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Annetta Gunawan
Bina Nusantara University
Economics, Econometrics & Finance Social Sciences

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Analisis Perbandingan Experiential Value antara Hong Tang dan Black Ball serta Hubungannya dengan Customer Satisfaction Gunawan, Annetta
Binus Business Review Vol 5, No 2 (2014): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v5i2.1188

Abstract

Black Ball and Hong Tang are two pioneers of Taiwanese dessert sellers in Jakarta. Both of them have product offering characteristics that are alike and have the same target market. From the initial observation, the researcher found that even though Black Ball has more outlets than Hong Tang, but Black Ball seems to be less popular than Hong Tang. The consumers’ preferences are varied, there are some consumers prefer Hong Tang, but there are also those who choose Black Ball, because of the food quality, the service provided, and also the experiences they get during the consumption process. Therefore, both Black Ball and Hong Tang have to consider about the experiential value to be offered to their customers, in order to increase their customer satisfaction, so that they can sustainably survive in the midst of challenging competition. The objectives of this research are to examine whether there is any difference of experiential value dimensions and customer satisfaction between Hong Tang and Black Ball and to examine the relationship between experiential value dimensions and customer satisfaction of Hong Tang and Black Ball. The result of this research concludes that there is no difference of all experiential value dimensions and customer satisfaction between Hong Tang and Black Ball and there is a strong and significant relationship between all experiential value dimensions and customer satisfaction of Hong Tang and Black Ball.
Analysis of Millennial Moms Segmentation and Perceptual Mapping of Infant Formula Milk Market in Jakarta Gunawan, Annetta; Glean, Raymond; Muchardie, Brian Garda
Binus Business Review Vol 7, No 3 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i3.1517

Abstract

The purpose of this research was to explore factors that influenced the millennial moms in making decision to purchase infant formula productand to use these factors as a basis to determine the segmentation of millennialmoms in the formula milk industry as well as the making of perceptual in formula milk industry in Jakarta. The used method was content analysis for the exploratory study whose data were collected through in-depthinterviews, cluster analysis and cross tabulation, as well as multidimensional scaling for descriptive research which data was obtained through the questionnaire. The obtained results indicate factors that affect the millennialmoms in selecting a formula milk, are price, nutrition, word of mouth, no side effects, taste, commercials, good result, brand loyalty, the recommendation from doctors, pure ingredients, compatibility with the child’s body, random trial and error. In addition, there are four market segments of millennial moms in infant formula milk market in Jakarta. There are medical-concern moms, well-educated moms, experience-based moms and randomtrial moms. Last, the perceptual mapping of formula milk brand in Jakarta shows five groups of brand according to the dimensions of economy-class of formula milk (economic vs premium) and variants of formula milk (plain vs. flavor).
Pola Perilaku Pembelian Produk Apparel untuk Balita oleh Millennial Moms dan Implikasinya untuk Pemasar Kids Apparel Gunawan, Annetta; Muchardie, Brian Garda
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.v6i1.997

Abstract

The phenomenon that recently occurred is the height of the millennial moms busy uploading pictures of their children in such a way they dressed through various social media. Accordingly, the need of the millennial moms in dressing their children up is related to the shopping patterns in kids apparel products. Buying kids products, especially apparel, not only meets the needs, but it is also the pleasure of the millennial mom. The unique characters of the millennial moms behavior that differ from the mother’s of previous generations, make kids apparel marketers need to focus on the overall process of purchasing decisions made by the millennial moms. The purpose of this qualitative study is to explore the patterns of behavior of the millennial moms when shopping apparel products for toddlers, including the factors that influence the need awareness, information search, evaluation of alternatives, purchase behavior, and behavior post-purchase stages. Data collection method used is depth interview since the purpose of this exploratory study is to gain insight and understanding of consumers about a particular topic. The results of this study include an explanation of shopping behavior shown by the millennial moms for kids apparel products in all stages of the purchase decision process, shopping typology of millennial moms in kids apparel products, as well as the implications for marketers.
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar Muchardie, Brian Garda; Yudiana, Nabila Hanindya; Gunawan, Annetta
Binus Business Review Vol 7, No 1 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i1.1458

Abstract

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.
Analisis Pengaruh Communal Activation terhadap Keputusan Membeli untuk Meningkatkan Brand Loyalty (Studi Kasus Teh Botol Sosro Less Sugar) Gunawan, Annetta
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.v4i2.1377

Abstract

Established in 1974 PT Sinar Sosro is the first bottled ready-to-drink tea producer in Indonesia. In order to fulfill its lovers wherever they are, the newest innovation has been launched, i.e. Teh Botol Sosro Less Sugar, which focuses on diabetics, sportsmen/athletes, and young executives as its target markets. To foster brand loyalty and control the community, PT Sinar Sosro utilizes crowd combo marketing concept, especiallycommunal activation activity that is adjusted with the current New Wave Marketing era, so PT Sinar Sosro can integrate supply and access of Teh Botol Sosro Less Sugar product. The objectives of this research are to analyze the influence of Communal Activation on Buying Decision of Teh Botol Sosro Less Sugar, and to analyze the influence of Communal Activation and Buying Decision on Brand Loyalty of Teh Botol Sosro Less Sugar. The data collection technique used was questionnaire disseminated to the members of Teh Botol Sosro Less Sugar online community, using Likert scale. While the data analysis technique used was Path Analysis. The result of Path Analysis shows the structural equation Y = 0,523 X + 0,8526 ε1 which Communal Activation significantly contributes to Buying Decision at 27,3% and Z = 0,552 X2 + 0,229 Y + 0,7141 ε2 which Communal Activation and Buying Decision simultantly and significantly contribute to Brand Loyalty at 49%.
Comparative Study of Store Image, Patronage Intention, and Retail Mix Elements between Alfamart and Indomaret in Jakarta Muchardie, Brian Garda; Yosa, Ferdian; Gunawan, Annetta
Binus Business Review Vol 8, No 2 (2017): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v8i2.2066

Abstract

This research is initiated by the phenomenon of competitive rivalry between the two giant convenience stores (Alfamart and Indomaret) in Indonesia. Alfamart must strive to improve the patronage intention of its customers so that they do not switch to its main competitor, Indomaret. The purpose of the research was to compare patronage intention and store image between Alfamart and Indomaret. Additionally, this research clarified the influence of the components in the retail mix, which were in-store promotion, store atmosphere, convenience, and merchandise between Alfamart and Indomaret in the formation of store image and its impact on patronage intention. The research methods were independent t-test and path analysis. Independent t-test aimed to find differences that occurred between Alfamart and Indomaret especially the differences in the components of the retail mix, store image, and patronage intention. Meanwhile, path analysis was to determine the effect of the retailmix to store image and patronage intention. After processing the data, it is shown that both variables which are the components of the retail mix, store image, and patronage intention are surpassed by Alfamart. In Alfamart, thereare significant influences of in-store promotion, convenience, and merchandise to the store image and patronage intention. Similarly, in-store promotion, merchandise, and store image have direct influence on patronage intention.Meanwhile, for Indomaret, there is the influence of the in-store promotion, convenience, and merchandise to store image and patronage intention with conditions that store atmosphere and store image have a direct influence onthe patronage intention.
Analisis Strategi dan Taktik Pemasaran dalam Aktivitas E-Commerce untuk Meningkatkan Pertumbuhan PT Golden Rama Express Gunawan, Annetta
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 15, No 1 (2014): The Winners Vol. 15 No. 1 2014
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v15i1.636

Abstract

Opportunities for tour & travel industry in Indonesia is increasing, thus attracting a lot of players to compete. PT Golden Rama Express as an industry leader in the tour industry wants to continue to grow the business. The development of information technology led to changes in consumer behavior, encouraging Golden Rama to take advantage of gaps that occur to become a leader in e-commerce activities. The purpose of this project consulting is to devise marketing strategies and tactics in order to improve the effectiveness of e-commerce activity for the Golden Rama. This study used questionnaire, interview, and literature study as a means to collect the data. Then the results of the data analysis of both quantitative and qualitative were used to plan growth based on the concept of Matrix Nine. The results of this study revealed that the existing customers of PT Golden Rama Express which can be expanded to the e-commerce market are upper middle families who have often gone abroad. Wife has significant role in filtering and selecting information and its potential customers are families who are beginners in terms of holidaying abroad are active in the virtual world with the characteristics as early adopters. This study is expected to be input to the PT Golden Rama Express in determining marketing strategies are needed in the market work is done by integrating the activities of online, offline, and mobile, based on the concept communitization, confirmation, and the clarification, which is equipped with the concept of Crossing the Chasm. Then the marketing tactics is based on the concept of communal activation and conversation, improve Web site content, as well as applying the principle of contextual marketing.
Enhancing Brand Loyalty by Increasing Experiential Value through Customer Satisfaction in Boka Buka Restaurant Pondok Indah Mall Gunawan, Nathania; Prabowo, Harjanto; Gunawan, Annetta
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 16, No 2 (2015): The Winners Vol. 16 No. 2 2015
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v16i2.1564

Abstract

This research was conducted at Boka Buka Restaurant. Boka Buka Restaurant is a casual French dining restaurant in Pondok Indah Mall. The objectives of the research are to examine if the experiential value contributes to customer satisfaction in Boka Buka Restaurant and t examine if the experiential value and customer satisfaction contributes partially and simultaneously to brand loyalty in Boka Buka Restaurant. The methods of the research are Pearson Correlation and Path Analysis. The data is obtained from the questionnaires which are distributed to the customers at Boka Buka Restaurant to measure the level of the Experiential Value, Customer Satisfaction, and Brand Loyalty, using a Likert scale. From the analysis of the data, it obtains structural equation Y = 0.812X + 0.5839ε1 where Experiential Value contributes significantly to Customer Satisfaction of 65.9% and Z = 0.255X + 0.582Y + 0.5958ε2 where Experiential Value and Customer Satisfaction simultaneously contribute significantly to the Brand Loyalty of 64.5%.
Antecedents of Organizational Citizenship Behavior Analysis and its Impact Toward Organizational Effectiveness on A Fruit Ice Cream Manufacture Gunawan, Annetta; Natalia, Natalia
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 13, No 1 (2012): The Winners Vol. 13 No. 1 2012
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v13i1.669

Abstract

To achieve organizational effectiveness, every company needs not only qualified human resources, but also employees who perform organizational citizenship behavior (OCB), which is influenced by individual internal factor i.e. big five personality and its external factor i.e. job satisfaction and organizational commitment. PT Harapan Surya Lestari also needs employees with high OCB level to maintain the sustainability of the company. The purpose of this research is to analyse the effects of big five personality, job satisfaction, and organizational commitment of the employees to organizational citizenship behavior and its impact toward organizational effectiveness on PT Harapan Surya Lestari (HSL). The method used in the research is Path Analysis. The data is obtained from questionnaire disseminated to all the employees of PT HSL in order to measure the level of big five personality, job satisfaction, and organizational commitment of the employees and organizational effectiveness from the perception of each employee, using likert scale. Results from the data analysis obtained structural equations Y = 0,240 X1 + 0,166 X2 + 0,502 X3 + 0,6671 ε1  where simultaneously big five personality, job satisfaction, and organizational commitment contribute significantly to organizational citizenship behavior of 55,5% and Z = 0,461 X2 + 0,374 Y + 0,6921 ε2  where simultaneously job satisfaction and organizational commitment contribute significantly to organizational effectiveness of 52,1%.
Analisis Strategi dan Taktik Pemasaran dalam Aktivitas E-Commerce untuk Meningkatkan Pertumbuhan PT Golden Rama Express Annetta Gunawan
The Winners Vol. 15 No. 1 (2014): The Winners Vol. 15 No. 1 2014
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v15i1.636

Abstract

Opportunities for tour & travel industry in Indonesia is increasing, thus attracting a lot of players to compete. PT Golden Rama Express as an industry leader in the tour industry wants to continue to grow the business. The development of information technology led to changes in consumer behavior, encouraging Golden Rama to take advantage of gaps that occur to become a leader in e-commerce activities. The purpose of this project consulting is to devise marketing strategies and tactics in order to improve the effectiveness of e-commerce activity for the Golden Rama. This study used questionnaire, interview, and literature study as a means to collect the data. Then the results of the data analysis of both quantitative and qualitative were used to plan growth based on the concept of Matrix Nine. The results of this study revealed that the existing customers of PT Golden Rama Express which can be expanded to the e-commerce market are upper middle families who have often gone abroad. Wife has significant role in filtering and selecting information and its potential customers are families who are beginners in terms of holidaying abroad are active in the virtual world with the characteristics as early adopters. This study is expected to be input to the PT Golden Rama Express in determining marketing strategies are needed in the market work is done by integrating the activities of online, offline, and mobile, based on the concept communitization, confirmation, and the clarification, which is equipped with the concept of Crossing the Chasm. Then the marketing tactics is based on the concept of communal activation and conversation, improve Web site content, as well as applying the principle of contextual marketing.
Co-Authors Brian Garda Muchardie Ferdian Yosa Glean, Raymond Gunawan, Nathania Harjanto Prabowo Harjanto Prabowo Lilik Noor Yuliati Nabila Hanindya Yudiana Natalia Natalia Natalia Natalia Nathania Gunawan Raymond Glean Siti Jahroh Ujang Sumarwan Yosa, Ferdian Yudiana, Nabila Hanindya