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All Journal Journal Communication Spectrum: Capturing New Perspectives in Communication Journal of Business Strategy and Execution
M. Gunawan Alif
Pres. Dir. PT. Duta Cakrawala Komunika
Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI METRO TV: MENGHADAPI PERSAINGAN DI INDUSTRI PERTELEVISIAN NASIONAL (SEBUAH STUDI KASUS) Ayuningtyas, Risa; Alif, M. Gunawan
Journal of Business Strategy and Execution Vol 2, No 1 (2009): Published on November 2009
Publisher : Bina Nusantara University

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Abstract

Due to numerous TV stations established recently in Indonesia, the competitiveness of the television industry had become very complex. Metro TV, which was started to position itself as a news network, still stood consistently in this high competition. The purpose of this case study research was to describe the Metro TV’s position as a news TV channel in encountering the competition with other TV stations, which had more varieties of programs. By analyzing the available information and being supported by theories, this case study expected to give recommendations to Metro TV. The research methodology used in this case study research was a qualitative research method with an approach and focus on Metro TV as one of the national TV stations. This case study concluded that the positioning strategy of news television had brought Metro TV to its niche market, becoming a distinction as compared to the other televisions. However, this positioning advantage could not produce high revenue as high as that of other general TV stations. Implementing an efficient production cost strategy might be an approach that Metro TV could adopt in order to raise profit and stay in the competitive TV industry since Metro TV had built a strong positioning a news TV in public. The Metro TV brand had been very strongly associated with the first pioneer news TV in Indonesia, which became one of its strengths compared to its other competitors. Through the positioning concept and strategy as a news TV station, Metro TV might be able to continuously keep its consistency to serve the area of SES AB+ audience, who mostly came from the professionals and business people as potential targets of Metro TV satisfying their needs of updated news and information.
ANALYSIS OF SEARCH ENGINE MARKETING EFFECTIVENESS FOR CUSTOMER PERCEPTION AND CUSTOMER LOYALTY AT PHITAGORAS TRAINING AND CONSULTING Kurniadi, Indra; Alif, M. Gunawan
Journal of Business Strategy and Execution Vol 6, No 2 (2014): Publish on June 2014
Publisher : Bina Nusantara University

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Abstract

PT. Phitagoras Global Duta, established in 2003, is a training and consulting provider dedicated to support organizations, in all sectors of business, industry and government.  Phitagoras provide a wide range of consulting and training services in the area of Quality/Productivity, Environmental, Occupational Health and Safety and Laboratory. Began in 2007, Phitagoras started to enhance their market with Search Engine Marketing (SEM) implementation. This strategy has a significant impact into their company’s growth. The customer could easily find Phitagoras on the first page result on Search Engine. The inquiry from customers increased significantly, they are coming from various companies, from oil and gas, mining, manufacturing, services industry, and education. The purpose of this research is to explain the Search Engine Marketing effectiveness for customer perception and customer loyalty in Phitagoras training and consulting. This research test the correlation between Search Engine Marketing with Customer perception and customer loyalty using correlation analysis and check the effect of Search Engine Marketing for customer perception and customer loyalty using Structural Equation Modeling (SEM) analysis.This research found that the Search Engine Marketing has a positive correlation in moderate level with customer perception and customer loyalty. Search Engine Marketing does not directly affect the Customer Loyalty, but Search Engine Marketing influence indirectly to Customer Loyalty through Customer Perception, because Search Eengine Marketing has significant effect on Customer Percetion and Customer Perception has significant effect on Customer Loyalty. In other words, Customer Peception act as mediating variables that mediate the effects of Search Engine Marketing on Customer Loyalty.
LOYALITAS MEREK KOMUNITAS PENDAKI GUNUNG: Pengaruh Relasi Merek dan Identifikasi Komunitas dengan Mediasi Keterikatan dan Tekanan Normatif Rosdiana, Puti; Alif, M. Gunawan
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 8, No 2 (2018): August 2018 - January 2019
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v8i2.1855

Abstract

This study is researching mountaineers’ community regarding community’s brand loyalty. With 112 samples from four mountain climbing communities in Great Jakarta, this survey measures the variables effect of Brand Relationship Quality, Community Identification, Normative Community Pressure and Community Engagement and its impact toward Community’s Brand Loyalty, adopted from the study of Algesheimer, Dholakia, and Hermann (2005). Hypothesis testing using simple and multiple regressions shows a positive significance influence of Brand Relationship Quality toward Community Identification and Community’s Brand Loyalty. Furthermore, Community Identification has a significance positive influence toward Normative Community Pressure and Community Engagement, but does not have significance effect toward Community’s Brand Loyalty. Similarly, Normative Community Pressure also does not have any effect toward Community’s Brand Loyalty. However, Community Engagement has positive significance influence toward Community’s Brand Loyalty. To cite this article (7th APA style): Rosdiana, P. & Alif, M. G. (2018). Loyalitas Merek Komunitas Pendaki Gunung: Pengaruh Relasi Merek dan Identifikasi Komunitas dengan Mediasi Keterikatan dan Tekanan Normatif [Brand Loyalty among the Mountain Hiker Community]. Journal Communication Spectrum, 8(2), 208-231. http://dx.doi.org/10.36782/jcs.v8i2.1855
Co-Authors Indra Kurniadi, Indra Risa Ayuningtyas Rosdiana, Puti