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All Journal Jurnal Informatika Ekonomi Bisnis UPI YPTK Journal of Business and Economics Jurnal Pengabdian Masyarakat Bangsa Jurnal Informatika Ekonomi Bisnis
Gusniar, Bella
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Trend Analysis: Consumer Behavior towards the Decision to Use Shopee Paylater Serenade, Vincensia; Gusniar, Bella; Rahmasari, Yunita
UPI YPTK Journal of Business and Economics Vol. 9 No. 2 (2024): May 2024
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Putra Indonesia YPTK

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jbe.v9i2.260

Abstract

Financial Technology (Fintech) has significantly transformed the financial landscape by integrating traditional financial systems with modern technology. This study examines consumer behavior towards Shopee PayLater, a prominent "Buy Now, Pay Later" (BNPL) service in Indonesia. While PayLater services offer numerous benefits, they also pose risks, particularly encouraging overspending beyond financial capabilities. The research aims to understand the impact of consumer behavior on the decision to use Shopee PayLater. A questionnaire survey conducted among 116 respondents in Sukoharjo Regency, Central Java, utilized multiple linear regression analysis via SPSS software. Results indicate that consumer behavior significantly and positively influences the decision to adopt Shopee PayLater, with financial constraints being a major factor driving its use. Validity and reliability tests confirmed the robustness of the measurement instruments, and normality tests ensured appropriate data distribution for analysis. The coefficient of determination revealed that consumer behavior explains 35.8% of the variance in the decision to use Shopee PayLater. The findings underscore the importance of enhancing service quality, incorporating risk perception, promoting financial literacy, and developing regulatory policies to ensure the sustainable growth of BNPL services. This study provides valuable insights for Shopee, the fintech industry, and policymakers in Indonesia, highlighting the need for strategic initiatives to optimize BNPL offerings and promote financial inclusion and economic empowerment.
Integration of Operations Management and Marketing Strategies at Agoda: A Case Study Gusniar, Bella; Serenade, Vincensia; Nono, Yuprianingsi Fatmawati
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 4 (December 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i4.1050

Abstract

This study delves into how Agoda, a prominent online travel platform, seamlessly integrates its operational and marketing strategies to thrive in the highly competitive travel industry. By analyzing Agoda's business model and strategic practices, the research uncovers how this synergy creates a significant competitive edge. Agoda's success is deeply rooted in its innovative use of technology, data analytics, and customer-focused approach. By harnessing data, Agoda personalizes recommendations and deals, enhancing customer satisfaction. The company also optimizes its operations through technology, boosting efficiency and cutting costs.Agoda's global expansion strategy is another key factor, as it adapts to local markets while maintaining a cohesive brand identity. This strategic harmony between operations and marketing allows Agoda to stay ahead in the rapidly changing global travel market. The findings of this research offer valuable lessons for other industry players, emphasizing the importance of data-driven decisions, tailored customer experiences, and a strong focus on customer needs. Agoda's journey provides an inspiring example of how integrating operations and marketing can lead to sustainable growth and competitiveness in a dynamic industry. This research contributes to the ongoing discussion about successful business strategies within the online travel sector, offering practical insights for companies aiming to enhance their market position.
Integration of Operations Management and Marketing Strategies at Agoda: A Case Study Gusniar, Bella; Serenade, Vincensia; Nono, Yuprianingsi Fatmawati
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 4 (December 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i4.1050

Abstract

This study delves into how Agoda, a prominent online travel platform, seamlessly integrates its operational and marketing strategies to thrive in the highly competitive travel industry. By analyzing Agoda's business model and strategic practices, the research uncovers how this synergy creates a significant competitive edge. Agoda's success is deeply rooted in its innovative use of technology, data analytics, and customer-focused approach. By harnessing data, Agoda personalizes recommendations and deals, enhancing customer satisfaction. The company also optimizes its operations through technology, boosting efficiency and cutting costs.Agoda's global expansion strategy is another key factor, as it adapts to local markets while maintaining a cohesive brand identity. This strategic harmony between operations and marketing allows Agoda to stay ahead in the rapidly changing global travel market. The findings of this research offer valuable lessons for other industry players, emphasizing the importance of data-driven decisions, tailored customer experiences, and a strong focus on customer needs. Agoda's journey provides an inspiring example of how integrating operations and marketing can lead to sustainable growth and competitiveness in a dynamic industry. This research contributes to the ongoing discussion about successful business strategies within the online travel sector, offering practical insights for companies aiming to enhance their market position.
Optimalisasi UMKM di Kevikepan Surakarta: Strategi Pemasaran Melalui Meta Ads Jati, Intan Mustika; Serenade, Vincensia; Gusniar, Bella; Wicaksono, Nicky Gilang; Astuti, Annisa Puji
Jurnal Pengabdian Masyarakat Bangsa Vol. 2 No. 12 (2025): Februari
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmba.v2i12.2096

Abstract

Workshop "Optimizing MSMEs in Kevikepan Surakarta: Marketing Strategy Through Meta Ads," yang diselenggarakan pada 3 November 2024 di Kevikepan Surakarta, Klaten, bertujuan untuk membekali pemilik usaha mikro, kecil, dan menengah (UMKM) dengan keterampilan dalam menggunakan Meta Ads (Facebook dan Instagram) guna meningkatkan kesadaran merek dan penjualan. Acara ini dihadiri oleh 77  peserta dari berbagai sektor usaha dan terdiri atas dua sesi utama. Sesi pertama membahas konsep dasar pemasaran digital serta pentingnya keberadaan bisnis secara daring, sementara sesi kedua berfokus pada pelatihan praktis, termasuk pengaturan akun Meta Business Manager, penentuan tujuan iklan, penargetan audiens, serta pembuatan dan pengelolaan iklan berbayar. Melalui pelatihan ini, peserta berhasil memahami dan mempraktikkan cara membuat iklan digital, dengan beberapa di antaranya melaporkan peningkatan interaksi dan lalu lintas pada platform mereka setelah menjalankan kampanye pertama. Workshop ini menunjukkan potensi besar pemasaran digital dalam mendukung pertumbuhan UMKM serta menekankan pentingnya pelatihan lanjutan guna mengoptimalkan kinerja iklan dan meningkatkan daya saing bisnis di pasar digital.
Co-Authors ASTUTI, ANNISA PUJI Jati, Intan Mustika Nono, Yuprianingsi Fatmawati Rahmasari, Yunita Serenade, Vincensia Wicaksono, Nicky Gilang