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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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Comparative Analysis of Pre Roll Advertising On Youtube using AIDMA Handayani, Trianita Adhi; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 6 (2015)
Publisher : Journal of Business and Management

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Abstract - Based on research conducted by Nielsen to Youtube in 2013, visitors to YouTube now reached more than 1 billion visitors per month worldwide. Youtube is now ranked as the fourth most visited site in the world in Indonesia. The high Youtube’s visitor traffic in Indonesia became a magnet for companies to advertise on the site Youtube. There’s a lot of company that invest their money to advertise their brand using Youtube as the media. The most familiar kind of advertising in Youtube is pre-roll ads which has two kinds, skippable and non skippable pre roll ads. Even though a lot of people got annoyed with this form of ads, YouTube still keep it exists. It means that, this form of advertisement still gave an impact to the brand or product. This problem will be analyzed by measuring and comparing the effectiveness between skippable and non skippable pre roll ads on Youtube using AIDMA and also by collecting behavioural substance of netizen in Bandung. Each of the phases will be measured and will be compared to find which form is more effective. Research is conducted using qualitative and quantitative research. For qualitative, researcher conduct interview to figure the substance behavior pattern of netizen in Bandung. For quantitative research, questionnaire is distributed to 200 respondents with a pre test conducted to 30 respondents. Questionnaire is distributed to netizen in Bandung who have ever access YouTube and ever found pre roll ads while accessing YouTube. There are two types of data analysis, which is descriptive and comparative analysis. All of analysis is processed using SPSS. Indicators used in the questionnaire is proven valid and reliable. Finally, the effectiveness of both pre roll ads can be analyzed by every phase of AIDMA. Over all, skippable pre roll ads is more effective than non skippable pre roll ads. One of the reason is because skippable pre roll ads involve viewers to watch the ads even though only for the first five seconds but it could make viewers easier to recognize and remember the brand that appear on pre roll ads. From the result we also know that people tend to watch the ads while waiting to skip on the skippable pre roll ads, and people tend to ignore the ads when they found non skippable pre roll ads.  Keywords : Pre Roll Advertising, YouTube, online advertising, AIDMA, skippable and non skippable ads.
Consumer Education Through Green marketing Rasyid, Hanindito; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 2 (2012)
Publisher : Journal of Business and Management

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Global warming is currently an issue that is often heard. The greenhouse effect that takes place when solar radiation is trapped within the earth’s atmosphere creates a rise of temperature at a global scale. The effects of global warming itself comes from none other than human consumerism. The amount of waste that people dispose are so much that the earth could not handle it anymore. Marketers should also take responsibility for preventing this from getting worse, because the consumerist lifestyle itself comes from increasing demands influenced by marketers. Therefore, marketers are responsible to shift the consumers lifestyle to become more environmental friendly.This research will focus on college students as the main research subject because they will be the next generation that will make the decisions which will affect the environment for the future.There are two main goals of the research which are to find out the consumers current level of knowledge regarding green products and what are able to motivate them in purchasing a product.The research shows that most consumers already know that products, specifically shampoo, that come in a reusable form of packaging and are made from organic materials are environmental friendly, but do not perceive the same with products that use less water. As for their purchasing motive, it turns out that the environmental friendliness of a product and brand ambassador are the two main factors that separate people with lower level of knowledge regarding green products to those who are more aware itKeywords – Green Marketing; Consumer EducationCategory: Marketing; Business Strategy
Consumer Purchase Intention towards Diamond Jewelry in Indonesia Amelia, Sindy Yurezka; Hudrasyah, Herry
Journal of Business and Management Vol 5, No 6 (2016)
Publisher : Journal of Business and Management

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Abstract.This research focused on diamond jewelry industry in Indonesia that keep increasing every year based on Canadean’s extensive market research report. In comparison, according to the latest data from Statistics Indonesia (BPS), Indonesia’s gross domestic product (GDP) growth decrease quite significantly in the last 5 years. This means the related causes have contradiction and have to be analyzed clearly about factors in consumer’s behavior towards diamond jewelry. This research analyzed reasons why consumers purchase and consume diamond jewelry and what are their intention in buying diamond jewelry including their motivations and considerations in buying those luxury goods by using qualitative interviewing techniques. The methodology is in-depth interview with 7 respondents who will be the key informants of this study. Results of the interviews revealed that the majority of the respondents are mostly motivated by their self-identity, need for uniqueness and also need for status when intending to buy diamond jewelry. The respondents also consider diamond jewelry as an investment to be their motivator, since it can be resell and be trade in for the new one. Nevertheless, price was found to be the most frequent barrier when making decisions to purchase or not.Keyword: Consumers behavior, luxury goods, diamond jewelry, purchase intention, personality factors
STRATEGY FORMULATION IN ENCOURAGING COMMUNITY DEVELOPMENT OF GEOPARK CILETUH-PALABUHANRATU SUKABUMI Widhikora, Destria Arundani; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. Ciletuh-Palabuhanratu Geopark is a tourism destination in Sukabumi district which is relied by the government of West Java to hold UNESCO Global Geopark status by the year 2018. However, for the geopark to be recognized as such, it needs to pass the requirements set by UNESCO, which is to develop the geopark area using sustainability concept and community development in mind. All these three aspects; economical, socio-cultural, and environmental, should be sustainably managed. This research aims to explore new strategies for CPG management in the cause of sustainably developing Ciletuh-Palabuhanratu community areas. In-depth interview, journal and article study are used as main data collection methods. Environmental scanning is conducted before strategic formulation using SWOT Analysis, TOWS Matrix, and Porter’s Generic Competitive Advantage. External analysis found that trend of ecotourism and the use of internet for tourism is rising, community members are mostly cooperative yet lacking in education about conservation, geopark vision, and foreign language. Internal analysis found that geopark has many diversities, strong government ties, and team of experts, but their problems are lack of infrastructure and public business facility and threat from illegal mining. Keywords: community development, Geopark Ciletuh-Palabuhanratu, local community, strategy formulation, sustainability
Measuring the Effectiveness of Marketing Communication Using AISAS ARCAS Model (Case Study: Bagoes Bag by PT. Greeneration Indonesia) Amaly, Laressa; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 5 (2012)
Publisher : Journal of Business and Management

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Purpose: The paper aims to measure the marketing communication performance and effectiveness for BaGoes in order to improve the promotion, product aspects that affecting the promotion, strehgthen or rebuild product image. Design/methodology/approach: This paper is based on AISAS ARCAS model framework for measuring marketing communication performance, by means it is also used to evaluate the promotion/ads and product aspect that affecting the promotion. Questionnaire, in depth interview and observations are used for research approach. Number sample of 206 respondents of BaGoes target market in Bandung was collected through convenience sampling. Factor analysis and multiple regression analysis were used to test the proposed model. Interview and obeservations functioned as crosscheck tools for quantitative analysis also constructing deeper research and finding. Findings: The result conveys that current marketing communications is not effective. Variable Attention and Interest are the important fundamental basis for the purchase action. In addition, variable Sustain also influence purchases, Research limitations/implication: BaGoes is the only product that used as an object of the research and only conducted in Bandung. For future research, it is suggested to use structural equation modeling (SEM) in assessing the interrelationship of the variable in the proposed model. Practical implication: In order to make the product sustainable, the directors should develop strategy and focus on consumer perception by improving variable Attention, Interest, and Sustain. Originality/value: This paper contributes in marketing communication effectiveness measurement using AISAS ARCAS Model. Keywords: Marketing Communication, AISAS ARCAS Model, Advertising, Promotion Category: Marketing
Factors that Influence Customer's Intentions to Revisit Cafe: Case Study of Siete Cafe in Bandung Cibro, Yenny Erica Br.; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 2 (2017)
Publisher : Journal of Business and Management

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AbstractSiete Café is one of popular café in Bandung located at Jl. Sumur Bandung No.20. Siete Café was established on November 11th, 2011 by 6 students of Bandung Institute of Technology. The target market of  Siete Café is college students from universities and employees in Bandung. In running the business and apply the marketing strategy, Siete Café implementing 7P’s marketing mix (Products, People and Process, Price, Place, Promotion, and Physical Evidence) in order to improve customer satisfaction that will influence customer’s  decision to revisit in Siete Cafe. But in 2015, Siete Café had decreased of total sales numbers caused by the decreased of visitor numbers in that period. This research aims to identify and analyze the relationship between the factors of Siete Cafe’s marketing mix (food quality, service quality, place, price, promotion, physical evidence) as an independent variables to customer satisfaction as the dependent variable, and also the relationship between customer satisfaction as independent variable toward revisit intentions as a dependent variable. The data were gathered using questionnaire and distributed to 184 customers who had visited Siete Cafe. The result showed that the factor of quality food, place, price and promotion does not have a significant effect (sig> 0.05) towards customer satisfaction in Siete Cafe. While the quality of service and physical evidence has a significant impact on customer satisfaction in Siete Cafe value (sig> 0.05 and beta = 0.281; 0.309). The results also found that the squared R-value of this study marks a 0.298 value or 29.8%, which signifying the effect of Food Quality, Service Quality, Place, Price, Promotion, and Physical Evidence of overall Customer Satisfaction. The number is also telling the existence of a 70.2% contribution of the Customer Satisfaction Measurement that is not covered in this study. However, the value of the squared R is 0.503, or 50.3% of the effect of Customer Satisfaction toward the Revisit Intention to Siete Cafe.  The result will be functional for Siete Cafe’s management to evaluate and enhance the factors that might enhance the customer satisfaction to induce their intention to revisit, specifically physical evidence and service quality. Siete Cafe also needs to analyze the market trend in order to improve marketing strategies.  Keywords: Cafe, Marketing mix, Customer satisfaction, Revisit intention
Servicescape Analysis and Design for batagor Hanimun Kurniawan, Ramara Arief; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 3 (2013)
Publisher : Journal of Business and Management

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Servicescape is one of the crucial elements in developing a restaurant. This also applies to Batagor Hanimun. Batagor Hanimun is a family business that starts in 2007 in Cimahi, and continues to grow until they already have 4 branches in Bandung as of now. The first servicescape elements problem that Batagor Hanimun had is that they haven’t got their own place. This makes them couldn’t alter the servicescape elements, and can only use what’s already provided for them from the place owner. The second problem is that there are no signages to indicate that Batagor Hanimun is there. This makes the brand virtually unknown to the new customers. The third problem is the servicescape elements didn’t justify the price given by Batagor Hanimun. Costumers complain that the price is too high without any added value from the service and place.The researcher did a direct observation to the place to start the research. Servicescape has a lot to do with sense: see, hear, touch, smell, taste. With this in mind, the researcher makes an observation based on the 5 senses, such as trying the different chairs and tables, touching walls and equipment material, etc. When designing the new servicescape design, the researcher makes the design with the assumption that the place used is in Ambon Street. This is due to the owner already has a plan to build their own place there. With that in mind, the researcher makes a new design specific for the target market there. The signage is put up front so that people can see it from the street. The design is based on some modern restaurant and café, while still maintaining the aspect of Bandung. The main focal point is the counter, with the wall made of stone and the name of the restaurant on the wall. The tables are made of wood, to maintain the traditional feel of Bandung. The seating is arranged into four categories: one person arrangement, two people arrangement, three to four people arrangement, and more than four people arrangement. This will make the place tidier, and the customers will have option as to what type of chairs they want to sit. Keywords: marketing, business strategy, servicescape, restaurant, branding-----------------DISCLAMER: This paper is created by undergraduate students of School of Business and Management ITB in partial fulfillment of the requirement of the degree Bachelor of Management. Journal of Business and Management is not responsible for the content, opinions, or any other materials expressed here.
My Mate Food & Friends Promotion Strategy with Integrated Marketing Communication to have Awareness in Bintaro Jaya Widyaraahman, Aditya; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 1 (2013)
Publisher : Journal of Business and Management

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My Mate Food & Friends’ is real culinary businesses in Bintaro Jaya, before My Mate Food & Friends stand; there was named Moe Café, Family and Restaurant. Therefore Moe Café changed into My Mate Food & Friends to follow the market growth as the writer also directly involve in running this real culinary business. The writer used Integrated Marketing Communication model strategy business. In this research the writer used exploratory research method. The results explorative research is going to be used field observation, interview with key performance, and questionnaire variables. The problem that rose in this research is about promotion strategy that performs by My Mate Food & Friends management to have costumer awareness for My Mate Food & Friends, and finding solution that management should do to become new concept culinary business in concept that accepted, also competitive with other competitors. Therefore, based on the analysis, the writer giving conclusion and recommendation for My Mate Food & Friends management they should do. The reason of this paper is to build new culinary business development in Bintaro Jaya. Other wise the tools of IMC need to be integrated. IMC previous studies, to sells the brand with IMC approach, and the scale to evaluated potential target audience, and costumer expectation of brand awareness to sells My Mate Food & Friends brand. Other data is gathered from some interview to three key performances. The impact of this research to the society is gives society a better place to have new experience in culinary life style, introducing people to stay in their area rather to go out from Bintaro Jaya. The society issue is the local organization that sometimes they must be manage to not bother other people business. Keywords-component; Integrated Marketing Communication, Potential Target audience,Promotion Strategy, Mix Marketing. Category: Marketing
Brand Awareness Measurement of KPR FLPP Among its Target Market in Jakarta Arianandhika, Muhammad Bian; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 5 (2012)
Publisher : Journal of Business and Management

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Abstract

Brand Awareness Measurement of KPR FLPP Among its Target Market in Jakarta
Television Advertisement Comparative Analysis: The Use of Songs from Hot 100 Billboard Chart and Non-Hot 100 Billboard Chart Muhammad, Rizki Maulana; Hudrasyah, Herry
Journal of Business and Management Vol 5, No 4 (2016)
Publisher : Journal of Business and Management

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Abstract.The research is purposed to compare the cognitive component of attitude towards the advertising music in television advertisement. One advertisement uses song that had ever been in Hot 100 Billboard Chart as popular music while the another one uses song that had never been in Hot 100 Billboard Chart as non-popular music.  The research takes review from a model of consumer response towards advertising music, approaches in television advertising, and popular music definition. The research scope is for Jakarta citizens aged 15 to 24 years old, uses copyrighted music as foreground, uses product-as-star approach, and the advertisement should be aired from March to June 2016. From the scopes mentioned above, two advertisements are selected to be treated as object in this research. The first one is Mizone advertisement that uses Dessert song by Dawin which had ever been in Hot 100 Billboard Chart. The second one is Close-up advertisement that uses Addicted to You song by Avicii which had never been in Hot 100 Billboard Chart. The data is gathered from quantitative research through online questionnaire and qualitative research from interview with expert. The data is analyzed through descriptive statistics and Mann-Whitney test. The result shows that using song that had ever been in Hot 100 Billboard Chart receives more favorable cognitive attitude towards advertising music, with significant difference (Sig. Value < 0.05) in level and persistence of attention to music, depth of processing to music, and remembered features of music available for association. This is in line with statement from interviewee that considers music popularity as a way to gain quick attention from audiences. Then, this research recommends practical implication for music producers to use songs from Hot 100 Billboard Chart, consider its relevancy, and also consider the airing period of an advertisement.Keywords : Television advertisement, cognitive component of attitude towards the advertising music, popular music, Hot 100 Billboard Chart
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