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Meisa Sofia
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Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Published by Politeknik Negeri Jakarta
ISSN : 20853262     EISSN : 27757374     DOI : https://doi.org/10.32722/snrtbisnis
Core Subject :
Seminar Nasional Riset Terapan Administrasi Bisnis dan MICE merupakan konferensi yang berskala nasional yang diadakan setiap tahunnya oleh Jurusan Administrasi Niaga Politeknik Negeri Jakarta. Konferensi ini bertujuan untuk menjadi ajang pertemuan ilmiah para peneliti, akademisi, dan praktisi dari dunia industri untuk berdiskusi dan mempublikasikan hasil penelitian dan penerapan teknologi terkini.
Arjuna Subject : -
Articles 238 Documents
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ANALISIS STP (SEGMENTATION, TARGETING, POSITIONING) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KECANTIKAN AERIS BEAUTE Noni Noerkaisar; Adilah Permananingrum; Suci Rahmadanti Dewi
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This research analyzes the STP (Segmentation, Targeting, Positioning) strategy implemented by Aeris Beaute in marketing its beauty products. The research method used is descriptive quantitative research with primary data collection through questionnaires. The research sample was consumers of Aeris Beaute beauty products in Indonesia, using a purposive sampling technique. Data analysis was carried out using multiple linear regression to analyze the influence of Segmentation, Targeting and Positioning variables on Purchasing Decisions. The research results show that the Segmentation and Positioning variables have a significant positive influence on Purchasing Decisions, while the Targeting variable has a significant negative influence. Simultaneous analysis shows that together, these three variables have a significant effect on purchasing decisions. This research provides important insights for Aeris Beaute and other companies in the beauty industry to develop more effective marketing strategies.
PENGARUH DIGITALISASI TERHADAP PENGEMBANGAN BUDAYA DI DESA WISATA CIBULUH Firman Syah; Imam Syafganti
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

Cibuluh Tourism Village has historically had the potential for agricultural land to support the community's economy. This has led the community to rely on agriculture for their livelihood. However, in recent years, the digitalization that has transformed this cultural structure can help Cibuluh Tourism Village develop other potential (tourism) to strengthen existing businesses in Cibuluh Tourism Village. Digital transformation in Cibuluh Tourism Village can be aligned to maintain trust in the tourism business run in Cibuluh Tourism Village. From here, researchers want to observe cultural development in Cibuluh Tourism Village with the aim of explaining the influence of digitalization in Cibuluh Tourism Village. The type of research chosen is quantitative, with the results of the study showing that digitalization has a positive influence on Cibuluh Tourism Village, as evidenced by various digital-based promotional activities such as the use of Instagram, Facebook, YouTube, and TikTok applications in disseminating cultural activities in Cibuluh Tourism Village.
PENGARUH DIGITALISASI DALAM PELAYANAN ADMINISTRASI JURUSAN ADMINISTRASI NIAGA, POLITEKNIK NEGERI JAKARTA Siti Julaeha
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

Currently, digitalization has entered all areas of people's lives. Because the nature of digitalization makes it easier for users to carry out activities. For example, in the Business Administration Department, Jakarta State Polytechnic which provides services to students. The influence of digitalization clearly helps facilitate administrative service work so that students feel fast when they need services from the Business Administration Department administration. The purpose of this study is to explain the digitalization carried out by the administration in the Business Administration Department and the digitalization model of services provided to students in the Business Administration Department. To obtain the data, the researcher used a quantitative research method by distributing questionnaires to the administration (50%), lecturers (28%), and students (22%) as samples and using SPSS 21 as a data processing analysis tool. The results of the study explained that all questionnaire data were declared valid with a reliability value (Cronbach's Alpha) of 0.928, indicating that the instrument has a high and consistent level of reliability. As for seeing the influence of digitalization (X) in administrative services (Y) with simple linear regression, it resulted that the X variable had a significant effect on the Y variable with a significance value (p-value) of 0.000 <0.05. The regression coefficient of 0.327 indicates that there is a significant influence of variable X on Y with a regression coefficient of 32.7, which means that every one unit increase in variable X will increase variable Y by 32.7 units. The coefficient of determination (R²) value is 0.871, which means that 87.1% of the variation in the dependent variable (Y) can be explained by the independent variable (X). The remaining 12.9% is influenced by other factors not included in the model. Some of the digital devices used include computers, laptops, printers, LCDs, LEDs, Smart Boards, and websites. This digitalization is very much needed and very efficient in helping administrative services that make it easier and more practical. In the future, it is hoped that there will be adequate training for administrative staff in order to improve the quality of service while maintaining efficiency and work productivity. Because as educational staff, they are also required to follow technological developments in the Business Administration Department.
Pengaruh Penggunaan Instagram Sebagai Media Promosi Event Pasar Kaget Banget Vol.3 Tahun 2024 Khansa Umma Syahid; Heri Setyawan
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

Social media has become one of the main promotional channels used by event organizers to effectively reach wider audiences. This study discusses how Instagram was utilized as a promotional medium for Pasar Kaget Banget Vol. 3 in 2024. The main problem addressed is how Instagram content strategies can increase audience awareness and visitor participation. The purpose of this study is to analyze the content strategy, promotional implementation and performance results of the Instagram account during the promotional period. This research uses a qualitative descriptive method with observation, interview, and documentation techniques. The results show that a well structured content plan, consistent visual identity and appropriate use of paid ads significantly increase reach, impressions, engagement and follower growth on Instagram.
Analisis Kepuasan Konsumen terhadap Pelayanan Bioskop XXI Menggunakan Teori Servqual Irfan Rusydi Triyanto; Iis Mariam; Endah Wartiningsih; Dinda Aulia Putri; Khansa Audrina Putri Wihardo; Niti Suryaningtyas; Ridani Alya Wiradhika
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to measure customer satisfaction with the service offered at XXI Cinema. This study uses a descriptive quantitative method with data collected through an online questionnaire based on the SERVQUAL dimensions. The sample consisted of 130 respondents who had visited XXI in the past three months. The results show that customer satisfaction scores are categorized as 'satisfied'. The Tangibles dimension received the highest score, while Empathy received the lowest score. These results highlight strengths in physical facilities and empathy, and suggest improvements in staff competence and communication.
Analisis Kualitas Layanan Terhadap Kepuasan Pengguna Layanan On Demand Logistics menggunakan Metode Servqual dan IPA (Studi Kasus Pengguna Layanan Lalamove) Sabtina Delanov Cinta Aira Hasny; Ni Made Widhi S; Riza Hadikusuma; Arizal Putra Pratama; Erlyn Rosalina
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

The transportation business sector, especially in the on-demand logistics delivery business, is increasing because consumers need fast services. The quality of service of an on-demand logistics delivery company plays an important role in assessing user satisfaction. This study analyzes the quality of service on the satisfaction of Lalamove service users. Data were collected from 100 respondents using nonprobability sampling and purposive sampling techniques with primary data collection using questionnaires and analysis using the Servqual, IPA and SmarPLS version 4.1.1.2 methods. The results of the Servqual method analysis showed that 20 instrument items had negative results (-). The results of the IPA analysis obtained 1 instrument item included in quadrant II. The results of the analysis using SmartPLS tested the influence of variabels partially showing that the variabels tangibles (X1), reliability (X2), responsiveness (X3), assurance (X4) and empathy (X5) had a positive and significant effect on user satisfaction. Meanwhile, simultaneously the user satisfaction variabel is influenced by 59.3% by the variabels tangibles (X1), reliability (X2), responsiveness (X3), assurance (X4) and empathy (X5). This study provides confirmation that service quality has an important role in shaping user satisfaction of Lalamove service.
Strategi Program CSR dalam Pemberdayaan Masyarakat pada PT Bukit Asam TbK Alivsta Andini; Titik Purwinarti; Riza Hadikusuma; endah wartiningsih; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to analyze the implementation strategy of the corporate social responsibility (CSR) program in community empowerment by PT Bukit Asam Tbk through the SIBA Batik Kujur program. This program represents a creative industry-based CSR initiative that utilizes local cultural potential as a means to enhance the economic independence of the community. However, its implementation still faces several challenges, such as stagnation in the number of active artisans, limited product innovation, and partner dependence on the company. This research adopts a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews with four key informants, documentation, and literature studies. The data analysis technique used is SWOT analysis to identify strengths, weaknesses, opportunities, and threats in the program’s implementation. The findings show that the implemented strategy consists of three stages of strategic management: formulation through identifying community needs and local potential, implementation in the form of batik training and capital assistance, and periodic program evaluation. The IFAS analysis shows that SIBA Batik Kujur is in an average position with a score of 2.82. Likewise, the EFAS analysis also indicates an average position, with a score of 2.33. The recommended strategy for PT Bukit Asam Tbk is the weakness–opportunities (WO) strategy.
Analisis Pemanfaatan Data dalam Pengambilan Keputusan Strategis pada UMKM Retail Jakarta Selatan Famita Wijayanti; Iis Mariam; Nidia Sofa
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This study aims to analyze how data utilization supports strategic decision-making processes in retail MSMEs (Micro, Small, and Medium Enterprises) in South Jakarta. The research is driven by the phenomenon of digital transformation, which encourages retail MSME players to become more adaptive in using data to enhance competitiveness amid increasingly intense market competition. A qualitative research method was employed, with data collected through indepth structured interviews with retail MSME owners or managers who have implemented data utilization practices. Thematic analysis was used to interpret the data. The findings indicate that most retail MSME players have started leveraging sales and customer data as the basis for decision-making, including stock planning, promotional strategies, and pricing. Internal factors such as human resource skills, a data-driven culture, and technological readiness, along with external factors like changing consumer behavior and advances in digital technology, influence the effectiveness of data use. The study concludes that data utilization has a positive impact on operational efficiency, customer loyalty, and helps MSME players develop more adaptive and relevant business strategies. The practical implications of this research are expected to serve as a reference for retail MSMEs in optimizing data use to support business sustainability in the digital competition era.
Tren Indeks Daya Saing Industri Pariwisata Kota Bandung Asterina Anggraini; Meisa Sofia; Nuraeni Hadiati Farhani; Diara Nazifa Rizqi Kamalia
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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This study aims to analyze the tourism competitiveness trend in Bandung City from 2019 to 2023 using seven indicators derived from the Competitiveness Monitor model. The indicators include Human Tourism, Price Competitiveness, Infrastructure Development, Environmental, Human Resources, Openness, and Social Development. The research method is descriptive research and data is taken from BPS Bandung City from 2019 to 2023. The results indicate that Bandung demonstrates strong performance in social and infrastructure aspects, alongside significant post-pandemic recovery in tourism and pricing indicators. However, challenges remain in openness to foreign visitors and human resource quality. These findings offer a comprehensive view of Bandung’s tourism competitiveness and serve as a strategic reference for sustainable tourism development planning. Future research is encouraged to integrate digitalization and spatial analysis for broader destination competitiveness insights
Perlindungan Konsumen pada Layanan Transportasi Online Kasus Gojek di Indonesia Nining Latianingsih; Laras Afifah; Yuningsih; Arikah Fazira; Maria Gabriella Vicanya Putri Siahaan; Pinggi Laresti; Ghibrani Addini Saddam; Verdy Sandjaya
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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The growth of online transportation services has transformed the way people move around cities by offering convenience, flexibility, and ease. This study aims to determine the level of consumer awareness of their rights when using the Gojek online transportation service and to identify the main complaints consumers have raised regarding the service. This study used a descriptive method, distributing questionnaires to 15 online transportation service users. The data obtained were then analyzed and categorized. The results revealed a significant contradiction: although the majority felt unsafe (66.7%), almost all respondents (93.3%) did not file a complaint. This indicates not only a lack of consumer rights literacy but also a potential failure of the service system in building user trust. These findings indicate that consumer awareness of their rights remains relatively low. Although the majority have filed complaints, and more than half have been resolved, there is still room for improvement in the speed and quality of responses from service providers. This study recommends the need to increase consumer education and improve the complaint handling system by online transportation service providers.

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