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All Journal Journal of Business and Management The Winners The Asian Journal of Technology Management (AJTM) Jurnal Studi Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) TIJAB (The International Journal of Applied Business) Journal of Economics and Business UBS Jurnal Sistem Informasi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Nila Armelia Windasari
Institut Teknologi Bandung, Indonesia
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Comparison Analysis of Customer Experience in Robo-advisor Vs. Human Trader in Making Finacial Decision in the Trading Using Customer Journey Mapping Method Noviani, Stefani Dwi; Windasari, Nila Armelia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Robo-advisor is a kind of financial technology established since 2008. In this research, the Robo-advisor used for playing trading forex. Generally, users who do not know about forex trading will use Robo-advisor as their financial decision-maker, it is possible that users as human-trader can play this forex trading manually. Therefore, the purpose of this study is to determine the comparison of financial risks, captured emotions, and the final decision of Robo-Advisor users and human-traders based on experience with the customer journey mapping method in playing forex trading. The researcher used eleven respondents for this study, consisting of eleven Robo-advisor respondents and four human-trader respondents, which then conducted online questionnaires and semi-structured interviews to obtain data used to start making touchpoints  as a basis for mapping customer journeys. The results obtained indicate that Robo-advisor's financial risk can no longer be changed because it is based on a predetermined algorithmic system, and the users' average emotions are happy and will continue to use Robo-advisor as a financial decision-maker. While human traders can adjust their choices as they do personal analysis and show that they prefer to manually play forex trading compared to Robo-Advisor. Therefore users of Robo-Advisor will continue to use Robo-advisor and human-traders will continue to manually play forex trading.Keywords: Artifical Intelligence, Customer Experience, Customer Journey Mapping, Finansial Decision Making, Robo-Advisor
Exploring the relationship between user experience, engagement, and post watching behavior in interactive movie across different age group Trisnahadi, Nabila Nurshaina Aisha; Windasari, Nila Armelia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Interactivity is an emerging concept used in many aspects, including entertainment media. Recently, people are thrilled by the novel concept of interactive movies. Interactive movie combines the concept of video gaming with storyline of a movie. Along the story, audience are given some ptions to decide what the characters should do, therefore shaping the story as the audience’s wish, creating a new and exciting entertainment media. Apart from the interesting concept, the creation of interactive movie is very expensive. And due to the novelty of the interactive movie concept, there is limited studies on this topic. Therefore, this research aims to discover the audiences’ experience, engagement, post watching behavior, and how it correlates with each other. This research is using experiments and quantitative approach with Netflix interactive movies as the object for the research due to the popularity of the platform in Indonesia. The data was gathered from different age groups and analyzed using multiple linear regression and analysis of variances. This study found that audiences’ experience on all age groups are similar, with the best interactive movie experience derived from teenagers category. The relationship between experience, engagement, and post watching behavior results are different across age groups. Netflix was suggested to emphasize the emotional stance to captivate audiences, and creating a more fun and engaging system to develop better post watching behavior.Keywords: Interactive Movie; Age Groups; User Experience; User Engagement; Post Behavior; Netflix.
How Politician Branded Themselves on Instagram : Ridwan Kamil's Case Study Sya'ban, Muhammad Iqbal Rizqi; Windasari, Nila Armelia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. There are more than 3 billion active social media users in the world. With 1 billion unique users, Instagram is renowned as the fastest growing social media. Not only used for social purposes, but also for political tool amongst politicians. In this case, Ridwan Kamil, the current governor of west java, is one of them. By being the 2 nd most followed politician on Instagram with 11 million followers. This research aims to analyze Ridwan Kamil Instagram on how he potrayed himself on social media. This research uses content analysis and sentiment analysis with TF-IDF (Term Frequency – Inverse Document Frequency) method. We analyze 70 posts that derived into ten categories. The result has shown that Family-related posts were getting the highest average engagement rate (1.739%), followed by Humour-related posts (1.617%); these two categories often reciprocates. Ridwan Kamil frequently includes himself with 55.71% appearance out of all posts, followed by his Family. Based on the Sentiment Analysis, Ridwan Kamil gets mostly positive sentiments (95.7%). There is a strong correlation between the posts gap of each category and the average engagement. It has reversive correlation which we believe that Ridwan Kamil still needs to portray himself as 'professional' and expert in his field, while still connected personally by personal posts to perceive himself as a part of the community. The findings of this research are expected to give insights to politicians and marketers in formulating their social media presence in the digital era.Keywords: Instagram, Politician, Ridwan Kamil, Content Analysis, Sentiment Analysis
Customer value and product value to generate content marketing strategy Rahmayati, Annisa Dini; Windasari, Nila Armelia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. In the field of business, the internet has changed the marketing concept carried out by companies from conventional marketing to digital marketing. Social media is one important component that needs to be involved in digital marketing. The visual and message formulation is an important thing that needs to be considered. However, the presence of social media and content marketing strategies cannot be done by all business people, so the intention to purchase is still low. Instagram is a social media that can be utilized in implementing content marketing. Therefore, we try to examine which content marketing can be better to implement between the product value (RBP vs Non-RBP) and the customer value (quality vs wellness vs provide hope) to know which model can increase customer purchase intention. We adopted a 2 × 3 experimental research design in this 6-scenario study depicting a manipulation of product value and three elements of customer value using a structured questionnaire to collect data. The results showed a combination of Non Research-based Product and Provide Hope showed the highest perceived value compared to the other. So, its combination should be implemented on generating content marketing on Instagram to increase purchase intention from the customer.Keywords: Content Marketing, Customer Value, Instagram, Purchase Intention.
Factors affecting consumer purchase intention using sephora virtual artist app Shafira, Nadine; Windasari, Nila Armelia
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. During the recent years, technology has increasingly advanced and developed. It moves in the direction of the developmental usage of Augmented Reality (AR). With the technological advances many companies have begun to expand their shopping channels through AR. The technological use of AR isbeing introduced in the retail sector to create value both for retailers and customers. By AR customers can feel a new shopping experience with its real time experience feature that leads to user engagement called Augmented Reality Experiential Marketing (AREM) to create its value. This research purpose is toexamine the factors affecting customer purchase intention through AR feature provided by Sephora called Sephora virtual artist app and whether there was a relationship between the use of the technology and the purchasing decisions of customers. A quantitative research was conducted by questionnaire filled by 200 women respondents. Partial Least Square (PLS) was used to test for the relationship between use of AR technology determinants and the purchase intentions of Sephora virtual artist. The findings of this study showed that Sephora virtual artist app had a positive impact towards product purchase intention means that it was possible to affirm that AR could be a successful strategy for beauty companies that want to increment the performances of their online channels.Keywords: Customer Experience, Purchase Intention, Augmented Reality, Telepresence, E-commerce, Cosmetic Industry
The Impact of Young Women Imagery on Advertisement Towards Purchase Intention of Pocari Sweat Muhammad, Irham Alifa; Windasari, Nila Armelia
Journal of Business and Management Vol 10, No 3 (2021)
Publisher : Journal of Business and Management

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Advertisement has been important to share companies’ values and perceptions. Though the portrayal of women in advertising is often shown with common fundamental characteristics. Indonesia’s relatively conservative views on gender, and Pocari Sweat’s often use of women as the dominant character, there is the incentive for Pocari Sweat to re-evaluate the effectiveness of their ads. This study aims to understand how women-dominated advertisement could influence male and female customer’s purchase intention of Pocari Sweat. To achieve these objectives this research incorporates the Stimulus-organism-response model (SOR) as a base framework. Questionnaires are distributed through an online form and received 168 responses from respondents aged 14-50 years old living in Indonesia. Through descriptive analysis and PLS-SEM, this research showed that customers perceive the advertisement to be well made. Males are not affected by the ads as much as females emotionally, and self-congruency for female respondents will have an effect to their purchase intention. This research could provide insights to marketers to be aware of which factors that significantly affect customer purchase intention of male and females. Moreover, demonstrate the significance of self-congruence as a factor to test the effect on purchase intention for low-involvement beverage products such as Pocari Sweat.Keywords: Advertisement, Purchase Intention, Women Imagery, Perception towards Women, Self-congruence
ANALYSIS OF THE IMPACT OF WATTPAD AS ONLINE WRITING AND READING APPLICATION TO CUSTOMER INTENTION ON BUYING PRINTED NOVEL Millianda, Pridya Equita; Windasari, Nila Armelia
Journal of Business and Management Vol 10, No 3 (2021)
Publisher : Journal of Business and Management

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Wattpad is an online website and application designed to publish new user-generated stories for novice authors, which aims at creating social networks around stories for both amateurs and established writers. Wattpad helps aspiring authors find audiences, but it also offers original content to conventional book publishers, advertisers, and film and TV producers, in addition to providing them with real-time insights on the stories and subjects audiences find exciting (Steiner, A, 2017). Since Wattpad's popularity skyrocketed in Indonesia around 2011, the fiction shelves in bookstores in Indonesia are now dominated by books adapted from Wattpad. However, despite the fact that there are a significant number of Wattpad novels in the bookshelf, there rarely is a journal that discusses the relationship between the usage of Wattpad by readers, and their intentions to buy printed Wattpad books, especially in Indonesia. Therefore, this research aims to fill the existing gap. A quantitative survey was conducted among 325 respondents who have used the Wattpad app for at least the last 6 months to meet the objective of the research. As a result, after analyzing both genders of the respondent separately, it is indicated that for females, author familiarity, customer engagement, and perceived value is significantly correlated to consumer purchase intention. It was also found that perceived value is correlated to thestory idea and customer engagement, while the engagement itself could occur depending on how interesting the story ideas, author familiarity, author’s promotion, as well as vote for vote and comment for comment activities. However, the perspective of the male respondent remains unclear because of the limitation of the number of respondents.Keywords: Wattpad Indonesia; Online writing and reading platform; Customer Engagement; Perceived Value; Purchase Intention
The Evaluation of Digital Readiness Concept: Existing Models and Future Directions Nasution, Reza Ashari; Rusnandi, Linda Sendy Lediana; Qodariah, Elis; Arnita, Devi; Windasari, Nila Armelia
The Asian Journal of Technology Management (AJTM) Vol 11, No 2 (2018)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2018.11.2.3

Abstract

Abstract. The development of digital technology has significantly changed the business landscape. The emergence of new business models provides a greater potential to become more profitable. Therefore, many companies tread the path towards transformation through the adoption and use of digital technologies to catch the opportunities. Unfortunately, many companies fail to understand that the use of digital technologies requires different preparations. One of them is the requirement of an adequate level of digital readiness. The measurement of digital readiness is hindered due to the absence of a reliable, valid and specific model in measuring this construct. As a result, in order to measure the digital readiness of their employees, many companies are applying the existing technology readiness models which can be found in the current literature. This paper aims to provide a viewpoint of the adequacy of existing models for digital readiness measurement with a conception that digital readiness is not only a perception of a digital as an independent object but also as an integrated object.Keywords: Digital technology, digital transformation, digital readiness, readiness model
The Role of Threshold of Free Shipping Promotion and Product Type on Impulsive Buying Behaviour in E-Commerce Platform Readdy Aria Yendola; Nila Armelia Windasari
The Winners Vol. 23 No. 2 (2022): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v23i2.8140

Abstract

The research proposed a new insight on how the threshold of free shipping (TFS) promotion type and product type could affect consumers to buy impulsively through emotional consumer reaction of hedonic motivation and positive affect, using the S-O-R model. The data were analyzed based on 188 responses who had completed questionnaires. Data were collected using the purposive sampling method with a minimum sample size of 138 from GPower calculation. The research used ANOVA and Regression Analysis to assess the model and utilizes SPSS. The result clearly illustrates that the maximum threshold of free shipping type with the hedonic product would lead more to consumer hedonic motivation. At the same time, the minimum threshold of free shipping type will induce too when combined with utilitarian products. Furthermore, consumer feelings of hedonic motivation and positive affect play an essential role in determining consumers’ impulsive buying behavior. The research benefits stakeholders in using and maximizing the free shipping promotion program.
Factors Influence Customer Churn on Internet Service Provider in Indonesia Handi Aulia Triyafebrianda; Nila Armelia Windasari
TIJAB (The International Journal of Applied Business) Vol. 6 No. 2 (2022): NOVEMBER 2022
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/tijab.v6.I2.2022.34030

Abstract

Rapid growth of internet users in Indonesia and the Covid-19 pandemic situation has prompted the emergence of new Internet Service Providers in line with the increasing demand for internet access. Several new internet service providers are emerged leading to a more competitive environment. Churn in subscription model business become important variable since the brand of internet service provider increasing. The purpose of this study is to examine factors influence customer churn in internet service provider so company can resolve and anticipate the churn problems. By using the method SEM-PLS to 102 respondents data collected, it was concluded that customer churn was significantly influenced by complaint management and multi-brand attitude. Another result is the tendency of multi-brands attitudes moderates the price which is significantly related to customer churn.
Co-Authors Arnita, Devi Catharina Cita Padmasari Delanny Dwi Nugrahini Sani Fathia Noor Rahma Ghassani Nabila Tanri Halim Budi Santoso Handi Aulia Triyafebrianda Harry Sipangkar Millianda, Pridya Equita Muhammad, Irham Alifa Nasution, Reza Ashari Nisrina Hanna Fakhrya Noviani, Stefani Dwi Qodariah, Elis Rahma Hanum Kusuma Putri Rahmayati, Annisa Dini Readdy Aria Yendola Ronald Cahaya Perdana Sihombing Rusnandi, Linda Sendy Lediana Shafira, Nadine Sya'ban, Muhammad Iqbal Rizqi Trisnahadi, Nabila Nurshaina Aisha Widhyawan Prawiraatmadja