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All Journal Journal The Winners Binus Business Review MABIS: Manajemen dan Bisnis
Robertus Tang Herman
Universitas Bina Nusantara
Economics, Econometrics & Finance Social Sciences

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Penerapan Model Multidimensional Scaling dalam Pemetaan Brand Positioning Internet Service Provider Robertus Tang Herman
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.v11i1.702

Abstract

In this high-tech era, there have been tremendous advances in tech-based products and services. Internet is one of them that have widened the world’s eyes to a new borderless marketplace. High competition among internet service providers has pushed companies to create competitive advantage and brilliant marketing strategies. They undertake positioning mapping to describe product or service’s positioning amongst many competitors. The right positioning strategy becomes a powerful weapon to win in the battle. This research is designed to create positioning mapping based on perceptual mapping. The researcher uses Multidimensional Scaling and image mapping to achieve this research goal. Sampling is using non-probability sampling in Jakarta. Based on non-attribute approach, the research findings show that there is similarity between two different brands. Thus, both brands are competing against one another. On the other hand, CBN and Netzap provider reflect some differences to others. And some brands require some improvements in terms of network reliability.
Analisis Brand Equity dan Customer Loyality Celebrity Fitness Cabang Mall Puri Indah Jakarta Barat Robertus Tang Herman; Ryandhi Wijaya
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.v1i1.1067

Abstract

This study aims to determine the condition of the elements of brand equity Celebrity Fitness, namely knowing the brand awareness, brand association is formed, to know how the perception of performance and the interests of the brand, how consumers' brand loyalty, and what attributes of service quality a priority for improved performance to can meet consumers' desire to achieve satisfaction. The method used is descriptive method with the sampling technique using probability sampling (simple random sampling), with regional research area in West Jakarta. The results of this study indicate that the overall brand equity of the company is good enough to position the brand awareness top of mind, the brand associations that are formed from Celebrity Fitness is where fitness is comfortable and fun and has a diverse and interesting program, another association was formed team aggressive promotion. Performance level of perceived quality is also good enough. To Brand loyalty are in poor condition because of the high percentage of switchers. Overall customer satisfaction levels are good enough just need a little improvement in the performance of staff. The implication of this research is PT Exertainment should improve the performance of some quality attributes are prioritized so that the loyalty of the members has also increased.
PEMETAAN INDUSTRI PARIWISATA Robertus Tang Herman
Journal of Management and Business Vol 8, No 2 (2009): SEPTEMBER 2009
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (12639.125 KB) | DOI: 10.24123/jmb.v8i2.139

Abstract

The purpose of this research is to provide conceptual and infrastructur tools for Dinas Pariwisata to improve their capabilities for evaluating business performance based on market responsiveness. Capturing market responsiveness is the initial research to make industry mapping. Research steps are start with secondary research to built data classification system. The second is primary research by collecting the data from market research. Data sources for secondary data was collected from Dinas Pariwisata DKI, while the primary data was collected from survey method using quitionaires addressed to the whole market. Then, analyze the data colleted with cluster analysis to develop the mapping. The result of cluster analysis will distinguish the potential market based on their responses to the industry classification, make the classification system, find the gaps and how important are they, and the another issue related to the role of the mapping system. So, this mapping system will help Dinas Pariwisata to improve capabilities and the business performance based on the market responsiveness and, who is the potential market for each specific classification, know whats their needs, wants and demand from those classifications. This research contribution can be used to give the recommendation to Dinas Pariwisata to deliver what is market needs for entire tourism place based on this classification resulting, develop the market growth estimation and for the long term is to improve the economic and market growth.
Co-Authors Ryandhi Wijaya