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PROSES PEMBENTUKAN SIKAP SECARA BERJENJANG: STUDI EMPIRIS DI BIDANG PERLUASAN MEREK Haryanto, Budhi
Journal of Indonesian Economy and Business Vol 23, No 2 (2008): April
Publisher : Journal of Indonesian Economy and Business

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This study examines goodness-of-fit model to explain brand extensionphenomenon. Specifically, explaining the influence of brand similarity, belief toward coreÂ brand, and motivation to elaborate information on attitude toward brand extension.Laboratory experiment was used to ascertain controlled variables. Participants consist ofÂ 598 undergraduate students in business. Hierarchical regression analysis was used toÂ elaborate the linkage among these observed variables. The study shows that complexityof brand extension was linearly influenced by brand similarity, belief toward core brand,Â and motivation to elaborate information. The finding confirms that the decision towardÂ brand extension was significantly tested. Implications for further research are alsodiscussed.Kata kunci: perluasan merek, sikap, perilaku konsumen, kognitif.

The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors Nusantara, Aji Cahya; Haryanto, Budhi
JDM (Jurnal Dinamika Manajemen) Vol 9, No 2 (2018): September 2018 (DOAJ Indexed)
Publisher : Department of Management, Faculty of Economics, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v9i2.15938

This study wants to examine the relationship between sex appeal and attitude towards the ads, and more than, this study also wants to examine the role of product factors in moderating the relationship of this two variables. Experimental design is done to control the relation among the variables observed in this study. The participants consist of 100 malesÃ¢â‚¬â„¢ undergraduate students of Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta-Indonesia, who are divided into 4 groups. Generalized Auto Regression Conditional Hetero-regressive (GARCH) is statistical method chosen to analysis the data. The results showed that sex appeal is an effective stimulus affects the individual positive attitude toward an advertisement. As well as product factor is another stimulus, which effectively influence positive attitudes toward advertising. But in this study also found that the product factor is not moderate the relationship between sex appeal and positive attitude toward advertising. In addition to this study also discusses the implications of both theoretical and practical, as well as the limitations of the study.

Factors Affecting Young IndonesianÃ¢â‚¬â„¢s Intention to Purchase Counterfeit Luxury Goods Fenitra, Rakotoarisoa Maminirina; Haryanto, Budhi
JDM (Jurnal Dinamika Manajemen) Vol 10, No 2 (2019): September 2019 (DOAJ Indexed)
Publisher : Department of Management, Faculty of Economics, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v10i2.18573

The purpose of this study is to analyze the factors that influence consumer attitudes towards counterfeit luxury goods and their influence on intentions to buy fake luxury goods in Indonesia. Research provides better insight and understanding of consumer behavior towards counterfeit luxury goods. The sample in this study were 286 people who intended to buy fake luxury goods. Data was collected through a survey questionnaire and, analyzed by regression analysis techniques. The research findings identify that brand image, quality and price positively influence consumer attitudes towards fake luxury goods. This is because these variables are considered to have influenced individual attitudes. They have a positive attitude towards fake luxury goods in terms of brand image, price and quality and that consumer attitude is a significant variable in shaping consumer purchase intentions, because positive attitude is a stimulus for consumer purchase intention which is a predictor. consumer buying behavior; so the higher the attitude of consumers, the higher their intention to buy. These findings can be an asset for policy makers and producers of original products to formulate strategies to overcome counterfeiting activities.

URGENSI KUALITAS DAN CITRA PERGURUAN TINGGI TERHADAP KEBERLANGSUNGANNYA Daryono, Tri; Haryanto, Budhi
Riset Manajemen dan Akuntansi Vol 11, No 1 (2020): Riset Manajemen Dan Akuntansi Volume 11 Nomor 1 Mei 2020
Publisher : STIE Atma Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36600/rma.v11i1.103

This study aims to examine the effects of teaching quality and college image on positive attitudes toward college and the intention to choose the college. Samples were taken as many as 200 prospective students who intend to continue study in universities, by non-random selection. The Structural Equation Model is a statistical tool selected to elaborate on the hypothesized inter-variable relationships. The test results indicate that the new model developed in this study setting is an alternative model that can be used to explain the factors forming the intention to choose a college. In this case, the intention to choose lecture proven formed by variables teaching quality, college image with mediated by attitude. Besides, the attitude has become a fully mediating variable in the relationship between teaching quality, and college image, to intention to choose a college.The results of this study are expected to explain the process of the formation of the intention to choose collage and provide insight to marketers as input in designing a development marketing strategy. This study is also expected to be developed and tested in different contexts.

URGENSI KUALITAS DAN CITRA PERGURUAN TINGGI TERHADAP KEBERLANGSUNGANNYA Daryanto, Tri; Haryanto, Budhi
Riset Manajemen dan Akuntansi Vol 11, No 1 (2020): Riset Manajemen Dan Akuntansi Volume 11 Nomor 1 Mei 2020
Publisher : STIE Atma Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36600/rma.v11i1.111

This study aims to examine the effects of teaching quality and college image on positive attitudes toward college and the intention to choose the college. Samples were taken as many as 200 prospective students who intend to continue study in universities, by non-random selection. The Structural Equation Model is a statistical tool selected to elaborate on the hypothesized inter-variable relationships. The test results indicate that the new model developed in this study setting is an alternative model that can be used to explain the factors forming the intention to choose a college. In this case, the intention to choose lecture proven formed by variables teaching quality, college image with mediated by attitude. Besides, the attitude has become a fully mediating variable in the relationship between teaching quality, and college image, to intention to choose a college.The results of this study are expected to explain the process of the formation of the intention to choose collage and provide insight to marketers as input in designing a development marketing strategy. This study is also expected to be developed and tested in different contexts.

ANALISIS LOYALITAS TOKO DENGAN PENDEKATAN SECOND ORDER FACTOR DARI STRUCTURAL EQUATION MODEL Haryanto, Budhi; Kawuri, Winanti Retno
Journal of Business Strategy and Execution Vol 2, No 2 (2010): Published on June 2010
Publisher : Bina Nusantara University

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Objective of this study was to explain the shopping behavior. Shopper loyalty as dependent variable that was influenced by hedonic shopping motives and store attributes. In theÂ model, gender, age, and income as variables that were designed to moderate the relationship of these variables. Sample size was 200 person taken from cusomer loyalty in Solo Grand Mall. Survey was conducted to improve the response rate of the sample. Structural Equation Model was used to examine the structural relation. Second order factor SEM was choosen in order to explain the linkage among of the obseved variable. The result showed that shopper loyalty was significanty influenced by store atributte and hedonic shoping motives. This sudy also indicated that gender, age, and income were found to moderate shopper loyalty forming process. In this study, insignificant results were also discused in order to give theoretically andÂ practically implication.

Memviralkan Potensi Desa Melalui Website: Upaya membangun Sosial Budaya dan Ekonomi Desa Bagor, Sragen Setiawan, Ahmad Ikhwan; Dewi, Amina Sukma; Haryanto, Budhi; Khoiriyah, Siti; Haryanto, Haryanto
Jurnal Pengabdian Multidisiplin Vol. 4 No. 3 (2024): Jurnal Pengabdian Multidisiplin
Publisher : Kuras Institute & Scidac Plus

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Sebagai respon pentingnya pemasaran digital, berbagai potensi sumber daya Desa Bagor Kecamatan Miri, Kabupaten Sragen perlu dipromosikan melalui website. Oleh karena itu pembuatan website untuk Desa Bagor dilakukan oleh tim pengabdian masyarakat yang bernaung di bawah koordinasi Riset Group Pemasaran Keperilakuan, Fakultas Ekonomi dan Bisnis, Univesitas Sebelas Maret, Surakarta. Pembuatan website melalui tahapan PDCA (Plan, DO, Check, Action) sehingga diperoleh website desa wisata yang lengkap tapi ringkas dan informatif. Website desa Bagor yang diberi nama dewijaguar.com ini diharapkan mampu menjadi media komunikasi dan promosi sekaligus menarik perhatian investor lokal dan regional untuk memberikan kontribusi bagi pengembangan sosial, budaya dan ekonomi di Desa Bagor

A Systematic Literature Review of Brand Switching Behavior Pratama, Ferdian Tomy; Haryanto, Budhi
Asian Journal of Management, Entrepreneurship and Social Science Vol. 5 No. 01 (2025): Upcoming issues, Asian Journal of Management Entrepreneurship and Social Scien
Publisher : Cita Konsultindo Research Center

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The article uses a systematic review literature that aims to summarize some research on brand switching behavior. This artike employs the PRISMA (Preferred Reporting Items for Systematic Review and Meta-Analyses) technique with the aid of UAKE's Watase program. Literature gathered throughout the previous ten years from 2014 to 2024 was analysed using the Watase UAKE program to obtain article extraction in the form of article information. The findings of the analysis suggest that 2023 is the year with the greatest relevant number of publications, with five articles published. An study published in 2019 by Information Technology & People and titled "The impacts of consumption values and relational advantages on smartphone brand switching behaviour" has 75 citations and was written by Wong, Kit Hong; Chang, Hsin Hsin; and Yeh, Chih Heng. This article is the most referenced article when compared to the collection of articles retrieved. The country that publishes the most publications on the topic of brand switching behavior is China with three articles. Keywords: Brand switching behavior

PEMBERDAYAAN USAHA ROTI DAN KERIPIK DI KABUPATEN KARANGANYAR DAN SUKOHARJO MELALUI TEKNOLOGI PENGOLAHAN TEPUNG TERIGU Irianto, Heru; Haryanto, Budhi; Cahyadin, Malik
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 19, No 2 (2015)
Publisher : Universitas Negeri Yogyakarta

This activity aims to improve the quality and quantity of production, and to improve the quality of financial management in "Brownis Cinta" and "Salsabila". The method includes the introduction of production equipment, laboratory testing, and training of financial bookkeeping. The conclusion of these activities are: (1) "Brownis Cinta" and "Salsabila" have received and used production equipment to improve the quality and quantity of products;(2) organolopotik test results showed that the age of the product expiry more than three (3) days; and (4) "Brownis Cinta" and "Salsabila" have understood and tried to arrange financial bookkeeping

Is Syariah Product Able to Be Go Viral by Not-Syariah Vlogger? Haryanto, Budhi; Setiawan , Ahmad Ikhwan; Atina, Vivin Zulfa
Amwaluna: Jurnal Ekonomi dan Keuangan Syariah Vol. 9 No. 2 (2025): Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/amwaluna.v9i2.7406

This study aims to examine the moderating role of brand congruence and the mediating role of brand attitude of wardah beauty products. Data collection was carried out online to Muslim women aged 16-35 years who had never bought wardah products. Data collected from 280 respondents who watched the beauty vlogger's youtube video was then analyzed with partial least squares structural equation modelling (PLS-SEM). The results show that the credibility of beauty vlogers does not affect the desire to buy. However, product congruence and attitude affect the interest in buying wardah products. Furthermore, in the moderation test, it was found that product congruence did not moderate the relationship between credibility variables and buying interest. The mediation test found that brand attitudes partially mediated the relationship between attitude, attractiveness and expertise to purchase intent. The study also discusses its implications, both theoretical and practical, and its implications for future studies. Overall, it can be concluded that consumer interest in buying a cosmetic is based on the quality of the product, not from the credibility of the beauty vlogger.

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