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All Journal Journal of Economics, Business, & Accountancy Ventura Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis
Gamaliel Waney
Universitas Ciputra
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Designing Customer Education Activities to Change People’s Perception of Catfish Stevanus Pratama Suwito; Meidiahna Kusuma; Gamaliel Waney
Journal of Economics, Business, & Accountancy Ventura Vol 20, No 1 (2017): April - July 2017
Publisher : STIE Perbanas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v20i1.620

Abstract

Most people see catfish as an unhygienic fish, so less people want to consume it. In fact, catfish has better nutrition compared to Gourami. Therefore, catfish producers need to educate people. The purpose of this research is to design customer education activities to change people’s perception towards catfish using marketing communication mix. This research is a qualitative research and it uses in-depth interview method in gathering the required data. Based on the preliminary survey conducted to 50 people in Surabaya, it is known that Surabaya people are considered novice customers. As such, catfish producers can conduct customer education activities until people want to taste the catfish. The company can add picture, video, and oral information about the benefits in consuming catfish or the nutrition and the certificate of hygienic cultivation system. The producers can provide tester for the catfish and show the customers the comparison between good and bad quality catfish. The producers can also add two more marketing communication activities i.e. events and experiences as well as public relations and publicity. The producers need to use reliable sources in informing the catfish’s nutrition facts such as the certificate of catfish breeder, and certification from BPOM. 
PENGARUH PRODUCT KNOWLEDGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK NGOHIONG MEREK M&B Kevin Renata Limoputro; Gamaliel Waney
Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Vol. 2 No. 6 (2017)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v2i6.611

Abstract

Latar belakang penelitian berdasarkan dari hasil survey awal mengenai pengetahuan produk konsumen terhadap produk ngohiong dan kualitas produk yang ditawarkan. Rumusan masalah dalam penelitian ini adalah untuk mengetahui pengaruh product knowledge dan kualitas produk terhadap keputusan pembelian produk ngohiong merek M&B. Populasi dalam penelitian ini adalah konsumen ERAV dengan jumlah 68 orang. Penulis menggunakan teknik pengambilan sampling jenuh. Teknik pengambilan data menggunakan data primer berupa kuesioner dan mengunakan skala likert. Data dianalisa secara kuantitatif dan metode analisis data menggunakan analisis regresi linier berganda. Variabel yang digunakan dalam penelitian ini adalah product knowledge (X1), kualitas produk (X2) sebagai variabel independen dan keputusan pembelian (Y) sebagai variabel dependen. Hasil uji F menunjukkan bahwa product knowledge dan kualitas produk berpengaruh secara simultan terhadap keputusan pembelian. Hasil analisis regresi linier berganda menunjukkan bahwa variabel kualitas produk memiliki pengaruh yang lebih besar terhadap keputusan pembelian. Koefisien determinasi menunjukkan nilai sebesar 0,483 atau 48,3% yang artinya bahwa variabilitas data keputusan pembelian yang dapat dijelaskan model regresi sebesar 48,3%. 51,7% variabilitas data keputusan pembelian tidak dapat dijelaskan oleh model regresi. Hasil penelitian menunjukkan bahwa perusahaan ERAV dapat lebih fokus pada kualitas produk sebagai faktor utama keputusan pembelian konsumen.
Co-Authors Kevin Renata Limoputro Kusuma, Meidiahna Stevanus Pratama Suwito