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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Neraca Manajemen, Akuntansi, dan Ekonomi People and Behavior Analysis (PBA)
Ina Kartika Wati
Universitas Teknologi Muhammadiyah Jakarta
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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ANALISIS SWOT SERTA PEMANFAATAN DIGITAL MARKETING DALAM UPAYA PENGEMBANGAN PEMASARAN WARUNG RIDHO DI LAMPUNG SELATAN PADA MASA COVID-19 Ina Kartika Wati; Heri Ispriyahadi
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 1 No. 12 (2023): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : CV SWA Anugrah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v1i12.780

Abstract

enelitian ini menganalisis pengaruh pandemi Covid-19 terhadap bisnis mikro Warung Ridho di Lampung Selatan. Dengan menggunakan pendekatan SWOT, penelitian ini mengidentifikasi kekuatan dan kelemahan internal warung, serta peluang dan ancaman eksternal yang dihadapi selama pandemi. Selain itu, studi ini menyoroti pentingnya strategi Digital Marketing dalam mengembangkan pemasaran Warung Ridho. Melalui wawancara dan analisis data, ditemukan bahwa Warung Ridho memiliki kualitas produk dan pelayanan yang baik, tetapi perlu meningkatkan kehadiran online dan variasi produk serta cara bertransaksi sehingga dapat membantu warung menjangkau lebih banyak konsumen dan memperluas pangsa pasar. Hasil penelitian ini secara keseluruhan mendukung hipotesis yang diajukan, yaitu bahwa penerapan strategi Digital Marketing akan memiliki pengaruh positif terhadap pertumbuhan dan adaptasi bisnis mikro Warung Ridho selama pandemi Covid-19.
Exploring User Experiences with E-wallet DANA among Indonesian Millennials: E-satisfaction and E-loyalty Analysis Ina Kartika Wati; Abdul Mukti Soma; Heri Ispriyahadi
People and Behavior Analysis Vol. 2 No. 2 (2024): May - September Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/pba.v2i2.2317

Abstract

Millennials have been significantly shaped by advancements in internet technology, affecting their preferences and behaviors. This generation is characterized by comfort with digital tools, multitasking abilities, and a preference for flexibility. As technology evolves, millennials will also encounter challenges like the Fear of Missing Out (FOMO), which is particularly evident in the financial sector, which drives the adoption of digital payment systems and fintech solutions. This study analyzes millennial satisfaction with DANA, a prominent digital payment system in Indonesia, and investigate how satisfaction predicts loyalty. Using a quantitative approach, data were collected from 150 respondents, all of whom were millennials, using DANA via Google Forms on a 5-point Likert scale. This study employed Partial Least Squares (PLS) statistics to examine the correlation between customer satisfaction and loyalty. The results reveal a strong positive correlation, underscoring the importance of user satisfaction as a key driver of loyalty. These findings provide valuable insights for developing marketing strategies and enhancing customer retention in the digital payment industry.
What Influences User Preferences in Digital Payment Systems? (A Comparative Analysis of E-Wallet in Indonesia) Ina Kartika Wati; A Mukti Soma; Heri Ispriyahadi
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 4 No. 1 (2024): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i1.2033

Abstract

This research explores the growing internet usage and rapid advancements in information and communication technology. Indonesia has witnessed increased adoption of digital financial technology, particularly in the form of fintech and digital payment systems. It is crucial to differentiate the characteristics and advantages among Indonesia’s top three e-wallets: GoPay, OVO, and DANA. This study employs a comparative approach to analyze the relationship between user preferences and factors within GoPay, OVO, and DANA e-Wallets in the context of digital payment systems. Using a quantitative research approach and statistical verification. Data analysis employs SEM with the PLS method, involving 150 respondents whose results are compared across the platforms. The study finds that electronic service quality significantly impacts consumer loyalty and satisfaction across all three platforms. In GoPay and OVO, it notably influences satisfaction, but less so in DANA. Customer satisfaction mediate loyalty in GoPay and OVO but not in DANA. Responsiveness is a key component of e-wallet service excellence. Loyalty is influenced by referrals (GoPay and OVO), regular use (DANA), and pricing (DANA), whereas customer satisfaction (GoPay), pricing (DANA), and convenience (OVO) determine contentment. Limiting the study to three variables and three e-wallets may restrict the comprehensiveness of factors affecting consumer satisfaction and loyalty, potentially limiting the generalizability of findings to other digital payment platforms or market contexts. The novelty lies in the direct comparison of investigative outcomes among these three subjects within the context of digital payment systems, selecting high-value study indicators and advancing the prior research.
Co-Authors A Mukti Soma Abdul Mukti Soma Heri Ispriyahadi Ispriyahadi, Heri