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Hasil Pencarian

Ditemukan 32 dokumen yang sesuai dengan query
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Mohamad Abdul Kadir
Segmentasi konsumen pada perusahaan ritel online menggunakan analisis RFM: studi kasus big data pada bukku.id = Customer segmentation on online retail using rfm analysis: big data case of bukku.id / Mohamad Abdul Kadir
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Penelitian ini bertujuan untuk mengidentifikasi perilaku belanja konsumen, menentukan segmentasi konsumen dan mengidentifikasi konsumen berdasarkan wilayah konsumen Bukku.id. Penelitian ini menggunakan data transaksi pada periode 1 September 2017 hingga 17 September 2018. Data diolah dengan analisis Recency, Frequency, Monetary (RFM) dan clustering untuk membentuk segmentasi konsumen. Selanjutnya, analisis pareto diberlakukan dalam menentukan penerbit dan penulis yang layak diprioritaskan untuk memaksimalkan hasil/return dengan meminimalkan usaha/effort. Pemetaan terhadap lokasi konsumen untuk pareto penulis ditentukan agar memberikan pemahaman untuk perbaikan promosi dan strategi pemasaran offline.

Hasil dari penelitian ini menunjukkan adanya tiga jenis profil konsumen yang berbeda berdasarkan analisis RFM dan clustering. Profil konsumen yang dipetakan terhadap penerbit dan penulis akan memberikan perusahaan keuntungan dalam memprioritisasi usaha dalam mengembangkan pola treatment terhadap penerbit dan penulis. Pengembangan offline marketing juga dapat dibangun karena mengetahui analisis lokasi konsumen yang ada.

The purpose of this research is to identify customer purchase behavior, form customer segmentation, and identify customer address of Bukku.id. this research uses customer purchase data of Bukku.co.id in the period 1 September 2017 – 17 September 2018. RFM method and clustering are used to identify customer segmentation. Then, pareto analysis results which publishers and authors need to be concerned for prioritizing effort in order to gain maximum benefit. Customer address or location has been mapped based on priority authors to determine promotion and offline marketing strategy.

The results of this research show three customer cluster based on RFM and clustering analysis. Each cluster has different characteristic and it can determine which strategy suit to approach their customers. Customer profile based on authors and publisher could also benefit the company to prioritize any treatments relate to them. Better offline marketing strategy can be developed by knowing location analysis

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2018
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UI - Tesis Membership  Universitas Indonesia Library
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Astri Karina Murti
Analisis pengaruh orientasi pembelian terhadap minat pembelian online: studi kasus: Rajakarcis.com = Investigating the impact of purchase orientation towards online purchase intention: cases of study: Rajakarcis.com / Astri Karina Murti
"ABSTRAK
Skripsi ini membahas mengenai pengaruh orientasi pembelian terhadap minat
pembelian online konsumen pada Rajakarcis.com. Orientasi pembelian terdiri dari
shopping enjoyment orientation, impulse purchase orientation, brand orientation,
convenience orientation, dan quality orientation. Analisis data menggunakan
Structural Equation Modelling (SEM). Data penelitian diambil dari 100
responden yang tersebar di wilayah Jabodetabek. Hasil penelitian menunjukkan
bahwa shopping enjoyment orientation, brand orientation, dan convenience
orientation memiliki pengaruh terhadap minat pembelian online konsumen.
Sedangkan impulse purchase orientation, dan quality orientation tidak memiliki
pengaruh terhadap minat pembelian online konsumen.
ABSTRACT
The focus of the study is the impact of purchase orientation towards customer
online purchase intentions of Rajakarcis.com. Purchase orientation consists of
shopping enjoyment orientation, impulse purchase orientation, brand orientation,
convenience orientation, and quality orientation. Structural Equation Modelling
(SEM) used for data analysis. By using answers from 100 respondents living in
Jabodetabek area, the result shows that shopping enjoyment orientation, brand
orientation, and convenience orientation are positively related to online customer
online purchase intentions. On the other hand, impulse purchase orientation and
quality orientation are not related to customer online purchase intention."
2012
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UI - Skripsi Open  Universitas Indonesia Library
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Cakasana Hanun Atmaka
Indonesia`s Advancing Cashless Society: Digital Wallet Continuous Adoption Intention Through an Adapted Value-based Adoption Model = Kemajuan Cashless Society di Indonesia: Niat Adopsi Dompet Digital yang Berkelanjutan Menggunakan Value-based Adoption Model
"This study aims to validate the Value-based Adoption Model (VAM) to examine the intentions behind the adoption of digital wallets by Indonesians. A structured questionnaire was utilized to gather data from 215 respondents. The proposed hypotheses for this research were tested using SmartPLS, a second-generation partial least squares (PLS) analysis tool. Enjoyment was found to have a positive impact on perceived value, while innovation resistance and technicality was found to have a negative impact on perceived value. Moreover, this study also found that innovation resistance, perceived usefulness, enjoyment, and facilitating condition directly impacted continuous adoption intention. Market practitioners can utilize this model to create convenient, effective, and user-friendly digital wallets, resulting in effective marketing strategies that can increase digital wallet adoption intentions among Indonesians.
Studi ini bertujuan untuk memvalidasi Model Adopsi Berbasis Nilai (Value-based Adoption Model/VAM) guna memeriksa niat di balik adopsi dompet digital oleh masyarakat Indonesia. Kuesioner terstruktur digunakan untuk mengumpulkan data dari 215 responden. Hipotesis yang diajukan dalam penelitian ini diuji menggunakan SmartPLS, sebuah alat analisis partial least squares (PLS) generasi kedua. Enjoyment ditemukan memiliki dampak positif terhadap Perceived Value, sedangkan Innovation Resistance dan Technicality ditemukan memiliki dampak negatif terhadap Perceived Value. Selain itu, penelitian ini juga menemukan bahwa Innovation Resistance, Perceived Usefulness, Enjoyment, dan Facilitating Condition berdampak langsung pada Continuous Adoption Intention. Praktisi pasar dapat memanfaatkan model ini untuk menciptakan digital wallet yang nyaman, efektif, dan ramah pengguna, menghasilkan strategi pemasaran yang efektif yang dapat meningkatkan niat adopsi dompet digital di kalangan Indonesia.
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Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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Gorga Shahran
Generating consumer resonance on social networking sites and its effect on purchase intention in greater Jakarta = Menciptakan resonansi konsumen di sosial media dan pengaruhnya terhadap keinginan membeli di Jabodetabek
"Dengan peningkatan akses dan popularitas dalam penggunaan internet, pemasar mencoba lebih kreatif untuk mempromosikan sebuah produk. Menggunakan media sosial, pemasar mencoba membuat resonansi ditujukan agar konsumen lebih banyak membeli produk. Untuk mengetahui lebih dalam seputar topik ini, teori kegunaan dan gratifikasi telah digunakan untuk menganalisa faktor apa saja yang bisa mempengaruhi resonansi konsumen. Studi ini bertujuan untuk mencoba menganalisa dimensi teori kegunaan dan gratifikasi yang bisa menerangkan fenomena konsumen resonansi dan apa pengaruh yang dia punya ke keinginan membeli konsumer. Hasil dari riset ini menunjukan bahwa tingginya nilai hedonik, homophily, kepercayaan, dan presentasi diri bisa berpengaruh positif ke resonansi konsumen, tetapi resonansi konsumen sendiri tidak berpengaruh besar ke keinginan membeli.
With the ever increasing access and popularity of internet, marketer has become more creative in their attempt to promote a product. Using social media, marketer have tried to create resonance in order to drive their consumer to buy more product. In order to gain more understanding surrounding the topic, uses and gratifications theory have been used to analyze what are the factors that could influence consumer resonance. This study will try to analyze which dimensions of uses and gratification theory that could explain the phenomenon of consumer resonance and what influence it have to consumers purchase intention. The result from this research show that high level of hedonic value, homophily, trust, and self-presentation could positively influence consumer resonance, but consumer resonance itself does not have significance toward purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Finta Masudah Azani
Pengaruh brand value, brand satisfaction, brand reliability, dan brand intentions terhadap brand loyalty generasi Y sebagai pemilik ponsel pintar di Indonesia = The influence of brand value, brand satisfaction, brand reliability, and brand intentions on brand loyalty of Generation Y as the owner of smart phones in Indonesia
"Penelitian ini membahas mengenai pengaruh brand value terhadap brand loyalty Generasi Y (24-38 tahun) yang dikenal sebagai generasi dengan perilaku brand switching yang tinggi dengan melibatkan variabel brand satisfaction, brand reliability, dan brand intentions. Objek yang digunakan dalam penelitian ini adalah ponsel pintar dan untuk membatasi banyaknya brand ponsel pintar Peneliti menetapkan lima besar produsen ponsel pintar di Indonesia sebagai perwakilan.
Penelitian ini adalah penelitian kuantitatif dengan desain konklusif, deskriptif, dan single-cross sectional. Metode pengolahan data dalam penelitian ini adalah Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan alasan utama data tidak terdistribusi normal dan terdapat konstruk formatif pada model penelitian.
Hasil penelitian ini menunjukkan bahwa brand value tidak memiliki pengaruh positif terhadap brand loyalty baik secara langsung maupun melalui brand satisfaction dan brand reliability. Akan tetapi, brand value memiliki pengaruh positif terhadap brand loyalty dengan melalui brand intentions. Penelitian ini memberikan saran kepada produsen ponsel pintar di Indonesia untuk fokus dalam meningkatan brand value dan brand intentions perusahaan.
This research discusses the effect of brand value on brand loyalty of Generation Y (24-38 years old) who is known as the generation with high brand switching behavior by involving brand satisfaction, brand reliability, and brand intentions. The Object used in this research is smartphone and in order to limit the enormous number of smartphone brands The Researcher set the big five smartphone producers in Indonesia as the representatives.
This research is a quantitative research with conclusive, descriptive, and single-cross sectional design. The processing data method in this research is Partial Least Square-Structural Equation Modeling (PLS-SEM) with undistributed normally data and a formative construct in research model as the main reasons.
The results of this study shows that brand value does not have positive effect on brand loyalty both directly and through brand satisfaction and brand reliability. However, brand value have positive effect on brand loyalty through brand intentions. This research suggests smartphone producers in Indonesia to focus on enhancing brand value and brand intentions of the company."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Skripsi Membership  Universitas Indonesia Library
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Dimas Adi Nugroho
Peran Religiusitas dalam Pasar Global: Faktor Determinan Consumer-based Halal Brand Equity pada Perusahaan Multinasional = The Role of Religiosity in the Global Market: Drivers of Consumer-based Halal Brand Equity in Multinational Companies
"ABSTRAK
Penelitian ini bertujuan untuk meneliti faktor determinan (driver) dari consumer-based halal brand equity yang diartikan sebagai preferensi terhadap salah satu merek dibanding dengan merek lain yang sejenis hanya dikarenakan atribut halal yang ditawarkan oleh sebuah merek. Penelitian ini menggunakan aspek religiusitas sebagai faktor kunci dalam menentukan faktor determinan dari consumer based halal brand equity, yang pada penelitian ini ditentukan oleh keterlibatan masa lalu mereka terhadap konsumsi halal serta keinginan konsumen dalam mencari manfaat spiritual dengan mengonsumsi produk produk bermerek halal. Penelitian ini menggunakan metode Structural Equation Modelling dimana pengambilan data menggunakan teknik single cross-sectional melalui bantuan kuesioner dengan sampel konsumen muslim di Indonesia. Hasil penelitian ini menunjukkan bahwa religiusitas (khususnya religiusitas intrinsik) adalah faktor kunci dalam menentukan perilaku konsumsi halal konsumen (consumer halal choice behavior) dan manfaat spiritual (self expressive religious benefit) yang merupakan pendorong ekuitas merek halal berbasis konsumen (consumer based halal brand equity). Studi ini menemukan consumer based halal brand equity lebih dipengaruhi oleh perilaku konsumsi halal konsumen (consumer halal choice behavior) daripada manfaat spiritual yang diperoleh dari mengonsumsi produk bermerek halal (self-expressive religious benefit). Studi ini juga menemukan bahwa logo halal sebagai variabel moderasi dapat memberikan kepercayaan tambahan atau bahkan menciptakan keraguan dalam konsumsi halal konsumen. Temuan ini penting bagi perusahaan multinasional yang beroperasi di negara dengan mayoritas populasi Muslim untuk menyediakan produk yang memenuhi kebutuhan konsumen Muslim yang dipengaruhi oleh aspek religiusitas.
ABSTRACT
This study aims to examine the drivers of halal consumer-based halal brand equity which are interpreted as preferences for one brand compared to other similar brands only due to the halal attributes offered by a brand. This study uses aspects of religiosity as a key factor in determining the drivers of consumer-based halal brand equity, which in this study are determined by their past involvement in halal consumption and the desire of consumers to seek spiritual benefits by consuming halal-branded products. Furthermore, this study also uses halal logo as a moderating variable. This study uses the Structural Equation Modeling method. The samples are gathered by using single cross-sectional technique through online questionnaire with samples are muslim consumers in Indonesia. The results of this study indicate that religiosity (specifically intrinsic religiosity) is a key factor in determining consumer halal choice behavior and self-expressive religious benefit which are the driver of consumer based halal brand equity. This study found that consumer based halal brand equity largely depends on consumer halal choice behavior (their past involvement in halal consumption) rather than self expressive religious benefit (seeking for spiritual benefit). This study also found that halal logo as moderating can give additional confidence or even create doubt in consumers halal consumption. These findings are important for multinational companies which operating in a country with a majority of the Muslim population to provide products that meet the needs of Muslim consumers that can be influenced by aspects of religiosity."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Femi Nisa Widyaputri
Analisis Pengaruh Social Media dan Behavioral Belief Terhadap Consumer Repurchase Intentions di E-Commerce Indonesia = Analysis of Social Media and Behavioral Belief Effect on Consumer Repurchase Intentions in Indonesian E-Commerce
"Menurut Badan Pusat Statistik (BPS) jumlah e-commerce di Indonesia terus mengalami peningkatakan hal ini mencerminkan industri ini semakin kompetitif oleh karena itu setiap e-commerce terus melakukan berbagai upaya dan pendekatan dengan memanfaatkan publikasi potensial melalui media sosial dan mengadakan berbagai kegiatan sesuai dengan behavioral belief konsumen, Penelitian ini bertujuan untuk mengetahui pengaruh Media Sosial yang diukur oleh (Social Interaction Ties dan Social Media Commitment) terhadap Repurchase Intention dengan mempertimbangkan Social Impact Transfer (Normative Social Influence dan Informational Social Influence) dan Behavioral belief (Perceived Value dan Price Conciousnes) yang dimiliki konsumen. Sampel yang digunakan dalam penelitian ini adalah para pengguna Media Sosial yang berbelanja di e-Commerce dalam kurun waktu 3 bulan terakhir. Data diolah dengan menggunakan Amos seri 26. Hasil penelitian menunjukkan bahwa Sosial Interaction Ties dan Sosial Media Commitment terbukti memiliki pengaruh positif terhadap Normative Social Influence dan Informational Social Influence, Normative Social Influence dan Informational Social Influence juga terbukti memiliki pengaruh positif terhadap Repurchase Intention namun Normative Social Influence dan Informational Social Influence juga terbukti memiliki pengaruh positif terhadap Revisit Intention. Pada behavioral belief dibuktikan bahwa Price Concicousness dan Perceived Value terbukti memiliki pengaruh positif terhadap Repurchase Intention dengan Attitute towards eCommerce dan Revisit Intension sebagai mediasinya.
Kata kunci: social interaction ties; social media commitment; normative social influence; informational social influence; perceived value; price conciousnes; attitute towards e-commerce; revisit intension – repurchase intention; social media; e-commerce
According to the Badan Pusat Statistik (BPS), the numbers of e-commerce in Indonesia continues to increase, reflecting this industry is increasingly competitive, therefore every e-commerce continues to make various efforts and approaches by utilizing potential publications through social media and conducting various activities in accordance with the behavioral consumer belief, This study aims to determine the effect of Social Media measured by (Social Interaction Ties and Social Media Commitment) on consumer repurchase intention (Repurchase Intention) by considering Social Impact Transfer (Normative Social Influence and Informational Social Influence) and Behavioral belief ( Perceived Value and Price Conciousnes) owned by consumers. The sample used in this study is Social Media users who have also shopped at e-Commerce in the last 3 months. Data was processed using Amos series 26. The results showed that Social Interaction Ties and Social Media Commitment proved to have a positive influence on Normative Social Influence and Informational Social Influence, Normative Social Influence and Informational Social Influence also proved to have a positive influence on Repurchase Intention but Normative Social Influence and Informational Social Influence also proved to have a positive influence on Revisit Intention. In behavioral belief, it is also proven that Price Concicousness and Perceived Value have a positive influence on Repurchase Intention with Attitute towards eCommerce and Intension as the mediation.
Keywords: social interaction ties; social media commitment; normative social influence; informational social influence; perceived value; price conciousness; attitude towards e-commerce; revisit intension - repurchase intention; social media; e-commerce"
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Skripsi Membership  Universitas Indonesia Library
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Akbari Jamalullail Faisal
Pengaruh aktivitas pemasaran menggunakan media sosial pada ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia = Effect of marketing activities using social media on brand equity and men customer response on watch brand in Indonesia
"Tujuan dari penelitian ini adalah untuk mengetahui bagaimana aktivitas pemasaran menggunakan media sosial mempengaruhi ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia. Penelitian dilakukan dengan metode kuesioner online. Penelitian ini menunjukkan bahwa kustomisasi, hiburan dan interaksi merupakan faktor terkuat yang mempengaruhi ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia. Sampel yang digunakan sebagai bahan penelitian adalah sebanyak 368 responden yang tersebar di seluruh Indonesia dan menunjukkan bahwa terdapat pengaruh positif antara aktivitas pemasaran menggunakan media sosial terhadap ekuitas merek dan respons pelanggan pria pada merek jam tangan di Indonesia
The purpose of this study was to find out how marketing activities using social media affect brand equity and male customer responses to watch brands in Indonesia. This
study shows that customization, entertainment and interaction are the strongest factors that influence brand equity and male customer responses to watch brands in Indonesia. The sample used as the research material was as many as 368 respondents spread throughout Indonesia and showed that there was a positive influence between marketing activities using social media on brand equity and male customer responses to watch brands in Indonesia."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2019
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UI - Tesis Membership  Universitas Indonesia Library
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Shifa Nabila
Analisi faktor yang mempengaruhi perilaku pengguna terhadap youtube ads serta pengauhnya terhadap purchase intention = Analysis of factors affecting user's attitude toward the youtube ads and their effects on purchase intention
"Penelitian ini bertujuan untuk mengidentifikasi lima faktor pada iklan YouTube (entertainment, informativeness, customization, irritation dan credibility) yang mungkin berpengaruh pada ad value dan attitude toward YouTube ads yang berujung pada purchase intention konsumen. Hipotesis model konseptual penelitian ini menyatakan bahwa terdapat hubungan positif antara ad value dengan attitude toward YouTube ads, yang dapat mempengaruhi purchase intention konsumen. Pada penelitian ini, disertakan sebanyak 248 pengguna YouTube aktif di Indonesia sebagai responden, yang kemudian digunakan untuk pengumpulan dan analisis data.
Sebagai kesimpulan, hasil penelitian ini menemukan bahwa entertainment, customization, dan credibility memiliki pengaruh positif yang signifikan terhadap advertising value on YouTube, dimana ad value ini memiliki pengaruh positif terhadap attitude toward YouTube ads, maupun purchase intention konsumen. Adapun berdasarkan hasil penelitian, diketahui bahwa variabel irritation memiliki pengaruh negatif terhadap advertising value on YouTube, serta informativeness tidak memiliki pengaruh terhadap advertising value on YouTube.
This study aims to identify five factors in YouTube advertising (entertainment, informativeness, customization, irritation and credibility) which might effect on ad value, and attitude toward YouTube ads, leading to purchase intention of consumers. The study uses conceptual models where their hypothesis is that the ad value is positively correlated with respect to the attitude toward YouTube ads, which then affects consumers purchase intention. For this study, our respondents include 248 active YouTube users in Indonesia that will be used for data collection and analysis.
In conclusion, this study found that entertainment, customization, and credibility is positively effected to advertising value on YouTube, where ad value has a positive effect on attitude toward YouTube ads and purchase intention of consumer. In addition, this study found that irritation is negatively effected to advertising advertising value on YouTube, and informativeness has no effect on advertising value on YouTube."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2018
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UI - Tesis Membership  Universitas Indonesia Library
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Cyrillia Safina Hadi
Analisis Determinan yang Mempengaruhi Kesediaan Konsumen Muslim untuk Membayar Harga Premium pada Pakaian Muslim Modest Ramah Lingkungan = Analysis of Determinants Affecting Muslim Consumers' Willingness to Pay Price Premium for Eco-Friendly Modest Muslim Fashion
"Peningkatan sampah tekstil yang terus merugikan lingkungan merupakan urgensi bagi seluruh pihak untuk bersama-sama menangani masalah tersebut, baik dari pihak perusahaan pakaian maupun pihak masyarakat. Akan tetapi, mayoritas konsumen enggan membeli produk pakaian ramah lingkungan karena harganya yang premium atau lebih mahal daripada pakaian lainnya. Oleh karena itu, penelitian ini ditujukan untuk melihat faktor-faktor yang mendorong konsumen muslim generasi Z dan milenial di Indonesia untuk bersedia membayar harga premium pada produk pakaian muslim modest ramah lingkungan. Penelitian ini mengumpulkan data primer melalui survey yang disebarkan secara online ke seluruh Indonesia yang akan diolah menggunakan metode PLS-SEM yang diuji dengan software SmartPLS 4. Ditemukan bahwa dari 309 sampel konsumen muslim generasi Z dan milenial yang diuji, environmental concern memberikan pengaruh terbesar dan signifikan secara tidak langsung terhadap willingness to pay price premium produk pakaian muslim modest ramah lingkungan. Social influence dan attitude memberikan pengaruh positif dan signifikan terhadap willingness to pay price premium melalui (re)purchase intention. Akan tetapi, altruism dan word of mouth tidak mempengaruhi willingness to pay price premium. Consumer mindset yang dimiliki konsumen berhasil memoderasi hubungan attitude dan symbolic meaning terhadap (re)purchase intention.
The increase in textile waste that continues to harm the environment is an urgency for all stakeholders to jointly address the problem, both from the clothing company and the community. However, the majority of consumers are reluctant to buy environmentally friendly clothing products because they are premium or more expensive than other clothing. Therefore, this study aims to look at the factors that encourage generation Z and millennial Muslim consumers in Indonesia to be willing to pay premium prices for eco-friendly modest Muslim fashion. This study collects primary data through surveys distributed online throughout Indonesia which will be processed using the PLS-SEM method tested with SmartPLS 4 software. It was found that of the 309 samples of generation Z and millennial Muslim consumers tested, environmental concern has the largest and significant indirect effect on willingness to pay price premium for environmentally friendly modest Muslim clothing products. Social influence and attitude have a positive and significant influence on willingness to pay price premium through (re)purchase intention. However, altruism and word of mouth do not affect willingness to pay price premium. Consumer mindset owned by consumers, successfully moderates the relationship between attitude and symbolic meaning on (re)purchase intention."
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2024
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UI - Skripsi Membership  Universitas Indonesia Library
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