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The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis Gayatri, Gita; Hati, Sri Rahayu Hijrah; Setyowardhani, Hapsari; Daryanti, Sri; Indraswari, Kenny Devita
EQUILIBRIUM Vol 9, No 1 (2021): EQUILIBRIUM
Publisher : Prodi Ekonomi Syariah Pascasarjana IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/equilibrium.v9i1.10461

The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.

Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives Chairunnisya Chairunnisya; Hapsari Setyowardhani
AMAR (Andalas Management Review) Vol 5 No 1 (2021)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.5.1.93-106.2021

According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension of Brand Equity is formed. The One-Sample T-Test revealed that the four dimensions had an effect on the behavior of tourists in Bukittinggi City.

Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee Danu Triwinarko Widodo; Hapsari Setyowardhani
AFEBI Management and Business Review Vol 4, No 2 (2019)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v4i2.302

As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing coffee shop in 2019, Janji Jiwa strives to maintain and increase its number of customers. This study replicates Kim and Lee's (2016) research on how coffee shops in South Korea increase their brand loyalty. It employs the purposive sampling method with 206 respondents and analysis is conducted using Structural Equation Modeling (SEM). The findings of the study reveal that customer brand identification has a positive effect on brand involvement, but no positive effect on brand-decision involvement. Both self-congruity and service value have a positive effect on brand involvement and brand-decision involvement. In addition, brand involvement and brand-decision involvement have a positive effect on brand satisfaction and brand loyalty. Finally, brand satisfaction has a positive effect on brand loyalty. Managerial implications and recommendations related to these findings will be discussed further in order to guide future research.

OPTIMALISASI MEDIA SOSIAL SEBAGAI ALAT PROMOSI UNTUK DESA WISATA LEBAKMUNCANG Hapsari Setyowardhani; Hera Susanti; Riyanto
Dinamisia : Jurnal Pengabdian Kepada Masyarakat Vol. 3 (2019): Dinamisia: Jurnal Pengabdian Kepada Masyarakat: Special Issues 1 "Semangat Perguruan
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/dinamisia.v3i2.2848

Pariwisata Berbasis Komunitas (Community-based Tourism) saat ini telah berkembang menjadi salah satu bentuk alternatif destinasi wisata yang banyak diminati. Salah satu bentuk khusus dari Pariwisata Berbasis Komunitas adalah Desa Wisata. Desa Wisata dalam lima tahun terakhir ini makin berkembang seiring dengan banyaknya Program Studi Lapangan atau Program Turun ke Desa yang diwajibkan oleh Sekolah-sekolah Menengah Atas (SMA) dan Program Kuliah Kerja Nyata yang diwajibkan oleh Perguruan Tinggi/Universitas. Berdasarkan hasil wawancara dan observasi dari Tim Pengabdian Masyarakat, Fakultas Ekonomi dan Bisnis, Universitas Indonesia, maka kami menemukan bahwa Desa Wisata banyak dikunjungi oleh wisatawan terutama oleh Generasi Millenial karena didukung oleh promosi lewat media sosial, yaitu Youtube, Website, Instagram, dan Facebook. Sehingga Desa Wisata Lebakmuncang sebagai salah satu Desa Wisata sebaiknya mengelola media sosial yang dimilikinya dengan lebih serius, sebagai ujung tombak dari kegiatan promosi

Analysis on Variables Affecting the Creation of Tourist Destination Image: Case Study on Domestic Tourists Visiting Yogyakarta between 2007 to 2009 Khairani, Khairani; Setyowardhani, Hapsari
ASEAN Marketing Journal Vol. 2, No. 1
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this study is to examine the variables that affect the image creation of tourism destinations. This research is a case study on domestic tourists visiting Yogyakarta from 2007 to 2009. This research uses an exploratory and descriptive design, conducted once in one period (cross-sectional). A number of 105 domestic tourists were selected as samples by means of non-probability sampling method and snowball sampling technique. The data were analyzed using reliability and validity tests, frequency distributions, and regression analyses. Results showed that overall image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source from books and movies, while affective evaluation was affected significantly by social-psychological motivations. The research also proves that Yogyakarta has fulfilled the requirements to become a tourist destination; respondents showed positive feelings towards the town and also perceived the town positively.

The Motivation of Poor Community in Using Mobile Phone: An Effort to Improve Quality of Life Setyowardhani, Hapsari
ASEAN Marketing Journal Vol. 4, No. 2
Publisher : UI Scholars Hub

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The general objective of this research is to determine the primary motivation of the poor in the use of mobile telephone. The data collection was conducted by selecting 300 respondents which have income below minimum regional wage (or Upah Minimum Regional/UMR), living in Jakarta, Bogor, Depok, Tangerang,or Bekasi, and have at least one person as dependants.This study found that in general, the impact of mobile phone use on overall life quality is affected by perception of mobile phone impact on social life, love life, and financial life.There are different impact of mobile phone use, affected by perception of benefits and costs of mobile phone use in social life, leisure life, family life, health and safety life, love life, work life, and financial life.

Analisis Hubungan antara Eco SERVQUAL dan Customer Satisfaction dengan Peran Moderasi Gender, serta Revisit Intention pada Green Hotel di Indonesia Arifah Nur Huda; Hapsari Setyowardhani
Jurnal Manajemen Vol 20 No 1 (2023)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jam.v20i01.844

Indonesia is well-known as one of the countries with world-famous tourism destinations. Indonesia continues to strive to improve sustainable tourism programs, one of which is through the hotel industry. The hospitality industry supports commitments to reduce carbon emissions, one of which is through the green hotel program. Competition among green hotels in providing service excellence encourages companies to provide the best service quality so that visitors feel satisfied and want to return to stay. This study examines the relationship between Eco Service Quality and Customer Satisfaction with the moderation of gender and the effect of Revisit Intention through the moderation role of gender. Data was collected by distributing questionnaires to 220 respondents. Structural Equation Modelling (SEM) was employed to analyze the data. This study found that Eco Service Quality significantly affects customer satisfaction, ultimately making visitors want to stay again at a future time and opportunity. The role of gender is also proven to have a moderating role in the relationship between Eco Service Quality and customer satisfaction.

Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee Danu Triwinarko Widodo; Hapsari Setyowardhani
AFEBI Management and Business Review Vol. 4 No. 2 (2019): December
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v4i2.302

As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing coffee shop in 2019, Janji Jiwa strives to maintain and increase its number of customers. This study replicates Kim and Lee's (2016) research on how coffee shops in South Korea increase their brand loyalty. It employs the purposive sampling method with 206 respondents and analysis is conducted using Structural Equation Modeling (SEM). The findings of the study reveal that customer brand identification has a positive effect on brand involvement, but no positive effect on brand-decision involvement. Both self-congruity and service value have a positive effect on brand involvement and brand-decision involvement. In addition, brand involvement and brand-decision involvement have a positive effect on brand satisfaction and brand loyalty. Finally, brand satisfaction has a positive effect on brand loyalty. Managerial implications and recommendations related to these findings will be discussed further in order to guide future research.

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