Measuring SMM Effectiveness and Comparing Customer Engagement on Facebook and Instagram: The Case Study of Ngopi UK in Birmingham

Abstract. Social media has become a very important part of our daily life and ever since internet gets more and more easily accessible, it indirectly also expands the benefits of social media, which includes the offering of new marketing tools for businesses. As a newly established business, Ngopi UK, which is the first Indonesian coffee shop to be built in the United Kingdom, aims to implement a marketing strategy that can make them gain a large amount of profit with as minimal effort as possible. They determine to know the performances of their current social media marketing (SMM) platforms, which are Facebook and Instagram, whether or not they have been effective in raising sales and which one of them is more effective in engaging customers. We collect two types of data directly from Ngopi UK, consisting of sales reports and social media metrics. The result shows that Ngopi UK's social media marketing has significantly impacted their sales. Furthermore, Instagram is proven to be more engaging than Facebook. Based on this result, it is recommended for new coffee shops like Ngopi UK to utilize social media marketing as their marketing tool, especially Instagram as their main platform.Keywords: Customer Engagement; Facebook; Instagram; Social Media Marketin

Measuring The Effect of Jakarta-Cikampek Toll Congestion Towards Consumers Travel Choice

Abstract. Jakarta Cikampek Toll Road is one of the famous toll roads in Indonesia that has been established since 1988. Unfortunately, due to the increasing number of vehicles each year, traffic congestion has begun. This traffic congestion can affect the travel time and travel cost which has been regarded as one of the most fundamental determinants of both short term and long term travel decisions. The objective of this research is to find out factors influencing consumer mode choice decision during severe traffic congestion in the toll road. We design the stated preference questionnaire with four alternative modes, car, travel shuttle, train, and bus using d-efficient design using NGENE software. The attributes for those four alternative modes are travel time, cost, congestion time, waiting time, access egress time and cost. In our questionnaire, the respondents are asked to answer their most likely chosen mode from eight possible attribute combination scenarios.Keywords : Traffic Congestion, Consumer Travel Choice, Jakarta-Cikampek Toll.

Influence of Low-Cost Carrier Attributes towards Airline Choice Decision in Bandung-Surabaya Route

Abstract. The number of Indonesian domestic passengers which increased rapidly has encouraged for the airlines to expand their market share by opening routes in the local region and one of the promising region is Bandung. In early 2019, the Low-Cost Carrier has implemented paid baggage policy. The changes of airline conditions and regulations could affect consumer purchasing decisions. The airline have to redesign its strategies and conduct a strategy adjusment to identify the consumer's needs and wants these days. Based on the problem description, this research aims to identify what significant attributes influence passenger's purchasing decision-making and determine what elastic and inelastic attributes. Data collection using an online questionnaire then spread to 235 respondents and were analyzed with Mixed Logit Model using BIOGEME software. The results shows that airline's departure time is a significant attribute towards passenger's airline choice. Ticket price also plays a key role in selecting an airline for passengers when the ticket price increases, Passenger will consider choosing other alternative airlines that are more affordable. The results could be used by an airline company to attract the passenger by improving its marketing strategy.Keywords: Low-cost carrier, airline choice, airline attribute, mixed logit, demand elasticitiesAbstrak. Pertumbuhan pesat penumpang pesawat udara domestik di Indonesia memicu semua maskapai untuk memperluas pangsa pasar dengan membuka berbagai rute domestik baru, salah satu wilayah yang menjanjikan adalah Kota Bandung. Pada awal 2019, maskapai berbiaya rendah menerapkan kebijakan bagasi berbayar. Dinamika perubahan kondisi dan regulasi yang telah disebutkan sebelumnya dapat mempengaruhi keputusan pembelian konsumen. Oleh karena itu, maskapai harus merancang ulang strategi pemasaran untuk penyesuaian keinginan dan kebutuhan konsumen saat ini. Berdasarkan permasalahan tersebut, penelitian ini bertujuan untuk mengidentifikasi atribut-atribut apa saja yang signifikan mempengaruhi penumpang dalam membuat keputusan pembelian dan menentukan atribut-atribut apa saja yang elastis dan tidak elastis. Pengumpulan data menggunakan kuesioner daring lalu disebarkan ke 235 responden dan akan dianalisis dengan Mixed Logit Model menggunakan perangkat lunak BIOGEME. Hasil penelitian menunjukkan jika atribut waktu keberangkatan penerbangan signifikan terhadap pemilihan maskapai oleh penumpang. Selain itu, harga tiket juga memainkan peran penting dalam pemilihan maskapai dimana jika harga tiket suatu maskapai naik, maka penumpang akan mempertimbangkan untuk memilih maskapai lainnya yang lebih terjangkau. Hasil penelitian ini dapat digunakan oleh maskapai untuk menarik atensi penumpang dengan memperbaiki strategi pemasaran mereka.Kata kunci: Low-cost carrier, airline choice, airline attribute, mixed logit, demand elasticitie

Consumers Choice Decision Towards Electric and Conventional Motorcycles

Abstract. Air pollution is one of the most pressing emerging issues in Indonesia. To reduce emissions, people need to shift from conventional to electric motorcycles (EM). However, the number of conventional motorcycles (CM) in Indonesia is still far above electric, and there is no certainty whether the market will adopt it. Therefore, this research aims to identify significant factors that influence consumers’ decision in choosing electric or conventional motorcycles and to identify preferred motorcycle type, as well as to calculate the elasticity of each factor. Choice modeling analysis is used to estimate the probability of choosing motorcycles and the attributes that influence the decision. Data is collected through an online survey sent to 470 respondents. This research used three methods in processing the data: factor analysis, multinomial logistic regression, and demand elasticities analysis. Based on the result of this research, it is found that the significant factors are purchase price, charging times, driving range, and attitude towards each motorcycle type. Additionally, it is found that most of the respondents prefer electric motorcycles to conventional ones. The results suggested that motorcycles manufacturers should consider selling EM with lower prices, develop fast charging technology, and improve driving range, while the government should provide incentives for EM users. Therefore, this research supports findings to decrease air pollution in Indonesia by increasing the use of EM.Keywords: Electric vehicles, motorcycles, choice modeling, significant factors, stated preferenceAbstrak. Polusi udara adalah salah satu masalah yang paling mendesak di Indonesia. Untuk mengurangi emisi lokal, banyak orang harus beralih dari sepeda motor bertenaga gas ke sepeda motor listrik. Namun, jumlah sepeda motor konvensional di Indonesia masih jauh di atas sepeda motor listrik, dan belum ada kepastian apakah pasar akan mengadopsinya. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik atau konvensional dan mengidentifikasi jenis sepeda motor mana yang disukai, serta menghitung elastisitas masing-masing faktor. Analisis choice modelling digunakan untuk memperkirakan probabilitas seseorang dalam memilih jenis sepeda motor dan atribut apa yang mempengaruhi keputusan mereka. Data dikumpulkan melalui survei online yang dikirimkan kepada 470 responden. Penelitian ini menggunakan tiga metode dalam mengolah data, yaitu analisis faktor, regresi logistik multinomial, dan analisis elastisitas permintaan. Berdasarkan hasil penelitian ini, ditemukan bahwa faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik adalah harga beli, waktu pengisian, jangkauan mengemudi, dan juga attitude. Selain itu, ditemukan bahwa sebagian besar responden lebih memilih sepeda motor listrik daripada yang konvensional. Maka dari itu, rekomendasi untuk perusahaan motor dalam pengembangan motor listrik adalah memperhatikan harga, mengembangkan teknologi fast charging untuk sepeda motor listrik, dan mengembangkan jarak tempuh untuk sepeda motor listrik. Pemerintah juga harus mendukung penggunakan motor listrik dengan memberikan insentif kepada penggunanya. Oleh karena itu, temuan dari penelitian ini mendukung dalam mengurangi polusi udara di Indonesia dengan cara meningkatkan penggunaan sepeda motor listrik.Kata kunci: Kendaraan listrik, sepeda motor, choice modeling, faktor-faktor yang signifikan, stated preferenc

Consumers Choice Decision Towards Electric and Conventional Motorcycles

Abstract. Air pollution is one of the most pressing emerging issues in Indonesia. To reduce emissions, people need to shift from conventional to electric motorcycles (EM). However, the number of conventional motorcycles (CM) in Indonesia is still far above electric, and there is no certainty whether the market will adopt it. Therefore, this research aims to identify significant factors that influence consumers’ decision in choosing electric or conventional motorcycles and to identify preferred motorcycle type, as well as to calculate the elasticity of each factor. Choice modeling analysis is used to estimate the probability of choosing motorcycles and the attributes that influence the decision. Data is collected through an online survey sent to 470 respondents. This research used three methods in processing the data: factor analysis, multinomial logistic regression, and demand elasticities analysis. Based on the result of this research, it is found that the significant factors are purchase price, charging times, driving range, and attitude towards each motorcycle type. Additionally, it is found that most of the respondents prefer electric motorcycles to conventional ones. The results suggested that motorcycles manufacturers should consider selling EM with lower prices, develop fast charging technology, and improve driving range, while the government should provide incentives for EM users. Therefore, this research supports findings to decrease air pollution in Indonesia by increasing the use of EM.Keywords: Electric vehicles, motorcycles, choice modeling, significant factors, stated preferenceAbstrak. Polusi udara adalah salah satu masalah yang paling mendesak di Indonesia. Untuk mengurangi emisi lokal, banyak orang harus beralih dari sepeda motor bertenaga gas ke sepeda motor listrik. Namun, jumlah sepeda motor konvensional di Indonesia masih jauh di atas sepeda motor listrik, dan belum ada kepastian apakah pasar akan mengadopsinya. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik atau konvensional dan mengidentifikasi jenis sepeda motor mana yang disukai, serta menghitung elastisitas masing-masing faktor. Analisis choice modelling digunakan untuk memperkirakan probabilitas seseorang dalam memilih jenis sepeda motor dan atribut apa yang mempengaruhi keputusan mereka. Data dikumpulkan melalui survei online yang dikirimkan kepada 470 responden. Penelitian ini menggunakan tiga metode dalam mengolah data, yaitu analisis faktor, regresi logistik multinomial, dan analisis elastisitas permintaan. Berdasarkan hasil penelitian ini, ditemukan bahwa faktor signifikan yang mempengaruhi keputusan konsumen dalam memilih sepeda motor listrik adalah harga beli, waktu pengisian, jangkauan mengemudi, dan juga attitude. Selain itu, ditemukan bahwa sebagian besar responden lebih memilih sepeda motor listrik daripada yang konvensional. Maka dari itu, rekomendasi untuk perusahaan motor dalam pengembangan motor listrik adalah memperhatikan harga, mengembangkan teknologi fast charging untuk sepeda motor listrik, dan mengembangkan jarak tempuh untuk sepeda motor listrik. Pemerintah juga harus mendukung penggunakan motor listrik dengan memberikan insentif kepada penggunanya. Oleh karena itu, temuan dari penelitian ini mendukung dalam mengurangi polusi udara di Indonesia dengan cara meningkatkan penggunaan sepeda motor listrik.Kata kunci: Kendaraan listrik, sepeda motor, choice modeling, faktor-faktor yang signifikan, stated preferenc

IDENTIFYING HEALTHCARE WORKERS’ INTENTION TOWARD TELEHEALTH IN INDONESIA DUE TO COVID-19 PANDEMIC

Background: Healthcare sectors adopted various steps during the Covid-19 pandemic to prevent virus transmission, including limiting patient numbers. Telehealth can be an alternative solution since healthcare institutions can provide services without direct contact. Aims: This research aims to analyze healthcare workers’ intentions in Indonesia toward telehealth using the unified theory of acceptance and use of technology (UTAUT) framework with additional variables. Methods: A literature review was undertaken to develop a framework tested using Partial Least Square-Structural Equation Modeling (PLS-SEM). This study was conducted with Indonesian healthcare institutions in Bandung and Surakarta. Participants consisted of doctors and nurses. Results: Of 200 participants, this finding showed effort expectancy, social influence, facilitating conditions, self-efficacy, and technology anxiety influenced the intention to adopt telehealth (p-Value ≤ 0.05). However, performance expectancy and perceived security and data have no significant influence (p-Value > 0.05). This study discovered that performance expectancy is influenced by effort expectancy (β = 0.727), while effort expectancy is influenced by self-efficacy (β = 0.642). Conclusion: Indonesian healthcare institutions must be concerned with factors affecting telehealth implementation, especially with data security, which has proven insignificant. Further research is required to optimize the application

Cultural Influences on Risk Tolerance: Evidence for Students in Indonesia

This paper examined the impact of culture on risk tolerance for students in Indonesia. By using surveys that had been completed by 309 college students, this research used logistic regression as the main method. This research found that there is no evidence that Western Indonesia would score as more risk-tolerant on standard risk assessment questionnaire and would choose portfolio allocations that are riskier than Central & Eastern Indonesia. Parents' higher education has given a significant result to the risk tolerance match. The theoretical and practical implications of this research are discussed. Our findings suggest that differences in risk tolerance are at least partially a product of a culture which is a tribe in each region, but such differences may not always be reflected in actual investment decisions. Keywords: Risk tolerance, cultural influences, tribe JEL Classifications: I0, Z0 DOI: https://doi.org/10.32479/irmm.1022

PROPOSED MARKETING STRATEGY FOR KAI ACCESS APPLICATION (CASE STUDY IN BANDUNG)

PT. KAI released an official application called KAI Access, where there are several products and features that are only available in the application. However, the sale of train tickets in the KAI Access application is under other online travel agent applications. The researcher conducts internal analysis that consists of segmenting, targeting and positioning analysis, and marketing mix analysis. On external analysis consists of porter’s five forces analysis, competitor analysis, and customer analysis. The primary data of this research is customer analysis through questionnaire. The result is each variable of marketing mix has a significant influence on customer satisfaction except place and people. Each variable of marketing mix except price does not have a significant direct effect on customer loyalty, and customer satisfaction can significantly affect customer loyalty. Then SWOT (strength, weakness, opportunity and threats) analysis is carried out based on internal and external analysis, after doing SWOT analysis is continued by doing root cause analysis. The result of root cause analysis is There are three main factors which cause lack of selling, which is external, internal and promotion.  And the last, the researcher make marketing strategy recommendation by using TOWS analysis based on SWOT analysis. Keywords:Application, Customer Loyalty, Customer Satisfaction, KAI Access, Marketing Mix, Price Promotio

Analyzing Brand Awareness Of Harley Davidson Shop A Case Study Of PT. Siliwangi Harley Davidson Bandung

Marketing strategy has an important role in a company. Marketing Strategy is a marketing mindset that will be used to achieve its marketing goals. Likewise at PT. Siliwangi Harley Davidson, marketing strategy is very important to create brand awareness to support product sales. This study uses qualitative research which is phenomenological method. In-depth interviews uses to get the deep information about marketing of PT. Siliwangi Harley Davidson from the informants.The result of textural analysis show that PT. Siliwangi Harley Davidson has done four marketing strategies which are event marketing strategy, offline marketing strategy, social marketing strategy, referral marketing strategy, and SEO marketing strategy. They haven’t done two more marketing strategies which are inbound marketing strategy and email marketing strategy.Background:This study aims to give the best marketing strategies of PT. Siliwangi Harley Davidson in order to increase the brand awareness of PT. Siliwangi Harley Davidson especially in West Java as their target market.Methodology:This study uses qualitative research which is phenomenological method. Validate using intersubjectivity method.Results: The result of the study show that PT. Siliwangi Harley Davidson has done four marketing strategies which are event marketing strategy, offline marketing strategy, social marketing strategy, referral marketing strategy, and SEO marketing strategy. They haven’t done two more marketing strategies which are inbound marketing strategy and email marketing strategy.Conclusion: PT. Siliwangi Harley Davidson should applicate the seven marketing strategies in West Java in order to increase the brand awareness in West Java itself.PT. Siliwangi Harley Davidson also need to pay attention of the SWOT analysis, and including the TOWS analysis for making the best marketing strategies.Keywords: Marketing Strategy, Harley Davidson, Brand Awareness,SWOT Analysis,TOWS Matrix,Qualitative Method