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Brian Garda Muchardie
Bina Nusantara University
Computer Science & IT Economics, Econometrics & Finance

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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.
Pengaruh Communal Activation untuk Membentuk Brand Loyalty Produk Minuman Prabowo, Hartiwi; Muchardie, Brian Garda; Handrimurtjahjo, Dedy
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.v3i1.1341

Abstract

Established in 1974, PT Sinar Sosro is the first ready-to-drink tea beverage in bottles in Indonesia and in the world. Teh Botol Sosro market position is the leader in ready to drink tea industry. One of the leading products of PT Sinar Sosro is Teh Botol Sosro glass bottle often called RGB (returnable Glass Bottle). To meet the lovers’ needs anywhere they are, the latest innovation from Teh Botol Sosro products is Teh Botol Sosro Less Sugar which was launched on August 20, 2008. As the time passes by, the market condition encourages a change in marketing plan that leads to a decentralized system (horizontal) in which the customer demands the same service from the same brand from any location they are. This era is called the New Wave Marketing (2008), which is still running today. The purpose of this research is to analyze the influence of communal activation of the buying decisions to increase brand loyalty in Teh Botol Sosro Less Sugar product. Data collecting technique is the questionnaire to members of the online community Botol Sosro Less Sugar and interviews, while the data analysis technique using path analysis. Path Analysis Results show there was an impact dan significant between Communal Activation and Buying Decisions, and there was also a positive correlation and significant between Buying Decisions and Brand Loyalty.
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.
Pola Perilaku Pembelian Produk Apparel untuk Balita oleh Millennial Moms dan Implikasinya untuk Pemasar Kids Apparel Annetta Gunawan; Brian Garda Muchardie
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.
Pengaruh Communal Activation untuk Membentuk Brand Loyalty Produk Minuman Hartiwi Prabowo; Brian Garda Muchardie; Dedy Handrimurtjahjo
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.v3i1.1341

Abstract

Established in 1974, PT Sinar Sosro is the first ready-to-drink tea beverage in bottles in Indonesia and in the world. Teh Botol Sosro market position is the leader in ready to drink tea industry. One of the leading products of PT Sinar Sosro is Teh Botol Sosro glass bottle often called RGB (returnable Glass Bottle). To meet the lovers’ needs anywhere they are, the latest innovation from Teh Botol Sosro products is Teh Botol Sosro Less Sugar which was launched on August 20, 2008. As the time passes by, the market condition encourages a change in marketing plan that leads to a decentralized system (horizontal) in which the customer demands the same service from the same brand from any location they are. This era is called the New Wave Marketing (2008), which is still running today. The purpose of this research is to analyze the influence of communal activation of the buying decisions to increase brand loyalty in Teh Botol Sosro Less Sugar product. Data collecting technique is the questionnaire to members of the online community Botol Sosro Less Sugar and interviews, while the data analysis technique using path analysis. Path Analysis Results show there was an impact dan significant between Communal Activation and Buying Decisions, and there was also a positive correlation and significant between Buying Decisions and Brand Loyalty.
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar Brian Garda Muchardie; Nabila Hanindya Yudiana; Annetta Gunawan
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.
Analysis of Millennial Moms Segmentation and Perceptual Mapping of Infant Formula Milk Market in Jakarta Annetta Gunawan; Raymond Glean; Brian Garda Muchardie
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).
Comparative Study of Store Image, Patronage Intention, and Retail Mix Elements between Alfamart and Indomaret in Jakarta Brian Garda Muchardie; Ferdian Yosa; Annetta Gunawan
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.
Co-Authors Annetta Gunawan Aries, Aries Dedy Handrimurtjahjo Ferdian Yosa Glean, Raymond Handrimurtjahjo, Dedy Hardiyansyah Hartiwi Prabowo Hartiwi Prabowo, Hartiwi Nabila Hanindya Yudiana Raymond Glean Rillia, Anneke Yosa, Ferdian Yudiana, Nabila Hanindya