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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Binus Business Review Asia-Pacific Management and Business Application AFEBI Management and Business Review Cakrawala Repositori Imwi ASEAN Marketing Journal Jurnal Manajemen dan Usahawan Indonesia
Arga Hananto
Department Of Management, Faculty Of Economics And Business University Of Indonesia. Jl. Prof. Sumitro Djojohadikusumo, Depok, West Java 16424, Indonesia.
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis Sentiment of Nestle Bear Brand during the Covid-19 Pandemic on Social Media Twitter Fauzan Kamil; Arga Hananto
Cakrawala Repositori IMWI Vol. 6 No. 1 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i1.166

Abstract

Position and brand image are important and crucial in marketing strategy. Brand position and image form strong associations with targeted consumers used to differentiate a brand from its competitors. Companies must understand good marketing strategies to improve their brand position in society based on consumer perspective. During the Covid-19 pandemic, especially in 2021, there was a unique phenomenon, whereby the demand for Bear Brand Milk was greater than the market leader, namely Ultra milk, while Ultra milk was even cheaper than the Bear Brand milk. This phenomenon is discussed on social media, especially Twitter regarding opinions from consumers in purchasing the products. This study aims to determine whether online text reviews can provide an overview of the position and brand image of Bear Brand Milk using LIWC (Linguistic Inquiry and Word Count) sentiment analysis and PCA (Principal Component Analysis). Based on our analysis, we can conclude that LIWC can provide an overview regarding the brand image and brand positioning of Bear Brand milk and Ultra milk. Brand image is obtained from variables that describe psychological variables when using or imagining the brands. Brand Position through PCA analysis describes the difference in gain between the dominant variables in the two brands.
Country of Origin Image and Brand Equity from Gender Perspective: Do they matter? Septyanti, Astrid Vega; Hananto, Arga
APMBA (Asia Pacific Management and Business Application) Vol. 6 No. 2 (2017)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2017.006.02.3

Abstract

This study investigated how country of origin image and brand equity dimensions affect overall brand equity. In addition, this study also investigated whether there is gender difference in the hypothesized relationship. A partial least square structural equation modeling with multigroup analysis was carried out on a sample of 171 respondents selected using purposive/convenience sampling technique. The result indicates that country of origin have indirect effect toward brand equity through two dimensions of brand equity (perceived quality and brand loyalty). This study also found that country of origin image’s association with brand awareness/association is stronger for female shoppers than for male shoppers.  This study adds more insights about how male and female consumers reacto country of origin image
Co-Authors Allysha Tiffany Wiranata Astrid Vega Septyanti Fauzan Kamil Jannah, Siti Miftahul Lestari, Annisafira L Reiza Bani Paftalika Septyanti, Astrid Vega Taryadi Taryadi Taryadi Taryadi Vika Ansy Anggraini