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Mia Tantri Diah Indriani
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Decision Sciences, Operations Research & Management

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Measurement Customer Satifaction Toward KEUKEN #5 - The City Hall Fairground Culinary Event Using Importance - Performance Analysis (IPA) Juandha, Try; Indriani, Mia Tantri Diah
Journal of Business and Management Vol 4, No 2 (2015)
Publisher : Journal of Business and Management

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Abstract

Abstract – The main theme of this research is Marketing and focus on measuring satisfaction level from Keuken #5 culinary event that organized by House The House based on Importance Performance Analysis (IPA). The IPA model which showed graphical representation of the data, whereby event organizations can see areas of strength and weakness from event attributes is divided into four quadrants, with importance on the y-axis and performance on the x-axis, according to Martilla and James the resources should be allocate to improve attributes that reside in quadrant I. The result of the  analysis showed the overall visitor satisfaction level for Keuken was scored 3.7 which reported between “Ok” and “Satisfied”. Convenient parking, food/beverages prices, and shopping attributes item are attributes which reside in quadrant I and  considered as main priority for improvement. Local food,  come and go, clean site, attractive environment, event guide, and opening/closing time, are attributes lay in quadrant II which considered as attributes that should be maintained. Entertainment and good local restaurant attributes lay in quadrant IV which are considered as attributes that possibly overkill. Celebrity chef demos, festival souvenir, and cooking demonstration attributes lay in quadrant III which considered as last priority.Keywords: Keuken, culinary event, customer satisfaction, Importance-Performance Analysis 
Strategic Formulation for Small Business Development Aganti, Auda; Diah Indriani, Mia Tantri
Journal of Business and Management Vol 3, No 3 (2014)
Publisher : Journal of Business and Management

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Every business journey, heve to face certain condition to be able to get into the seattlement stage and became a sustainable business. For small business, there are a lot more obstacle to obtained the sustainable business. Due to the lack of resources, and a minimal operational system make the small business sometimes not be able to move into the next stage and potentially cause a bankrupcy if they can not overcome the obstacle. Problem in Soto Bening Bu Anik is used as the case study of this research. The root cause analysis showed that the main problem were : the business can not move into the next stage of the business growth and development., due to the lack of operation and managerial system in the business. The possible solution that have been made are : apply the corporate and functional strategies to be implement in the original store, and prepare for opening the new branch to increase the sales. Purposed solutions were examined through analysis based on internal and external situation of the business which combined the STP and SWOT analysis compare to the competitor analysis.Keywords: Small Business Development, Small Business Growth, Culinary Industry, Strategic Management
Customers Motivation to Purchase Low Cost Green Car in Indonesia Sanjaya, Kevin Kynan; Indriani, Mia Tantri Diah
Journal of Business and Management Vol 3, No 6 (2014)
Publisher : Journal of Business and Management

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Abstract

Automotive industry in Indonesia is keep increasing year by year. Many of giant cars manufacturer such as Toyota, Honda, Mitsubishi, and even BMW and Mercedes-Benz have built their own factory in Indonesia. This is indicates the potential of Indonesia automotive industry to have a bright future and promising. Unfortunately, Indonesia is not able to make and develop their own car yet. With this low cost green car program, it is expected that Indonesia could have their own car which built and develop by Indonesian people and also to generate Indonesia automotive industry more evenly. The purpose of this low cost green car program is to provide affordable cars for middle-low class Indonesian people,so it could make them easier to transport. Moreover, with this low cost green car program, it is expected that could develop Indonesia because this car was designed and developed by Indonesian people and must have Indonesian attribute, and also could generates automotive industry more evenly because almost all of the component for this low cost green car is made in Indonesia. The purpose of this research is to get the information the relation between customers knowledge about low cost green car with their motivation to purchase low cost green car in Indonesia. Financially benefit, care to environment health, self-image, social norm and pressure, and interested with new technology is some of the main motivation to purchase low cost green car. This research is using the data which is collected by using questionnaire to  the owner of low cost green car in Bandung and Jakarta. The result of this research indicates that the customers motivation to purchase low cost green car is financially benefit. To analyze the data which is gathered by using questionnaire, this research is using descriptive analysis and crosstabs analysis.Keywords: Motivation, Knowledge, Low Cost Green Car
Brand knowledge of Lexus According to the Younger Segment Group Siahaan, Nadissa; Indriani, Mia Tantri Tantri Diah
Journal of Business and Management Vol 4, No 2 (2015)
Publisher : Journal of Business and Management

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Abstract - Lexus is the luxury vehicle brand, owned by Toyota Motor Corporation, which values the products and experiences that offer luxury, comfort, and innovation. Lexus was introduced in Indonesia 2007, and now they plan to expand their market segment by launching their new product for younger age, soon. Since they are considered as a new brand on the luxury car market, it has to compete with those well-known European luxury brands. It is a tight competition, because the competitors have already had strong brand image that had been built years before. So this research was aimed to find out younger generation’s perception towards Lexus, through the brand awareness and brand image. Those findings are collected by a qualitative research through the free association method and picture response technique, which are conducted by the younger generation as the respondents. This research revealed that the brand image of Lexus is well captured by younger generation, because most of respondents have positive images toward Lexus, and already have some knowledge about Lexus. Younger age tends to be lifestyle oriented and aspired to high-end people, and Lexus is considered to be a tool to gain prestige and social recognition. But the awareness of Lexus is still attached with Toyota, which leads to negative association towards the brand itself. Moreover, younger age perceives the luxurious only on the product’s image, whereas Lexus also offers the luxury value through the experiences. By the result of this research, Lexus is suggested to conduct a marketing strategy to loosen the attachment between Toyota and Lexus. Lexus also needs to make an effort in certain direction to strengthen its value, which is the luxury experience, to the younger age. So, the opportunity to approach this new-targeted sub-segment will be more widely open.Keywords: Brand, Brand Image, Brand Awareness, Brand Knowledge, Lexus, Younger Generation, Younger Age.
Co-Authors Auda Aganti Kevin Kynan Sanjaya Nadissa Siahaan Try Juandha