Publication Search

This study examines the application of big data analytics on Bhinneka.com, a leading e-commerce platform in Indonesia, to tackle the increasing in complexity of online user behavior in a swiftly changing digital environment. The primary issue is too challenges in evaluating extensive, unstructured, and heterogeneous user data, which obstructs personalization, marketing efficacy, and operational decision-making. The study seeks to assess the efficacy of big data instruments, specifically Artificial Intelligence Recommendation (AIRec) and Customer Data Platform (CDP), in improving user behavior forecasting. Service customization, and data-informed strategies. This study utilizes a qualitative case study methodology, including literature review and platform observation, to synthesis the many forms of big data analytics (descriptive, diagnostic, predictive, and prescriptive) and their implementation at Bhinneka.com. Significant findings indicate that the integration of AIRec and CDP has augmented the platform’s capacity to predict consumer preferences, improve marketing accuracy, and optimize logistics. However, obstacles stay the same, such as disjointed data systems, data quality concerns, and internal opposition to embracing a data-driven culture. The study suggests that although big data analytics substantially enhances Bhinneka.com’s digital competitiveness, ongoing investment in data infrastructure and organizational competence is crucial to fully harness its potential and preserve a competitive advantage in Indonesia’s e-commerce market.

This study uses a qualitative method to explore how social media listening, combined with a machine learning approach, can be utilized to predict consumer trends in modern marketing strategies. In today’s digital era, social media serves as a rich data source for capturing consumer preferences, needs, and behaviors in real time. With machine learning algorithms such as natural language processing (NLP) and sentiment analysis, data from platforms like Twitter, Instagram, and TikTok can be processed to identify patterns that indicate market trends. This approach not only enables companies to respond quickly to consumer dynamics but also allows them to craft more targeted and data-driven marketing strategies. This study examines five major brands that implement social media listening as part of their digital strategy by observing consumer conversations, dominant emotions, and viral issues. The findings show that the integration of social media listening and machine learning can serve as an effective predictive tool in developing adaptive and contextual marketing campaigns.

This study uses a qualitative method to examine the effectiveness of marketing strategies implemented by Islamic banks in attracting young customers. The background of this research is based on the significant growth of the Islamic banking sector in Indonesia, which has not yet fully optimized the potential of the youth market segment. Data were collected through in-depth interviews with marketing managers and young customers, as well as documentation of the promotional strategies employed. The findings reveal that marketing strategies emphasizing Islamic values, service digitalization, and social media campaigns significantly influence young customers’ interest. However, some challenges were also identified, such as low Islamic financial literacy among the youth and limited product innovation tailored to their needs. This study recommends strengthening Islamic financial education, collaborating with youth communities, and developing technology-based products and services so that Islamic banks can be more competitive in attracting young customers. With a more adaptive and communicative approach, Islamic banks have the potential to become the preferred choice for the younger generation in the future.

This study uses a qualitative method to examine the effectiveness of marketing strategies implemented by Islamic banks in attracting young customers. The background of this research is based on the significant growth of the Islamic banking sector in Indonesia, which has not yet fully optimized the potential of the youth market segment. Data were collected through in-depth interviews with marketing managers and young customers, as well as documentation of the promotional strategies employed. The findings reveal that marketing strategies emphasizing Islamic values, service digitalization, and social media campaigns significantly influence young customers’ interest. However, some challenges were also identified, such as low Islamic financial literacy among the youth and limited product innovation tailored to their needs. This study recommends strengthening Islamic financial education, collaborating with youth communities, and developing technology-based products and services so that Islamic banks can be more competitive in attracting young customers. With a more adaptive and communicative approach, Islamic banks have the potential to become the preferred choice for the younger generation in the future.

This research uses a qualitative method to examine the influence of marketing strategies on the interest in using Islamic banking products among Generation Z. This generation has unique characteristics in accessing information and making financial decisions, including the selection of banking services. Marketing strategies employed by Islamic banks—such as digital promotion, emotional appeal, and Islamic values—play a crucial role in attracting the attention of this generation. The study aims to understand how the elements of marketing—product, price, place, and promotion—affect Generation Z’s perception and preference toward Islamic banking products. Data were collected through in-depth interviews with informants from among university students and Islamic banking practitioners. The analysis results show that the use of social media, delivery of religious values, and ease of access are dominant factors in increasing interest. These findings contribute to the development of relevant and effective marketing strategies for Islamic banks to expand their market among digitally literate and spiritually aware young generations.

This study aims to analyze the perspectives of mathematics students on mixing aloe vera extract with weak acid solution for hair health and softness. The research method used is descriptive quantitative through the distribution of questionnaires to 43 mathematics students at Medan State University and other universities in North Sumatra. The questionnaire consists of 19 statements covering aspects of knowledge (12 items), environmental awareness (4 items), and psychomotor (4 items) with a Likert scale of 1-5. The results showed that the majority of respondents had good knowledge about the benefits of aloe vera for hair care (mean = 4.02), but the understanding of weak acid solution and its mechanism of action was still moderate (mean = 3.12). The environmental awareness aspect showed a high value (mean = 3.76) which reflects the tendency of students to choose natural products. Meanwhile, the psychomotor aspect showed a moderate value (mean = 3.44), which indicates the limitations of respondents' skills in applying hair care products optimally. This study found a positive correlation between knowledge about natural ingredients and the tendency to use natural-based products for hair care. The results of this study are expected to be the basis for developing hair care product formulations based on natural ingredients that suit the needs and preferences of students.

This research looks into how well Duolingo and YouTube help people learn Japanese. A quantitative approach was taken, gathering information from 35 individuals through an online questionnaire. Participants were chosen based on whether they used Duolingo, YouTube, or both platforms. The questionnaire explored their past learning experiences, how they use these platforms, their preferences, how effective they think these tools are, and what challenges they encountered while learning. The findings reveal that most of the participants already had some background in Japanese and preferred online resources due to their accessibility, no cost, and fun features. Duolingo was liked for its organized, game-like approach, whereas YouTube was appreciated for its authentic, visual materials. A lot of people enjoyed learning at their own pace, finding listening and pronunciation to be useful strategies. Some individuals struggled with staying motivated and dealing with complicated grammar rules. To sum up, both Duolingo and YouTube are good resources for learning basic Japanese, especially for those studying on their own. However, they work best when used alongside other resources. It is suggested to combine digital tools with guidance from teachers for the best outcomes.

This study examines Topten Printing, a printing company based in Metro City that offers diverse printing services characterized by competitive pricing, high-quality output, and efficient service. The research addresses the challenge of sustaining competitiveness amid rising market competition and evolving customer preferences. The objective is to analyze the company’s existing competitive strategies and propose viable alternatives for future growth. Employing a qualitative approach through a case study method, the research utilizes SWOT analysis and the Quantitative Strategic Planning Matrix (QSPM) to assess internal and external factors influencing the business. The results reveal that Topten Printing’s key strengths lie in its affordable pricing, reliable print quality, and prompt service delivery. However, the company also faces notable weaknesses, including a limited workforce and insufficient engagement on social media platforms. Opportunities exist in the growing demand for printed materials and government initiatives supporting micro, small, and medium enterprises (MSMEs), whereas significant threats stem from digital transformation trends and raw material price volatility. The synthesis of findings indicates that to enhance its market position, Topten Printing should implement a growth-oriented strategy focused on increasing production capacity by hiring freelance workers and intensifying social media marketing efforts. In conclusion, strengthening human resources and expanding digital marketing activities are essential steps for Topten Printing to maintain competitiveness and seize market opportunities in an increasingly dynamic business environment.  

Kombucha is one of the processed products of fermented sugar and tea with a starter mixture ofkombucha culture called SCOBY (Symbiotic Cultures of Bacteria and Yeast). Kombuchafermentation is carried out using yeast and bacteria microorganisms. Pomegranate or often calledpomegranate is a fruit that has quite high antioxidants. The purpose of this study was to determinethe characteristics of pomegranate juice kombucha with variations in concentration andfermentation time which have high antioxidant activity. This study used a factorial randomizeddesign with two factors and two repetitions. The factors used were variations in the percentage ofpomegranate juice (30%, 40%, and 50%) and fermentation time (7 days, 9 days, and 11 days). Thebest chemical and organoleptic analysis based on the highest antioxidant activity was 50%pomegranate juice treatment and 9 days of fermentation time with 71,10% antioxidant activity,total phenol 9,04 GAE/L, reducing sugar 2,45%, total acid 1,35%, pH 3,1 , anthocyanin 53.52%,lightness (L*) 44.72 , redness (a*) 5.15, yellowness (b*) 2.57, fruity aroma 2.27, sour taste 2,85, andfor overall preference 3,49 for the treatment of adding 50% pomegranate juice and 9 days offermentation time. Pomegranate extract able to improve activity of antioxidant for kombucha. 

Pukis is a traditional cake from Indonesia, made of wheat flour, sugar, eggs, yeast and coconut milk. Cowpeas contains high protein and fiber. Nutrition in cowpea can be used to enrich the nutritional value of pukis. The purpose of this study was to identify characteristics of cowpea flour and mocaf with different yeast concentrations in pukis which are high in protein, fiber and the most preferred by consumers. The experimental design used was a Completely Randomized Design (CRD), the first factor was the ratio of cowpea flour and mocaf (50:50, 70:30, 90:10). The second factor was addition of yeast (2.2; 2.4; and 2.6 g). The analysis indicated that the rasio of cowpea flour to mocaf (50:50, 70:30, 90:10) and the proportion of yeast (2.2; 2.4; and 2.6 g) has a significant effect to chemical analysis of protein, fat, carbohydrate, crude fiber and specific volume, also has a significant effect to sensory tests of color, taste, texture and overall sensory tests. The formulation of pukis which is high in protein, fiber and the most preferred by consumers was found in the ratio of cowpea flour and mocaf 90:10 with the addition of 2.2 g yeast. The best quality of Pukis contain protein 9.12%; fiber 12.75%; moisture content 34.88%; ash content 1.42%; fat 11.45%; carbohydrate 43.14% and specific volume 1.10%. Pukis formulation with the highest level of preference by the panelists has a value of 3.63 (neutral). Pukis from cowpea flour and mocaf with different concentrations of yeast has potency to be a source of protein and dietary fiber.

The development of information technology in this modern era means that people increasingly need things in life, especially with the increasing prevalence of mobile phone technology and other smart phones which are widely distributed in society. This technology makes everything more efficient and easier. Protection of children's data on social media, especially on the social media platform TikTok, is an issue that is increasingly occurring in the digital modernization realm. With the rapid growth of children's users who are increasingly connected to various online platforms, although TikTok provides space for expression and creativity, on the one hand, TikTok also presents various risks related to the collection and misuse of children's personal data. The data collected on this platform, which will include information such as location, content data preferences, and social interactions, will ultimately be used for advertising purposes and can even be misused by irresponsible parties spread across the Tiktok platform. This article aims to explore aspects of protecting children's personal data on TikTok, as well as including the policies implemented by TikTok and the government.

This study aims to understand the considerations of female consumers in making decisions to purchase skincare products with the main focus on the price aspect. The background of this research is based on the increasing competition in the skincare market and the shift in consumer preferences for products that are not only judged by quality, but also by affordability. This study uses a qualitative approach with a case study method. The data was collected through in-depth interviews with six female informants who actively use skincare products and are domiciled in South Jakarta. The results show that perceptions of price are very diverse. Some consumers consider price as an indicator of quality, while others consider the economic value and effectiveness of the product more. Additionally, purchasing decisions are influenced by various factors such as income, skin needs, promotional strategies, and social media influence. In responding to prices, they also vary, ranging from waiting for promos to trying alternative brands that are more affordable. These findings reinforce Kotler and Keller's (2016) theory of personal and psychological factors in purchasing decisions, as well as being relevant to Monroe's theory of price perception. This research provides important implications for skincare business people in designing pricing and marketing strategies that are more adaptive to consumer behavior.

MSMEs face complex challenges in building brand equity and customer loyalty in the digital era, where global competition and dynamic consumer preferences require innovative marketing strategies (Lasrado et al., 2022). This research aims to analyse the role of experiential marketing in improving brand equity and customer loyalty of MSMEs in international markets, with case studies on the creative sector (fashion/culinary) in three regions: ASEAN, Middle East, and Europe. Using an explanatory quantitative approach, data was collected from 400 active customers through a structured questionnaire and analysed with SEM-AMOS. Results show experiential marketing has a significant effect on brand equity. Practical implications include data analytics-based budget allocation recommendations and cultural adaptation in marketing strategies. The findings contribute to the global MSME digital marketing literature and offer operational guidance for businesses.

Lamington cake is a sponge cake coated with melted chocolate and desiccated coconut. The author aims to innovate by transforming tofu, a popular soy product, into a dessert. This research focuses on Chocolate Lamington Cake Tahu Susu, with the objective of evaluating preference levels, standard recipes, and business analysis. The method used is Research and Development, with data collection through organoleptic testing by five expert panelists. The hedonic test results show the panelists' preference levels for appearance (88%), color (84%), aroma (84%), texture (92%), and taste (96%). The resulting standard recipe includes ingredients such as flour, sugar, eggs, and tofu. The business analysis at Farel Patisserie Cafe in Bandung indicates a production cost of Rp4,447 and a selling price of Rp25,000, with the break-even point reached after selling 180 units. The author suggests developing more tofu variants as desserts, enhancing presentation, using desiccated coconut, applying the sponge method, and improving taste and texture for greater softness.   

Dumplings are many people's favorite food made from  flour with filling inside. Research conducted on chicken dumplings used bones as dumpling filling. Bones were not very well known in the culinary, with this research it is hoped that it will increase the selling value of  bones as well as increase the variety of dumpling menus. This research aims to determine the level of panelists' preferences based on five quality attributes, for appearance, color, texture, flavour and taste. Apart from that, it is also to find out recipe standards, business analysis, and the shelf life of dumplings. The method used was research and development with five expert panelists from lecturers and 20  panelists from students and consumers of Kedai Rest Area 12. The results of the organoleptic test assessment on average, stated that they liked it very much: appearance 72%, color 84%, texture 92%, flavour 88%, and taste 92%. The standard recipe was: 1kg chicken breast, 500g  bones, 150g eggs, 10g garlic, 25g sago flour, 15g salt, 5g sugar, 5g pepper, 10g mushroom stock, 10g oyster sauce, 10g sesame oil , 5g soy sauce, 50pcs wonton skin, and 10g flavoring. Fried bone chicken dumplings can be stored at room temperature (20-25°C) for one day, but before frying stored in the freezer at (-17)°C can last for more than one week. Calculation results the basic price/pax (50pcs) is IDR 71,000, while the selling price is IDR. 120,000. BEP will be achieved after selling 45 pax, margin targets of IDR. 5,000,000 then must sell 149 pax/month. Suggestions for future researchers are to create various sauces to complement fried dumplings.

The advancement of artificial intelligence (AI) technology has transformed the paradigm of shopping experiences on e-commerce platforms. This article examines the future of AI-powered virtual shopping assistants designed to provide personalized solutions in the digital marketplace experience. Virtual shopping assistants, driven by technologies such as chatbots, voice assistants, and machine learning, enable consumers to receive more relevant product recommendations and a shopping experience tailored to their preferences. This study aims to explore how the implementation of AI-powered virtual shopping assistants can enhance customer loyalty, sales conversion, and consumer satisfaction in online marketplaces. Using a mixed-method approach involving in-depth interviews and quantitative surveys, the research identifies consumer perceptions of this technology and its impact on their purchasing decisions. Findings reveal that consumers who engage with AI-powered virtual shopping assistants report more personalized and satisfying shopping experiences, contributing to increased loyalty and sales conversion for e-commerce platforms. This article provides practical insights for marketplace managers to optimize the use of AI in creating more personalized and responsive shopping experiences. Furthermore, this research opens opportunities for further exploration of AI integration across various digital shopping channels.

This study aims to analyze the impact of marketing mix elements on visitor satisfaction at Papuma Beach in Jember, with a focus on Generation Z as the primary target. The marketing mix examined includes word-of-mouth promotion, location, entrance ticket prices, products and services, and available facilities. This research employs a quantitative approach using multiple linear regression analysis, along with partial and simultaneous tests to measure the influence of independent variables on visitor satisfaction. Data were collected through questionnaires distributed to 100 Generation Z respondents, as well as observations and interviews. The findings indicate that, partially, word-of-mouth promotion, location, and facilities do not significantly affect visitor satisfaction. However, ticket prices and the quality of products and services at Papuma Beach significantly influence visitor satisfaction. Simultaneously, the marketing mix affects Generation Z visitor satisfaction with a contribution of 73.5%. The main factors determining visitor satisfaction are the natural beauty, appropriate ticket pricing, and the quality of services provided. This study recommends that Papuma Beach management pay closer attention to marketing strategies aligned with Generation Z preferences and enhance the attraction of the tourist site through service innovations and facility improvements.

This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

The study focuses on analyzing business strategies to enhance sales in 24-hour coffee shops (warkop24h) in Indonesia, considering their unique challenges and opportunities. Conducted through supportive activities in Karangasih Village, Bekasi, the research employs various methodologies including surveys, discussions, and practical tutorials aimed at providing comprehensive reviews and innovative strategies. Key findings indicate that these coffee shops need to improve promotional efforts and address supply chain issues, particularly with essential ingredients like ice, to bolster customer satisfaction. By developing unique menu offerings and leveraging digital marketing, these businesses can capture the attention of the younger demographic, particularly Gen Z, who view warkop as social and creative spaces. The study concludes that implementing strategic adaptations in response to market trends and customer preferences can significantly bolster the viability and growth of coffee shop businesses in competitive environments. This research highlights the critical role of micro, small, and medium enterprises (UMKM) in contributing to the broader economic framework of Indonesia.

This study examines the selection of the optimal camera for the photography and videography service company Assad ID using a combination of the Analytical Hierarchy Process (AHP) method and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). The rapid development of the photography industry makes choosing the right camera a crucial factor in improving the quality of service. The weighting of criteria using AHP is based on the evaluation of photography and videography experts, including technical specifications, functional features, economic aspects, comfort, and supporting services. The TOPSIS method is applied to the ranking of five alternative cameras (Sony A7 III, Canon EOS R6, Nikon Z6 II, Panasonic Lumix S5, and Fujifilm X-T4). The results of the study show that technical specifications and functionality features have the highest weight. Sony A7 III ranked first with a preference value of 0.610, followed by Canon EOS R6 (0.581), Fujifilm X-T4 (0.472), Nikon Z6 II (0.401), and Panasonic Lumix S5 (0.368). This study proves the effectiveness of the AHP-TOPSIS method in making optimal camera purchase decisions and can be a reference for similar companies in determining the investment of photography and videography equipment according to operational needs