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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 Jurnal Pendidikan Sains dan Komputer
Herry Hudrasyah
School Of Business And Management, Institut Teknologi Bandung
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Immunology & microbiology Materials Science & Nanotechnology Mathematics Physics Other

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The Influence of Gojek Slogan Towards Brand Image, Brand Awareness, and Brand Loyalty Avmeilputra, Muhammad Hashfi; Hudrasyah, Herry
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Abstract. The increasingly competitive market conditions make consumers have many choices for the products they want. Therefore, building brand loyalty becomes more essential. Some factors that influence brand loyalty are brand awareness and brand image. One of the ways to enhance brand awareness and brand image is by using slogan as a marketing strategy. Gojek is a brand that uses slogan as an essential element in their several marketing campaigns. In the market Gojek has a very tight competition with their competitor. One of the things that can differentiate them is how they  market their product. Because Gojek use slogan as their key strategy. Thus, the objective of this is to investigate the effectiveness of Gojek slogans as a marketing strategy on their brand image, brand awareness, and brand loyalty. To examine this, researcher conducted a quantitative survey method and collected data from 207 online participants who have used Gojek for 2 years, used 3 of Gojek services, have seen Gojek #PastiAdaJalan slogan, and aged 17-55 years old. Analysis conducted through the PLS-SEM approach indicates that the #PastiAdaJalan slogan has a significant direct effect on Gojek's brand image and brand awareness. However, the use of Gojek slogans does not have a direct influence  on brand loyalty. It has to go through mediating variables which are brand image and brand awareness.Outcomes from this research expected to give insights on the use of Gojek slogan towards building and enhancing brand image, brand awareness, and brand loyalty which provides recommendation for future research. Furthermore, the findings can be beneficial for Gojek to develop their strategy in using the slogan to compete better with their competitor.Keywords: Slogan, Brand Awareness, Brand Image, Brand Loyalty
The Influence of Specialty Coffee Bean Packaging Design on Consumer Purchase Intention Arayhan, Balthazar; Hudrasyah, Herry
Journal of Business and Management Vol 10, No 1 (2021)
Publisher : Journal of Business and Management

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Abstract

Back when Starbucks first emerged, people finally had access to better tasting coffee and recently, people got the chance to taste even better tasting coffee due to the commercialization of specialty coffee. This is due to the third wave of coffee where people interests in higher quality coffee hugely increased compared to the first and second wave. The third wave is characterized by increased awareness in the coffee qualities, as the producers and consumers are more educated regarding coffee. Various coffee roasters from around the world started to emerge selling whole specialty coffee bean in a packaging. The design of the packaging varies from roasters to roasters but all of them designed them with the purpose of attractingthe consumers. With researches regarding packaging is numerous, there is yet one regarding specialty coffee bean packaging. Therefore, this study researches the subject specialty coffee bean to see if the packaging influences purchase intention or not. This study used quantitative methods as its means to find the answers. Of 250 respondents gathered, then processed with SPSS software to conduct regression analysis and importance – performance analysis. The output was that there is indeed an influence of packaging elements (graphic, color, typography, and image) on the consumer purchase intention. Further analysis with importance-performance analysis shows that graphic is of highest importance according to the respondents along with composition as the most attractive attribute to the respondents. These finding are expected to be considered by coffee roasters in improving their packaging design based on these statistical findings.Keywords: Specialty coffee bean, packaging design, purchase intention, importance-performance analysis
Media Indonesia Marketing Strategy to Incrase Their Gen Y Readers Asril, Abrar; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 8 (2013)
Publisher : The Indonesian Journal of Business Administration

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Since Gen Y is the biggest population in Indonesia, Gen Y were also being the most potential market for Media Indonesia to increase their readership. To fit their newspaper for the Gen Y crowd, Media Indonesia should do several things. They should understand about Gen Y, know their needs, and choose a marketing strategy that fit the Gen Y as their target market. This research was collected from a survey of 170 respondents with a characteristic age around 14-35, living in DKI Jakarta, familiar with newspapers, familiar with the internet, and with minimal Senior High School educational background. This research also conducted an interview with the Media Indonesia Business Development General Manager and Media Indonesia readers. This research found that Content, Cover & Layout, and Brand being factors that raises the Gen Y interest in reading a newspaper. This research also found the favorite contents of Gen Y are Sports, Technology, Music & Film, Economy, and Communities. To maintain and increase readership of their Gen Y readers, Media Indonesia shall set up their marketing strategy that fit the Gen Y group. This marketing strategy is set up for 5 years with a target to increase the total readership of their Gen Y demographic. The recommendation here is that Media Indonesia shall improve their content, cover & layout, and their brand to fit for the Gen Y group. After doing some improvement of their newspaper, they recommended to apply a new wave of marketing strategy to get the attention of the Gen Y group. The new wave marketing mix of strategies that was suggested is co creation, communal activation, conversation, and commercialization.
Aplikasi My Len Untuk Menghubungkan Branding, Komunikasi Pemasaran, dan Penjualan dalam Satu Platform Digital Terintegrasi di PT Len Pesero Dini Mustika Buana Putri; Herry Hudrasyah
Jurnal Pendidikan Sains dan Komputer Vol. 2 No. 01 (2022): Artikel Riset Periode Februari 2022
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jpsk.v2i01.1438

Abstract

Penelitian ini bertujuan agar penulis menemukan media interaktif terintegrasi yang dapat menghubungkan branding, komunikasi pemasaran, dan penjualan untuk mempercepat proses bisnis LEN. Metode kualitatif dengan data sekunder digunakan untuk menganalisis alat pemasaran yang tepat untuk LEN. Kinerja sistem informasi LEN lemah. Data tersebut tersebar sehingga sistem informasi berbasis web belum terintegrasi. Keberadaan LEN saat ini ingin semua aspek difokuskan pada sistem informasi yang terintegrasi. Hasil dari penelitian ini adalah mengembangkan alat bernama My Len App, semangat baru LEN untuk industri 4.0. My Len App bertujuan untuk menciptakan brand awareness, mengajak partisipasi konsumen untuk terlibat dalam aktivitas bisnis LEN, dan berbagi pengalaman dengan khalayak luas di aplikasi dan media sosial. Dalam mengembangkan aplikasi seluler ini, penulis mengadopsi enam atribut manusia untuk membuat platform bisnis yang berpusat pada manusia untuk beradaptasi dengan praktik pasar saat ini seperti yang dijelaskan dalam konsep pemasaran 4.0.
Proposed Methodology For Indonesian State-Owned Enterprises To Conduct Corporate Spin-Off Adrian Pasca; Dermawan Wibisono; Ima Fatima; Taufik Faturohman; Herry Hudrasyah; Alpha Pudjono
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 3 (2024): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i3.5509

Abstract

This research addresses the absence of a formal framework for compliance with corporate spin-offs within Indonesian state-owned enterprises (SOEs). Focusing on a real issue within a state-owned aviation company, the study proposes a comprehensive methodology for SOEs to navigate spin-offs, ensuring adherence to regulatory requirements. By collecting and interpreting relevant regulations and conducting interviews where guidelines are unclear, the research establishes detailed flowcharts outlining the step-by-step procedure. The suggested solution involves following these flowcharts, considering five critical aspects, including government regulation and business law, to successfully implement spin-offs. It is important to note that the proposed methodology is specific to Indonesian state-owned enterprises and is based on government regulations as of November 2023. Users should adapt the methodology in case of regulatory amendments or new compliance-related issues. The research, however, focuses solely on the steps leading to the commencement of new entity operations and does not extend beyond this phase.
Co-Authors Abrar Asril Aditya Widyaraahman Adrian Pasca Alpha Pudjono Amelia, Sindy Yurezka Anggraeni, Vika Arayhan, Balthazar 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 Dini Mustika Buana Putri 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, Ima 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 Salim, Laras Luthfiyah 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