Garuda - Garba Rujukan Digital

Marcellia Susan

Unknown Affiliation

Author-ID : 2263329

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Analysis of Brand Equity and Supply Chain as a Determinant of Voting Intention in Young Constituents in the city of Bandung, Indonesia Tongam Sirait; Marcellia Susan
International Journal of Supply Chain Management Vol 8, No 6 (2019): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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This study analyzed political parties using marketing theory, especially supply chain management and political brands using the Customer Base Brand Equity (CBBE) approach. The political brand in this study can determine what factors are in the minds of voters or the mindset of the people that influence their behavior to produce brand equity that can be communicated and presented to the constituents so that the impact drives them towards electoral choices in certain parties. This study looks at the influence of variables in the form of Party Socialization Process, Supply Chain Strategy, Party Knowledge (which consists of party awareness and party association), party perceived quality on the formation of Voting Intention of young constituents in political parties in Indonesia, especially in the city of Bandung. This research is an Explanatory study with quantitative methods that are descriptive to explain the research in-depth. Samples were conducted as many as 431 respondents from the city of Bandung aged 17-30 years who already have a KTP and have the right to vote with the help of the SPSS software. The results of the study found that an increase in the Party socialization process on Brand Equity, in this case, is Party Knowledge (party awareness and party association), and party perceived quality would increase the voting intention of young constituents in the city of Bandung. Therefore, research is needed especially for decision-makers in political parties in order to increase their brand equity and supply chain orientation so that it affects the increase in the voting intention which then affects the results of their votes in the coming election, especially by using political brand theory with CBBE approach.

CITRA INSTITUSI, KEPERCAYAAN MAHASISWA, DAN NILAI JASA PENDIDIKAN TINGGI SEBAGAI VARIABEL ANTESEDEN DARI LOYALITAS MAHASISWA Marcellia Susan
Media Riset Bisnis & Manajemen Vol. 11 No. 1 (2011): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

As an institution which holds an important role in the process of human resource development, a higher education also has responsibility in giving good quality. Even though the need of education makes the demand of education services, the existence of many same services by competitor makes every higher education has to offer the best quality of education services and also has to do many efforts for survival. As an organization which offers service with unique characteristics, the demand of service of a higher education often depends on people trust and the image of the institution. These two factors could influence student perception of the service and at last could influence their loyalty to the institution. In this research, the students as user of the service which has been offered by higher education, become analysis unit. Descriptive analysis has been done to get the descriptive of the institution image, student trust, education service value, and student loyalty to the institution. Verificative analysis has also been done to test the relationship between these variables. The result of this research shows that the students have positive perception about the institution image, and they have faith that the institution would take the most right action which could help students in achieving carrier and learning objectives. The students also analyze the relationships between what they receive and what they give, and it could influence their loyalty. And based on the results of estimation coefficients of the influences among variables, it could be concluded the existence of the interrelationships among research variables. In this case, institution image and student trust affect the service value, and institution image, student trust, and service value of study programs affect student loyalty.Keywords: Higher education service, Institution image, Student trust, Service value, Student loyalty

Faktor-Faktor yang Berpengaruh pada Pertumbuhan Perusahaan Sektor Foods & Beverages yang Terdaftar di Bursa Efek Indonesia Jacinta Winarto; Marcellia Susan
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Company growth is something that must be considered by food & beverage companies. With the increase in company growth during the COVID-19 pandemic, the question is what factors affect the company's growth. Judging from previous research and facts in the field, it is suspected that the influencing factors are marketing costs, company age, company size, research & development costs. This study aims to examine and analyze the effect of marketing costs, company age, company size, research & development costs on company growth. The population in this study are all food & beverage companies listed on the Indonesia Stock Exchange for the 2020-2021 period. Samples were taken using a purposive random method. Furthermore, this data was analyzed using a multiple linear regression model. the results of the research show that there is a positive influence from marketing costs and research & development costs. on company growth. The results of this study are intended to provide advice to food & beverages that marketing costs and research & development costs. must be considered to increase the growth of the company. Keywords: company growth; marketing cost; company age; company size; research and development

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