Article Per Year (5 Year)
p-Index From 2020 - 2025
0.751
P-Index
This Author published in this journals
All Journal Jurnal Manajemen dan Bisnis Sriwijaya Jurnal Manajemen dan Kewirausahaan (JMDK) Journal of Management and Business Review Jurnal Ilmiah Econosains Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT The Manager Reveiew
Zakaria Wahab
Universitas Sriwijaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Jurnal Manajemen dan Bisnis Sriwijaya

 1 
The Influence of Brand Positioning and Integrated Marketing Communication on Brand Equity and The Students’ Decisions in Choosing of Palembang Tourism Polytechnic Febriyeni Febriyeni; Zakaria Wahab; Muchsin Saggaf Shihab
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 17, No 3 (2019): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v17i3.11900

Abstract

Tujuan penelitian – Penelitian ini bertujuan untuk mengetahui pengaruh posisi merek dan integrated marketing communication terhadap keputusan memilih mahasiswa Politeknik Pariwisata Palembang baik secara langsung maupun dimediasi oleh brand equity. Desain/Metodologi/Pendekatan – Penelitian ini dilakukan di Politeknik Pariwisata Palembang. Populasi penelitian merupakan seluruh mahasiswa Politeknik Pariwisata Palembang berjumlah 858 mahasiswa. Sampel penelitian sebanyak 205 mahasiswa dari karakteristik responden laki - laki dan perempuan, program studi pengelola konvensi dan acara, seni kuliner, tata hidang, divisi kamar dan karakteristik semester 1-2, 3-4 dan 5-6. Temuan – Hasil penelitian ini menunjukkan bahwa brand positioning memiliki pengaruh positif terhadap brand equity. Integrated Marketing Communication berpengaruh positif terhadap brand equity. Keterbatasan penelitian – Penelitian ini hanya menggunakan variabel brand positioning, integrated marketing communication, dan brand equity. Penelitian selanjutnya disarankan untuk menambah variabel baru misalnya perilaku mahasiswa yang dipengaruhi oleh factor budaya, sosial dan pribadi. Originality/value – Penelitian ini fokus pada peningkatan nilai brand equity Politeknik Pariwisata Palembang yaitu situs Web dan media sosial yang sudah terbentuk. Keywords: Brand positioning, integrated marketing communication, brand equity, the students decision making. 
Pengaruh Faktor Internal Konsumen dan Bauran Pemasaran Terhadap Keputusan Konsumen Berbelanja Pada JM Group Palembang Kasjim Kasjim; Zakaria Wahab
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 8, No 16 (2010): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (199.811 KB) | DOI: 10.29259/jmbs.v8i16.7947

Abstract

There are many factors which are quite influence to the consumers in deciding whether or not to buy at a certain retail store, among others are: internal factors of the consumers such as culture, social class, individual characteristics, and psychological factors.  In addition to those factors, decision to buy is also influenced by marketing mix which are carried out by a company, such as:  products, prices, distribution channels, promotion, people, process, and physical facilities. The objective of this study is to reveal the influence of internal factors of the consumers and marketing mix on the decisions made by the consumers to buy at “JM Group” of Palembang. This study was conducted by surveying 120 respondents. The technical analysis used is multiple regression analysis.The result of the study shows that: (1) Internal factors of the consumers are significantly influence on the decisions made by the consumers to buy at “JM Group”. The magnitude of the influence of those internal factors is determined by the dimensions of cultural factor, social class, individual factors and psychological factors; (2) Marketing mix are significantly influence on the decisions made by the consumers to buy at “JM Group”. The magnitude of the influence of combined performances of marketing is determined by the dimensions of product, prices, places, promotion, people, process and physical facilities;  and (3) The internal factors of the consumers and  marketing mix are significantly influence on the decisions made by the consumers to buy at “JM Group”.  This means that if the internal factors of the consumers change and marketing mix can be effectively implemented, the decision to buy is going to improve.Keywords: Consumer Internal Factors, Marketing Mix, Decision to buy
Co-Authors A Widad Achmad Widad Agustina Hanafi Ahmad Maulana Ahmad Widad, Ahmad Andriana, Isni Daniel Mynhart Dessy Yunita Diah, Yuliansyah M Eko Mohammad Fitrianto Febriyeni Febriyeni Iisnawati Iisnawati Imas Permatasari Islahuddin Daud, Islahuddin Islahudin Daud Kasjim Kasjim Marlina Widiyanti, Marlina Mohamad Adam Muchsin Saggaf Shihab Muchsin Saggaf Shihab Muchsin Saggaf Shihab Nedi Yansah Nofiawaty Nofiawaty Nourma Wulanda Rio Adistia Tama Virgin Vinenzia Yeri Resika Yunita, Dessy