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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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Analysis of Garnier Men Consumers Perception Within "5 Steps of Consumer Purchase Decision Process" On male Undergraduate Student in Bandung Yudha, Handry Martha; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 1 (2013)
Publisher : Journal of Business and Management

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Abstract

Garnier MEN facial wash is one of the facial wash product in Indonesia launched in April 2011. Until 2012, other facial wash products keep popping up to try to attract the consumers’ attention. Based on the “Top Brand” award conducted by Frontier Consulting Group, in 2011 and 2012, Garnier MEN has not succeeded to at least get into the top 10 ranking for the ‘facial wash’ category. The aim of this paper is to learn more about the Garnier MEN consumers’ perception within “5 steps of Consumer Purchase Decision Process”, to know whether the “Emotional Branding” factors affect consumer purchase decision, and what’s the most influential factors that influence their purchase decision. The results can be used for the Garnier MEN product development and marketing strategy to get more successful in the future. The data for this research were collected with in-depth interview from 8 respondents, and questionnaire from 204 respondents of Garnier MEN consumers. Results showed that the “Emotional Branding” factors (Promotion – Brand Ambassador – Packaging) “only” affect the purchase decision in the amount of 30.06%, the remaining 69.94% affected by other factors. In conclusion, Garnier MEN must create a more attractive packaging design to increase consumers’ attention, recommended for Garnier MEN to choose another public figure who has a characteristics like ‘has a positive image’,‘represents the personality of active men’, and also ‘their achievement(s) can inspire people to follow them’ to be the next Brand Ambassador, try to create a “Creative Outdoor Billboard” to increase people’s awareness, create more unique and attractive, but still elegantly TV ads, must gain more followers in the official Garnier MEN twitter account, always improve the quality of the product especially for the Garnier MEN “TurboLight Intensive Brightening” variant.   Key-Words: Garnier Men, Purchase Decision Process, Emotional Branding, Facial Wash, Marketing Strategy
The Relationship of Advertising and Service Quality to The Brand Equity of Midnight Sun in Jakarta Iriandari, Gladista Galuh; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 3 (2015)
Publisher : Journal of Business and Management

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Abstract. This study aimed to analyze the influence of advertising and the quality of service to brand equity in the Midnight Sun in Jakarta. The method used is descriptive quantitative analysis with correlational analysis approach. The model in question is the relationship between the dependent variable with independent variables, using multiple regression models with ordinal data. Ordinal data compiled based on Likert scale. The dependent variable is the brand equity (Y) and the independent variables are advertising (X1) and quality of service (X2). Place of this research done in Midnight Sun Jakarta by using a sample of 75 people and the determination of the sample using simple random sampling technique.The results showed that advertising has a significant impact on the brand equity of Midnight Sun. Service quality significantly impacts on the brand equity of Midnight Sun. Service quality is more dominant than advertising on brand quity of Midnight Sun.Based on the results of multiple regression test found the coefficient of determination (R Square) of 0.814. This means that the independent variable (advertising and quality of service) contribute to dependent variable (brand equity) amounted to 81.4% while the remaining 18.6% is influenced by other factors not examined, such as product quality, price policy, the business location and so on. Keywords: Advertising, Service Quality and Brand Equity.
Factors Affecting Halal Product Purchase Intention: A Study of Instant Noodle Consumption of College Study in Bandung Nurcahyo, Agung; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 1 (2017)
Publisher : Journal of Business and Management

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Abstract.Background:  Indonesia as a country with high muslim population in the world. Furthermore, Indonesia at a second position of Top fifteen world instant noodle demand in 2015. This research aims to examine relationship of factors affecting Halal product purchase intention, case on instant noodle consumption of college student muslim in Bandung. Three factors affecting purchase intention that has been tested are Halal awareness, Halal certification and personal societal perception. Methods: The data used was obtained through online survey with 108 valid respondents. Sampling technique was used purposive method. Respondent must be muslim, student college in Bandung with range age 18-years old who ever consume instant noodle. Multiple linear regression analysis was applied to determine the interrelation of different variables in purchase intention. As the requirements to use it, the data gathered was test by Classic Assumption Test before hand. Results: The Results shows that there are significant relationship between two independent variables (Halal certification and personal societal perception) toward dependent variable (purchase intention toward Halal product). Conclusion: In this research, Halal awareness has not significant relationship toward purchase intention. This study is important to the product. Keywords:  Halal awareness, Halal certification, personal societal perception, purchase intention, instant noodle
Performance Measurement of Small and Medium Enterprise from "Wirausaha Muda Mandiri" Contestant Tumbuan, James Evan; Hudrasyah, Herry
Journal of Business and Management Vol 3, No 1 (2014)
Publisher : Journal of Business and Management

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Abstract

Asbrtract- In order to become a developed country, Indonesia needs approximately 12 million entrepreneurs to fulfill the requirement that developed countries of at least 2% of the population are entrepreneurs. Bank Mandiri as a Government Bank makes a company social responsibility programs such as Wirausaha Muda Mandiri. Wirausaha Muda Mandiri awarded to young entrepreneurs who succeed in business. This program is success to increase the interest of young people to become entrepreneur and hoped young generation can success in business field.WMM has produced young entrepreneurs since 2007. Since 2007 there’s no measurement who measure the Wirausaha Muda Mandiri Performance. By using Strategic Factor Analysis Summary, this research aims to determine the performance of the Young Entrepreneur duo mainly regional winners in 2012 .After interviewing eight regional winners and by using the theory of Strategic Factor Analysis Summary showed that 3 of the 8 winners WMM has a below average value and potential bankruptcy. The results obtained are also the majority of these young entrepreneurs have the core competencies to compete. Unfortunately they do not have good cash flow and capital usually mixed up with owner’s money. Keyword: Wirausaha Muda Mandiri, Young entrepreneur, Developed Country, Strategic Factor Analysis Summary, Indonesia.
Effective Marketing System for Fine Art Artist in Indonesia Larasati, Widya; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 9 (2015)
Publisher : Journal of Business and Management

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The research of “Effective Marketing System for Fine Art Artist in Indonesia” aims to give recommendation about the effective marketing system for fine art artist in Indonesia since a lot of Indonesian fine art artists do not have and use effective marketing system when market their artwork to the market. The empirical part of this study was conducted in June 2015 in Jakarta and Bandung area. The subject of this study were Indonesian fine art artists and gallery/art management and the research was done by using narrative analysis. This type of analysis produces strategies to inform the conduct, interpretation and presentation of interview talk, and encourages and enables researcher to take account of research participants’ own evaluations (Janine L Wiles et.al, 2004), which is very suitable with the conducted data collection method. On the basis of the result of this research, it is proved that Indonesian fine art artists do meet some difficulties especially because they do not have proper knowledge about artwork pricing system and marketing. The study resulted that understand market’s need and social media usage are the effective marketing for Indonesian fine art artist. The study offers all Indonesian fine art artist an effective marketing system, which hopefully can help them in building better art appreciation in the market and make more contribution to Indonesia’s economy. Keywords:Fine Art Artist, Effective Marketing, Marketing System, Indonesia
Analyzing Kids Responses Towards TV Commercials (Case Study: Spongebob of Global TV) Riskyananda, Laras; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 8 (2015)
Publisher : Journal of Business and Management

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Abstract – Most marketers say that television advertising has become less effective in the past two years, but many are interested in exploring new ad formats and forms of video commercials, according to the Association of National Advertisers and Forrester Research in 2008. Therefore, existence of advertising on children's TV show is still questionable whether good or bad impact generally. The objectives of this research is to to identify the capablities of the children in understanding brand in TV commercial, to analyze the capabilities of the children in remembering the commercials, to identify the influence of TV commercial on kids TV show to a child desire in watching that show, and to identify the influence of TV commercial on kids TV show to purchase intention. Keywords – Kids responses, TV commercials, consumption behavior, psychology of perceptions, purchase intention
Degree of Awareness and Food Safety and Health Consciousness; The Impact on Confidence Towards MUI's Halal Logo (an Evidence from Bandung) Mahiranissa, Aulia; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 4 (2015)
Publisher : Journal of Business and Management

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Abstract

Abstract. Indonesia in majority is inhabited by muslim religious communities. Almost all aspects of the society associated with Islam rules as a basic guideline. Islam preaches a systematic way of life. One of the standards is the concept of Halal. An Arabic word which means lawful or permitted for muslims. The existence of food composition awareness and some issues stated the widespread use of ingredients that are not healthy, has triggered Indonesian people to be more careful and rely on Halal logo which guarantees healthy food besides for obeying Islamic rule. With the growing issue regarding the issues, the presence of Halal logo becomes a factor that is able to support the consumer on their purchasing process. The study was then conducted with the aim of mapping the detail of factors that is able to make consumers believe in the Halal logo. Further to enrich the study, the research will also give an idea of what kind of consumers that have paid more attention to their use of the Halal logo on food and beverage products. With the Halal logo mapping and research on the types of consumer who has a special concern towards Halal logo, researcher hopes that this study can be the base insight about the implementation of the Halal logo by food manufacturers. This knowledge is expected to drive the muslim society in Indonesia to gain their confidence towards MUI’s Halal logo anad able to make them feel safer when they buy food ad beverage products in Indonesia. Keywords: Key word: MUI’s Halal logo, confidence, consumer, food and beverage, factor analysis.
ANALYZING THE IMPACT OF CORPORATE DECISION WITHIN MULYONO’S BRAND COMMUNITY Syailendra, Alif Aviano; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. Mulyono is a Community based event organizing brand that is currently struggling to survive due to the fact that it is lacking any sort of income, but making a decision in Mulyono is not that simple, since it is known by the Brand Community (as their main customers) as a deeply independent brand. This research evaluates the performance of Mulyono’s events through its community while validating prospects of income, using descriptive analysis based on the 7P of marketing mix (Booms, Bernard, and Mary Jo, 1981) survey that is analyzed using frequency, factor and Logistic regression analysis. The results from this research shows that there is no significant influence towards the decision based on the regression model. And successfully maps its model of likely influence that suggests Publication is the most prominent factor that influences Customer satisfaction while Logistic is the opposite. Keywords : Counterculture Carnivalesque, Music Festivals, Event Organizing, Community Brand, Brand Community
Evaluating Consumers Perceived Value of Urban Boutique Hotel Uniqueness Towards Willingness to Purchase Intention Case Study: ARTOTEL Jakarta Aretta, Devi Dianty; Hudrasyah, Herry
Journal of Business and Management Vol 3, No 4 (2014)
Publisher : Journal of Business and Management

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Abstract

The purpose of this research is to evaluate consumer’s perceived value of urban hotel uniqueness toward purchase intention. Boutique hotel is now competing strictly. They find a way to attract travelers with various ways from promotion, marketing strategy, holiday discount, and recently interior design and art is one of the factors they consider to be an added value. The case study in this research is ARTOTEL, an urban boutique hotel located in the center of Jakarta. ARTOTEL distinguished itself from any other hotel by having its wall hand-painted by Indonesia’s local artists. ARTOTEL wants to be the place for artists to express themselves through hotel elements, this is a good message delivered to the consumer of local artists’ appreciation. Each floor provides different experience as product distinctiveness that lead to create a strong identity. It shows that today, servicescape or physical surrounding plays a big role in consumer’s mind. Distinctiveness is what people seek these days to get away from their routines. Emotional factor and core value also considered as a strong component in consumer’s purchase intention in deciding among product choices.Keywords: marketing, servicescape, hotel uniqueness, boutique hotel
Comparison Between Advertising On Television And Social Media Toward Purchase Intention Dianlestari, Cattleya; Hudrasyah, Herry
Journal of Business and Management Vol 5, No 5 (2016)
Publisher : Journal of Business and Management

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Abstract. In this new era, there has been a shift on media. Social media is the new media which growing rapidly, and it used as media advertising. Now, people spent more time with social media than watching television. This study was the comparison of consumer response to advertising on television and social media to purchase intention. This result can be used to maximize the advertising medium that will be used by a company in this era that have been developed. This study uses a variable of the previous research framework that examines the relationship between advertising to the consumer purchase intention through attitude. Researchers using an experimental study to compare the response of the respondent. The researcher want to compare the advertising on television and social media to purchase intention. The study was conducted on three generations X , Y , and Z. Each generation is represented by five people. It is intended that each generation has its representatives. Data will be processed using statistical analysis Independent T-test and paired T-test. The results of this study indicate there is a differences between consumer response to purchase intention on advertising in media television and social media. Respondent more interested with advertising on social media than television.Keywords: Advertising on televison, advertising on internet or social media, consumer attitude, purchase intention.
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