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All Journal International Journal of Entrepreneurship and Sustainability Studies Applied Quantitative Analysis (AQA) Riwayat: Educational Journal of History and Humanities
Rahayu, Wulan Asti
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Humanities Decision Sciences, Operations Research & Management Education Environmental Science Mathematics Social Sciences

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Analyzing Factors Influencing Commuter Behavior in Jabodetabek through Factor Analysis Rahayu, Wulan Asti; Putro, Utomo Sarjono; Hermawan, Pri; Sunitiyoso, Yos
Applied Quantitative Analysis Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.1902

Abstract

Public transportation is vital for addressing urban mobility challenges and reducing traffic congestion. To improve public transportation systems and encourage usage, understanding commuter behavior, attitudes, and preferences is crucial. This research aims to identify commuter segments based on demography, attitude, and behavior, and determine their future intentions towards public transportation. Data was collected from 257 respondents residing in the Greater Jakarta area, encompassing Jakarta, Bogor, Depok, Tangerang, and Bekasi, through an online survey. Segmentation was achieved using factor analysis and cluster analysis. The analysis identified three distinct commuter segments with varying behavior, attitude, and perception towards public transportation. The first group, Affluent Men, preferred private vehicles but expressed environmental concern and openness to adopting new technology. They showed eagerness to utilize high-quality public transportation services like the MRT. The second group, Millennial "Rokers," primarily relied on public transportation, seeking convenience, shorter travel durations, and reduced risk. The final group, "Easy Going and Active Women," had no specific preference for public or private transportation as long as they could reach their destinations quickly. However, they had significant health concerns, especially during the COVID-19 pandemic. Surprisingly, all three segments demonstrated similar future intentions towards public transportation usage post-pandemic, posing governance challenges in promoting public transportation and integrating transport systems in Jabodetabek. This paper contributes by integrating behavior, demography, and attitudes to build the segmentation, examining their reactions to the pandemic and intentions towards public transportation. The findings have implications for policymakers and practitioners, requiring tailored policies and interventions for different segments.
Validating Personalized Skin Care Needs In The Indonesian Market And Exploring The Validity Of The Amity Skins Skin Test As Its Marketing Strategy Ayu*, Valeria Christie; Sunitiyoso, Yos; Rahayu, Wulan Asti
Riwayat: Educational Journal of History and Humanities Vol 6, No 4 (2023): Educational, Historical Studies and Humanities
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v6i4.34874

Abstract

This research embarks on an exploration of the burgeoning field of personalized skin care in the Indonesian market, with a primary focus on Amity Skin. The research problems underpinning this study center on understanding the demand for skin care products, consumers awareness of personalized skin care, the factors influencing their purchasing these decisions. Grounded in an extensive background analysis, the scientific issue addresses the need for effective marketing strategies to implement personalized skin care solutions in Indonesias competitive market. The research progresses through distinct stages, beginning with the Customer Decision Journey and Jobs To Be Done frameworks, elucidating the consumer journey and motivations. The study then delves into quantitative analysis, employing Multiple Regression and Spearman Correlation Tests to identify the relationship between variables. The exploration extends to competitive analyses and New Wave Marketing Mix strategies. Throughout the research, underlying assumptions and hypotheses are scrutinized. The research assumes that awareness of personalized skin care in the target market is limited, necessitating an extensive awareness campaign, It also hypothesizes that factors such as tailored needs, better results, and expert recommendations positively influence purchasing decisions. Furthermore, the research posits that optimizing the user experience through the Skin Test AI-generator will significantly affect purchasing choices. This comprehensive study culminates in a set of business solutions that leverage influencer marketing campaigns, enhanced user experiences, and competitive pricing. These solutions, grounded in empirical analysis, are poised to revolutionize the personalized skin care landscape in Indonesia, empowering Amity Skin and industry stakeholders to navigate this dynamic market effectively.
Developing New Marketing Strategy to Enhance Customer Loyalty at the Boarding House in Palembang City, South Sumatra Alfandi, Muhammad Rifky; Siallagan, Manahan Parlindungan Saragih; Rahayu, Wulan Asti
International Journal of Entrepreneurship and Sustainability Studies Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijeass.v3i2.1821

Abstract

The hospitality business is one of the world’s largest and fastest-growing industries, with many sub-sectors, such as hotels, restaurants, and resorts. However, some boarding houses in Palembang City, South Sumatra, are experiencing a shortage of monthly room occupants, particularly between August and December 2022. The objective of this study is to investigate whether it is brand image, customer satisfaction, or customer relationship management (CRM) that influences customer satisfaction and customer loyalty towards boarding house residents in Palembang City, South Sumatra, to control and increase the monthly room occupants, especially from August until December 2022. Hopefully, this issue will never happen again. The study uses quantitative methodology research to utilize a structural equation modeling approach using Partial Least Square. The study included 128 respondents undertaking activities in Palembang, South Sumatra, and staying in a boarding house. According to the findings of this study, brand image has a negative association with customer satisfaction, but service quality and customer relationship management (CRM) have a positive association with customer satisfaction. Furthermore, it was shown that customer satisfaction has a favorable association with customer loyalty. Consequently, if they wish to encourage customer satisfaction and customer loyalty to the boarding house, they must improve service quality and customer relationship management (CRM).
Co-Authors Alfandi, Muhammad Rifky Ayu*, Valeria Christie Pri Hermawan Siallagan, Manahan Parlindungan Saragih Utomo Sarjono Putro Yos Sunitiyoso