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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nila Armelia Windasari
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Peningkatan Daya Saing Produk E-KTP Reader AE01 PT. INTI melalui Pendekatan Nilai Pelanggan dan Inovasi Model Bisnis darma, Darma Nugraha; Nila Armelia Windasari
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

The AE01 E-KTP Reader product developed by PT Industri Telekomunikasi Indonesia (PT INTI) faces competitive challenges in a market that is highly sensitive to price and customer value. This study aims to analyze customer value perceptions and formulate a business model innovation strategy to enhance the product’s competitiveness. A qualitative exploratory approach with a case study method was employed. Data were collected through in-depth interviews, internal document reviews, and literature studies, and analyzed using thematic analysis. The results indicate that functional value and cost are the dominant factors influencing customer purchasing decisions. Proposed business solutions include flexible financing schemes, product and service bundling, and improved technical documentation. The business model innovation strategy was developed using the Business Model Canvas (BMC) approach and structured into a three-month implementation plan. This research contributes to the development of value-based product strategies and business model innovation in state-owned technology enterprises.
Bahasa Inggris Wijaya Salim, James; Nila Armelia Windasari
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

As frozen food retailers in Indonesia face mounting pressure from both economic challenges and competitive alternatives, strategic adaptation across different customer segments becomes increasingly essential. This research investigates the adaptive strategies of “FrozenMart” in addressing foot traffic fluctuations and enhancing customer engagement in both B2B and B2C markets. A mixed-methods approach was employed, including quantitative surveys across 10 branches (n=300) and qualitative inputs from stakeholders. The study explores product display preferences, promotional effectiveness, and membership adoption using descriptive statistics, importance-performance analysis (IPA), and K-Means clustering. Financial simulations were conducted using ROI, CPA, BEP, NPV, and IRR to assess strategic viability. Findings reveal a strong preference among B2C customers for categorized product displays and direct discount schemes. Although only 23.7% are members, over 90% acknowledge membership influence on purchasing behavior. B2B respondents emphasized the importance of delivery services and exclusive pricing. Hybrid strategies—bundling, segmented membership, and localized events—showed the highest ROI and consumer retention potential. The study highlights that personalized experience and localized engagement are key to sustaining competitiveness in Indonesia’s frozen food retail landscape.
STRATEGIC USE OF DIGITAL MARKETING TO BOOST BRAND AWARENESS IN CREATIVE AGENCIES: THE CASE OF ALICYART STUDIO, JAKARTA Rania Alicya; Nila Armelia Windasari
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18821470

Abstract

Alicyart Studio, a creative agency based in Jakarta, Indonesia has been experiencing low brand awareness on its Instagram account. This purpose of this study is to find strategic recommendation to enhance Alicyart Studio’s brand awareness using digital marketing. There several factors on why Alicyart Studio is experiencing this issue are inconsistent posting schedule, the absence of paid digital advertising, and an unclear marketing communication. The low brand awareness affects Alicyart Studio’s revenue because it limits Alicyart Studio’s ability to attract new potential clients and compete in Jakarta’s creative agency market. This research aims to identify the key factors that contribute to the low brand awareness, as well as finding strategic digital marketing approach that is suitable to be implemented by Alicyart Studio or other small creative agencies in Jakarta. An interrupted time series using quasi-experimental research design was conducted to evaluate Alicyart Studio’s Instagram performance and changes in the audience perception during the pre-treatment (baseline) and post-treatment periods. The experiment lasts for four weeks to test which content pillars (functional, emotional, educational, and agile) has the highest performance and each pillar was tested for one week. The key performance indicators include observing the number of reaches, engagement, follower growth, and profile visits. In addition, mixed-method research was conducted by obtaining quantitative and qualitative data. The online survey was conducted twice during both periods with 150 respondents, and is analyzed using descriptive statistical analysis and cross-tabulation. Qualitative data were obtained through semi-structured interview targeting Alicyart Studio’s existing clients, followers, and potential clients during the post-treatment period and were analyzed using thematic analysis. The results show that the educational and functional content pillars are the pillars with the highest performance, while emotional pillar act as a complementary to build brand’s trust. On the other hand, agile content has the lowest impact on Alicyart Studio’s brand awareness since its primary function was only to stay relevant with the current trends. During the implementation of the treatment, this study applied integrated marketing communication, content pillar strategy, and paid digital advertising to improve Alicyart Studio’s brand awareness.
Analyzing The Impact of Price, Brand Perception, and Flavor Importance on Consumer Switching Behavior: A Case Study of Gudang Garam in The Indonesian Cigarette Market Erlangga Nata Wijaya; Nila Armelia Windasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7203

Abstract

The Indonesian cigarette industry is a highly competitive and heavily regulated market, where consumer preferences are influenced by various factors, including price, brand perception, and flavor. This study examines the key determinants of consumer switching behavior in the cigarette market, focusing on PT. Gudang Garam, a major tobacco producer in Indonesia. Over the past three years, the company has experienced a decline in market share, raising concerns regarding the effectiveness of its branding, pricing, and product offerings. This research aims to analyze the extent to which price, brand perception, and flavor importance affect consumer switching behavior. A quantitative approach was employed, using survey data collected through structured questionnaires. The data were analyzed using structural equation modeling to test the relationships among these variables. The findings indicate that price exerts the most significant influence on consumer switching, followed by flavor importance, while brand perception plays a comparatively smaller role. The mediation analysis further reveals that price acts as an intermediary between brand perception and switching behavior, as well as between flavor importance and switching behavior, reinforcing the central role of pricing strategies in the industry.The results suggest that Gudang Garam must reconsider its pricing model and explore cost-effective strategies to compete in the price-sensitive segments. Additionally, product diversification, particularly in flavored cigarette offerings, is critical in responding to shifting consumer preferences. Enhancing brand perception through modernized marketing strategies may also contribute to improving customer retention. These findings offer valuable insights for industry stakeholders, highlighting the importance of aligning pricing, product innovation, and brand positioning with evolving market demands.
Co-Authors darma, Darma Nugraha Erlangga Nata Wijaya Rania Alicya Wijaya Salim, James