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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Herry Hudrasyah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Predifining emotion through product design Reni, Theresia; Hudrasyah, Herry
Jurnal Manajemen Teknologi Vol 9, No 2 2010
Publisher : SBM ITB

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Abstract

In the recent decades the business environment has changed tremendously due to the advance of globalization and competition, changing the essentials for success. To overcome competitive pressure, marketer and designer have to focus on customer's sensory needs and desires to create a deep rooted relationship through emotional dialogue. In this context, innovativeness appears to be a key ingredient to  create  and  control  consumer's  emotion.  Perceived  of  innovativeness  is  strongly  influenced  by consumer desire attribute of product. Design innovativeness is one of a powerful differentiator, which can be used as a strategic tool to achieve and sustain competitive advantages. Design's contribution to a product's success manifests itself in several ways, for example in packaging design. Packaging is a tool to build emotional connectivity with consumer. Marketer and designer have to be creative to build deep relationship with consumer through aesthetics and visual attribute of packaging design, in this case : cosmetics packaging. This study attempts to show that perceived innovativeness which are build from consumer's visual standard are important aspect in building emotional responses. Collecting method in this research is using questionnaire Population in this research is working woman in Jakarta, sample amounting  to  102  people.  Hypothesis  examination  in  this  research  by  correlation  and  multiple regression. Analysis result indicate that perceived innovativeness and consumer's visual standard have an effect to emotional elicited.Keywords: Perceived Innovativeness, Consumer's visual standard, Emotional elicited
An Audience Research in Music Industry: Characteristic of The Fans of BALUM Dwi Putra, Adityawarman; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 2 (2012)
Publisher : Journal of Business and Management

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Abstract

Music Business is an industry that requires not only musical ability but also other skills such as management skills, performance art, negotiating skills, etc. when we combine making music with making money; we become a part of the music business. This research will discuss about a musician called Balum (www.facebook.com/Balumguitar). This year Balum wants to increase the people awareness of Balum by release his first album. In developing his music career, the first step is to know who the fan is and what the characteristic of the fans is. To simplify, the problem can be expressed as: What is the characteristic of the fans of Balum? The objective of this research is to understanding the fans of Balum in terms of lifestyle and personality. By understanding those fans, Balum expected to have through understanding of his fan-base. From this point, plan a development strategy for his musical career. This research will also may be used by fellow musician as a reference for developing their own musical career in Indonesian market. The qualitative research will conduct to depict the characteristic of the existing fans. Personality approach is used to describe the personality of Balum’s fans. Demographic property and lifestyle trends among the existing fans also used to depict the characteristic of the fans. The participant of this research is the fans of Balum itself.Keywords: Audience Research, Brand Development, Market Characteristic, Music, Music Business
LEVI's Factory Outlet Phenomenon in Indonesia Hanif, Hanif; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 2 (2013)
Publisher : Journal of Business and Management

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This Final project (Research) is about Levi’s factory outlet in Indonesia which further abbreviated as LOS (Levi's Outlet Store). Factory outlet is a retail store in which manufacturers sell their products directly to the public as consumers. Factory outlets function is to increase sales and reduce inventory piling up in warehouses. The purpose of this study is to determine how much influence the Levi's outlet store on the phenomenon of factory outlets in Indonesia and to determine how much 7PS influence sale at Levi's outlet store. The research was conducted in LOS Bekasi (Bekasi Square), LOS Pejaten Village, LOS Plaza Cibubur and LOS Bogor using purposive sampling method. Purposive sampling is the selection of the sample is based on certain characteristics that are considered nothing to do with the characteristics of the population. Based on data collected from 400 respondents Levi's outlet store that has been deployed in LOS Bekasi (Jakarta Square), LOS Housing Village, LOS Plaza Cibubur and LOS Bogor then can be drawn some conclusions, that is the existence of Levi's outlet store in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) is one of the many FO growing in Indonesia and has a very large market opportunity. Now, Levi's products are become a lifestyle (trend) in the most of the Indonesian people and the existence of LOS provide convenience to customers to find the product Levi's product they like Keywords: Levi's Outlet Store,7PS, Factory Outlets, Indonesia customers
THE CONSUMER BEHAVIOR OF PURCHASING DECISION REGARDING FAST MOVING CONSUMER GOODS IN RURAL AREA Hidayat, Restya Nur; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. Background: this study aims to identify the factors that influence consumers’ purchase decision toward fast moving consumer goods on rural area. Methods: the objective of this study can be achieved by spreading the questionnaire with convenience sampling technique. The data is analyzed by using factor analysis and multi linear regression techniques.  Results: The findings from this research have found five factors that can influence to behavioral of society in the rural area in purchasing decision toward FMCG product. Conclusion: the findings of this study can be utilized in decision marketing strategy.  Keywords:  FMCG, purchase decision, analysis factor and multiple linear regression.
The Antecedent of Air Asia Indonesia Brand Trusts on Indonesia Domestic Customer and the Effect of QZ 8501 Disaster to Their Future Trust and Purchase Intention Harmal, Augy; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 9 (2015)
Publisher : Journal of Business and Management

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Abstract

Abstract.In December, 28th 2014, QZ 8501 which departed from Ir. Djuanda Airport, Surabaya to Changi International Airport, Singapore encountered machine problems because it hit the Cumulonimbus Cloud which engendered stall and finally crashed down near the Cape Pandan, Kalimantan. Many controversies arose after the tragedy such as QZ 8501 flight permission issued by the ministry of Air Transportation, the downfall of the Air Asia Indonesia profits, decreasing number of Air Asia Indonesia’s load factor and passengers level at the end of 2014 and finally the traumatic problems to the Indonesia society right after the tragedy in terms of their intention to using Air Asia. This study has three aims which are: a) to determine the Domestic customers preferences while choosing Airlines services using Kraskull-Wallist test, b) to understand the current trust and willingness to purchase from the Domestic customers towards Air Asia Indonesia seven months after the tragedy using Qualitative and Quantitative approach and c) trying to examine the relationship between Service Quality, Customer Satisfaction and Corporate Image to the Brand Trust and Purchase Intention towards Air Asia Indonesia from Domestic Customers perspective. The result from this study indicates that a number of common aspects that customers consider while choosing Airlines such as Safety aspects as the main priority. Related to the Customer Brand Trust and Purchase Intention towards Air Asia Indonesia, above 80 percent of respondents still trust and willing to purchase. This research indicates that all of Airlines in Indonesia especially Air Asia Indonesia try to build their new image and get back customers trust by convincing the customers that they already increased their safety especially with the increase of plane accidents happened lately. The flight permission issues for QZ 8501 should be a lesson for all of Airlines in Indonesia to be more submissive to the rules that already made by regulators. Keywords : QZ 8501, Air Asia Indonesia, Brand Trust, Purchase Intention, Service Quality, Customer Satisfaction, Corporate Image, Partial Least Square, Kraskull-Wallist,
Factors Influencing the Intention to Purchase and Actual Purchase Behavior of Organic Food Humaira, Assyifa; Hudrasyah, Herry
Journal of Business and Management Vol 5, No 4 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract.The organic market is widely considered as one of the biggest growing markets in food industry. The trends of healthy lifestyle also reflected in Indonesia. However, the number of consumer who purchases organic food in regular basis is reported to be low. To encourage consumption of organic foods, marketers must understand the consumers well to create better marketing strategy. Therefore, the objective of this study is to examine the factors that influence consumer intention and actual purchase behavior in the context of organic food. The proposed model of this study is using the modified Theory of Planned Behavior by Ajzen (1991) with added variables as determinants in organic food consumption. The research was conducted by distributing questionnaires to organic food consumers in Jakarta. Using the final data from 200 respondents, the data was analyzed by using Microsoft Excel, SPSS and assessed through Factor Analysis, One Way ANOVA, Multi Linear Regression, and Path Analysis. The result found that health consciousness, organic knowledge and trust have significant influence on attitude. As for the intention to purchase organic food, attitude has the strongest influence then followed by subjective norms and price. However, availability showed to have no significant influence on intention to purchase which demonstrated a different result from previous studies. Finally, actual purchase behavior found to greatly influenced by the intention to purchase itself.Keyword: Organic Food, Organic Consumers, Theory of Planned Behavior, Intention to Purchase, Actual Purchase Behavior
Analysis of Movies Product Placement and its Effect Toward The Audiences (Case Study: Ayat-Ayat cinta, Perahu kertas, Habibie & Ainun) Subianti, Tripuspa; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 2 (2013)
Publisher : Journal of Business and Management

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Abstract

The weariness of audience in watching commercial during their favorite TV shows at home is one of the reasons product placement was born in the marketing world. Nowadays, product placement is something familiar on the television program shows and feature movies. According to Balasubramanian (1994) product placement is hybrid messages include all paid attempts to influence audiences for commericial benefit using communications that project a non-commercial character; under these circumstances, audiences are likely to be unaware of the commercial influence attempt and/or to process the content of such communications differently than they process commercial messages. Morover Wiles (2009) states product placement in movie is an investment for brands trying to reach a niche audience and there are strong reasons for investors to expect that film product placement will increase consumer awareness of a particular brand. A big-budget feature film that has expectations of grossing millions may attract many commercial interests; however, the film studio must also analyze if a product fits with the image of the film. A high-profile star may draw more attention to a product, and therefore, in many cases, this becomes a separate point of negotiation within his or her contract. In Indonesia, product placement in movies is starting to grow due to the catalyst work of the film makers that think that they can cooperate with commercial companies to obtain benefits for both parties. A company can help cover up the cost of film production while the director can provide space to hold corporate product placement in movies. However, both parties must have an appropriate strategy to achieve the balance between keeping the quality of the movie and still delivering an effective product placement. The effectiveness of product placement in movie can be measured using brand recall, and includes the factors of product familiarity, program involvement (arousal, pleasure, cognitive effort), and high-profile star/star liking. This study used an explorative and descriptive design. Explorative is used to gain data from the key informants, which will be analyzed and compared with literature study. Descriptive design is used to measure the effectiveness of product placement in movie from the audiences aside. By using three commercial movies directed by Hanung Bramantyo which is a famous director who received numerous awards and made several successful commercial movies in Indonesia titled Ayat - Ayat Cinta, Perahu Kertas, and Habibie & Ainun as objects of the research, moreover these movie based on best-seller novel, this paper discusses product placement that occured on all three movies and its effect toward the audiences, which in turn can be an input and evaluation materials to directors and producers in Indonesia, particularly Hanung Bramantyo in making commercial movie in the future.  Key Words: Product Placement in Movie, Product Placement, Brand Recall
Integrated marketing Communication Strategy for Natural Restaurant and Strawberry Garden Prabowo, Rendy Satrio; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 3 (2012)
Publisher : Journal of Business and Management

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Abstract

Natural Restaurant and Strawberry Garden is sundanese restaurant with self-picking up strawberry garden that located in tangkubanperahu street no.109,Lembang, West Java. Naturalestablished in September 2008 founded originally as the founder Ir. Dedih Supriyatna.In its development, at the beginning of 2010 Natural decided to shift their business as tourist area, not only restaurant that provide dishes and strawberry chosen as its new concept in order to gain competitive advantages in this competition. Therefore this research is done by competitor analysis and interview to define customer perception toward Natural then determine Natural’s new target market  and create integrated marketing communication strategy for their new concept.There are many points resulting from the analysisRumah Strawberry is the competitor for Natural. Rumah Strawberry has advantage in their brand which already been covered by tv program, mainly in culinary tv program. Then, Rumah Strawberry located near some tourist spot like KampungDaun,Kampunggajah,and the Peak this give some advantages and disadvantages because Kampungdaun,KampungGajah,and The Peak give more challenge in attract customer to choose place for eating.Natural has strength in their strawberry product and its strategic location, also has weakness in managerial and marketing activity. Likewise  increase of tourist in Lembang and competitor will be an opportunity and threats of Natural.for their new position as “Sundanese restaurant naunced nature of parahyangan with best quality and quantity strawberry, target market are medium-high and above economic class that looking for experience to picking up strawberry by themselves, from domestic and international originsTo choose which strategies to use, we must see capability and rationale of each strategy. Good marketing strategy and implementation can only be done by a good management. So,it is also important to hire  person who concern in marketing to make their strategies running well.After implementation, Natural need to do evaluation to control the progress and the effectiveness of the strategies. The evaluation recommended every 4 months  refers to “think”,”feel”,and “do” objectives. This short  4 months period evaluation choose in order to make Natural can take decision rapidly adjust to situation and result of evaluation to make sure the strategies that use implementd goodPurpose:The purpose of this research is to help Natural-restaurant &strawberry garden with propose strategi marketing through Integrated Marketing CommunicationDesign/methodology/approach:The theory used are Zero Based Planning by Tom Duncan to determine IMC, consumer behaviour- AIDA Models to determine objective,andmarketing mix 4P (Product,Price,Place,and Promotion) and below the line  theories to develop the marketing strategy for Natural. The analyses are the current condition and the segmentation analysis of Natural and its competitor, De’Ranch and POM TahuLembang, in-depth interview to respondents from travel agent and driver of rental car as stakeholder, and comparison analysis between those three brand.Findings: The end of the research shows that Ntural’s new positioning  delivered through marketing mix (Product,Price,Place,and Promotion) to achieve its objective. For Product, natural need to provide sundanese food and  improvetheir menu with natural speciality dish or signature dish. For price,Natural need to set their price below the competitor to enter the competition easily. For Place, natural need to set their place to be a big tour trip from customer enter until exit from NaturalFor Promotion, Natural should use B2C  Strategy and arrange media communication. B2C strategy with do some cooperation stakeholder like tour&travel agent, driver of rental car, and Bank. the objective of this strategy is to increase amount of Natural visit. Media Communication that choosen are car sticker,brochure, billboard website and social mediaResearch limitations/implications:Research with the scope ofthe city of Bandung and West Bandung regency will be specifically research Natural restaurant and strawberry garden. The strategy will be developed with the focus on Natural overall with the competitor analysis and proposes an integrated marketing strategy through IMC strategies with the goal of increasing the number ofcustomers.In this research not conducted an evaluation of the proposed strategy will be given. This is because it needs to be done to evaluate the implementation of the proposed strategy while researcher faced the limited time in the completion of this study. Therefore, the evaluation can be performed in subsequent studies. In addition, the research will be focused on the proposed strategies needed to develop the  Natural.Practical implications:Theoutcome of this research isintegrated marketing communicationwith  new position as “Sundanese restaurant naunced nature of parahyangan with best quality and quantity strawberrySocial implications:With the conducted integrated marketing communication, Natural could attract more customers and be more competitive in business competition.Originality/value:This research has an outcome which is marketing strategy through integrated marketing communication for restaurant in phase transition of positioning.Keywords: Restauran,Integrated Marketing Communication,Marketing MixCategory:Business Strategy; Marketing.
INVESTIGATING MUSLIM STUDENT’S AWARENESS TOWARDS HALAL LABELLED COSMETICS (STUDY IN BANDUNG) Anggraeni, Vika; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract. For Muslim consumers, consuming halal products is one of the obligations based on religious Shari'a. Halal products are consumed or used in any variety, including cosmetics product. Nowadays, cosmetics and personal care products are a fundamental part of daily lives. However, according to previous studies the female consumers do not completely aware to the halalness of their cosmetics product. Thus, because of the growing and demand of halal cosmetics product, it is important to figure out the halal cosmetics awareness among young generation. Findings on halal cosmetics in Indonesia is straitened. Furthermore, the purpose of this study is to describe the female Muslim student’s awareness towards halal labeled cosmetics, specifically, in Bandung city. To know the students’ awareness towards halal label cosmetics, researcher author combining several concept of customer awareness for measuring consumer awareness since there is no exact variables in measuring the awareness. The variables are consists of a socio-demographic profiles, media advertisement, and product knowledge. By using Qualitative Research method with semi-structured interview to the seven participants, researchers can understand the phenomenon about halal awareness among Muslim students. This study also used triangulation by interviewing some expert in cosmetics industry. The result found that students had awareness towards the halal labeled cosmetics. In conclusion, the participants who had attended Islamic religious school has more understanding about religious education and more aware towards halal cosmetics. They had aware towards the information about halal cosmetics in the advertisement. The participants also have their awareness towards their knowledge through cosmetics product, including ingredients, logo and halal certification. Based on this study, there is another factor that can influence the consumer awareness towards halal labeled cosmetics. It includes the halal regulation and cosmetics industry. Furthermore, this study expects to give some recommendations and better understanding the importance of knowledge of a halal cosmetic product and shows how the industry and government can better accommodate these needs.  Keywords:  Consumer Awareness, Halal Labelled Cosmetics, Halal Product Consumption
THE ANALYSIS OF INDONESIAN CONSUMER PREFERENCES TOWARDS INDONESIAN LOCAL LIPSTICKS Kardena, Syifa Aida; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract

Abs tract.The cosmetic industry is one of the fastest growing sec tors in Indonesia and has consistently recorded double - digit growth in recent years. The growth of cosmetic industry in Indonesia is always increasing every year. In the period of 2010 – 2015 the total average Indonesia cosmetic industry growth is around 9 .67% every year. The preliminary  study result shows lipstick is the most wanted cosmetic product in this research. In recent years, Indonesian local lipstick is on the rise, there are many local lipstick brands in the mark et. Nevertheless, more and  more  new  local  lipstick  brands  companies  entering  the  mark et  in  Indonesia,  resulted  into  a  highly competitive  environment. Therefore, it is essential  for the companies to continuously  develop their business activities and product development in order to remain an d attract new customers. The purpose of this study is to find  out  the  important  factors  for Indonesian  customer  towards  Indonesian  local lipstick  and analyze the important attributes for the customer. This study is using both qualitative and quantitative m ethod, focus groups discussion and conjoint analysis. The  results shows the preferred combination are Rollover reaction, natural color, soft matte texture, beauty blogger/vlogger review and price value at 50.000 rupiah. The most important attribute based on the result is brand
Co-Authors Abrar Asril Aditya Widyaraahman Adrian Pasca Alpha Pudjono Amelia, Sindy Yurezka Anggraeni, Vika Arief Rachman Astiana Soejarno, Hanna Augy Harmal, Augy Aulia Mahiranissa, Aulia Avmeilputra, Muhammad Hashfi Ayu Mulatsasi, Dyah Bayu Kusuma Adi Saputra Besari, Anindita Putri Buana Putri, Dini Mustika Christy, Ayu Cibro, Yenny Erica Br. Damayanti, Elok Dermawan Wibisono Devi Dianty Aretta Dianlestari, Cattleya Dwi Grahantio Baskoro Dwi Putra, Adityawarman Ergy Adhitama Fakhri Syahir Abdul Quddus Felisia Noviana Mukti Gladista Galuh Iriandari, Gladista Galuh Handry Martha Yudha Hanif Hanif Hanindito Rasyid Hidayat, Restya Nur Humaira, Assyifa Husna, Nabila Ima Fatima James Evan Tumbuan Julia Kunti Mekarsari, Julia Kunti Juwita Carolina Pasaribu Kardena, Syifa Aida Laras Riskyananda, Laras Larasati Prawitasari Laressa Amaly Mandala, Rizky Yudistira Mohammad Rizqi Rasyid, Mohammad Rizqi Muchammad Gilang Pramuwidyatama Muhammad Bian Arianandhika Muhammad, Rizki Maulana Mukmin Qowiy, Ismail Mumtaz, Muhammad Hauzan Refin Neneng Nurlaela Nurcahyo, Agung Prabantoko kusumoanggo Putranto, Fajar Eka Raharta, Rayasari Ramara Arief Kurniawan Rendra Deny Angriawan Rendy Satrio Prabowo Stephanus Adythia Syailendra, Alif Aviano Taufik Faturohman Teddy Apriliandi Pratama Theresia Reni Tiko Rhamdani S, Raden Trianita Adhi Handayani, Trianita Adhi Tripuspa Subianti Widhikora, Destria Arundani Widya Larasati, Widya