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All Journal Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Jurnal Mantik JURNAL ILMIAH FEASIBLE (JIF) ARIKA Cakrawala Repositori Imwi Jurnal Disrupsi Bisnis EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Jurnal Visi Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Public Relations (J-PR) Winter Journal: IMWI Student Research Journal Jurnal Multidisiplin Madani (MUDIMA) Journal Of Human And Education (JAHE) Jurnal Ekonomi, Bisnis dan Manajemen Jurnal Pijar : Studi Manajemen dan Bisnis Jurnal Adijaya Multidisiplin Marketgram Journal Fastabiq: Jurnal Studi Islam Jurnal Kolaborasi Akademika
Ce Gunawan
Universitas Sains Indonesia
Religion Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Social Sciences Other

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Journal : Marketgram Journal

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DAMPAK PROMOSI DAN PERSEPSI KEMUDAHAN TERHADAP KEPUTUSAN PENGUNAAN DOMPET ELEKTRONIK Helma Mulia; Ce Gunawan
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan persepsi kemudahan terhadap keputusan penggunaan dompet elektronik. Penelitian ini menggunakan kuesioner yang disebarkan kepada 100 sampel dengan teknik pengambilan sampel purposive sampling yang memiliki kriteria sebagai pengguna ShopeePay di Kota Sukabumi. Pengujian instrumen dalam penelitian ini menggunakan uji validitas dan reliabilitas, teknik analisis data menggunakan analisis deskriptif, menggunakan uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas dan analisis regresi linier berganda yang terdiri dari uji hipotesis (uji T dan uji F) dan analisis koefisien determinasi (R2). Hasil penelitian ini menunjukkan bahwa : (1) Promosi berpengaruh positif dan signifikan terhadap keputusan penggunaan dompet elektronik; (2) Persepsi Kemudahan berpengaruh positif dan signifikan terhadap keputusan penggunaan dompet elektronik; (3) Promosi dan Persepsi Kemudahan berpengaruh positif dan signifikan terhadap Keputsuan Penggunaan
INTEGRATED MARKETING COMMUNICATION: HOW IMC METHOD BUILD A BRAND EQUITY: KOMUNIKASI PEMASARAN TERPADU: BAGAIMANA METODE IMC MEMBANGUN EKUITAS MEREK Andi Nurul Habibah; Fany Mulyono; Ce Gunawan
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Facing increasingly competitive competition, companies are required to be more innovative to developing the corporate image of the products that will be created in order to compete with competitors. In this literature it will be known that every form of marketing communication activity will always aim to contribute to brand equity and drive sales. To produce effective communication, it takes more than just marketing communication tools that have been used so far. This concept became the idea for creating a marketing strategy known as IMC (Integrated Marketing Communication). This literature will also explain how much influence the use of the right IMC strategy and variant has on the effectiveness of the message conveyed in increasing a company's brand equity. Because for companies, high brand equity will provide competitive advantage.
ANALISIS EKUITAS MEREK (BRAND EQUITY) SEPEDA MOTOR HONDA DI SUKABUMI Hesti Nuramdini; Gita Sagita; Dewi Herawati; Bunyana Bunyana; Ce Gunawan
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (297.428 KB)

Abstract

The purpose of this study was to determine the level of brand equity of Honda motorcycles in Sukabumi as measured through the dimensions of brand equity as follows: a. Brand Awareness b Perceived Quality c. Brand Association and Brand Loyalty. The research method uses descriptive quantitative methods. The purpose of this study is to describe something characteristic of a person, event or situation. The data source used in this study is primary data, the data collection method is carried out by distributing questionnaires. The sample used is 109 respondents who use Honda motorcycles in Sukabumi. The results showed that the brand awareness of Honda motorcycles was in the high category. Judging from the quality of Honda motorcycles, they are in the very high category. The Honda motorcycle brand association is in the high category. The brand loyalty of Honda motorbikes is in the high category.
Co-Authors AA Sudharmawan, AA Abidin, Bj Zaenal Ade Manggala Hardianto, Ade Manggala Andi Nurul Habibah Bambang Somantri Bunyana Bunyana Chrisulianti, Rizki Cici Hestia dewi herawati Dorce Doan Elisya Pramana Putri Ellya Pratiwi Erika Desi Lestari Fany Mulyono Febrianti, Intan Rieke Febriyanti, Intan Rike Gagas Agassi Pangdugi Gita Sagita Hamdalah, Farhan Helma Mulia Hesti Nuramdini Inggri Septianie Intan Rike Febriyanti Isriyani Isriyani Mariati Tirta Wiyata Mariati Tirta Wiyata Maulana, M Afrizal Moch. Sopian Zaelani Muchsam, Yoki Mulfi Sandi Yuda Novitasari, Yuli Nuramdini, Hesti Pangdugi, Gagas Agassi Pratiwi, Ellya Purwanto Rahardjo Putri Gartina Ramadhan, Hikmah Ratri Candrasari Reza Gustiani Ratu Ricky Herdiana Rico Syahputra Rikha Ihwanti Rina Riska Nanda Rizki Chrisulianti Saepudin, Asep Shinta Nurliawan Sari SHOLEHUDIN, MUHAMMAD Siswanti Sri Siswanti Taslim, Muhammad Tiara Cantika Putri Umban Adi Jaya Widia Wijaya, Bambang Somantri Wijaya, Zeffanya Radhael Yolanda Tri Damayanti Zahra Malinda Putri Zulkarnain Zulkarnain