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Virality in Social Media Advertising: A Case Study in Bandung Tourism Romadhoni, Riefky Amarullah; Siallagan, Manahan; Mayangsari, Lidia
The Asian Journal of Technology Management (AJTM) Vol 12, No 3 (2019)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2019.12.3.4

Abstract. The growth of tourism in Indonesia makes Bandung, as one of the major cities in Indonesia, has to improve its tourism even further. One of the plans of the Department of Tourism and Cultural Bandung is about how to advertise tourism in Bandung City. The current state of Bandung Tourism Ambassador advertisement is through social media Instagram by using her intuition. This research proposes a new system to help Bandung City promotes its tourism destination by using STEPPS (Socio-currency, Trigger, Emotion, Public, Practical Value, Story) factors and service-dominant logic approach. By analysing the value of each factor, the advertiser can determine which words and topic that can make the advertisement viral and more engaging, thus boosting the popularity of Bandung tourism.Keywords: Bandung city tourism, content analysis, STEPPS, service science

Will you eat your dog’s cookie? an exploration of relationship between consumer attitude and purchase intention in healthy food Alexandra, Graciella; Mayangsari, Lidia
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

Show Abstract | Download Original | Original Source | Check in Google Scholar

The food market is developing with a health benefit. However, health food tends to attract even more interest from consumer and businesses. Besides seeing the sense of meaning, food quality, and health of these foods, prices also greatly affect consumer attention. Snuupil Petcare is a company that runs in the pet care industry especially for dog products. This research is about how can we grow with a wider market, from only dog market and into human market. This research is to understand the relationship of consumer attitude and price perception in healthy dog cookies to the purchase intention decision. propose a growing business for Snuupil Petcare from dog market to a wider consumer market. Using the Multiple linear regression and descriptive analysis with online survey and product testing, the result customer attitude are have a really big role to the purchase intention, when human wants make a decision it affect by their attitude. Based on the analysis result after doing all the analysis, researcher will wider the Snuupil Pet Care especially for Snuupil cookies into human market, because there are really positive influence from the customer attitude to the healthy cookies even though it a dog cookies, and there are not really significant the price of the healthy cookies to the willingness to buy.Keywords: customer attitude, price perception, purchase intention, healthy food, price

On The Consumer Attitude Analysis toward the Purchase Intention of Local Fashion Brand in Indonesia Pertiwi, Ken Garudajati; Mayangsari, Lidia
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

Show Abstract | Download Original | Original Source | Check in Google Scholar

Indonesia is one of the largest countries in the world, with the 4th largest population in the world. According to Badan Perancangan Pembangunan Nasional (BAPPENAS), the total population of Indonesia in 2018 is 265 million. With a large amount of population, it makes Indonesia has a large level of consumption, including the consumption level for clothing product, because clothing is one of the primary needs for every human being. So, with a large amount of population, the demand for clothing product is also high and always increasing, which this situation will become a great opportunity to run a business in the fashion industry.Currently, the creative industry in Indonesia is experiencing rapid development; one of the examples is in the fashion industry. The Creative Economy Agency of Indonesia (BEKRAF), states that Indonesia will become one of the world's fashion centers in 2025. For that, to be able to compete and survive in this industrial competition, the criteria of product required to be excellent physically or non-physically. Besides, being able to understand consumer behaviour for a product is needed to be able to compete in the fashion industry.This study aims to understand the consumer attitude towards the purchase Intention of Indonesians local fashion brands, especially in Bandung, Jakarta, Malang, and Surabaya. For make a better strategy in marketing activities, it will be beneficial for local brand owners to understand consumer attitude toward local fashion brands. The output of this research will be used to recommend the right marketing strategy for SMEs in Indonesian local fashion brand, especially for the LOOKOUT Indonesia brand.An online questionnaire collected this research with 206 respondents aged 17-35 years who live in Bandung, Jakarta, Malang and Surabaya. This data has passed five classic assumptions tests and then analyzed by multiple linear regression. This method is to find out the relationship that influence between consumer attitude towards local fashion brands to purchase intention. Also, cluster analysis tests have been conducted to determine differences in consumer attitude towards local fashion brands in each region in Bandung, Jakarta, Malang and SurabayaKeyword: Customer attitude, Purchase intention, Consumer buying behavior, Geographical Marketing, Local Fashion Brand

On the regression analysis of menu price presentations toward customer buying decision in restaurant setting Wijaya, Michael; Mayangsari, Lidia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Every restaurant must have competitive advantage to win and survive in the market and developing menu is one of the ways. Menu Price Presentation (MPP), one component in menu, can influence customer’s Willingness to Pay (WTP) mediated by Customer’s Price Perception (CPP). Odd or even price ending will create a different price perception. The use of numerical salience format and currency signs also carry semantic salience, a key factor in determining price perception. Then, the CPP will influence customer’s WTP as the customers have a tendency to use it in making a purchase decision. This study has a purpose to analyze the effect of numerical salience format, the inexistence of currency sign and the use of 0-price ending toward customer’s WTP. This study used quantitative approach through questionnaire with the characteristic of respondents: live in Bandung, have eating out frequency minimum two times a week and have a status of high school or college students. The data were analyzed using mediation regression analysis. The result is MPP significantly influence customer’s WTP fully mediated by CPP. The numerical salience format, the inexistence of currency sign and the 0-price ending will create a valuable perception and increase customer’s WTP.Keywords: Menu Price Presentation, Customer’s Price Perception, Customer Willingness to Pay, Restaurant’s Menu, Price Ending, Semantic Salience

Website as Co-Created Decision Support System Towards Enhanced Experience of Solo City Tourism Putro, Utomo Sarjono; Mayangsari, Lidia; Siallagan, Manahan; Novani, Santi
The Asian Journal of Technology Management (AJTM) Vol 9, No 2 (2016)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2016.9.2.3

Abstract. The linkage among information-intensive era, technology, and tourism industry build inseparable genetic relationship which is supposed to be realized in practice. Let alone in this digital era, the urgency to exploit information to the next level resulted in the need to bring a higher game on the technology in order to manage information effectively and efficiently. Tourism industry is categorized as complex system regarding the components substituted it. The diverse elements which interact with dynamics pace give birth to complex tasks to manage by the responsible parties and consequently enhance experience in tourism industry. Competing with complex situation, computerized decision system is urgently needed to collect and also distribute accurate knowledge of tourism industry, collaborate with both supporting public and private sectors, and gain rationality for all stakeholders in the system. Solo city, known also as Surakarta and located in Central Java (Indonesia), is obliged to do its tourism industry justice as it is an important vehicle for regional development of the city. Tourism industry of Solo city represents the major and significant contributor to the local economy to the point where tourism is the brand of Solo city. Taking the prior research finding, value orchestration platform to promote tourism in batik Solo industrial cluster into the reference, this study improves the model by highlighting the duality function the tourism website supposed to have using hashtag (#) minings principle as the latest user interface technology. This study proposes a collaborative website platform as a co-created decision support system to enhance tourism experience for tourist as consumer and optimize management process for Department of Culture and Tourism of Solo city as provider.Keywords: Decision support system, hashtag mining, service-dominant logic, solo city, tourism experience

The Commuting Mode Choice of Students of Institut Teknologi Bandung, Indonesia Prawira Fajarindra Belgiawan; Raden Aswin Rahadi; Annisa Rahmani Qastharin; Lidia Mayangsari; Reza Ashari Nasution; Sudarso Kaderi Wiryono
Journal of Regional and City Planning Vol. 32 No. 2 (2021)
Publisher : The Institute for Research and Community Services, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/jpwk.2021.32.2.4

This research explored the commuting mode preferences of students living near Institut Teknologi Bandung when a new mode of transportation (i.e., carpool) is introduced to the selection list. Six alternative modes were presented: minibus, car, motorcycle, car-based ride-sourcing, motorcycle-based ride-sourcing, and carpool. The data collection process was conducted using a questionnaire-based stated-preferences survey. It included eight sets of labeled scenarios with a number of attributes: travel time, travel cost, waiting time, transfer amount, access and egress time, frequency, congestion time, baggage cost, and parking cost. A total of 1416 observations were acquired for further analysis. A mixed logit (MXL) model with random cost parameter and random error components was used. From the MXL results, we found that travel cost had no significant influence on the selection of commuting mode among students. This result was unforeseen given the characteristics of Indonesian consumers, who are notoriously sensitive to price. However, based on the results for several significant attributes of carpool as well as from the value of travel time savings and demand calculation, we suggest that carpooling is a valid alternative transport mode for campus commuting. As a pioneer study on student commuting mode selection, this study provided valid and dependable evidence on how students around ITB main campus choose their transportation methods. Abstrak. Penelitian ini mengeksplorasi preferensi moda perjalanan pulang pergi mahasiswa yang tinggal di dekat Institut Teknologi Bandung ketika moda transportasi baru (yaitu angkutan bersama) menjadi salah satu pilihan moda. Terdata enam moda alternatif yang disajikan: angkot, mobil, sepeda motor, taksi daring, ojek daring, dan angkutan bersama. Proses pengumpulan data dilakukan dengan menggunakan metoda survei stated-preference berbasis kuesioner. Survei tersebut meliputi delapan skenario berlabel dengan sejumlah atribut: waktu perjalanan, biaya perjalanan, waktu tunggu, banyaknya perpindahan moda, waktu perjalanan menuju tempat angkutan umum dan waktu perjalanan menuju tempat tujuan, frekuensi kedatangan, waktu kemacetan, biaya bagasi, dan biaya parkir. Sebanyak 1416 pengamatan diperoleh untuk analisis lebih lanjut. Model mixed logit (MXL) dengan parameter biaya acak dan komponen error acak digunakan. Dari hasil MXL, kami menemukan bahwa biaya perjalanan tidak berpengaruh signifikan terhadap pemilihan moda perjalanan pulang pergi di kalangan mahasiswa. Hasil ini tidak terduga mengingat karakteristik konsumen Indonesia yang terkenal sensitif terhadap harga. Namun, berdasarkan hasil untuk beberapa atribut signifikan dari angkutan bersama serta dari nilai penghematan waktu perjalanan dan perhitungan permintaan, kami menyarankan bahwa angkutan bersama adalah moda transportasi alternatif yang valid untuk komuter kampus. Sebagai studi perintis dalam pemilihan moda perjalanan pulang pergi mahasiswa, studi ini memberikan bukti yang valid dan dapat diandalkan tentang bagaimana mahasiswa di sekitar kampus utama ITB memilih metode transportasi mereka. Keywords. angkutan bersama, mahasiswa ITB, mixed logit, elastisitas, nilai waktu.

“Keinginan atau Kebutuhan?”: Analisis Perilaku Impulsif dalam Pembelian Kosmetik Natural Online dari Aspek Eksternal dan Situasional Nadhifah Adinda Salsabila; Lidia Mayangsari
Jurnal Wacana Ekonomi Vol 19, No 3 (2020): Jurnal Wacana Ekonomi
Publisher : Fakultas Ekonomi Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52434/jwe.v19i3.935

Kosmetik natural merupakan salah satu produk di industri kecantikan yang menggunakan bahan alami dan terus berkembang di pasar karena didukung oleh tren konsumen yang mulai menerapkan gaya hidup sehat. Industri kosmetik mencuri banyak perhatian dari banyak pihak sehingga mengalami transformasi yang signifikan dan harus menghadapi tantangan baru karena teknologi terus berkembang mengikuti tren saat ini. Perubahan transformasi yang signifikan merubah para pelanggan dari industri ini bergeser dari belanja secara fisik menuju ke media elektronik. Hal tersebut menciptakan perilaku pembelian impulsif baru di sektor daring. Dalam industri kosmetik, sebagian besar pembeli impulsif adalah Generasi Z, yaitu generasi yang cerdas secara digital dan mencari cara paling cepat untuk membeli. Pembelian impulsif dapat terjadi karena dipengaruhi oleh respons kognitif dan afektif dari pembeli. Respons impulsif pembeli ini dipicu oleh faktor eksternal dan situasional. Faktor eksternal mencakup promosi dan referensi dari orang terdekat. Sementara itu, faktor situasional terkait dengan ketersediaan waktu dan uang. Melihat kondisi ini, tujuan dari penelitian ini adalah untuk melihat faktor-faktor signifikan pada perilaku pembelian impulsif terhadap kosmetik alami di kalangan wanita Generasi Z, dengan rentang umur 18-24 tahun. Penelitian ini menggunakan kuesioner survei daring yang diberikan kepada 201 responden dan menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa faktor eksternal dan faktor situasi memiliki pengaruh terhadap pembelian impulsif online tetapi faktor situasional memiliki dampak yang lebih kuat dibandingkan dengan faktor eksternal. Temuan ini memungkinkan perusahaan untuk mengembangkan yang efektif strategi pemasaran.

Virality in Social Media Advertising: A Case Study in Bandung Tourism Riefky Amarullah Romadhoni; Manahan Siallagan; Lidia Mayangsari
The Asian Journal of Technology Management (AJTM) Vol. 12 No. 3 (2019)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2019.12.3.4

Abstract. The growth of tourism in Indonesia makes Bandung, as one of the major cities in Indonesia, has to improve its tourism even further. One of the plans of the Department of Tourism and Cultural Bandung is about how to advertise tourism in Bandung City. The current state of Bandung Tourism Ambassador advertisement is through social media Instagram by using her intuition. This research proposes a new system to help Bandung City promotes its tourism destination by using STEPPS (Socio-currency, Trigger, Emotion, Public, Practical Value, Story) factors and service-dominant logic approach. By analysing the value of each factor, the advertiser can determine which words and topic that can make the advertisement viral and more engaging, thus boosting the popularity of Bandung tourism.Keywords: Bandung city tourism, content analysis, STEPPS, service science

Indonesian, Korean, and French Sheet Masks: Three Alternatives in a Hybrid Choice Model of Indonesian Women's Choice Decision Ferica, Michelle; Belgiawan, Prawira Fajarindra; Mayangsari, Lidia; Windasari, Nila Armelia; Laila, Nisful; Persada, Satria Fadil; Nasution, Reza Ashari
Gadjah Mada International Journal of Business Vol 27, No 1 (2025): January - April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.82554

Women's choice decision has gained lots of attention in the literature, particularly regarding how they evaluate attributes that are similarly important. The Indonesian skincare market is one of the most attractive markets, not only for local but also global producers of skincare products. This paper aims to provide an in-depth analysis of factors that affect Indonesians when they choose facial sheet masks (SM) from three countries—Indonesia, South Korea, and France—and to examine respondents' preferences with regard to local or imported SM products. This study used a mixed method, starting with exploratory research to find the levels of attribute for each alternative. A hybrid choice model is later established with Python Biogeme to find significant factors, demand elasticities, and willingness to pay. From its exploratory research, this study ascertained several attributes such as price, packaging, quality, brand, refreshing effect, halal essence, and attitudes. This study found that price, quality, refreshing effect, halal essence, and attitude significantly influence SM choice decisions from the discrete choice. The results fill a gap in the literature by comprehensively examining product properties and attitudes that affect women's decisions regarding skincare products. It also contributes—particularly for the skincare industry and marketers—to further improve the SM market share, particularly in the Indonesian and Southeast Asian markets.

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