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All Journal Jurnal Ilmu Manajemen (JIM) Manajemen Bisnis Kompetensi Jurnal Ilmiah Manajemen dan Bisnis (JIMB) SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Jurnal Doktor Manajemen (JDM) Jurnal Muara Ilmu Ekonomi dan Bisnis FIRM: Journal of Management Studies Enrichment : Journal of Management Jurnal Bakti Masyarakat Indonesia Rudence: Rural Development for Economic Resilience Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Journal of Character and Environment AGRIC lentera jurnal manajemen Lentera Jurnal Pengabdian Maysarakat
Jean Richard Jokhu
President University
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Muara Ilmu Ekonomi dan Bisnis

 1 
ADAPTASI NEW ENTRANTS MENGGUNAKAN STRATEGI MARKETING DENGAN WORD OF MOUTH TERHADAP LOYALITAS PELANGGAN Jokhu, Jean Richard
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 4, No 1 (2020): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v4i1.7568

Abstract

Penelitian ini berupaya untuk mengetahui strategi perusahaan new entrants dalam industri sportswear di Indonesia. Dengan menggunakan perspektif WOM sebagai salah satu faktor lingkungan yang memengaruhi loyalitas pelanggan. Dengan menggunakan proses analisis konfirmatori penelitian ini menggunakan PLS dalam menganalisis data. Jumlah responden berhasil dikumpulkan 77 sampel. Hasilnya penelitian ini menemukan promosi berperan penting dalam strategi Onitsuka memenangkan loyalitas pasar Indonesia. WOM juga berperan penting dalam meningkatkan loyalitas pasar Indonesia. Lebih lanjut penelitian ini menemukan strateegi perusahaan yaitu marketing 4Ps mampu menjelaskan WOM secara simultan. Dengan menggunakan strategi marketing yang berfokus pada harga, promosi, lokasi, dan produk perusahaan dapat meningkatkan WOM yang beredar di masyarakat sehingga dapat memengaruhi loyalitas pelanggan bagi perusahaan new entrants khususnya dalam industri sportswear di Indonesia This study purposed is to find out the strategy of the new entrants company in the sportswear industry in Indonesia. By using the WOM perspective as one of the environmental factors that influence customer loyalty. By using the confirmatory analysis process this study uses PLS in analyzing data. The number of respondents successfully collected 77 samples. As a result this research found that promotion is important for Onitsuka strategy to win the loyalty of the Indonesian market. WOM also plays an important role in increasing the loyalty of the Indonesian market. Furthermore, this study found that 4Ps marketing companies were able to explain WOM simultaneously. Adopting marketing strategies that focus on price, promotions, locations and company goods can increase WOM's circulation in the society in order to thrust consumer loyalty toward new entrant companies, particularly in Indonesia's sportswear industry
THE INFLUENCE OF COUNTRY OF ORIGIN TOWARDS BRAND EQUITY DIMENSIONS AND PURCHASE INTENTION OF CHINESE SMARTPHONE BRAND Sinulingga, Edy Kalme Haganta; Jokhu, Jean Richard
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 5, No 2 (2021): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v5i2.11443

Abstract

Penelitian ini bertujuan untuk mengetahui: pengaruh negara asal terhadap dimensi ekuitas merek dan niat beli merek smartphone Cina yaitu Xiaomi. Variabel yang digunakan dalam penelitian ini adalah: negara asal, kesadaran merek, asosiasi merek, loyalitas merek, persepsi kualitas, dan niat beli. Penelitian ini menggunakan metode kuantitatif dengan metode convenience sampling. Pengumpulan data dalam penelitian ini menggunakan data primer dengan menyebarkan kuesioner kepada 302 responden yang pernah menggunakan smartphone chines. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) dengan software SmartPLS 3.0. Berdasarkan analisis yang telah dilakukan, hasil penelitian ini menunjukkan (1) terdapat pengaruh yang signifikan dari negara asal terhadap kesadaran merek, asosiasi merek, loyalitas merek dan persepsi kualitas. (2) Terdapat pengaruh yang signifikan antara kesadaran merek, loyalitas merek, dan persepsi kualitas terhadap niat beli. (3) Tidak terdapat pengaruh yang signifikan antara negara asal dan asosiasi merek terhadap niat beli. This study aimed to find out: the influence of country of origin towards brand equity dimensions and purchase intention of Chinese smartphone brand which is Xiaomi. The variables that used in this study are: country of origin, brand awareness, brand association, brand loyalty, perceived quality, and purchase intention. This study used quantitative methods with convenience sampling method. Data collection in this study used primary data by distributing a questionnaire to 302 respondents who are ever use chines smartphone. The data analysis technique in this study used Structural Equation Model (SEM) with SmartPLS 3.0 software. Based on the analysis that has been done, the result of this study shows (1) there are significant influence of country of origin on brand awareness, brand association, brand loyalty and perceived quality. (2) There are significant influence of brand awareness, brand loyalty, and perceived quality towards purchase intention. (3) There are no significant influence of country of origin and brand association towards purchase intention.
Co-Authors Agung, Geraldi Andi Ina Yustina Armando, Arnold Avita Melinia Rahmawati Cakranegara, Pandu Adi Eka Hendrayani Fernando, Agus Filda Rahmiati Genoveva, Genoveva Hanif A. Widyanto Hannida Vena Charisma I Ketut Suada Jason Tanardi Josep Ginting LIU, XU Lorenzo Ricsamana Sawatõ Telaumbanua Mangkurat, R. Stevanus Bayu Michael Habrianto Kawilarang Muhammad Yusuf Ni Putu Eni Diantari Permatasari, Anggraeni Poan, Roy Renika Yuliana Sinulingga, Edy Kalme Haganta Tanzares, Jordan Tasya Nurkholifah Yulia Rifka Nur Fathia