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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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Study of Color Influence on Shopper Perception Toward Packaged Mineral Water product Pramuwidyatama, Muchammad Gilang; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 2 (2013)
Publisher : Journal of Business and Management

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The shopper are having numerous brands in selecting the packaged drinking water. Packaged drinking water is characterized by an over abundance of product choice and diversity. As a result, shopper are faced with the burden of making product evaluations and purchase decisions with an overwhelming set of informational cues such as packaging design and color. Color provides a unique source of information for picking out an object from its background Besides aiding our ability to detect the presence of objects, color also helps us recognize and distinguish them from other objects in the environment. The research is for analyzing and determining marketing strategy in using color as tool for brand identity, visual communication tools, and create perception towards all generation whose being shopper from packaged mineral water product. Based on the research writer found the following 8 perceptions that influenced by the color of packaging from mineral water products, they are likeliness, attractiveness, quality, visibility, easy to remember, Go Green, perceived value and willingness to buy. This research also find that generational gap influences shopper perceptions towards packaged mineral water product based on the color and color can be used for visual communication tools for building desired perception on packaged mineral water products. Key words : Color, Generational Gap, Shopper Perception, Packaged Mineral Water
Consumer Decision Journey on Choosing Third Wave Coffee Shop in Bandung Putranto, Fajar Eka; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 1 (2017)
Publisher : Journal of Business and Management

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Abstract.Background: The growth of third wave coffee shop in Bandung increasing the competition among competitor. By understand what consumers prioritize in choosing third wave coffee shop can help the industry to be more sustainable.Methods: Qualitative approach like interview with professional worker, focus group discussion with key informants, and direct observation. Also this research use quantitative approach via questionnaire to find the flow of decision journey. This method was given to the Bandung’s third wave coffee consumer from 15-24 years old.Results: The majority of consumers agree with the variables that are shown in pre-purchase and on purchase phase. Thus, there are exist gap which is knowledge gap.Conclusion:The consumer decision journey helps to map how the consumer path in terms of choosing a third wave coffee shop. Then, after the industry find and understand the path, it can pratically implement to their business. Keywords:  consumer decision journey, service marketing, third wave coffee
Analyze the Role of Tourist Motivation toward Satisfaction and Identification the Push and Pull Motivational Factors among Bandung Tourist Mandala, Rizky Yudistira; Hudrasyah, Herry
Journal of Business and Management Vol 5, No 4 (2016)
Publisher : Journal of Business and Management

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Abstract. In the upcoming 2019, the Indonesian government is targeting an increase in the contribution of the tourism industry to be 8% for the total economy of Indonesia. The target that requested by the government makes a lot of development in the field of tourism industry. Data provided by the Central Bureau of statistic Indonesia showed a rise in the number of accommodation in the form of his hotel in every year in every province in Indonesia. This situation makes competition in the field of tourism industry in Indonesia is getting tight. The tourist motivation that could be a push factor to go on a trip and be a pull factor in deciding the travel destination that they want to visit can affect their satisfaction levels in their traveling activity. Another factor that examined in this study is travel experience of tourists who visit the city of Bandung for their holiday / vacation. The results of this study showed that the majority of tourists motivated by desire for relaxation, the reason that lead the tourist to a need of relaxation is their hometown atmosphere that make them bored of it. Other factors that attract tourists to visit the city of Bandung is the culinary tourism in Bandung. Many of the travelers who chose Bandung as a travel destination, they spend most of their time to visit cafes and restaurants. Motivation and experience that use to measure the tourist satisfaction shows that there is a positive effect from the tourist motivation and tourist experience to the tourist satisfaction. Although there is a positive influence from tourist motivation to the to the tourist satisfaction, the results of this study show that, the direct influence that was brought by the tourist motivation to satisfaction of travelers is smaller when compared with indirect influence on the tourist motivation to tourist satisfaction that through tourist experience. With the results of this study, recommended to the marketing department of the Bandung tourism industry to keep maintaining tourist experience from the tourists and also pay attention to the motivation that makes them traveled in Bandung, because when the motivation they met in a tourist area, then satisfaction rating will also increaseKeywords: Tourist, Motivation, Experience, Satisfaction, Push and pull theory, Bandung.
Measuring the Effectiveness of Pertamina Pertamax TVC with Tukul Arwana as brand Ambassador by Using Epic Model Baskoro, Dwi Grahantio; Hudrasyah, Herry
Journal of Business and Management Vol 2, No 3 (2013)
Publisher : Journal of Business and Management

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Recently, coordinating minister of economics Indonesia, Hatta Rajasa found out that middle-up class consumes 70% quota of BBM PSO (public service obligation). According to the data, economist Dradjad Wibowo made a calculation of it. Based on data in 2011, Indonesia subsidized for about 115.6 Trillion from total 165.2 Trillion for middle-up class consumers. Head of BPH Migas Andy Norsaman Someng also mentioned that government already increased the quota of BBM PSO from 44 million KL in 2012 to 46 million KL in 2013. He explained that to reduce scarcity of BBM PSO in several SPBU in Indonesia, increasing quota is the best solution. Based on the facts and background, Pertamina committed to increase consumer’s attention of Pertamax. Promotion can be done in several ways, one of it is advertising. Pertamina already launch their ad before, but almost the theme is same. It can be seen that Pertamina is too selling their product rather than getting awareness through the consumers. Afterwards, Pertamina choose Tukul Arwana as the new brand ambassador of Pertamax. He presents in the new ad that contained new theme, which is to gain more emotional side of consumers. In the same time, this breakthrough ad creates questions of the effectiveness with the original Pertamina’s goals to increase consumer’s attention of Pertamax.  The main objective of the research is to measure the effectiveness of the new Pertamax ad with Tukul Arwana as brand ambassador by using EPIC model, which developed by AC Nielsen. EPIC is consists of empathy, persuasion, impact and communication. Research is conducted with qualitative and quantitative research. For quantitative research, questionnaire is distributed to 278 respondents from Bandung who categorize as Y generation. Y generation is chosen because Gen Y is known as incredibly sophisticated, technology wise, immune to most traditional marketing and sales pitches. All of the analysis is processed using Microsoft Excel and SPSS. Microsoft Excel is used to analyze using Descriptive method, while SPSS is used to analyze the pre-test and factor analysis. Pre-test is conducted to the first 30 respondents with all results is valid. It is shown from all items’ Pearson correlation is above 0.3. Descriptive analysis represents score of each dimension. From the result, communication dimension get the highest score with 72.13%, while the lowest is persuasion with 65.15%. This means the most affecting factor from Pertamax ad with Tukul as brand ambassador is Communication. Keywords: Advertising, Effectiveness, Pertamax, Tukul Arwana, EPIC model-------------------------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.
BANDUNG CITIZEN INTENTION TO PURCHASE ON CHOCOLATE BASED ON ITS’ PACKAGING GRAPHICAL ELEMENTS Husna, Nabila; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract.Background – Indonesia is the third largest cacao producer in the world. However, chocolate consumption inside the country is still low. Packaging is a reliable promotional strategy in the retail environment to attract customers. By using a combination of graphical elements, it may promote product appeal and may influence purchase intention. Methods - The graphical elements in this study are color, typography, graphical shapes, and images that become independent variable and purchase intention become dependent variable. 273 respondents who are domiciled in Bandung are obtained as primary data. To know the effect of independent variable   to   dependent   variable,   multiple   linear   regression   is   used.   Result  -   This   study   found   that simultaneously all independent variables are significantly influence dependent variables. Partially, however, the color variables have no significant effect on purchase intention, with the most influential variables are typography, followed by graphical shapes, image, and lasty color. Conclusion – A product information and brand name can be a point for customers to purchase chocolate with an appealing typography, support by a real product picture and a good composition. Color still can attract customer for brand recognition, giving a higher chance for chocolate to be purchased. Keywords: Chocolate, Packaging, Graphical Elements, Purchase Intention. 
Consumer Motivation, Information Earning, and Evaluation of Attributes of Premium Handbag in Jakarta Adhitama, Ergy; Hudrasyah, Herry
Journal of Business and Management Vol 1, No 3 (2012)
Publisher : Journal of Business and Management

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Purpose: The paper aims to explore motivation, information earning, and evaluation of attributes that influence consumer in Jakarta to buy and use premium handbag.Design/methodology/approach: This study answers the problems using the secondary data to develop the research. In depth interview to key informants is also done to get detail and deep information around the phenomenon. Result of interview is used for develop survey process with judgment sampling to 188 women who had ever bought and used premium handbag in Jakarta. Descriptive and factor analysis was used to process the data collected. Findings: Descriptively, design strongly motivates consumers in Jakarta. Friend is the most influential source according to consumers in Jakarta.. Color is the most considered attribute before buy and use premium hand bag in Jakarta. Research limitations/implication: Future research is suggested to research the marketing strategy based on result of this study regarding to motivation, information earning, and evaluation of attributes of premium handbag consumers in Jakarta. Practical implication: The marketing strategy implied to premium handbag product category has to touch the emotional side of consumers in order to makes consumer gain appropriate perceived value in possessing handbag.Originality/value: This paper answers what is behind the possession of premium handbag in Jakartam regarding to motivation, information earning, and evaluation of attributes.Keywords: Keyword: Motivation, Information Earning, Evaluation of Attributes, Premium Handbag
The Influence of Service Quality Dimensions on Customer Loyalty in PT JNE North Bandung Area Abdul Quddus, Fakhri Syahir; Hudrasyah, Herry
Journal of Business and Management Vol 3, No 5 (2014)
Publisher : Journal of Business and Management

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This study examines how each dimension of service quality may exhibit different impacts on customer satisfaction and customer loyalty in the service delivery context. PT. JNE is one of the many players in service delivery field. The business is capable to facilitate industrial producers and consumers to transact, to minimize the time, as well as acquiring new business opportunities from the needs of customers who have not been reached. Customer is the key to winning the competition among other business practitioners. Service quality is an important element in the marketing mix that affects the customer. Service quality is a major factor that affects a customer in terms of increasing customer loyalty. The main purpose of this study is to examine how each dimension of service quality may influence customer satisfaction and customer loyalty among PT. JNE customers. This final project is limited in the scope of data. The data which are analyzed were gained in North Bandung, Indonesia. The respondents also limited to people that already experiencing the service at PT. JNE North Bandung area. The distribution of questionnaire of this research will be conducted in PT. JNE branches around North Bandung area. A survey research with judgment sampling was conducted with 178 JNE customers. Descriptive analysis, Frequency analysis, Regression analysis, Correlations analysis, and Path analysis were used to evaluate the data and make data analysis.The results reveal that service quality dimensions significantly influences customer satisfaction; customer satisfaction significantly influences customer loyalty; and also reveal that service quality dimensions do significantly influence the Customer Loyalty through Customer Satisfaction. Research implications and future research directions conclude the study report. Keywords: service quality, customer satisfaction, customer loyalty, PT. JNE
Customers Perception Effect on Purchase Decision on Soccer Jersey (Case: ADIDAS Jersey) Adythia, Stephanus; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 2 (2015)
Publisher : Journal of Business and Management

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Abstract.Soccer jersey development throughout past two decades is influenced by technology and sport fashion design. Soccer jersey business becomes a multi-million dollars business which circulates all over the world because themain market for soccer jersey is the soccer fans itself. For soccer jersey business, Indonesia is one of the its biggest market, especially in the Asia Pacific Region, Indonesia reached this status because of Indonesians craziness for soccer as proven by the enthusiasm to international soccer matches. Soccer jersey for international teams like Manchester United, Chelsea, Real Madrid, etc. is easily found but questions arise when it comes to the reasons behind why people in Indonesia is willing to spend their money on soccer jerseys and how Indonesians perceive this soccer jersey business.  This research’s purpose is to find if there are any influences on customer perception to purchase intention for soccer jersey products.230 people are taken as random samples to see their opinion about the brand, physical factor, image perception, and past experience influence people if they want to buy a soccer jersey. Interestingly, the result is there are no significance influence from those 4 factors to customers’ purchase intention for soccer jersey but the influence comes from the customers’ favorite soccer team.Keywords: Jersey, Purchase Intention, Customer Perception
MARKETING STRATEGY DEVELOPMENT OF GEOPARK CILETUH PELABUHAN RATU SUKABUMI Besari, Anindita Putri; Hudrasyah, Herry
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. Background: Geopark Ciletuh Pelabuhan Ratu will be brought to an international UNESCO conference in which the achievement of Global Geopark will be determined. To be recognized as Global Geopark, there are several requirements to be fulfilled. However, the management is still hampered on the points of educational aspect, due to the number of visitors from the educational age is still on minimum rate. This research was conducted to understand the business environment of Geopark Ciletuh as a tourism destination and to develop marketing strategy for Geopark Ciletuh Pelabuhan Ratu with the aim of increasing the number of visitors. Methods: The research used qualitative approach by conducting in-depth interview with 2 person from the management of Geopark Ciletuh and 10 visitors of Geopark. Results: The research found that based on the results of environmental scanning, factors affecting Geopark Ciletuhâ??s business are considered potential to be developed and geopark tourism industry itself is in favorable condition. Analysis of visitorâ??s perception regarding the current condition of Geopark Ciletuh shows that further improvement regarding marketing mix is necessary. Conclusion: To reach the target market, marketing strategy is focused on the process of socialization, promotion and cooperation with several parties through intermediaries of social media and digital media by collaborating with local government and content creators Keywords: ecotourism, Geopark, marketing mix, marketing strategy development, tourism industry
The Green Knowledge and Green Awareness Influences Analysis on Green Behavior and Its Impact on Green Lifestyle of Instant Noodles Consumer Hadriana, Hadriana; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 19 (2013)
Publisher : The Indonesian Journal of Business Administration

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Changing in the consumer' behavior because of the growing of the people nowadaysin era modernization makes the consumers become more time conscious and want everything to be practical. That is why food such as instant noodles is become more and more popular these days because of its practical. Unfortunately, this instant noodles made by packaging product's plastic material which have many negative impact to the environment. The purpose of this research is to improve the quality of human and environmental value by proposing green strategy for instant noodles companies in Indonesia. The research in this thesis was made to get to know if the knowledge and awareness of instant noodles' consumer about global warming will have impact to their behavior which will lead to a green lifestyle. The finding of this research then can be use to plan the instant noodles company to apllying green business strategy on their company.Keywords: Green, Knowledge, Awareness, Behavior, Lifestyle.
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