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All Journal Journal on Education Journal of Innovative and Creativity IJEMA Profixa: International Journal of Economic and Business Research
Kurnia Khafidhatur Rafiah
Universitas Padjadjaran
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analisis Model AISAS dalam Menilai Efektivitas Brand Ambassador Asal Korea pada Aplikasi Mobile Kurnia Khafidhatur Rafiah; Irsyad kamal; Amalis Karisma
Journal on Education Vol 7 No 1 (2024): Journal on Education: Volume 7 Nomor 1 Tahun 2024
Publisher : Departement of Mathematics Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joe.v7i1.7027

Abstract

The global phenomenon of the Korean wave, including its influence in Indonesia, has encouraged many businesses in Indonesia to employ Korean brand ambassadors as part of their marketing strategies, both for conventional and digital products. Previous studies, particularly those related to digital products, have shown negative responses, which motivated the author to conduct this research. This study focuses on three objects, namely Bukalapak, Ruangguru, and SimInvest, with the aim of evaluating and comparing the effectiveness of using Korean brand ambassadors for each application. The research employs a qualitative method with a survey approach to gather rich and diverse responses. The sampling technique used is quota sampling, with 30 participants for each research object. The results indicate that the use of Korean brand ambassadors is considered effective, although there are differences in effectiveness across several indicators, such as search and action.
Review Helpfulness pada Aplikasi Traveloka: Peran Rating, Panjang Ulasan, dan Topik Keluhan Muhammad Aqshel Revinzky Nizar; Kurnia Khafidhatur Rafiah; Desty Hapsari Kirana
Journal of Innovative and Creativity (Joecy) Vol. 6 No. 2 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i2.13821

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang membuat ulasan aplikasi dianggap bermanfaat oleh pengguna lain dengan menggunakan studi pada ulasan pengguna aplikasi Traveloka: Hotel & Pesawat. Penelitian ini menggunakan pendekatan kuantitatif eksploratori dengan memanfaatkan data sekunder berupa user-generated reviews yang diperoleh dari ulasan aplikasi. Dataset terdiri atas 758 ulasan pengguna dalam periode 6 Juni hingga 5 Juli 2026, yang mencakup informasi rating bintang, isi ulasan, jumlah thumbs up, versi aplikasi, respons perusahaan, serta waktu respons perusahaan. Review helpfulness diukur menggunakan jumlah thumbs up, sedangkan analisis dilakukan secara deskriptif dan komparatif untuk membandingkan karakteristik ulasan yang memperoleh thumbs up dan yang tidak memperoleh thumbs up. Hasil penelitian menunjukkan bahwa hanya 31 ulasan atau sekitar 4% dari total ulasan yang memperoleh thumbs up. Ulasan yang dianggap bermanfaat cenderung memiliki rating rendah, lebih panjang, serta memuat keluhan yang spesifik. Topik yang banyak muncul pada ulasan helpful meliputi kendala teknis aplikasi, booking tiket atau hotel, harga dan pembayaran, PayLater, refund, serta customer service. Temuan ini menunjukkan bahwa ulasan yang dianggap helpful tidak hanya mencerminkan ketidakpuasan pengguna, tetapi juga berfungsi sebagai sinyal risiko dan voice of customer dalam layanan digital. Implikasi penelitian ini menekankan pentingnya penggunaan review helpfulness sebagai dasar prioritas dalam complaint management, service recovery, dan continuous quality improvement pada platform digital.
Pengaruh Viral Marketing Lagu Viral Di Tiktok Terhadap Niat Konsumsi Musik Di Layanan Streaming Spotify Dengan Fomo Sebagai Variabel Mediasi Puji Setyaningsih; Kurnia Khafidhatur Rafiah
Indonesian Journal of Economics Management and Accounting Vol. 3 No. 8 (2026): IJEMA - Agustus 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

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

Abstract

Fenomena lagu viral di TikTok telah mengubah cara konsumen menemukan dan mengonsumsi musik melalui platform streaming seperti Spotify. Penelitian ini bertujuan untuk menganalisis pengaruh viral marketing terhadap niat konsumsi musik pada Spotify dengan Fear of Missing Out (FOMO) sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden yang merupakan pengguna TikTok di Indonesia, pernah menemukan lagu viral di TikTok, dan menggunakan Spotify. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa viral marketing berpengaruh positif dan signifikan terhadap FOMO serta niat konsumsi musik pada Spotify. Selain itu, FOMO juga berpengaruh positif dan signifikan terhadap niat konsumsi musik serta mampu memediasi secara positif pengaruh viral marketing terhadap niat konsumsi musik pada Spotify. Temuan penelitian ini sejalan dengan kerangka Stimulus–Organism–Response (S-O-R), di mana viral marketing sebagai stimulus memengaruhi kondisi psikologis individu berupa FOMO sebagai organism, yang selanjutnya mendorong terbentuknya niat konsumsi musik pada Spotify sebagai response
Spending Experiences among K-Pop Fans in Indonesia: A Cross-Sectional Study of Financial Prioritisation, Budget Reallocation, Coping, and Emotional Investment Kurnia Khafidhatur Rafiah; Irsyad Kamal; Chiara Zivka Manayra
International Journal of Economic and Business Research Vol. 1 No. 3 (2026): : July: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/a5jg0485

Abstract

This study examines spending experiences among K-Pop fans in Indonesia by distinguishing financial prioritisation, budget reallocation, coping-oriented spending, and emotional investment, while exploring their associations with selected respondent characteristics. An exploratory cross-sectional online survey was conducted among 164 K-Pop fans who had prior experience using a paid K-Pop artist-frame self-photo booth service. Four five-point Likert items were analysed separately, supported by descriptive statistics and Spearman rank-order correlations, with 16 primary correlations adjusted using the Holm procedure. Agreement was lowest for financial prioritisation during financial difficulty (8.5%) and higher for budget reallocation (32.9%), coping-oriented spending (60.4%), and emotional investment (50.0%). The perceived role of idols in consumption decisions was positively associated with financial prioritisation (ρ=.278), coping-oriented spending (ρ=.278), and emotional investment (ρ=.344), while monthly K-Pop spending was associated with financial prioritisation (ρ=.233) and emotional investment (ρ=.298). Income or allowance and fandom duration showed no significant associations after adjustment. The four spending experiences were positively interrelated, with correlations ranging from ρ=.397 to ρ=.577, yet remained conceptually distinct. These findings suggest that fandom-related expenditure should be understood through differentiated financial and affective dimensions rather than as a uniform form of excessive consumption. The study provides an empirical basis for examining how emotional meanings and financial practices intersect within contemporary K-Pop consumer culture.
Co-Authors Amalis Karisma Chiara Zivka Manayra Desty Hapsari Kirana Irsyad Kamal Muhammad Aqshel Revinzky Nizar Puji Setyaningsih