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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Ultima Management : Jurnal Ilmu Manajemen Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Journal of Business and Applied Management Business Management Journal Program Studi Manajemen Jurnal Manajemen Bisnis dan Kewirausahaan Journal of Tourism and Economic Milestone: Journal of Strategic Management J-MIND (Jurnal Manajemen Indonesia) Rudence: Rural Development for Economic Resilience Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Application on Economics and Business
Sander, Ongky Alex
Universitas Bunda Mulia
Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Public Health Social Sciences

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Pelatihan dan Edukasi Manajemen Keuangan dan Investasi di SMA Strada Bhakti Wiyata Virza Utama Alamsyah; Tannia Tannia; Ongky Alexander Alexander; Eliza Christabella Phuanerys
Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Vol 4, No 1 (2021): Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstormin
Publisher : Politeknik Harapan Bersama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30591/japhb.v4i1.2320

Abstract

Dengan melihat perkembangan revolusi 4.0 tuntutan untuk memberi pengenalan akan investasi dan keuangan menjadi sangat masif. Tak terkecuali pada anak anak muda generasi millenials berikutnya. Anggapan bahwa generasi ( generasi z) yang baru ini sulit mengatur keuangan ditunjukan dengan merebaknya berita seputar kesulitan generasi berikutnya untuk membeli perumahan, lebih daripada itu generasi yang baru ini dinilai tidak dapat mengatur keuangan dan sering membelanjakan uangnya secara berlebihan.Maka dengan melihat fenomena ini, studi pengabdian masyarakat ini ingin memberikan wawasan dan khazanah awal tentang mengatur keuangan dan menjadi suatu pengenalan yang sifatnya edukatif tentang investasi agar siswa siswi SMA Strada menjadi sadar pentingnya mempelajari manajemen keuangan dan manajemen investasi.
MARKETING TRAINING FOR ALFALAND GROUP EMPLOYEES: USING TIKTOK AS A MARKETING TOOL Fahrul Riza; Lanang Diayudha; Ongky Alex Sander; Oktafalia Marisa Muzammil; Tannia; Andreas Wijaya; Danny Santoso
Rural Development For Economic Resilience (RUDENCE) Vol. 1 No. 3 (2022): Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53698/rudence.v1i3.27

Abstract

Companies are increasingly turning to social media as a tool to support their commercial activities. According to AppAnnie's poll, TikTok has surpassed Instagram as the most downloaded social media app since 2018. TikTok appeals to people of all ages because of its algorithmic capacity to detect user preferences and short content duration. The Bunda Mulia University Management Study Program and Alfaland Group, a company that specialises in property management, collaborated on this community service activity titled "Marketing 101: TikTok Marketing for Business." The service firm faces a major revenue difficulty as a result of the adoption of Community Activity Restrictions (PPKM). The goal of this activity is to encourage employees from PT Alfaland's operational and marketing divisions how to use TikTok as a marketing tool. Employees from branches around Indonesia took part in the training, which was delivered entirely online. The training materials included an introduction to the TikTok application as well as measurement tools for tracking marketing effectiveness. This service resulted in the creation of creative content by participants to promote Alfa-land products and services, as well as an increase in staff creativity, particularly in the operational and marketing divisions, in marketing services from AlfaLand. Employee input on using the TikTok application for marketing included flexible cost control, the ability to watch the viewer in real time, audience targeting, and tracking customer feedback.
Mengidentifikasi Determinan Keinginan Berkunjung Lagi pada “10 Bali Baru” Ongky Alex Sander; Michael Christian
Journal of Business & Applied Management Vol 14, No 2 (2021): Accredited by Ministry of Research, Technology and Higher Education of the Repu
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v14i2.2879

Abstract

Pandemi COVID-19 yang berkepanjangan secara global khususnya di Indonesia memberikan dampak yang besar bagi sektor pariwisata, khususnya bagi destinasi-destinasi pada 10 Bali Baru. Kampanye 10 Bali Baru ini merupakan program baru yang mau tidak mau terkena dampak besar akibat COVID-19. Dampak lainnya juag terlihat pada tindakan pengambilan keputusan dalam melakukan wisata pasca pandemic COVID-19. Pemerintah sampai saat ini masih berupaya untuk melakukan serangkaian kebijakan mitigasi bencana untuk menekan angka kasus COVID-19 dan bersiap untuk fokus pada strategi pemulihan pasca COVID-19. Seiring dengan hal ini, pelaku industri pariwisata di tengah keterbatasan yang ada juga dapat melakukan serangkaian strategi untuk mendukung pemerintah. Sebagai upaya membantu pemerintah dalam upaya mitigasi bencana pasca COVID-19, penelitian ini bertujuan untuk menjelaskan determinan keinginan wisatawan untuk melakukan kunjungan wisata pada salah satu destinasi 10 Bali Baru pasca pandemi. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan pemodelan struktural Partial Least Square (PLS-SEM). Sampel acak pada penelitian ini sebanyak 235 wisatwan domestik yang pernah melakukan kunjungan ke salah satu destinasi 10 Bali Baru sebelum pandemi. Hasil penelitian ini menjelaskan bahwa consumer engagement dan destination image saat ini sangat mempengaruhi keinginan wisatawan untuk melakukan kunjungan setelah pandemi berakhir. Rasa cemas untuk melakukan kunjungan perlahan mulai bisa diterima dan dipahami sehingga tidak menjadi faktor pendorong yang mempengaruhi keinginan wisatawan untuk melakukan kunjungan. Pemanfaatan media sosial untuk menguatkan consumer engagement dan destination image dapat dijadikan strategi sebagai upaya mitigasi bencana di tengah keterbatasan sumber daya yang ada. Aspek finansial masyarakat dapat dijadikan faktor lain yang dapat digunakan untuk penelitian berikutnya.
PENGARUH KESADARAN MEREK RITEL, ASOSIASI MEREK RITEL, KUALITAS YANG DITERIMA MEREK RITEL, KESETIAAN MEREK RITEL TERHADAP EKUITAS MEREK RITEL (Studi Empiris pada Kartika Sari) Ongky Alex Sander; Fahrul Riza
Business Management Journal Vol 12, No 2 (2016): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (640.37 KB) | DOI: 10.30813/bmj.v12i2.431

Abstract

This study examined the antecendets of Customer Based Retail Brand Equity (CBRE) such as retail brand awareness, retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity. Results of testing the hypothesis (t-test) found that variables retail brand awareness and retail brand association does not significantly influence on retail brand equity. While the other variables are retail brand perceived quality and retail brand loyalty has significantly influence on retailer brand equity.Retail brand perceived quality and retail brand loyalty must be considered by the retail businesses because it has a greater influence in creating the Retail Brand Equity (RBE). For further research, can develop research models such as the effect of brand building activities to the comunity identificatiion retailer with retail customer based equity as a mediating variableKeywords: Customer Based Retail Brand Equity (CBRE), retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity
Pengaruh Orientasi Pasar Terhadap Kinerja Perusahaan Dengan Komitmen Organisasi Dan Kemampuan Pemasaran Sebagai Variabel Mediasi (Studi Empiris Pada Perusahaan Sektor Ritel Di DKI Jakarta) Ongky Alex Sander
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 3, No 3 (2019): Jurnal Manajemen Bisnis Dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (64.055 KB) | DOI: 10.24912/jmbk.v3i3.4981

Abstract

This research aims to determine the impact of market orientation and company performance with organisational commitment and marketing capabilities as a mediation variables. This research is conducted in retail business sector in DKI Jakarta. The researcher collect the data by using questionnaire technique with  95 respondents which have position at least as a supervisors. In collectiong the sample, the researcher uses purposive sampling and SMARTPLS 2.0 M3 as a statistical tool for processing the data. The results of data processing to explain the significant effect between market orientation to organisational commitment, marketing capabilities,  and company performance. Organisational commitment and marketing capabilities has significant impact to company performance. As well as organisational commitment and marketing capabilities have a mediating role on corporate performance but both of the as partial mediation.
Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow Erika Anggrenita; Ongky Alex Sander
Journal of Business & Applied Management Vol 15, No 2 (2022): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v15i2.3774

Abstract

Meningkatnya perkembangan beauty & personal care di Indonesia akibat adanya peraturan social distancing dan work from home pada masa pandemi Covid-19. Pola belanja masyarakat yang telah berubah dari offline beralih ke online akibat pandemi Covid-19. Sehingga hal ini menyebabkan pola pemasaran yang telah berubah akibat perkembangan teknologi dan didorong oleh faktor pandemi Covid-19 menjadi permasalahan bagi pemasar atau pelaku bisnis untuk terus berinovasi dan beradaptasi. Penelitian ini merupakan penelitian kuantitatif dengan metode survei sebagai instrumen dalam pengumpulan dataPengumpulan data responden dalam penelitian ini diperoleh dengan teknik non-probability sampling jenis purposive sampling, dengan jumlah responden sebanyak 162 (seratus enam puluh dua) orang yang belum pernah melakukan pembelian pada produk Ms Glow dan pengguna aktif media sosial Instagram di Indonesia. Hasil penelitian menunjukkan bahwa semua hipotesis yang diteliti pada penelitian memiliki pengaruh yang signifikan. Berdasarkan hasil tersebut, maka dapat disimpulkan bahwa pemasaran media sosial dapat memberikan pengaruh yang signifikan terhadap minat beli yang dimediasi oleh kepercayaan konsumen.
Pengaruh Iklan “Choi Siwon” Mie Sedaap dan Citra Merek terhadap Minat Beli Konsumen Velice Velice; Ongky Alex Sander
Business Management Journal Vol 18, No 2 (2022): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v18i2.3510

Abstract

The growth of technological has a major influence in advertising agency. Advertising has the aim of introducing its products and stimulating consumer buying interest. In addition to advertising, brand image also has an important role in consumer buying interest. A positive brand image will get positive treatment and affect buying interest from the public. This study aims to examine the variables that have an influence on purchase intention, namely advertising and brand image variables. The data collected in this research is using a questionnaire in the form of a questionnaire. The results of this study are advertising and brand image have a significant and positive influence on buying interest. Of the 176 respondents obtained, this study attracted 160 respondents who were collected online via Google Form. In processing the data, this research uses SmartPls 3.0. The results of this study indicate that the Mie Sedaap Korean Spicy Chicken advertisement has its own charm because it has succeeded in conveying a clear message to consumers and every the public figures has uniqueness. Mie Sedaap has a good and quality brand image because its existence remains consistent and continues to innovate. For further research, it is expected to examine more deeply what makes the advertisement attractive and the supporting factors and also examines more deeply why Mie Sedaap can create and maintain a positive brand image.
Investigating The Use of Online Transportation for Generation Z In Jakarta: Are Users Satisfied with Switching Payments from Cash to Cashless? Michael Christian; Ongky Alex Sander; Eko Retno Indriyarti; Suryo Wibowo; Henilia Yulita; Sunarno Sunarno
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 9 No 2 (2022): JMBI UNSRAT Volume 9 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v9i2.41197

Abstract

Individual views can be shaped by price promotions, particularly when it comes to a service or service. This also applies to application-based services, such as Jakarta's use of online transportation apps. Users, particularly those from generation Z (persons born between 1995 and 2009). This generation is noted for being closely associated with the usage of information and communication technology, as well as a preference for fast-paced activities (spontaneous). Given the current situation, the purpose of this study is to determine and assess whether Generation Z online transportation users are content with switching to cashless payments in terms of switching intention, switching cost, and attitude toward price promotion. The findings of this study in Jakarta explain all accepted assumptions utilizing structural modeling with SMART PLS and 200 participants (online transportation service customers from generation Z). Switching costs have a big impact on switching intentions, according to this research. In addition, this research demonstrates that switching intention has a major impact on satisfaction. The study's third finding shows that one's attitude regarding price promotions has a considerable impact on switching intentions. Additionally, satisfaction is influenced by one's attitude toward price promotions. As a result, this research demonstrates that Attitude on Price Promotion (AOPP) can moderate the influence of switching costs on switching intention. The findings of this study suggest that internet transportation service providers should be able to sustain a price-related promotional approach. This is based on the findings of this study, which show that if users' attitudes are influenced by the presence or absence of price promotions, they will be easy to modify.
Strategies to Increase Purchase Intention of Local Brand in Indonesia: A Study of Social Media Marketing and the Role of Influencers Susilo, Sophia Reni; Sander, Ongky Alex; Anggraini, Metta
Journal of Business & Applied Management Vol 16, No 2 (2023): Journal of Business and Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v16i2.4583

Abstract

Based on Hypefest and Katadata research in 2023, the growth of local brands in Indonesia is currently not matched by an optimal marketing strategy, because consumer purchase intention in local brands is still relatively low. Utilization of marketing through social media is expected to make the image of local brands more famous so as to increase consumer purchase intention, especially generations Y and Z. Optimizing marketing through social media by using influencers to introduce a product massively. The data collection technique was purposive sampling using a questionnaire, which collected 135 respondents who had never made purchases of local Indonesian brands and were active users of Instagram social media and were also generations Y and Z. The results of the study show that the first hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention. The second hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention which is moderated by the influencer variable. This proves that in the current digital era, social media is the main platform for marketing a product which will be strengthened by using the right influencers to expand the marketing of a brand. This research has limitations, namely only discussing local brands, especially in the fashion sector, so that further research can expand the local brand sector.
Pengaruh Electronic Word of Mouth (E-WOM) di Instagram Terhadap Minat Pembelian pada Merek Kosmetik Lokal yang Dimediasi oleh Citra Merek dan Sikap Merek [The Effect of Electronic Word of Mouth (E-WOM) in Instagram on Local Cosmetic Brand Mediated by Brand Image and Brand Attitude] Manuella, Windy; Sander, Ongky Alex
Milestone: Journal of Strategic Management Vol. 2 No. 2 September 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i2.5981

Abstract

Digitalization facilitates people in terms of accessible and distributable of information and knowledge not only domestically but also globally.  Supported by the invention of internet communication media such as social media, nowadays customers can interact among others and share information easily on their social media such as Instagram in terms of product usage experiences and review. Instagram is one of the social media that may affect customers purchase interest and purchase decision. The study will discuss several variables that affect consumers interest in buying. The variables in this research are electronic word of mouth (E-WOM), brand image, brand attitudes and purchase intention.  From these variables, researchers develop seven hypotheses that were tested on statistical analysis.  The research on consumers purchase interest in local cosmetic brands is a causal study with quantitative research methods.  The total sample of this research is 165 respondents and the research data were analysed by using SMART PLS 3.2.9. The results of this study indicates that E-WOM has a significant effect on brand image, E-WOM has a significant effect on brand attitudes, E-WOM has a significant effect on purchase intention, brand attitude has a significant effect on purchase intention, brand image mediates E-WOM on purchase intention and brand attitude mediates E-WOM on purchase intention.   Bahasa Indonesia Abstract: Digitalisasi memudahkan masyarakat dalam mengakses informasi dan pengetahuan yang dapat tersebar baik di dalam negeri maupun secara global. Didukung dengan penemuan media komunikasi internet seperti media sosial saat ini, pelanggan dapat saling berinteraksi dan berbagi informasi dengan mudah di media sosial mereka seperti Instagram mengenai pengalaman penggunaan dan review produk. Instagram merupakan salah satu media sosial yang dapat memengaruhi minat dan keputusan pembelian konsumen. Penelitian ini akan membahas beberapa variabel yang memengaruhi minat pembelian konsumen. Variabel dalam penelitian ini adalah electronic word of mouth (E-WOM), citra merek, sikap merek, dan niat beli. Dari variabel-variabel tersebut, Peneliti mengembangkan tujuh hipotesis yang diuji pada analisis statistik. Penelitian minat beli konsumen terhadap merek kosmetik lokal merupakan penelitian kausal dengan metode penelitian kuantitatif. Jumlah sampel penelitian ini adalah 165 responden dan data penelitian dianalisis dengan menggunakan SMART PLS 3.2.9. Hasil penelitian ini menunjukkan bahwa E-WOM berpengaruh signifikan terhadap citra merek, E-WOM berpengaruh signifikan terhadap sikap merek, E-WOM berpengaruh signifikan terhadap niat beli, sikap merek berpengaruh signifikan terhadap niat beli, citra merek memediasi E-WOM pada niat beli dan sikap merek memediasi E-WOM pada niat beli.
Co-Authors Alamsyah, Virza Utama Anggraini, Metta Cerlysia, Cerlysia Christian, Michael Danny Santoso Diayudha, Lanang Eko Retno Indriyarti Elim, Rickel Arial Kaisar Erika Anggrenita Fahrul Riza Fahrul Riza Henilia Yulita Manuella, Windy Megawati, Yenli Muzammil, Oktafalia Marisa Phuanerys, Eliza Christabella Riyanto, Ricarhdus Rikky Santosa, Dian Gracellya Sherly Yunita, Sherly Sophia Reni Susilo Sunarno Sunarno Tannia, Tannia Velice Velice Wibowo, Suryo Wijaya, Andreas