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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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Journal : Business Management Journal Program Studi Manajemen

 1 
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 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.
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