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eProceedings of Management
Published by Universitas Telkom
ISSN : 23559357     EISSN : -     DOI : https://doi.org/10.34818/eoe
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
merupakan media publikasi karya ilmiah lulusan Universitas Telkom yang berisi tentang kajian management. Karya Tulis ilmiah yang diunggah akan melalui prosedur pemeriksaan (reviewer) dan approval pembimbing terkait.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1,862 Documents
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Influence of Influencer Post Characteristics through Peripheral Routes on Behavioral Intentions of TikTok Users Maulana, Aziz Akram; Mahadian, Adi Bayu
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
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AbstractThis study examines the influence of TikTok influencers' post characteristics on followers' behavioral intentionsthrough peripheral route mechanisms, using the Elaboration Likelihood Model (ELM) and the StimulusOrganism-Response (SOR) framework. By focusing on Indonesia, the country with the largest number of TikTokusers globally, this research addresses the limitations of previous studies conducted in Spain, which has a smalleruser base. The study explores how originality, quality, quantity, and humor in influencer posts impact hedonicexperiences and perceptions of opinion leadership, subsequently shaping behavioral intentions, such as the intentto follow accounts and advice. Data was collected through a survey of 420 followers of Fadil Jaidi, a topIndonesian TikTok influencer. The findings indicate that originality and humor significantly enhance hedonicexperiences and opinion leadership, which positively influence behavioral intentions. The study providestheoretical contributions to influencer marketing research and practical recommendations for influencers tooptimize content strategies on TikTok.Keywords: TikTok, influencers, post characteristics, peripheral route, behavioral intention.
The Reintegration Experiences of Young Indonesian Returnees in a Globalizing World Salsabila, Alifia; Wulandari, Astri
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
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This study, The Reintegration Experiences of Young Indonesian Returnees in a Globalizing World, examinesdifferences in communication styles, message interpretation, and attitudes between Indonesians living abroad andthose in Indonesia. As globalization drives migration and cultural exchange, understanding interculturalcommunication nuances becomes increasingly vital. The research explores reintegration challenges faced byreturning Indonesians, emphasizing shifts in communication dynamics, conflict management styles, and emotionalexperiences. Using a qualitative approach based on Cultural Communication Theory, in-depth interviews wereconducted with individuals who have lived both overseas and in Indonesia. These interviews reveal how culturalidentity evolves through expatriate experiences, significantly influencing interpersonal communication.Participants shared narratives highlighting notable changes in self-construal and interaction styles uponreturning. The study identifies key differences as potential sources of misunderstandings and conflicts whenreengaging with local communities that have evolved in their absence. The findings illustrate the complexinterplay between cultural context and individual identity, offering insights into the emotional aspects ofreintegration.This research contributes to intercultural communication discussions while providing practicalrecommendations for individuals, families, and organizations to facilitate smoother transitions. Ultimately, itpromotes a deeper understanding of cultural adjustment, fostering greater tolerance and harmony withinIndonesian society.Keywords4 Cultural Reintegration; Inter-Cultural Communication; Indonesian Returnees
The Role Of A Creative Director In Increasing Brand Awareness Through Commercial Video Advertising For Chicago Fried Chicken Al Ghofiqi, Muhammad Rizieq; Melano, Fiqie Lavani
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
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This research investigates the role of a Creative Director in increasing brand awareness through the development of acommercial video advertisement for Chicago Fried Chicken. The study aims to address the challenges faced by localbrands in the highly competitive food and beverage (F&B) industry. Using an innovative storytelling approach, theresearch integrates visual elements, narrative techniques, and communication strategies to evoke emotional impactand improve audience engagement. The advertisement was tailored for digital platforms, particularly YouTube, totarget lower-middle-class consumers, emphasizing product advantages to enhance recognition and attract newcustomers. The findings highlight the critical role of a Creative Director in conceptualizing and delivering compellingbrand storytelling to communicate effectively with the audience and achieve the desired marketing objectives.Keywords: Creative Director, Brand Awareness, Commercial Video, Storytelling, Chicago Fried Chicken.
Patient Data Security Evaluation In Hospital To Achieve SDGs 3.8.1 Rasyad, Muhammad Fakhri; Lubis, Ratna Lindawati
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
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This study examines Permata Hospital Cirebon's patient data security protocols to support SDG target 3.8.1 onexcellent health care. This qualitative study used purposive sampling, participant observation, and extensiveinterviews with four relevant participants. Five main topics emerged from the data analysis: data security incidentreporting, implementation challenges, socialization and training, incident evaluation, and data security systemimprovements. The biggest challenges are user adaption, vendor limitations, and technical dangers like malware andhacking. Despite data security socialization, formal training is lacking. Incidents are investigated reactively without asystematic auditing process. Regulations, data encryption, multi-factor authentication, and vendor risk managementare suggested. Organized training and SOP discipline are recommended by this study. In accordance with rules, theseprocedures should improve patient data security and enable digital health transition in Indonesia.Keywords- data security evaluation, SDGs 3.8.1, health digitalization, security management
Adaptasi Model Bisnis Real Estate Menggunakan Business Model Canvas: Studi Kasus Pt. Bayu Cahaya Gemilang Bogor Cahyaputra, Muhammad Rizqy; Tricahyono, Dodie
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In the last few decades, the property industry in Indonesia has experienced rapid growth, driven by economicgrowth, changing societal perspectives, and increasing need for commercial and residential facilities. Lifestylechanges are also influencing the growth of this industry. Despite growing rapidly, the Indonesian propertyindustry faces a number of problems, such as intense competition and a housing shortage. Additionally, changingdemand patterns caused by the popularity of e-commerce, leading to an overstock of commercial properties, aswell as frequently changing government regulations, add to the complexity of the industry. Data shows that thegrowth of the property sector will still be very volatile until 2023. This research is an adaptation of the BusinessModel Canvas of PT's real estate business. Bayu Cahaya Gemilang Bogor uses Pivot Strategy design. This isneeded by PT. Bayu Cahaya Gemilang to solve the problems that PT. Bayu Cahaya Gemilang, because there isalways a decline in income and it is still very fluctuating in terms of income in the last four years. This research uses descriptive qualitative methods with data collection techniques through interviews and documentation. Theresource persons were 5 people from internal parties at PT. Bayu Cahaya Gemilang. Based on the results ofinterviews with sources, Business Model Canvas PT. Bayu Cahaya Gemilang is quite good because it includesnine main elements. However, the problems expressed in interviews regarding the four Pivot Strategy indicat orsshow that seven elements of the Business Model Canvas have changed, namely Channels, Customer Relationships,Key Resources, Key Activities, Key Partnerships, Cost Structure, and Revenue Streams. The results of thisresearch regarding alternative strategies from the pivot strategy aspect are from the Customer Pivot Strategycategory of speed of response: adding a WhatsApp business system for service. Technology Pivot Strategyplatform category: adding promotions through the marketplace and advertising on social media such asInstagram and Tik Tok. Business Sysytem Infrastructure payment category: Added a 1 year cashback programsystem. Economics/Profitability category of cooperation agreement: Collaborating again with property agents byhaving a notary and providing sales-based commissions to property agents. Keywords-business model canvas, pivot strategy, management straegy, PT. Bayu Cahaya Gemilang
Analisis Green Brand Knowledge Terhadap Minat Beli Online Melalui E-WOM pada Produk Innisfree di Kota Bandung Ramadhani, Rahima; Dharma Mangruwa, Rajiv
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In the current era of globalization, the main issue is the accumulation of plastic waste and the increase in populationthat causes excessive industrial development. Public awareness of the environment is increasing, encouragingcompanies to create green products and implement green marketing strategies. One type of green product in thebeauty sector that implements a green brand is Innisfree with its environmentally friendly products. This study aimsto determine how much influence green brand knowledge has on online purchase intention with e-wom as a mediatorfor Innisfree products in Bandung. The method used is quantitative method. The population in this study amounted to200 samples using non-probability sampling with purposive sampling technique. Data collection using aquestionnaire distributed via Google Form. The data analysis technique used is SEM - PLS with SmartPLS 4.0software. Based on the research results, the green brand knowledge variable has a significant effect on onlinepurchase intention. Green brand knowledge variables have a significant effect on e-wom. The e-wom variable has asignificant effect on online purchase intention. and green brand knowledge has a significant effect on online purchaseintention through e-wom. Keywords-green brand knowledge, online purchase intention, E-WOM
Analisis Kualitas Layanan Terhadap Kepuasan Pelanggan Di Bank Mega Trans Studio Mall Bandung Dengan Kinerja Karyawan Sebagai Variabel Intervening Putri, Ghaisani Khairana; Indriya, Abdurrahman Faris
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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This research aims to study how service quality affects customer satisfaction at Bank Mega Trans Studio MallBandung Branch, with employee performance to be labeled as the intervening variable. This research also aims toprovide suggestions to Bank Mega Trans Studio Mall Bandung Branch on how to improve their service andcustomer satisfaction. In this research, case study method was used to investigate the relevant phenomenon. Datacollection was conducted through a survey using questionnaires distributed to 367 Bank Mega customers at TransStudio Mall Bandung Branch. The data was then analyzed by applying classical assumption test and path analysis.This research has a positive impact on the advancement of management science, especially in the field of marketingand customer service. In addition, the results of this research can provide valuable input for Bank Mega TransStudio Mall Bandung Branch in an effort to improve their customer service and satisfaction. From the results of thestudy, it was concluded that service quality and employee performance have a positive and significant impact oncustomer satisfaction. In addition, it was found that employee performance acts as a mediator in the relationshipbetween service quality and customer satisfaction. Keywords-customer satisfaction, employee performance, service quality
Analisis Rencana Bisnis di Startup Kecantikan Abadi Ecoxyn Nurlatipah Perawati, Gina; Umbara, Taufan
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Ecoxyn as a new brand wants to invite Gen Z to be aware and call for protecting the environment in order to takeadvantage of opportunities and effective strategies to develop the Ecoxyn business. Ecoxyn wants to continue todevelop its business so that it can be sustainable at a time when many competitors are present, therefore Ecoxyncontinues to carry out its business strategies and plans, one of which is this research, namely to analyze effective andefficient business plans and strategies for Ecoxyn's business processes. The method used to analyze Ecoxyn's businessplan is an objective and qualitative method, because it is a report on a business that is managed by itself. Aftercarrying out this analysis, it can be seen that Ecoxyn is able to compete with other local brands. This is based on theanalysis carried out in this research in the form of PESTEL analysis, 4P's Marketing Mix, Business Model Canvas,Porter's 5 Forces, Competitive, SWOT & TOWS, STP, as well as analysis of Ecoxyn's marketing, operational,management and financial plans and strategies, the results obtained that Ecoxyn has been able to compete withcompetitors' positions in terms of price and quality and is in a period of improvement in terms of online and offlinemarketing. Therefore, Ecoxyn gets a profit of IDR 57,200,000 during September 2023 - 2024 with initial fundingrequired of IDR 15,600,000.Keywords-PESTEL analysis, 4P's marketing mix, business model Canvas, Porter's 5 Forces, competitive, SWOT &TOWS, STP, marketing, operational, management and financial plans and strategy
Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Continuance Intention, Participation Intention, Dan Purchase Intention Pada Instagram Brand Hmns Parfumery Aryadinata, I Gusti Agung Putra Indra; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In the current digital era, social media significantly influences consumer purchase intentions. The perfumeindustry in Indonesia leverages social media as a primary marketing tool. This study focuses on the impact ofsocial media marketing activities (SMMAs) on consumer purchase intentions, specifically Continuance Intention,Participate Intention, and Purchase Intention. The theoretical foundation includes key concepts such as SMMAs,intention, social identification, perceived value, and satisfaction. The independent variable is SMMAs, while thedependent variables are Continuance Intention, Participate Intention, and Purchase Intention, with socialidentification, perceived value, and satisfaction as mediators. Data was collected through questionnairesdistributed via Google Forms, with a sample of 385 respondents who are HMNS brand consumers and Instagramusers. The study employs purposive sampling and Structural Equation Modeling (SEM) using SmartPLS 4. Resultsindicate that SMMAs significantly and positively influence social identification, perceived value, and satisfaction.Furthermore, social identification significantly affects perceived value and satisfaction, while perceived valuesignificantly impacts satisfaction. Satisfaction, in turn, positively influences Continuance Intention, ParticipateIntention, and Purchase Intention. This study concludes that SMMAs impact customer intentions and providesstrategic recommendations for HMNS, including responsive customer service, digital campaigns, quality content,interactive content, loyalty programs, and customer testimonials. Keywords-Social Media Marketing Activities (SMMAs), consumer intention, social identification, perceivedvalue, satisfaction.
Analisis Strategi Pengembangan Bisnis dengan Pendekatan Analisis Swot Di Nominus Start-Up Jakadika, Jeulian; Hasbi, Imanuddin
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Second-hand clothing is currently trending among the public, especially among young people. The interesting thing isthere is an Online Thrift Shop which is one of the trending businesses by selling used clothes online.online. The clothes sold at Online Thrift Shop are clothes that have been worn by someone who is still of high quality and has a unique style.someone who is still of high quality and has its own uniqueness. So that a business idea emergedStartup NoMinus, is a technology-based platform where users can sell and buy new and pre-loved clothes.As for the objectives of this study, among others, are Knowing the SWOT Analysis of Startup No Minus.SWOT Analysis of Start Up No Minus and Formulate a Business Development Strategy for Start Up No Minus.The theory used in this research is Business Model Canvas and SWOT analysis and SWOT Matrix.The method used in this research is descriptive using qualitative analysis. MethodsData collection methods in this study used interviews, observations, documentation, and questionnaires.The results of this study show that the SWOT analysis and SWOT Matrix produce alternative strategies where NoMinus can digitize its business model.NoMinus can digitize by utilizing telecommunications and information technology to expand its business.The results of this alternative strategy become a new foundation where the development strategy is carried out in all building blocks with the followingThe results of the alternative strategy become a new foundation where the development strategy is carried out in all building blocks by implementing a market penetration strategy, development pa

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