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All Journal Akses : Journal of Public and Business Administration Science
Marhaeni, Tri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Promosi Penjualan Kilat dan Iklan Pesan Singkat Free Bea Kirim dalam mempengaruhi Keputusan Membeli Spontan bagi Mahasiswa Pengguna Aplikasi Shopee di Sekolah Tinggi Ilmu Administrasi Malang Marhaeni, Tri; Dewantara, C Evie; Chandra, Eddy; Rochma Suprayitno, Intan Nur
JOURNAL AKSES STIA MALANG Vol 6 No 1 (2024): JOURNAL AKSES STIA MALANG
Publisher : STIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58535/jasm.v6i1.50

Abstract

The aim of this research is to analyze the impact of flash sales promotions and free shipping short messages on the Shopee online market (marketplace) on spontaneous (impulse) buying decisions. The research population was 1354 with the criteria being active students at STIA Malang and the sample taken was 135 (10%) people using the purposive sampling method, followed by simple random sampling. The data was analyzed using multiple linear regression. The results of the research showed that flash sale promotions were proven. real and positive impact on spontaneous (impulsive) purchasing decisions. Besides that, the short message advertising variable (tagline) has an influence on spontaneous buying decisions and the contribution of this variable is greater than the flash sales promotion variable. Together, flash sale promotions and free shipping short message advertisements (taglines) have a real and positive effect on spontaneous (impulsive) purchasing decisions. The coefficient of determination test shows a fairly close relationship between flash sales promotions and short message advertisements (taglines) with spontaneous buying decisions and a contribution of 67.5% to the spontaneous buying decision variable (impulsive), while 32.5% influenced by other variables not explained in this study. The research results are in accordance with the theory used and the results of other researchers. The recommendation given is that the Shopee marketplace should immediately innovate in carrying out sales promotions and advertising, because there are many attractive sales promotions from other marketplaces to attract customers
PENGARUH PERSEPSI KEAMANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN UANG ELEKTONIK (STUDI KASUS PADA PENGGUNA APLIKASI E-WALLET DANA) Marhaeni, Tri; Adiba, Farah; Anwariyah, Laili Rukhati
JOURNAL AKSES STIA MALANG Vol 6 No 2 (2024): JOURNAL AKSES STIA MALANG
Publisher : STIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58535/jasm.v6i2.52

Abstract

The purpose of this research is to understand security perceptions and customer trust in influencing DANA e-wallet customer loyalty in the city of Malang. This type of survey research uses a quantitative approach, the sampling method used is purposive sampling because the sample is users of the DANA e-wallet application who have a transaction history using the DANA application, and the sample size is 100 people. The data collection method uses a questionnaire. Multivariate data analysis and using multiple linear regression and SPSS statistical tools. The results of the partial test research show that the trust variable influences and is clearly proven to influence loyalty. Meanwhile, the perception of security variable in transactions has not been proven to significantly influence loyalty. This is possible because the perception of transaction security is considered not to be the main factor in carrying out online transactions and consumers have made selective perceptions where they have modified the ideas and information messages they receive even though they conflict with the attitudes and beliefs they have learned. However, from the simultaneous test, the perceived security and trust variables have a positive and real proven effect on customer loyalty of the DANA E-Wallet application.
ANALISIS DAYA PESONA WISATA BERDASARKAN PESPEKTIF WISATAWAN PADA TAMAN REKREASI SELECTA KOTA BATU JAWA TIMUR Marhaeni, Tri; Widjajanti, Roos; Chandra, Edy; Sanjaya, Aprillina
JOURNAL AKSES STIA MALANG Vol 7 No 1 (2025): JOURNAL AKSES STIA MALANG
Publisher : STIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58535/jasm.v7i1.63

Abstract

This research aims to describe the perspective of tourists on the charm of the Selecta Recreational Park tourist attraction, using a qualitative approach. Data with unstructured interviews from 17 informants who have visited the tourist attraction, and analyzed qualitatively. The results obtained indicate that the charm of tourism according to the perspective of tourists is dominated by the charm of nature which is complemented by the charm of man-made attractions, in other words, it refers more to the assessment of service quality that leads to physical evidence that has been provided by tourism services. Recommendations are submitted for tourism managers to maintain the charm of nature and can increase other charms through artificial charms or physical evidence of services that are different from other tourist attractions
IMPLEMENTASI BAURAN PROMOSI DI STIA MALANG Marhaeni, Tri; Kristanto, Dadang; Adiba, Farah
JOURNAL AKSES STIA MALANG Vol 7 No 2 (2025): JOURNAL OF MEDICAL RECORDS AND HEALTH INFORMATION
Publisher : STIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58535/jasm.v7i2.73

Abstract

This study aims to analyze the promotional mix implemented by STIA Malang in facing intense competition among universities in East Java. Using a descriptive qualitative approach, data was obtained through in-depth interviews and direct observation of campus promotional activities. STIA Malang utilizes various promotional media such as brochures, banners, billboards, radio advertisements, social media (Instagram and TikTok), as well as direct marketing via SMS and WhatsApp blasts, and school visits. The results indicate that the combination of conventional and digital media can increase campus visibility and attract prospective new students. These findings are reinforced by the application of the marketing mix theory (4Ps) and the promotional mix as a conceptual framework. This study recommends increasing the integration of digital marketing for optimal promotional effectiveness.
Co-Authors Adiba, Farah Anwariyah, Laili Rukhati Dewantara, C Evie Eddy Chandra Edy Chandra Kristanto, Dadang Rochma Suprayitno, Intan Nur Sanjaya, Aprillina Widjajanti, Roos