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Rita Rita
Bina Nusantara University
Economics, Econometrics & Finance

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Pengaruh Strategi Pemasaran dan Marketing Communication terhadap Brand Awareness dan Dampaknya pada Minat Menonton RCTI (Rajawali Citra Televisi Indonesia) Aldio Dwitama; Rita Rita
Binus Business Review Vol. 6 No. 1 (2015): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v6i1.988

Abstract

At the age of 24, in 2013 (the period of January to December 2013), Rajawali Citra Televisi Indonesia (RCTI) has been retaining the position of market leader with a 17.8% audience share reached. Based on that, RCTI needs to maintain to foster and expand the public watching interest on their program. This study aims to determine the effect of marketing strategy and marketing communications on brand awareness and the impact on the public watching interest on their program. The method used is associative-survey research methods. Data collection techniques are done by using a questionnaire distributed to the public viewers of RCTI and by making interviews to the Senior Manager. Data analysis techniques used is path analysis. As a result, there is a positive and significant effect of the variables of marketing strategy and marketing communications on brand awareness and the impact on public watching interest on RCTI.
Analisis Pengaruh Situasi, Produk, Individu pada Perilaku Membeli dan Mengkonsumsi Makanan Ringan Rita Rita; Son Wandrial; Regina Inderadi
Binus Business Review Vol. 6 No. 1 (2015): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v6i1.998

Abstract

The study of consumer behavior is expected to receive more academic attention from scholars. The important aspects in consumer behavior are purchasing and consumption behavior by individuals. Purchasing and consumption behavior is influenced by situation, product and person. The objectives of this research are to examine main and interaction effects of consumption situation, snack products, and individual characteristics onpurchasing and consumption behavior. This research was conducted in Jakarta using 218 respondents that has purchased and consumed snack products which were offered by researcher. The situation used in this research is consumption situation based on tasks definition, which the consumer purchases and consumes products based on purpose and objectives of purchases and consumption contetxs. Whereas individual characteristics used is observable characteristics such as age, gender, and level of education. Thus, the result show that individual characteristics based on age will interact with consumption situation and snack products which influence purchasing and consumption behavior. This is a fully model which influence purchasing and consumption behavior. The pattern of variance light /salty/ crispy snack, baby boomer and informal serving situation is thehighest contribution to influence purchasing and consumption behavior.
Pengaruh Role Model’s Influence pada Materialism dan Marketplace Knowledge Periode Remaja Akhir Rita Rita
Binus Business Review Vol. 4 No. 1 (2013): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v4i1.1044

Abstract

The aim of the study is to examine the positive influence of direct role model's influence (father, mother, and peer) and vicarious role model’s influence (celebrities and athletes) with materialism and marketplace knowledge late adolescents periodic. The subjects of this research are respondents late adolescents periodic inscribed as student college in Jakarta. There are 281 respondents are recorded. Purposive is taken as sampling technique. The hypotheses are analyzed with regression analysis with SPSS 11.5 software. The finding shows that, there is not significant difference between direct role model's influence (father, mother, and peer) to materialism and marketplace knowledge what is experienced by late adolescents. But there is significant difference between vicarious role model’s influence (celebrities and athletes) to materialism and marketplace knowledge what is experienced by late adolescents.
Analisis Pengaruh Dimensi Kualitas Jasa pada Loyalitas Pelanggan Rita Rita
Binus Business Review Vol. 2 No. 1 (2011): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v2i1.1142

Abstract

This study evaluates the influence of service quality on customer loyalty in motorbike and saloons hairdressing shops in Yogyakarta. The service quality is measured using five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The service quality is indeed considered the strongest competitive weapon by many organizations with respect to service. Sample is chosen utilizing purposive sampling method. 220 respondents of motorbike and 215 respondents of saloons hairdressing shops are employed. Data analysis is then conducted using regression analysis. This research finds that the five dimensions of service quality significantly influence the customer loyalty to employees and customer loyalty to the business. The dimension of tangibles strongly influences the customer loyalty to the business. To marketers, this finding provides for a long-term perspective of service management. In the conclusion, several suggestions for future research are given, which is to broaden service types so as to acquire higher generalization with more varied population. 
Keefektifan Kerja Sama Antarlembaga dalam Operasi Pemulihan Bencana Alam Banjir Studi Empirik di Provinsi DKI Jakarta Rita Rita
Binus Business Review Vol. 5 No. 1 (2014): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v5i1.1214

Abstract

Research on the effectiveness of interagency cooperation in recovery operation of natural disaster in DKI Jakarta regions combines between the research of interagency cooperation in disaster context and the research of interagency cooperation in public services. This research is deepened by comparing the perception of governmental organization and Non Governmental Organization (NGO). The aim of this research is to do the empirical test of the relationship of situational factors to interagency processes and outcomes. This research is not only to test the hyphotesis but also to observe the phenomenon in the interagency cooperation. The result of this reasearch shows that the perception of the leader of governmental organization toward communication is higher than the perception of leader of NGO. Cooperation between governmental and NGO within the effort to serve the disaster DKI Jakarta regions becomes a model of partnership interagency cooperation.
Hubungan Kepuasan Kerja dengan Perilaku Citizenship Organisasional Rita Rita
Binus Business Review Vol. 3 No. 1 (2012): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v3i1.1285

Abstract

Job satisfaction is a major concern for the organization to achieve effective performance. Each member/employee has citizenship behavior on activities that do and job satisfaction is believed to be related to the behavior of employees. The purpose of this study was to analyze the effect job satisfaction on Organizational Citizenship Behavior (OCB).This study by taking a sample of Non Governmental Organizations (NGO) in Java, which is an organization that is engaged in social and institutional performance is determined by the workers who work to serve the community. Interesting to observe when the OCB research concerning the role of employees in a social institution. So the application of this research carried out by the context in social institutions, especially NGO.The results of multiple regression analysis showed that the positive effect of pay satisfaction on OCB, but the benefits did not significantly affect satisfaction positively on OCB and antecedent factors (pay satisfaction and benefits satisfaction) together - at no significant effect on OCB.
Peran Keterlibatan Konsumen dalam Pembelian Aksesori Fotografi Retno Dewanti; Nicky Agathon Sebastian; Rita Rita
Binus Business Review Vol. 3 No. 1 (2012): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v3i1.1315

Abstract

Nowadays Consumer Involvement, in the midst of business competition, becomes an interesting topic to discuss. The level of consumer involvement can be based on the value and the needs felt by the consumers themselves. The purpose of this research is to analyze the influence of Promotional Mix and Situational Context toward the consumer involvement and its impact on the purchase decision on photography accessories. The data was gathered from a photography fan community. The method used on this research is Path Analysis in order for us to know about the purchase decision making based on two variables, they are, the indirect impact of promotional mix towards the purchase decision and the indirect impact of situational context towards the purchase decision. The analyzed data shows that, together, promotional mix and situational context are affecting the photography consumers’ involvement and they create an impact on photography accessories purchase decision.
Pengaruh Sales Call Anxiety (SCA) pada Kinerja Salespersons Asuransi Jiwa dengan Trait Negative Affectivity (Trait-Na) Rita Rita
Binus Business Review Vol. 3 No. 2 (2012): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v3i2.1367

Abstract

This study empirically examines the effect of sales call anxiety (SCA) on salesperson performance, good performance in the form of sales volume and sales interactions. This study tested the hypothesis to identify early factors (antecedents) that may affect the sales call anxiety (SCA). Initial factors suspected as the cause of anxiety in sales interactions (SCA) are divided into two conditions, namely canvassing and closing condition. Canvassing consisted of meeting new people, customer with high social status, and being assertive, while the closing is a condition consisting of asking for commitment, and discussing performance with sales manager. The population in this study is all life insurance company salesperson in Palangkaraya. In this study, questionnaires were distributed to 200 people a life insurance salesperson, and then used as a sample is a total of 147 respondents who have a tendency to trait-NA. The sampling method used was purposive sampling. The analysis showed that when the salesperson must meet new customers, customers with a high social status, when they should be able to introduce himself and mission well (canvassing), when they should ask for customer commitments after several meetings and interviews with candidates customers, and when the salesperson must discuss the results of their performance with the sales manager (closing), causing anxiety for the salesperson, because when interacting with potential customers, they have a negative perception of the ability of self, negative perceptions of the mind customers in assessing their work when interacting, the emergence of physiological symptoms, and they take action "escape" of the situation, or the so-called protective action.
Electronic Word of Mouth (e-WOM) Foursquare: The New Social Media Rita Rita; Karyana Hutomo; Natalia Natalia
Binus Business Review Vol. 4 No. 2 (2013): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v4i2.1385

Abstract

The development of communication technology and Internet-based information encourage the emergence of new changes in the marketing world. Customer-oriented makes it an effective medium for the activities of Word-of-Mouth (WOM). In this information era, Word-of-Mouth becomes credible resource in the community. To harness the power of electronic Word-of-Mouth (e-WOM), the company must first identify and understand effectively users of the web to spread their opinions. By using 60 respondents as a source of information and data collection, results of the study found various types of Foursquare users and various motivations that drive them. The first finding of this study revealed six types of Foursquare users, namely: The Gamers, The Existence, The Need Help, The Mayor, The Showoff, and the Angels. The second finding was the type of motivation that Foursquare users are distinguished by category Feature Involvement, Self Satisfaction, Seeking Advice, Economic Incentives, Self Enhancement, and Concern for Other Users. From this study, Self Satisfaction, Self Enhancement, and Concern for Other Users are the motivation type of Foursquare users that give positive contribution to the activities of e-WOM because the three types directly do some sort recommendations or promotions of the places they check-in. Furthermore, Feature Involvement, Seeking Advice, and Economic Incentives are the types that less provide positive contribution to the activities of e-WOM. Advice Seeking and Economic Incentives are the types that the most feel benefits of e-WOM activities through Foursquare. Feature Involvement is the type that does not contribute the most to the activities of e-WOM and do not feel the most benefits of e-WOM activities through Foursquare. This research is expected to help companies that use Foursquare to establish the right business strategy in encouraging e-WOM among Foursquare users.
Co-Authors Aldio Dwitama Karyana Hutomo Natalia Natalia Nicky Agathon Sebastian Regina Inderadi Retno Dewanti Son Wandrial