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This Author published in this journals
All Journal Mandalika Journal of Business and Management Studies Journal of Digital Business and Marketing
Atik Aprianingsih
Institut Teknologi Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategies for promoting bancassurance products in West Java: a study of Bank XXX's internal and external factors Alan Setia Suganda; Atik Aprianingsih
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3319

Abstract

Purpose: The Theory of Planned Behavior (TPB), a psychological study that aims to comprehend human behavioral tendencies, was applied. This study aims to examine the methods employed by Bank XXX West Java to market assurance products. Research methodology: To gather quantitative data, questionnaires and descriptive analyses were used to investigate Bank XXX Indonesia's internal strategies, including Segmentation, Targeting, and Positioning (STP), as well as the expanded 7Ps. PESTLE, SWOT, TOWS matrix, and customer analyses were also used for external analysis. Results: The recommendations of this study emphasize the need for continuous market analysis to improve strategies and explore potential areas for future research in the field. To deepen the understanding of consumer behavior in the banking industry, future studies could focus on the marketing mix and delve into consumer behavior and decision-making processes. Conclusion: Strategic marketing initiatives aligned with TPB constructs—attitude toward behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness—significantly influence purchase intention and loyalty, highlighting the value of integrating psychological behavior models with marketing frameworks to enhance customer engagement and retention. Limitations: This research aims to provide theoretical insights into practical applications, valuable industry insights, and opportunities for further exploration of customer behavior in the banking industry. Implementation: A direct relationship between purchase intention and loyalty was discovered. Customers who were satisfied with Bank XXX West Java had a higher attitude towards behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness.
Factors That Impact Impulsive Buying in Offline Beauty Stores in Indonesia Naja Ghassani Widyaputri; Atik Aprianingsih
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.138

Abstract

The COVID-19 pandemic significantly impacted the retail industry, especially beauty retail stores, as consumer behavior shifted drastically. With the temporary closure of physical stores and a surge in e-commerce, offline beauty stores saw a substantial drop in sales. As the world transitions to the post-pandemic era, beauty retailers need new strategies to boost in-store sales. Impulse buying behavior is one potential strategy which has been identified as a significant driver of retail sales in offline beauty stores. Therefore, this research aims to analyze the key factors influencing impulse purchases at offline beauty stores in Indonesia and also analyze which variables can positively influence impulse purchases at offline beauty stores in Indonesia. This research used quantitative research using questionnaires with non-probability and purposive sampling is used, so the respondents must have purchased at least once purchased in offline beauty stores, be 18-65 years old, and living in Indonesia. Using a survey method with 250 respondents, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that sales promotions, store environment, and store employees significantly impact impulse buying behavior. These findings can help beauty retail business or similar businesses in the beauty industry in developing strategies to enhance customer experience and increase in-store sales by leveraging the identified influential factors.
The Influence of Marketing Mix and Students’ Sense of Belonging Mediated by Attitude on Purchase Intention for ITB Press Merchandise Reyna Aszzura Rasyida; Atik Aprianingsih
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.140

Abstract

Promotional merchandise has become a popular promotional tool in various sectors, including education. With more than twenty thousand students at each Indonesian university and high turnover each year, the market and potential demand remain highly promising. ITB Press, which are currently in their second year as the official merchandise seller for ITB, struggle with low sales and awareness among students. This indicates a need for improved market penetration. This study examines the predictors of purchase intention among their target market, which includes ITB students and alumni, focusing on 4Ps of marketing mix (product, price, place, promotion) and students’ sense of belonging, mediated by attitudes. A comprehensive quantitative approach with path analysis on SPSS was conducted to analyze the relationship between variables. By distributing questionnaires, 221 respondents consisting of ITB active students and alumni were gathered in this research. The findings show that, except for Place, all predictors significantly influence purchase intention, with attitudes serving as a mediating variable. The study reveals that ITB Press merchandise has a positive product perception among students. The primary motivation for purchasing merchandise is the students' pride and connection with ITB and the product itself, with most attention on the design, quality, and variety. Consequently, ITB Press should focus on creating appealing products that fit student preferences to maintain the positive perception, while maintaining a balance between price and promotions. This study highlights the importance of understanding the motivations and perceptions of both students and alumni, providing valuable insights for ITB Press to refine their marketing approach.
Co-Authors Alan Setia Suganda Naja Ghassani Widyaputri Reyna Aszzura Rasyida