Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Journal of Business Strategy and Execution
Andy Lunarjanto
Faculty of BINUS Business School, Jl. Hang Lekir I No.6, Senayan, Jakarta 12120.
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
THE EFFECTS OF BRAND ENDORSEMENT, POPULARITY, AND EVENT SPONSORSHIP ON CONSUMER PRE-PURCHASE ATTITUDES IN JAKARTA Hendrasaputra, Daniel; Lunarjanto, Andy
Journal of Business Strategy and Execution Vol 1, No 2 (2009): Published on June 2009
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

It aims to investigate the individual and collective effects of Brand Endorsement, Popularity, and Event Sponsorship on consumer perceived quality, uniqueness, manufacturer esteem, and corporate citizenship. This research uses Frequency Analysis, Descriptive Analysis (Mean and Standard deviation), Independent Samples T-Test, ANOVA and MANOVA It suggest significant main effects for both popularity and sponsorship cues, with popularity affecting perceived quality, uniqueness, and manufacturer esteem, and sponsorship affecting manufacturer esteem and corporate citizenship Popularity is the most managerially useful, because it can give significant effects on perceived product quality, uniqueness, and manufacturer esteem. Sponsorship can give significant effects on corporate image, represented in manufacturer esteem and corporate citizenship.
PENGARUH BRAND EQUITY DAN PRICING TERHADAP PURCHASE INTENTION MASKAPAI LOW COST CARRIER DI JAKARTA Wowor, Sherly; Lunarjanto, Andy
Journal of Business Strategy and Execution Vol 7, No 1 (2014): Publish on November 2014
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Low cost carrier flight industry has negative issues recently in Indonesia, for example pilots were identified for drugs problems, many flight cancellation and delay, issues of consumer convenience such as stiff padding and knee-knocking issues and other issues which affects the brand equity of the airline industry itself. Based on the theory, brand equity is an important and valuable asset to a company, since it can affect a long-term relationship between producers and consumers. Thus, bad branding-decision will destroy the business. Therefore, if the company is able to have a good branding, it will increase company’s performance. Customer based brand equity reflects on how customers think, feel, and appreciate a brand as well as price, market share, and the advantages given to a company's brand. The aim of this study was to determine the influence of brand awareness, brand association and price airline tickets low cost carrier flight in Jakarta on purchase intention. The method used was a descriptive correlation method based on hypothesis testing to determine the level of relationship variables as well as the magnitude of the relationship. Results from this study indicate that there is a significant influence of brand awareness, brand association and the price on the purchase intention. However, price has the greatest influence on the purchase intention (0.343) followed by brand association (0.248) and then brand awareness (0,211).
Co-Authors Daniel Hendrasaputra Sherly Wowor, Sherly