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All Journal Journal The Winners Binus Business Review
Dian Tauriana
Universitas Bina Nusantara
Economics, Econometrics & Finance Social Sciences

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Pengaruh Penempatan Produk di Kasir dan Sales Person terhadap Impulse Buying Dian Tauriana; Ika Fietrin
The Winners Vol. 12 No. 1 (2011): The Winners Vol. 12 No. 1 2011
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v12i1.684

Abstract

Product placement in the cashier and using sales person have important effects for impulse purchasing in a retail that will increase company selling. The purpose of this research is to acknowledge product placement influences in cashier and sales person towards buying impulse in GIANT hypermart in Plaza Semanggi, Jakarta. The research is associative research. Data collecting technique is done by spreading questionnaire to consumers in GIANT Hypermart Plaza Semanggi and interview with the management. Data analysis technique is by validation and reliability test, normality, simple and double regression test with software SPSS 16.0. The research result shows that the product placement variable in cashier and sales person influenced simultaneously and significantly to impulse buying.
Bauran Pemasaran, Manajemen Hubungan Pelanggan dalam Menciptakan Loyalitas Konsumen Dian Tauriana; Andhika Andhika
The Winners Vol. 11 No. 1 (2010): The Winners Vol. 11 No. 1 2010
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v11i1.698

Abstract

The more advanced development of the business world led to the emergence of an increasingly tight competition, which challenge must be faced by PT Serafim Tours and Travel by conducting strategic steps. Maintaining the viability of the company can be achieved by gaining consumer loyalty. To achieve such loyalty is to utilize existing marketing concepts, namely the marketing mix and Customer Relationship Management (CRM). It is important to understand consumers' needs very well (fast and accurate). Through the concept of marketing mix, to think about how your product or service is packaged, giving a brand, having characteristics, level of prices offered, level of discount given, how the products or services are distributed and the latter, through what media service the product will be known. The presence of the CRM will be able to cope with consumer demand since the aim of CRM is to get the core concept of customer that is not obvious and put it in terms of company applications framework. This paper reviews the theory and implementation of marketing mix and CRM and its influence on customer loyalty by using path analysis.
Iklan, Asosiasi Merek, dan Keputusan Pembelian Dian Tauriana; Devy Safriliana
The Winners Vol. 10 No. 2 (2009): The Winners Vol. 10 No. 2 2009
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v10i2.708

Abstract

The impact of advertising on brand association has raised many questions among scholars. Some agree that advertising can leverage and help building brand association in consumer’s perspective. Others are against this opinion. However, this research is trying to investigate whether advertising does correlate to brand association that later on impacts on purchase decision making. Data collected by interviewing respondents regarding car purchase in the showroom. The analysis is conducted by using path analysis. From the result, it is figured out that the influence/impact of brand association on purchase decision making is very low. Thus, other element such as advertising and any activities to leverage brand association should be taken into account.
Strategi Experiential Marketing dan Loyalitas Merek Dian Tauriana; Rendy Manlin
The Winners Vol. 9 No. 2 (2008): The Winners Vol. 9 No. 2 2008
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v9i2.726

Abstract

Consumer experience born from the consumption of a product or service gives a distinct impression in the minds of consumers. This impression creates brand loyalty, provided that the appropriate marketing program is designed to provide a unique experience. Article explores a study that uses primary and secondary data at Bengawan Solo Coffee to see the impact of marketing programs based on experience upon customer loyalty towards the Bengawan Solo Coffee brand. Data were collected by direct interviews of selected respondents through purposive sampling. Furthermore, those data were analyzed using several statistical methods, such as normality tests, the validity and reliability, the classic assumption test, Pearson product moment, and multiple regression. The results shows that there are significant correlation between  marketing based on experience (feel, act, and relate) towards brand loyalty. The relationship between experiential marketing (feel and relate) towards brand loyalty is low, while the experiential marketing relationship (act) is quite strong.
Kualitas 0Pelayanan dan Perilaku Keluhan Konsumen; Determinan dan Tipologi Dian Tauriana; Sem Neri
Binus Business Review Vol. 1 No. 1 (2010): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v1i1.1075

Abstract

Understanding why dissatisfied consumers complain the way they do is a very important issue to be discussed from theoretical, managerial perspectives. As it is the main reason for the researcher to conduct this study. This study taken from D’Lofts Apartment situated near to Bina Nusantara University. The method being used is non-parametric statistics to test the hypotheses and descriptive statistics to figure out the main reasons of complaining behavior. As the results show that price and lack of loyalty from the landlord are the main reasons consumer’s anger. Whilst the most provocative action they may take is to bad-mouth the quality given. 
Co-Authors Andhika Andhika Devy Safriliana Ika Fietrin Rendy Manlin Sem Neri