positif. Tujuan dari penelitian ini adalah untuk mengetahuibagaimana pengaruh dimensi brand experience terhadap dimensi brand equity pada e-commerce BukalapakIndonesia. Proses pengumpulan data dilakukan dengan menyebarkan kuesioner terhadap 385 responden penggunaBukalapak yang tersebar di Indonesia. Pengujian hipotesis dilakukan menggunakan AMOS versi 26. Berdasarkanpengujian pada hipotesis ditemukan bahwa affectice experience memiliki pengaruh positif dan signifikan terhadapbrand awareness, behavioural experience Bukalapak memiliki pengaruh positif dan signifikan terhadap brandawareness, brand association, perceived quality, dan intellectual experience memiliki pengaruh positif dan signifikanterhadap brand loyalty. Sedangkan, sensory experience, tidak memiliki pengaruh positif dan signifikan terhadap brandawareness, brand association, perceived quality, dan brand loyalty. affective experience tidak memiliki pengaruhpositif dan signifikan terhadap brand awareness, brand association, dan perceived quality. Behavioral experienceBukalapak tidak memiliki pengaruh positif dan signifikan terhadap brand loyalty. Intellectual experience, tidakmemiliki pengaruh positif dan signifikan terhadap brand awareness, brand association, dan perceived quality.Kata Kunci- brand experience, brand equity, e-commerce, Bukalapak.
Pengaruh Price Discount Dan In-Store Display Terhadap Perilaku Impulse Buying (Studi Pada Konsumen Brand Somethinc Di Indonesia Melalui Shopee Live) Sari, Marisa Puspita; Ariyanti, Maya
eProceedings of Management Vol. 11 No. 3 (2024): Juni 2024
Publisher : eProceedings of Management

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Abstract

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Factors affecting continuance intention in e-wallet use in Indonesia after COVID-19 Handayani, Nia; Ariyanti, Maya
Indonesian Journal of Multidisciplinary Science Vol. 3 No. 4 (2024): Indonesian Journal of Multidisciplinary Science
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/ijoms.v3i4.802

Abstract

The purpose of this research is to provide input regarding key factors that need to be considered in the nuances of intentions to develop various features on e-wallet applications or platforms in Indonesia so that development companies can compete with similar platforms. Data collection in this research was through distributing questionnaires online using Google Form. Respondents in this study totaled 275 respondents who were e-wallet users. The analysis technique used is the Structural Equation Model (SEM) using the SmartPLS4 application. The results of data processing show that Attitude is the factor that most influences Continuance Intention with a t score of 3.682 > 1.96, p-value 0.05 and original sample 0.268, followed by the Habit factor t-statistic value 3.655 > 1.96, p-value 0.05 and original sample 0.29. Meanwhile, the variables that influence Continuance Intention through Attitude mediation are Perceived Usefulness, Perceived Ease of Use and Satisfaction. E-wallet service providers should strategize platforms with loyalty programs, provide after-sales service, understand user expectations, and involve users in service design to increase satisfaction.
Co-Authors Adhi Prasetio Adhi Prasetyo, Adhi Ahmad Darajat Basallama Aina, Rizqi Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dede Kurniawan Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Elwitrisnasafitri, Virghina Dhia Eva Nurazizah Eva Nurhazizah Fadhilla, Muhammad Iqbal Farida, Ajeng Luthiyatul Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hadyningtyas, Ivy Anindhita Hanifah Aprillia, Wahyuning Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Lubis, Reza Armanda Mahayasa, I Made Prasetya Wiguna Majid Rabbani, Ilham Mardotillah, Aini Restu Maria Apsari Sugiat Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Nafila, Tasya Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Amelia Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Rahmadani, Denta Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Riski Taufik Hidayah Rizka Utami, Fany Rizqullah, Rafif Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Safii, Ahmad Saleh, Rusdi Sari, Marisa Puspita Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Sunu Puguh Hayu Triono Taufik Hidayah, Riski Tazkia, Yumna Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Wibowo, Dimas Kartiko Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara