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All Journal JURNAL PENDIDIKAN TAMBUSAI Business, Economics and Entrepreneurship Infotech: Journal of Technology Information Mattawang: Jurnal Pengabdian Masyarakat Dynamic Management Journal ProBisnis : Jurnal Manajemen Jurnal Ekonomi Trisakti Media Riset Bisnis & Manajemen Cerdika: Jurnal Ilmiah Indonesia Dirkantara Indonesia
Arnolt Kristian Pakpahan, Arnolt Kristian
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Journal : Dynamic Management Journal

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ANALYSIS OF SEGMENTATION AND TARGETING OF JEANS IN JAKARTA Aprilian, Dian Rahayu; Bimo, Charisma Aryo; Pakpahan, Arnolt Kristian
Dynamic Management Journal Vol 8, No 3 (2024): July
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i3.11388

Abstract

Jeans are a significant part of the global apparel industry, with a vast market. This research aims to analyze how the jeans segmentation is formed and who exactly is the target market. The population in this study were all groups who wear jeans in Jakarta. The technique used in determining the sample was purposive sampling with a total of 161 people. The type of research used in this research is descriptive research using the hierarchical procedure method to search for segmentation. This analysis aims to see whether there are significant differences between each cluster or group formed. Then, in searching for target markets, this research uses a non-hierarchical procedure method. From the results of the analysis, 2 clusters were formed where the 2nd cluster was selected as the target market. It is hoped that the results of this analysis can provide input to jeans business actors to be able to attract more potential consumers and accurately. This study employs sentiment analysis to delve into the preferences and opinions of jeans users in Jakarta, offering fresh insights for businesses to develop more effective marketing strategies and understand market trends, consumer preferences, and growth potential.
THE EFFECT OF PAID ADS ON SKINCARE SALES ON FACEBOOK MARKETPLACE Pakpahan, Arnolt Kristian; Chandra, Kristian; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 8, No 4 (2024): October
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i4.12586

Abstract

Globalization is an event that thins the borders between countries and involves trade, tourism, culture, knowledge, and global relations. This study uses a descriptive qualitative approach, case study, and naturalistic approach, which require humans as research subjects. Facebook failed to attract skincare customers. The results of the interview with users of the skincare product show that they use ordinary unframed photos, which makes the photos look simple and not very appealing. Furthermore, the strategy for writing the posts only uses calls to action (CTAs) without additional elements like location or links that could attract customers. The novelty in this study combines the S-O-R theory with the depth interview technique in exploring the use of social media. The implications of this study are expected to provide marketing managers with a deeper understanding of the influence of paid advertising on product sales.
THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PURCHASE INTENTIONS FOR GREEN FAST FASHION PRODUCTS Pakpahan, Arnolt Kristian; Chandra, Kristian; Magetsari, Ovy Noviati Nuraini; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13680

Abstract

This study aims to analyze the influence of social media marketing, green product knowledge, and attitudes towards green products on interest and purchase decisions of eco-friendly products among millennials. This study is important because there is still a limited understanding of the factors that drive the adoption of green products, especially in the fashion industry which is facing sustainability trends. The research uses an associative qualitative approach by analyzing consumer perceptions through in-depth interviews and literature studies. The results of the study showed that: (1) exposure to information on social media, (2) understanding of the characteristics of green products, and (3) pro-environmental attitudes collectively influenced buying interest. These findings make a theoretical contribution by expanding the Theory of Planned Behavior (TPB) model in the context of green fashion, as well as practical contributions to: (a) marketers—in designing educational digital campaigns, and (b) governments—as the basis for sustainable consumer education policies. The implication is that fashion businesses need to present green product information in a transparent and easily accessible manner to increase consumer appeal.
Co-Authors Abubakar Arief Alvito Bastanta Anggraeni , Dewi Anindita, Rangga Anung Aprilian, Dian Rahayu Apriliani, Dian Rahayu Aqamal Haq Azzahra, Aisyah Bimo, Charisma Aryo Dewi Anggraeni Dizar , Shafrani Febria Nalurita Ginting, Christian Ezra Yeheskiel Harahap, Cicely Delfina Islami, Danang Kinanthi, Sekar Kristian Chandra Kurniawan, Aziza Idris Lunarindiah, Gatri Magetsari, Ovy Noviati Nuraini Mandala Putra, Muhammad Ryan Satya Nilawati , Yuana Jatu Nurhidayah, Anisa Fitri Pratomo , Luki Adiati Ramadani Reinaldy, Muhamad Genta Rihliani, Nihla Rusli, Muhammad Khasbara Sri Vandayuli Riorini Sumantri, Drajat Roni Sumardyo, Steven Syifa, Kamiliya Tarigan , Alvito Basnanta Wahyuni, Lidia Yuana Jatu Nilawati