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Method Evaluation In Measuring Brand Image And Brand Quality Using Rating, RANKING AND PICK - ANY APPROACH ', Marhadi; Musfar, T. Firli; Noviasari, Henni
Jurnal Ekonomi Vol 19, No 02 (2011)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Riau

This research attempt to test and compare three type of measurement technique in measuring brandimage and brand quality: rating, ranking, and pick any. The objective of this research is to test theconsumer consistency in their perception and attitude toward brand image and brand quality usingthree different measurement techniques. This research were replication Barnard & Ehrenberg (1990)and Driesener & Romaniuk (2006) which compare the compare three type of measurement technique inmeasuring brand image.There are three shampoo products acting as the research objects in this research: Clear, Dove, andPantene. Acting as the respondent for this research was 149 consumers who had use that three brandof shampoo. Data analysis were execute using mean score for rating technique, score order for rankingtechnique, and mode score for pick any technique.Results show that (a) measurement in brand image using rating, ranking, and pick any technique didnot show the same score and respondent have tendency to answer the questions inconsistently. (b)Measurement using rating and pick any techniques show consistent result.

ANALISIS PENGARUH KREATIVITAS IKLAN, DAYA TARIK IKLAN DAN Kualitas pesan iklan terhadap brand attitude pada produk Blackberry Z10 di kota Pekanbaru Rahmadawita, Tuti; Sulistyowati, Lilis; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 1 (2014): Wisuda Februari Tahun 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to determine the influence analysis advertising creativity, attractiveness and quality of advertising on brand attitude advertising messages on Blackberry Z10 products in the city of Pekanbaru. Inside The study consisted of a dependent variable that brand attitude (Y), and three independent variables consisting of advertising creativity (X1), advertising appeal (X2), and the quality of the advertising message (X3). Population of this study is the city of Pekanbaru with a sample of 100 respondents aged 15-30 years with criteria've watched ads Blackberry Z10. This study uses a sampling technique that is purposive sampling and analysis of research data using qualitative methods, quantitative and multiple regression equations with the help of SPSS (Statistic Services For Product and Solution).From the results of this study showed that advertising creativity, attractiveness and quality of advertising on brand attitude advertising messages on Blackberry Z10 products have a significant effect on the city of Pekanbaru. Of r square calculation method indicates that advertising creativity, attractiveness and quality of advertising messages advertising berpenagruh of sixty-six point eight percent on brand attitude remaining thirty-three point two percent influenced by other variables not examined in this study.Keywords: Brand Attitude, Creativity in Advertising, Fascination Advertising, Advertising Message Quality.

Analisis perbandingan keputusan pembelian sepeda motor merek Honda Supra X 125R Dan Yamaha Jupiter MX 125 LC dari dimensi bauran pemasaran pada mahasiswa fakultas ekonomi Universitas Riau Pekanbaru ', Adrian; ', Jushermi; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 2 (2014): wisuda oktober 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to analyze and examine the difference of the purchase decision between the motorcycle Honda Supra X 125R with Yamaha Jupiter MX 125 LC on dimensions of marketing mix at Faculty of Economics’s students Riau University in Pekanbaru . Population in this research are Faculty of Economic’s students Riau University who owns the motorcycle Honda Supra X 125R and Yamaha Jupiter MX 125 LC. Sample derivation using purposive sampling. The number of sample are 100 peoples, that consist of 50 respondents who own the motorcycle Honda Supra X 125R, and 50 respondents who own the motorcycle Yamaha Jupiter MX 125 LC. The method of data analysis are using descriptive analysis and paired t-test. The results that showed in this research is, there are significant differences in purchase decision between the motorcycle Honda Supra X 125R and Yamaha Jupiter MX 125 LC on dimensions of marketing mix at Faculty of Economics’s students Riau University in Pekanbaru. The results showed that the value of purchase decision on dimensions of marketing mix is higher on the motorcycle Honda Supra X 125R compared with the motorcycle Yamaha Jupiter MX 125 LC, which promotion has the highest significant differences between them.Keywords : Marketing Mix, Purchase Decision

Analisis sikap konsumen atas kreatifitas iklan, daya tarik iklan dan kualitas pesan iklan pada handphone merek Iphone 5 di kota Pekanbaru Satria, Sukma; ', Zulkarnain; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 1 (2014): Wisuda Februari Tahun 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This study aims to look at consumer attitudes on advertising creativity , attractiveness and quality advertising product advertising messages on brand mobile phone Iphone 5 in the city of Pekanbaru . Population in this research is that people wear and never watch brand mobile ad Iphone 4s in Pekanbaru . While the sample in this study using purposive sampling method with the criteria of Pekanbaru , adolescent or adult with the age of 15-25 years , and never wear watch mobile ad Iphone 4s brand . The data obtained will then be processed by Fishbein analysis model analysis .From the test results obtained by the consumer attitude ( Ao ) of the value of creativity in advertising has a negative gap . It means that consumer expectations are higher than the perceived during the advertising creativity . Further consumer attitudes ( Ao ) of the advertising appeal has a negative value gap . Artiya that consumer expectations are higher than for the perceived attractiveness of the ad . And consumer attitudes ( Ao ) on the quality of the advertising message has a negative value gap . It means that consumer expectations are higher than for the perceived quality of the advertising message .Keywords : Creativity advertising , advertising appeal and quality of advertising messages.

Pengaruh marketing mix multi level marketing terhadap keputusan pembelian produk Oriflame di Pekanbaru Lasma R.S, Selviana; ', Zulkarnain; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 1 (2014): Wisuda Februari Tahun 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research is conducted to analyze the influence of marketing mix multilevel marketing to decision to buy cosmetics products Oriflame in Pekanbaru. The research consists of a dependent variable that is decision to buy (Y) and four independent variables which one dimension of marketing mix consists of product (X1), price (X2), place (X3), promotion (X4). The population in this research is the customer’s of Oriflame with one hundred twenty respondents as the sampleby using purposive sampling technique. Data analysis using quantitative method with SPSSversion seventeen.The result of this research convey that all of the independent variablessimultaneously affect the customer loyalty significantly, and with the partially test proved that promotion gave the biggest impact among the other independent variables. Adjusted R square show at moderate level (sixty point seven percent). It means thirty nine point three percent has affect by other variable beyond this research.The conclusion of this results mean that all the independent variables had a significant value and promotion gave the biggest value of significances to decision to buy cosmetics products Oriflame in Pekanbaru. Therefore, Oriflame Pekanbaru should be more increase the quality of their product from every variables in marketing mix so that costumer could be gives the loyalty to buy.Keywords: Marketing Mix, Multi Level Marketing, Decision to Buy.

PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP BRAND LOVE DAN BRAND LOYALTY PADA PENGGUNA MOBIL HONDA JAZZ DI KOTA PEKANBARU Dwiputranto, Muhammad Reza Hariedhi; Alwie, Alvi Purwanti; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 4, No 1 (2017): Wisuda Februari
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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This research aimed to analysze Brand Image and Product Quality to Brand Love and Branf Loyalty Honda Jazz users in Pekanbaru City. The object of this research was Honda Jazz users in Pekanbaru City. This research consists of four variables: two dependent variable and two independent variables. They are Brand Loyalty (Y2), Brand Love (Y1), Product Quality (X2), and Brand Image (X1). This research was conducted using a sample of 170 people. This research used purposive sampling, based on respondents who have Honda Jazz as personal car, aged 15 years and over. Data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Structural Equation Modeling (SEM) with AMOS version 22. Based on the hypothesis test conducted, research shows that Brand Image has significant and positive effect toward Brand Love, Product Quality has significant and positive effect toward Brand Love. Brand Image has significant and positive effect toward Brand Loyalty, Product Quality has significant and positive effect toward Brand Loyalty and Brand Love has significant and positive effect toward Brand Loyalty.Keywords:Brand Image, Product Quality, Brand Love and Brand Loyalty

PENGARUH PELATIHAN, KOMPENSASI DAN PENGEMBANGAN KARIR TERHADAP KINERJA KARYAWAN BAGIAN PENJUALAN DENGAN MOTIVASI SEBAGAI VARIABEL MEDIASI PADA PT. GULANG MEDICA INDAH PEKANBARU Ernur, Muatir Muhammad Husen; ', Machasin; ', Marhadi
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 1, No 2 (2014): wisuda oktober 2014
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Human resources are the main capital in a company because the achievement of corporate objectives depends on the quality and quantity of its human resources. This study aimed to examine the effect of training, compensation and career development on employee performance and motivation of sales as a mediating variable in Gulang Medica Indah Pekanbaru Company. The population in this study were all employees of Gulang Medica Indah Pekanbaru Company sales totaling 33 people. Sampling in this study is to use the census method, which according to this method the entire population can be sampled. Data was collected by using a questionnaire. Methods of data analysis using path analysis. The results of the research to get the results that training, compensation, and career development of significant and positive impact on employee motivation and performance Gulang Medica Indah Pekanbaru Company. But motivation does not mediate the effect of training, compensation, and career development on employee performance. The results also show that there is no difference in the performance of the employee Gulang Medica Indah Pekanbaru Company by gender.Keywords : Training, Compensation, Career Development, Motivation and Performance

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