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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Business Review and Case Studies
Silvia Dewi Sagita Andik
College Of Vocational Studies, IPB University
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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A Comparative Study on Indonesian and Malaysian Consumers’ Perception and Preference Towards Handphones From China, South Korea, America, and Europe Silvia Dewi Sagita Andik; Jono M Munandar; Mukhamad Najib
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 4 No. 2 (2018): IJBE, Vol. 4 No. 2, May 2018
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.4.2.130

Abstract

Most handphones in Indonesia and Malaysia are imported from other countries such as from America, Europe, China, and South Korea. The enhancement of global brands has reduced local brand preferences. This research aims to clarify the consumers’ perception towards brands of handphones in Indonesia and Malaysia by conducting comparative studies in both countries and examining the effects of product attributes and brand image on brand preference. Questionnaire surveys were conducted to 200 respondents from Indonesia & Malaysia. The data were analyzed by the descriptive analysis, Semantic Differential Scale Analysis, ANOVA test, and Structural Equation Modelling Partial Least Square (SEM-PLS). It has been clarified that there are differences in preferences between consumers in Indonesia and Malaysia in terms of product attributes. Thus, the results of this research give benefits to the market expansion and product development in both countries.Keywords: brand preference, consumers’ perception, country of origin, brand, structural equation modeling
MOBILE PHONE BRANDS PREFERENCES AMONG STUDENTS: COMPARATIVE STUDIES IN INDONESIA AND MALAYSIA Silvia Dewi Sagita Andik; Jono Munandar; Mukhamad Najib; Abdul Rashid
Business Review and Case Studies Vol. 2 No. 1 (2021): BRCS, Vol 2 No 1, April 2021
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.2.1.10

Abstract

In recent years, various brands of mobile phones have dominated Indonesia and Malaysia market. Most of them are imported from other countries, such as China, America, Europe, and South Korea which are highly competitive by offering the variety of designs and functions. To compete with other competitors, Indonesian telecommunication industry needs to focus on brand management, especially in building brand preference. The aims of this research to examine factors affecting brand preference. Questionnaire surveys have been conducted to 200 respondents in Indonesia & Malaysia. Data were analyzed by descriptive and Structural Equation Modeling Partial Least Square (SEM-PLS). SEM PLS has been conducted in order to examine the relative impact of the identified factors on brand preference. The major findings are there were differences factors affecting brand preference of mobile phone between Indonesian consumers and Malaysian consumers. Indonesian consumers are more focused on brand awareness when they have to choose mobile phone brands. On the other hands, Malaysian consumers are more focused on brand experience. Keywords: brand awareness, brand experience, brand preference, mobile phone brand, structural equation modeling
Qurban Animal Purchasing System During The Covid 19 Pandemic and Marketing Strategic Implication Silvia Dewi Sagita Andik; Pria Sembada; Annisa Hakim
Business Review and Case Studies Vol. 3 No. 1 (2022): BRCS, Vol 3 No 1, April 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.3.1.23

Abstract

The Indonesian Government's regulation regarding Large-Scale Social Restrictions (PSBB) has limited interaction and communication during the COVID 19 pandemic. In Indonesia, the location is separated two zones during the COVID 19 pandemic, namely red zones and green zones. The red zone is defined as an area where there are significant number of COVID 19 cases. Meanwhile green zone is an area where there are not significant number of COVID 19 cases. Eid al-Adha is a Muslim holiday that is identical to the slaughter of sacrificial animals (cows or goats). There have been changes in consumer behaviour related to the qurban animal purchasing system during the pandemic. The purpose of this study is to analyze the change of consumer behaviour in qurban purchase system and to develop the marketing strategic during the COVID 19 pandemic to minimize the risk. The survey method using online questionnaires was chosen to collect data from 100 respondents. Analysis using descriptive cross-tabulation, and SWOT analysis. The results showed that there was a change in the behaviour of the qurban animal buying system in two different zones, namely the red zone and the green zone. Most of the consumers in the red zone have shifted to buy qurban animals online, while in the green zone there has not been too much change in the shift of buying from offline to online systems. The marketing strategic for business are they can uses the digital platform for selling their product. Keywords: consumer behavior, COVID-19 Pandemic, Indonesia, SWOT, qurban animal
Co-Authors Abdul Rashid Annisa Hakim Faqih Udin dan Jono M. Munandar Meivita Amelia Mukhamad Najib Pria Sembada