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All Journal Journal of Regional and City Planning Journal of International Conference Proceedings Innovative: Journal Of Social Science Research Conference Proceedings International Conference on Education Innovation and Social Science
Annisa Rahmani Qastharin
Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Journal : Conference Proceedings International Conference on Education Innovation and Social Science

 1 
Understanding The Influence from Electronic Service Quality of Boarding House Website on Customer Satisfaction and Purchase Intention Aulya Husna Fajri; Annisa Rahmani Qastharin
Proceedings International Conference on Education Innovation and Social Science 2023: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

In Indonesia, there are various options for temporary housing available to migrating students, including boarding houses, dormitories, rentals, and apartments. However, numerous obstacles are faced in finding such a limited time to look for boarding houses, availability issues, or unmet expectations. Teman Survei is present as a business that provides a boarding house website to overcome the problem. Unfortunately, the quality of service at Teman Survei is not optimal, resulting in customer dissatisfaction and not continuing to pay. The goal of this study is to better understand the factors of electronic services quality that have an influence on consumer satisfaction and purchase intent. This study also tries to determine the factors most influential on customer satisfaction and purchase intention. Partial Least Square-Structural Equation Modeling, a quantitative technique, was utilized to test the study model using data from 237 users of a boarding house website in Bandung. The outcome demonstrates that customer satisfaction and purchase intention are positively influenced by each of the five elements of electronic service quality: website design, reliability, responsiveness, trust, and personalization.
Developing Promotion Strategy on Instagram for Lip Glaze Launch by SkinCrave Company Nawwal Maghfirah; Annisa Rahmani Qastharin
Proceedings International Conference on Education Innovation and Social Science 2023: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

SkinCrave exists in the growing skincare market in Indonesia as a clean beauty skincare brand that emphasizes transparency and inclusivity. In order to embody the inclusivity value, SkinCrave aimed to develop skincare products for women with sensitive skin. However, it was found that 80% of the sensitive skin market is selective on purchasing their product and 90% of SkinCrave’s product online sales came from the owner’s personal effort reaching out the network to buy the product, leaving SkinCrave short in inbound sales. Therefore, a good promotional strategy is needed to drive the sales of lip glaze, the upcoming SkinCrave product. The social media strategic framework by Tracy L. Tuten and Michael R. Solomon serves as the guiding framework for the methodology of this study. Interviews were conducted with 8 women from Generation Z who have sensitive skin. Then, the data was analyzed through thematic analysis using NVIVO program. The findings shows that the sensitive skin persona of SkinCrave possesses a careful approach before purchasing skincare products as they seek in depth information and testimonials from their peers, this serves as a foundation of understanding and formulating the best promotion strategy for lip glaze launch. These findings are then applied to the proposed promotion strategy on Instagram for SkinCrave’s lip glaze launch including the timeline and evaluation plan consisting of various touch points from awareness to action. From the result, this research contributes to the understanding of creating promotion strategies specifically for skincare companies whose market is women with sensitive skin.
The Impact of Promotion Strategies in GoFood Platform to Customer Decision: Case Study of Eatzy Indonesia Hafizh Ahmad Dakhilullah; Annisa Rahmani Qastharin
Proceedings International Conference on Education Innovation and Social Science 2023: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

The growth of internet users in Indonesia is increasing from year to year, almost half of the Indonesian population are internet users. With this data, many entrepreneurs are adapting to existing developments by carrying out their business activities or selling by utilizing developing technology, especially the internet or what we often refer to as online activities. From the data obtained, Indonesia has a high transaction value for the online food industry which reaches 78.4 trillion rupiah. There are 3 major players in the online food industry in Indonesia, and GoFood is one of the largest online food delivery platforms in Indonesia that has many users. Eatzy Indonesia as a company engaged in the food industry wants to expand its sales channels to online means. Seeing the potential, Eatzy Indonesia partnered with GoFood to sell its retail food products through the platform. As a new partner of GoFood, Eatzy Indonesia needs to know effective ways to get sales, one of which is by utilizing the promotional features provided by GoFood. Therefore, this study aims to analyze the effect of promotional strategies on customer decisions for GoFood's new partner, Eatzy Indonesia. This study will analyze 144 respondents using quantitative methods with Multiple Linear Regression as a data processing method using SPSS software. The result is that the promotional strategies provided by GoFood (GoFood Search Ads, GoFood Category Ads, and GoFood Menu Discounts) have a positive influence on customer decisions.
Understanding Reluctance to Seek Professional Help for Mental Health Issues and Recommendations for Mental Health Startup: Case Study of Ashwa Zenden Kurniawan Poerwanto; Annisa Rahmani Qastharin
Proceedings International Conference on Education Innovation and Social Science 2023: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Mental health issues are starting to surface because the pandemic has made many people feel lonely, stressed, depressed, and to the point of doing self-harm and suicidal. A mental health platform is developed hoping to help solve this problem. However, study discovered that young adults between 18 and 24 years old were the least likely to receive mental health care. This research will focus on finding why adolescents are reluctant to seek professional help and recommendations for mental health startups. Qualitative methods will be used in this research, with data collected by semi-structured interviews towards the adolescents and psychologist expert and analyzed using the three step coding and triangulation. This research is expected to find the barriers in seeking professional help in young adults that affects the uses of a professional mental health service platform.
Exploring Factors Influencing Consumer Purchase Intention from Social Media Advertisements: an Exploratory Factor Analysis Approach Ananda Humaira Putri Salsabila; Annisa Rahmani Qastharin
Proceedings International Conference on Education Innovation and Social Science 2023: Proceedings International Conference on Education Innovation and Social Science
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Over the past few years, the use of social media advertising by businesses has experienced significant growth, offering unprecedented opportunities for effective marketing and reaching target audiences. Despite this growth, Codykit's social media advertising efforts for their product, Codyplay, in the Indonesian children's book industry have not achieved the desired sales conversion rate and have resulted in a high customer acquisition cost (CAC). Therefore, this research aims to investigate the different elements of social media advertising that has the ability to drive customer purchase intention. The goal is to enhance the online sales traffic of Codyplay and improve the overall effectiveness of social media advertising efforts for Codykit. The research involved conducting a survey and utilizing exploratory factor analysis method to reduce the number of variables, detect the structure of the relationship between variables, and classify them into a new group of variables consisting the specific characteristics that significantly influence how people perceive social media advertisements. The survey respondents are Codykit's target market, specifically mothers with children aged 4-7 years old residing in Jabodetabek, Bandung, and East Java, who had previously made online purchases of children's goods. The findings indicate that engagement drivers, celebrity influence, emotive impulse, and innovative persuasion all have an impact on how social media advertising is evaluated. By placing sufficient emphasis on these specific traits, it would be possible to develop effective social media marketing strategies and increase consumer buying intent.
Co-Authors Ananda Humaira Putri Salsabila Aulya Husna Fajri Belgiawan, Prawira Fajarindra Glenito Yusuf Bagaskoro Hafizh Ahmad Dakhilullah Lidia Mayangsari Luthfia Ahdiani Nawwal Maghfirah Raden Aswin Rahadi Reza Ashari Nasution Sudarso Kaderi Wiryono Zenden Kurniawan Poerwanto