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Pengaruh Duta Merek terhadap Citra Merek L'Oreal Paris Samantha Alicia; Leonnard Ong
Jurnal Komunikasi dan Bisnis Vol 6, No 2 (2021): Jurnal Ilmu Komunikasi dan Bisnis
Publisher : STARKI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/jikb.v6i2.470

Along with the times, cosmetics and beauty industries in the world are increasingly developing and innovating, including in Indonesia. Various global cosmetics brands enter the Indonesian market. In intense competition, it is very important to build a good brand image. Various communication strategies are carried out, one of them is by using brand ambassadors. L'Oreal Paris is one of the cosmetic brands that uses brand ambassadors. This study aims to determine whether there is and influence and how much influence there is using a brand ambassador on the brand image of L'Oreal Paris. This research uses a quantitative methodology, with data collection techniques using a questionnaire. The results of data processing show that there is a significant influence of using a brand ambassador to brand image of L'Oreal Paris. The contribution of the effect of variable X (brand ambassador) to Y variable (brand image) is 38.2%, with a regression coefficient value of 0.615.

Effects of Reputations and Satisfactions on Positive Word of Mouth Intentions and Switching Behaviors Leonnard Ong
International Journal of Business Studies Vol 1 No 1 (2017): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

The increasing numbers of new Higher Education Institutions (HEIs) require HEIs to establish their positive reputation and customer satisfaction to both attract and retain students. This study aims to examine the effects of reputation and satisfaction on word of mouth (WOM) and switching behavior of students at the private University Jakarta. By employing structural equation modeling (SEM), we prove that satisfaction has a high direct and signiicant inluence on Word of Mouth (WOM) and switching behavior (.79 and .93). While reputation has a low direct effect on WOM and switching behavior (.16 and .00).The role of satisfaction as a mediating variable increases the indirect effect of reputation on WOM and witching behavior of .67 and .79. Further managerial implications are discussed.

Causality of Product Awareness Coconut Flour Towards Future Engagement, Indonesian Market Leonnard Ong; Gabriella Rosellinny; Jonathan Augustinus; Novia Rianti
International Journal of Business Studies Vol 2 No 1 (2018): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

In order to establish a future engagement of the Indonesian market in terms of coconut flour, awareness of the product is needed for the consumer decision making to purchase the product which will lead to future engagement. This study aims to examine the effects of product and awareness and consumer decision making towards future engagement in Indonesia. By employing SmartPLS, we prove that existence of product has a relatively strong negative relationship with awareness (.55); while awareness has a relatively weak relationshipwith consumer decision making to purchase a product (.37) and the decision made by customer to purchase healthy product have a relatively strong positive relationship towards engagement of the product in the future (.66). Further implications are discussed.

How to Survive in Book Store Industry through Strengthening Brand Equity Evita Sukmawati; Leonnard Ong
International Journal of Business Studies Vol 3 No 1 (2019): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

This study aims to determine the influence of corporate positioning on brand equity. Data were obtained from the result of filling out questionnaires by 200 respondents who were all consumers of Gramedia Book Stores. The data were analyzed descriptively and quantitatively through Structural Equation Modelling (SEM) analysis. The findings revealed that the corporate positioning of the Gramedia Book Stores has a positive and significant effect on consumer brand equity. Further managerial implications are provided.

Mudik Myth in The Baudrillard’s Simulacra Perspective Rima Agristina; Leonnard Ong
International Journal of Business Studies Vol 5 No 1 (2021): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v5i1.174

The research aims to review literatures and discuss regarding the myths and simulacra of homecoming. The research conducted is normative research or study literature, using a variety of literature (a semiotic approach) that discusses regarding myths, simulacras and simulations. This semiotic approach is used with based on the idea that the notion of myth in this study using the understanding of myth according to Barthes's view of the myth as semiological system of the second order (simulacra) of Baudrillard. Homecoming can be understood as a need for social existence and human legitimacy. Re-growth of existence in a society carrying out homecoming can be done by understanding the characteristics of the homecoming perceived by society. This respect or social legitimacy is usually explained because of positive word of mouth for being an urbanity. By understanding the homecoming’s character perceived by society, the need for existence through “mudik” can put into other activities so that people carry out to a more rational homecoming regularly. Because the research is in the from of literature and qualitative study, it is necessary to carry out further research on public perceptions regarding homecoming by considering cultural or ethnic factors, and also favorable behavioral intentions consisting of positive word of mouth.

The Impact of Country of Origin, Image, and Consumer Ethnocentrism Toward Purchase Decision of Casual Apparel in Young Adult Alyssa Chairiena; Leonnard Ong; Liza Agustina Maureen Nelloh
International Journal of Business Studies Vol 6 No 1 (2022): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v6i1.200

Indonesia is among the top 10 textile and apparel producer in the world the industry has become more competitive in both domestic and international markets. Indonesian Government has also been making tremendous effort in boosting local product purchases with the aim of making domestic consumption as the main pillar of Indonesian economy. However, data and statistic still shown the lack of appreciation from Indonesian consumers toward its apparel industry. The purpose of this study is to examine the impact of Country of Origin Image and Consumer Ethnocentrism toward Purchase Decision of casual apparel in young adult. The data used was primary data which was obtained through self- administered questionnaire and processed quantitatively using multiple regression in SPSS to test the hypotheses exploring the impact Country of Origin Image and Consumer Ethnocentrism toward Purchase Intention. A total sample of 100 respondents were collected. The result showed that Country of Origin Image does not have significant impact toward Purchase Decision. In contrast, Consumer Ethnocentrism does have significant impact toward Purchase Decision. The result of this study further supports and add to previous research of Country of Origin Image and Consumer Ethnocentrism concepts together. Moreover, the result of this study can benefit Indonesian casual apparel companies in providing additional insights which can further support and add to their existing sales and marketing strategies to maximize their competitive force in local market.

Penyuluhan Practical Approach of Service Excellent untuk Dosen dan Karyawan di Fakultas Hukum Universitas Tarumanegara Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol 1 No 1 (2019): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v1i1.2

ABSTRAK Globalisasi, liberalisasi pendidikan tinggi dan tingginya iklim persaingan menyebabkan perguruan tinggi saat ini seharusnya tidak hanya berfokus pada masalah administrasi dan indikator-indikator kuantitatif, tetapi yang paling penting adalah memberikan kualitas pelayanan yang tinggi bagi konsumen utama mereka. Dalam hal ini, terdapat dua jenis konsumen perguruan tinggi, yaitu konsumen internal dan konsumen eksternal. Model service-value chain menjelaskan hubungan antar kedua konsumen tersebut dan dua jenis service quality, yaitu internal dan external service quality. Kemampuan perguruan tinggi menjamin internal service quality akan membawa kepada external service quality yang akan menghasilkan kepuasan dan loyalitas mahasiswa. Kedua hal ini akan menjamin perguruan tinggi, khususnya perguruan tinggi swasta agar dapat bersaing dan memiliki keunggulan kompetitif dalam jangka panjang. Penyuluhan ini bertujuan untuk memberikan pengetahuan dan wawasan serta memberikan motivasi kepada para 22 dosen dan 19 karyawan di Fakultas Hukum, Universitas Tarumanegara mengenai konsep service quality berdasarkan model service-value chain, langkah-langkah aplikasinya, tingkatan service quality dan customer touch points. Metode penyampaian dilakukan dengan ceramah, tanya jawab, dan diskusi dengan peserta. Selama kegiatan ini berlangsung, peserta dapat mengikuti penyuluhan dengan interaktif dan sangat baik. Diharapkan adanya penyuluhan lanjutan mengenai materi yang disampaikan untuk memberikan pengetahuan lanjutan dan mengevaluasi praktik-praktik yang telah dilakukan pasca penyuluhan. ABSTRACT Globalization, liberalization of universities and high competitiveness should currently make the universities not only focus on the administrative stuff and the quantitative indicators, but most importantly to provide the highest service quality to their main customers. There are two types of universities’ customers, i.e. internal and external customers. The model of service-value chain explains the relationship between those two customers and two types of service qualities, i.e. internal and external service quality. The capability of the university to maintain the internal service quality will bring the external service quality to achieve students’ satisfaction and loyalty. These two achievements will guarantee the university, particularly the private university, to compete and to have the excellence competitiveness in the long term. This workshop aimed to provide the knowledge and insight as well the motivation to all 22 lecturers plus 19 employees of the Law Faculty of Tarumanegara University, regarding to service quality concept based on service-value chain model, the application steps, service quality levels and customer touch points. The methodology was chosen by giving discourse, question and answer and discussion among the participants. During the activities, the participants were able to interactively involve very well. It is expected further workshop for the similar subject can be provided to extend the knowledge and to evaluate the practices which will have been made after the workshop.

Penguatan Jejaring Bisnis melalui Kualitas Layanan di PP Properti Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol 3 No 1 (2021): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v3i1.23

Dalam industri konstruksi, hubungan antara pelanggan dan kontraktor merupakan suatu hubungan yang kompleks dan bertingkat antara para pihak secara bersamaan dan berkolaborasi dalam suatu jaringan. Pelanggan dalam industri konstruksi merupakan suatu kesatuan dalam jaringan bisnis yang dibangun dan dikembangkan sehingga perusahaan konstruksi menjadi tumbuh dan berkembang. Salah satu perusahaan yang bergerak dalam industri konstruksi dan properti di Indonesia adalah PT PP Properti. Pemahaman terkait dengan dimensi service quality pada perusahaan konstruksi, khususnya di PT PP Properti perlu ditingkatkan agar tindakan dari seluruh organisasi mampu memberikan layanan yang terbaik kepada para pelanggannya, baik pelanggan internal maupun eksternal. Dalam reviu literatur yang telah dilakukan, service quality dalam disiplin konstruksi telah diteliti oleh banyak pakar. Service Quality adalah alat bantu yang dapat digunakankan untuk proses mendapatkan network business, menciptakan dan mempertahankan partnership. Dalam upaya penguatan jejaring bisnis PP Properti, dimensi kehandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), dan bukti langsung/berwujud (tangibles) merupakan hal yang penting dalam industri konstruksi. Lebih lanjut, diperlukan penelitian survei untuk mengevaluasi dan mengukur kualitas pelanggan setelah penerapan service quality di PP Properti.

Penguatan Jejaring Bisnis melalui Kualitas Layanan di Perum Peruri Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol 4 No 1 (2022): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v4i1.65

Peruri merupakan salah satu BUMN yang memberikan dampak besar bagi perekonomian di Indonesia. Era transformasi digital berimplikasi pada pentingnya pemahaman terkait dengan pemasaran dan konsep produk dan jasa, dimana perkembangan teknologi digital juga turut mempengaruhi dinamika bisnis tanah air. Dalam kaitannya dengan penguatan konsep pemasaran dan produk pada era digital tersebut, pengabdian pengajar kepada masyarakat dilakukan melalui penyuluhan dan diskusi terbuka dengan perusahaan, khususnya dengan tema Pemasaran Stratejik pada Era Digital serta Konsep Produk dan Jasa. Aktivitas pemasaran pada banyak penelitian menunjukkan adanya dampak positif baik pada loyalitas pelanggan dan pada ekuitas merek (brand equity) pada berbagai sektor. Bagi Peruri, realisasi strategi pemasaran membawa dampak positif bagi perusahaan dengan terciptanya beberapa kerjasama dalam negeri maupun luar negeri. Peruri juga memiliki 7 jenis produk (uang kertas dan logam, logam non uang, kertas berharga non uang solusi bisnis digital, Peruri Code, Peruri Sign, serta Peruri Trust) yang memiliki posisi pada tahap siklus hidup yang berbeda. Posisi yang berbeda tersebut tentu juga memerlukan pemahaman dan aktivitas pemasaran yang berbeda pula. Pemahaman terhadap konsep pemasaran serta produk dan jasa bagi seluruh jajaran staf dan manajemen Peruri perlu terus ditingkatkan agar tindakan dari seluruh organisasi mampu mewujudkan kebijakan strategis yang dijalankan pada tahun 2021, serta meningkatkan kinerja perusahaan secara keseluruhan secara jangka panjang. Lebih lanjut, penelitian praktis untuk mengevaluasi dan mengukur aktivitas pemasaran dan dampaknya terhadap Peruri perlu dilakukan menggunakan penelitian survei yang lebih komprehensif.

Penguatan Kewirausahaan melalui Pengenalan Business Model Canvas Leonnard Ong
Journal of Sustainable Community Development (JSCD) Vol 5 No 1 (2023): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v5i1.73

Business models simplify complex business realities into basic elements that are easy to create. The Business Model Canvas (BMC) has been popularized as a tool to help entrepreneurs describe, design, challenge, discover, and spin business models. BMC consists of nine basic building blocks that are used to describe the business model canvas, namely customer segments channels, key resources, key activities, value proposition, revenue stream, costs structure, customer relationship, and key partnership. BMC is often used in entrepreneurship training. In addition, many start-ups in Indonesia that are initiated by students require an effective way to turn ideas into businesses, namely a business model. In this community service study, it is hoped that it can provide more knowledge and practical skills in the business model canvas, as well as develop entrepreneurial potential for students. In the future, a more comprehensive survey research is needed to empirically evaluate the relationship between understanding BMC and increasing entrepreneurial potential for students.

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