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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) International Journal of Social Science and Business Jurnal Ekonomika dan Bisnis Islam Eduvest - Journal of Universal Studies Influence: International Journal of Science Review Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Management Analysis Journal
Ira Fachira
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Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Neuroscience Public Health Social Sciences Other

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A Study of Consumer Behavior in Adoption of Technology-Based Product Fachira, Ira; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 6, No 1 2007
Publisher : SBM ITB

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Abstract

This paper aims at describing factors that influence consumer intention to use new technology and how these factors interact with each other. The Academic Information System of the School of Business and Management ITB was selected as the unit of analysis and the Unified Theory of Acceptance and Use of Technology model was used to identify the degree of acceptance of different groups of users to the systems and the factors that influence their intention to use it. This study involves different user groups (students and lecturers). To provide further understanding of consumer behavior in technology adoption, Structural Equation Modeling will be used to test simultaneous effect of the factors in the model. Keywords: technology acceptance, Academic Information Systems, consumer behavior
Customer Acceptance in Online Marketing Using Technology Acceptance Model. Study case: PT Rajawali Medika Mandiri Nathan, Evan; Fachira, Ira
Journal of Business and Management Vol 4, No 1 (2015)
Publisher : Journal of Business and Management

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Abstract.Selling medical equipment is difficult because its use is specific and thus customer needs to be well informed about this product. This make the market of this product is small. To face the problem, nowadays every Distributor Company needs to spend much money on sales department to selling the product. This also happens in PT Rajawali Medika Mandiri. PT Rajawali Medika Mandiri needs to make efficiency in the time in the convince doctors and purchasing staff to inform the specification of medical equipment and the advantages if they choose PT Rajawali Medika Mandiri’s products. Online website is one of alternative that will help PT Rajawali Medika Mandiri because internet users in Indonesia will growth and it will help provide information for both doctors and purchasing staff. However that will be some factors that can affect the usage of internet. For some people, internet is a new technology. So, PT Rajawali Medika Mandiri needs to know whether customers will use this technology before PT Rajawali Medika Mandiri develops the website. The purpose of this research is to explore whether online marketing can be used as part of sales efforts to inform potential customers about medical equipment. To be able to explore it, TAM is used to identify customers’ perception about online website and how it influence customers’ intention to use it. In using TAM, PT Rajawali Medika Mandiri use eCatalogue website from LKPP as the prototype. The respond of correspondent are good enough to use this as prototype to build PT Rajawali Medika Mandiri’s own website. But, they need to improve more to make the customer more comfort in using the website. Keywords: Marketing, Technology, Online Marketing, Technology Acceptance Model.
Gap Analysis Towards Service Quality in PT Djasa Sumatera Komo, Reza Tiopan; Fachira, Ira
Journal of Business and Management Vol 5, No 2 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract. Freight forwarder industry has grown along with Indonesian’s needs to distribute products. In order to sustain in the industry, PT Djasa Sumatera has to evaluate its service so that they can improve it. The purpose of the research is to calculate the customer gap of PT. Djasa Sumatera through examination of the service quality dimensions. This study also intends to examine the customer gap and the impact of service quality dimensions toward the degree of customer satisfaction for PT. Djasa Sumatera. This study used quantitative approach by distributing a survey to 50 respondents of the PT Djasa Sumatera’s consumer in the first quarter of 2016. The respondents are the person who directly involved with PT Djasa Sumatera. The author adopted service quality dimensions for Business-to-Business to measure reliability, competence, consultative selling, credibility, price, responsiveness, geographical presence and tangibles as the dimension (Westbrook and Peterson, 1998). This study asses the customer expectation and customer perception to calculate the gap score. Findings show that there are gaps for all service dimensions is negative. [IF1] It means that the delivery service that has been provided by PT Djasa Sumatera is not in accordance to costumer’s expectation. The widest gap is credibility, also responsiveness dimensions has the highest expectation than the others. This means PT Djasa Sumatera could focus on these two dimensions to close the gap score. In the chapter five, the author made a recommendation for service improvement that can be pursued by PT Djasa SumateraKeywords : Service Quality, Business-to-Business, Freight Forwarder
Gap Analysis Towards Service Quality in McDonald's Dago Naraswari, Ni Putu Radha; Fachira, Ira
Journal of Business and Management Vol 4, No 7 (2015)
Publisher : Journal of Business and Management

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Abstract. The raising numbers of fast food restaurants nowadays are the result of the increasing demand for relatively inexpensive, and ready-to-eat food. This condition makes the competition among fast food restaurant is getting bigger. To deal with the high competition in fast food market, McDonald’s Dago as one of the fast food restaurant in Bandung should provide the best service to make customer satisfied. By measuring the service quality, McDonald’s Dago will be able to know whether the service that has been provided satisfies its customers or not. The purpose of this research is to measure the service quality by using the SERVQUAL method. There are five dimensions in SERVQUAL method, which are tangible dimension, reliability dimension, responsiveness dimension, empathy dimension, and assurance dimension. In this research, the service quality of McDonald’s Dago will be measured by calculating the differences between customers’ expectation and customers’ perception. This difference is called customer gap. From the customer gap result, it is possible to know which SERVQUAL dimension that customers’ feel satisfied from service that provided by McDonald’s Dago. The data collection in this research will be from primary data, which is questionnaire. There are 22 statements in the questionnaire that are from SERVQUAL model, and the questionnaire will be spread to 100 respondents of ITB Undergraduate students. The data analysis shows that all of the customer gaps are negative, which means the service that has been provided by McDonald’s Dago did not meet customers’ expectation. Keywords: Service quality, SERVQUAL, Customer Gaps, Customer Perception, Customer Expectation, Restaurant industry
SHOPPER DECISION PROCESS TOWARD ONLINE MARKETPLACE CASE STUDY: BUKALAPAK Maharani, Actualita; Fachira, Ira
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract

Abstract.The growth of using internet is increasing rapidly, people also actively use the internet for the selling and shopping purposes. In previous year of 2017, many retailers have expanded their business activity in digital marketing. E-commerce companies have to take the opportunity to enhance their potential consumers by differentiating their marketing strategy againts the competitors. The method of this study uses quantitative method. The quantitative method would be done by distributing online questionnaires to the people who have used Bukalapak at least once. The respondents are collected for the total of 783 people which the data is analyzed using structural equation model (SEM) to define the relationship among variables. The findings discuss perceived benefits of search significantly affects external search effort, external search effort significantly affects perceived risk, overall deal evaluation is significantly affected by perceived benefits of search and perceived risk, and overall deal evaluation significantly affects willingness to buy. To sum up, the objective of exploring shopper decision process in e-commerce marketplace is answered by the findings. Therefore, some results could be renew the previous study about e-commerce marketplace. The recommendation was proposed to give insight for the e-commerce business especially for Bukalapak to improve their marketing strategy.Keywords: E-commerce C2C, Digital marketing, Bukalapak, Shopper behavior, Shopper decision process   
Social Media Strategy Development: A Case Study in Serial Petualangan si Unyil 3D Animation Ismanto, Abdullah Fikri; Fachira, Ira
Journal of Business and Management Vol 5, No 1 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract. The purpose of this study is to develop Social media strategy as a part part of promotion initiatives for Serial Petualangan Si Unyil. A market research was conducted to explore women’s social media preference and usage pattern in Bandung and Jakarta. A survey was distributed to 400 respondents targeted by PFN: women who has kids aged 3 to 12 years old. Findings show that Facebook, Path, and Instagram as the most used social networking media (43.7 %, 42% and 38.5 % respectively). The most popular social media messaging is Whatsapp which is chosen by 74% respondents. A social media strategy was developed using Gilfoil, Aukers & Jobs’ (2015) framework comprising defining social media goals, developing social media strategy and designing a tactical plan. Keywords: Social Media, Promotion Strategy, Television Program, Animation
THE IMPACTS OF EXPERIENTIAL MARKETING AND PRODUCT FEATURES ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION: A CASE STUDY OF IKEA Naima, Fairuza; Fachira, Ira
Journal of Business and Management Vol 7, No 2 (2018)
Publisher : Journal of Business and Management

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Abstract

Abstract. Experiential marketing is an approach that encourages customer’s involvement in the process. It creates positive, memorable experiences that build a closer bond between customer and the brand. IKEA is a company that implements experiential strategy in their marketing approach that is known as IKEA shopping experience. However, besides the shopping experience, there are the product features that also determine the satisfaction and intention to repurchase. This study aims to explore the impact of experiential marketing compared to product features on customer satisfaction that will lead to the intention of repeat purchasing. Primary data were collected using online questionnaire with sample size of 141 respondents. The findings on this study confirm that experiential marketing has a positive and significant relationship with customer satisfaction and repurchase intention, product features has a positive and significant relationship with customer satisfaction, and customer satisfaction has a positive and significant relationship with repurchase intention. Furthermore, a mediation analysis was performed in this study to test the mediating effect of customer satisfaction on the relationship between product features and repurchase intention. However, the result shows that there is no mediating effect occurs. This study provides several recommendations for marketers in furnihing retail industry. On the other hand, a recommendation for future research is provided as well, regarding the discriminant validity establishment that needs dissimilarities between sets of indicators. Keywords: Customer satisfaction, experiential marketing, furnishing retail, product features, repurchase intention
EFFECT OF FMCG PRODUCT PACKAGING TO CONSUMER PURCHASE DECISION Alyaningtyas, Farah; Fachira, Ira
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract. Indonesia’s Fast Moving Consumer Goods (FMCG) industry is considered to be one of the most attractive industries with over USD 10 billion in sales. As the competition is become more stringent, marketers began to use packaging as a marketing communication and promotion tools and pay more attention to the element of packaging that would attract customer and affecting their purchase decision. This research aims to explore the elements of packaging which have the most significant part on impacting consumers purchase decision. The element of packaging examined in this research are packaging color, background image, packaging material, packaging design, printed information, and innovation. The data for this research were collected by distributing the questionnaire to a required respondents. The result show that there is a significant effect between the element of packaging to consumer purchase decision. From six packaging element, packaging material and printed information is believed as the most significance elements on impacting consumer purchase decision. All the marketers should pay attention for a good quality of packaging and set the packaging standard and implement it for a better protection and promotion for a product. Keywords:  Packaging, Purchase Decision, FMCG product, Packaging Design, Element of Packaging
Service Quality of Consulting Business-To-Business From Engineers of Oil and Gas Company in: A Case Study of PT. LAPI ITB Lokasthiri Az, Jene; Fachira, Ira
Journal of Business and Management Vol 4, No 1 (2015)
Publisher : Journal of Business and Management

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Abstract

Abstract . The development of globalization has induced the need for universities that capable to develop independent and democratic society to compete internationally. Through the Government Regulation Nr. 155/ 2000, ITB was legalized to be State Owned Legal Entity (BHMN). Being so, ITB has greater autonomy to regulate itself complemented with greater responsibility to improve its competitiveness in the global world with commercial business unit, which is PT. LAPI ITB. PT. LAPI ITB engaged in consultancy and training. This research explores about concept of service quality in B2B context. The calculation based on dimensions used in this research has been adjusted from B2C to B2B, which are Responsiveness, Credibility, Consultative Selling, Reliability, Competence and Price as the dimension (Westbrook and Peterson, 1998). This new form of SERVQUAL in B2B context expected to be able to reflect customer gap score of expected and real performance of PT. LAPI ITB. Which with the 110 of correspondents based on 10% of finished projects in term of 2014, resulted that the gap of performance service and expected service is negative, which means that PT. LAPI ITB did not perform their service especially in Responsiveness, Credibility, Consultative Selling, Reliability, Competence and Price. Analyzing this dimension of SERVQUAL in PT. LAPI ITB has resulting that an improvement of service is quite necessary for their company. However, based on the result of customer’s expectation in consulting (B2B context) fairly high enough. This might happen because customer fully entrust the job to PT. LAPI ITB, and the result of projects and assignments is important for their company’s work process. So its normal for the company to expect the highest possibility of performance.Keywords: Marketing Research; Service Quality; Business-to-Business Context.
Service Loyalty the Effects of Service Quality and the Mediating Role of Customer Satisfaction "A Case Study: PT. Sabda Alam Hotel" Budiarta, Sandy Indimas; Fachira, Ira
Journal of Business and Management Vol 6, No 2 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract The following study has purpose to find the relationship between service quality dimensions towards Customer Satisfaction as mediating role and Customer Loyalty in PT Sabda Alam Hotel. This research came from a problem which was appeared from the company which show the number of customer decrease annually. Path analysis was conducted to investigate Customer Satisfaction as a mediational model that links service quality to Customer Loyalty.  Appropriate measures are identified from 177 Sabda Alam customer from 2010 – 2015 as the population. The result indicate that Customer Satisfaction does not play a mediating role in the effect of independent and dependent variable. However, the result shows that there is an impact on service quality to Customer Loyalty directly. A recommendation that the company should do is to improve their service quality in every aspects to increase the level of Customer Satisfaction and Customer Loyalty. Keywords:  Service quality, Customer Satisfaction, Customer Loyalty, Hospitality, SERVQUAL
Co-Authors Abdullah Fikri Ismanto, Abdullah Fikri Achmad Reyhan Al Farisa, Muhammad Alyaningtyas, Farah ASMARA KHAIRANI Atik Aprianingsih Budiarta, Sandy Indimas Catur Gunandi, Muhamad Christie Chandra Susianto, Christie Chandra Debby, Teresia Eka M, Trishanty Evan Nathan Iskandar, Safira Azaria Jene Lokasthiri Az Komo, Reza Tiopan Listiyani Indriya Novianthi, Listiyani Indriya Maharani, Actualita Michael, Andrew Octavianus Mohamad Toha Muhammad, Irsyad Naima, Fairuza Najwa Assilmi Ni Putu Radha Naraswari, Ni Putu Radha Nimeesha, Danniella Nathannia Pangihutan, Yehezkiel Pramura, Rayendra Abiyasa Prasetya, Savitri Sekar Putri, Kintan Andyarmalasari Rahma Putri, Aldila Rendika Nugraha Reza Ashari Nasution Sitanggang, Rosalina Soerjanatamihardja, Karissa Adhyaningrum Sofyan, Mahardhika Dwi Ananta Supriyanto, Muhammad Tejo Sandi Saputra Vania Griselda Pardede, Maria Wibowo, Sumintong