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PENGARUH BRAND TRUST TERHADAP KOMITMEN DAN BRAND EXTENSION ACCEPTIBILITY DI FISIP UNPAR Fransisca Mulyono; Marihot T.E Hariandja
Research Report - Humanities and Social Science Vol. 1 (2009)
Publisher : Research Report - Humanities and Social Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (13.71 KB)

Penelitian ini diawali oleh fenomena terjadinya penurunan jumlah pendaftar di berbagai perguruan tinggi di Indonesia secara umum dan di FISIP Unpar secara khusus. Penurunan jumlah pendaftar ini jika tidak diperhatikan akan membawa dampak yang sangat serius kepada pertumbuhan sebuah perguruan tinggi.Di dua program studi yang berada di lingkup FISIP Unpar penurunan itu sudah lama terjadi dan semakin memprihatikan. Fenomena ini jika dikaitkan dengan berbagai keluhan atau bahkan word-of mouth negatif yang disampaikan oleh para mahasiswa ataupun alumnus di kedua progranm studi atau jurusan – walau jumlahnya tidak besar – tampaknya memiliki sebuah kaitan. Dan hal ini berkenaan dengan masalah TRUST – yang dalam penelitian ini dibatasi sebagai pengalaman yang diperoleh berdasarkan informasi di masa lalu yang memberikan jaminan bahwa partner dimotivasi untuk tidak melakukan perubahan atas persyaratan pertukaran yang terjadi. Jadi ketika seorang mahasiswa mendaftar di sebuah jurusan atau program studi, maka ia berharap program studi atau jurusan pilihannya tidak akan merubah apa yang telah dikomunikasikannya kepada publik.Berbagai keluhan yang disampaikan para mahasiswa di dua program studi atau jurusan di FISIP Unpar dengan jelas mencerminkan tidak adanya komitmen dari mereka kepada institusi tempatnya menimba ilmu. Komitmen dalam peneltiian ni dibatasi sebagai intensi eksplisit atau implisit untuk mempertahankan sebuah hubungan yang berkelanjutan dengan sebuah merk. Padahal komitmen secara teoretis dipengaruhi oleh Brand Trust. Selain itu Komitmen juga bisa mempengaruhi muncul tidaknya toleransi atas kesalahan atau kekurangan yang ada dalam sebuah merk. Selain itu ketika Brand Trust muncul, maka konsekuensi lain yang muncul selain komitmen adalah penerimaan yang baik akan produk lain yang diluncurkan oleh produsen yang sama.Dengan menghubungkan fenomena yang terjadi dengan beberapa konsep di atas, tampak sekali perlu adanya sebuah penelitian guna mengkaji pengaruh Brand Trust terhadap Brand Extension Acceptibility dan Komitmen di FISIP Unpar.Penelitian ini merupakan sebuah penelitian kausal dengan menggunakan 339 mahasiswa di tiga jurusan di FISIP Unpar sebagai responden dalam survei ini yang menerapkan convenience sampling. Data dioleh dengan menggunakan teknik Structural Equation Modelling (SEM) dengan menggunakan LISRELL versi 8.3, karena penelitian ini bertujuan untuk mengkorfirmasikan penerapan model penelitian dalam konteks di FISIP Unpar.Kesimpulan yang diperoleh menunjukkan kalau dengan responden mayoritas berasal dari program studi Ilmu Administrasi Bisnis dan Hubungan Internasional, yang mayoritas berjenis kelamin wanita, dan mayoritas berasal dari angkatan 2006 serta berasal dari SMU di kota Bandung dan swasta, di FISIP Unpar Brand Trust secara signifikan mempengaruhi Komitmen dan Brand Extension Acceptibility. Demikian juga Komitmen secara signifikan mempengaruhi Temporary Deficiency Acceptibility.

Inovasi di Sektor Publik Fransisca Mulyono
Jurnal Administrasi Publik Vol. 5 No. 2 (2008): Jurnal Administrasi Publik, Volume 5, Nomor 2, Oktober 2008, ISSN 1412 - 70405
Publisher : Centre for Public Policy and Management Studies

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Public sector innovation in current globalization era is inevitably a global phenomenon. This situation is supported by experiences of countries which try to focus themselves to achieve an innovation-driven economy to serve a better service for their 'customers' beside to occupy an important position in global rank. Several countries acknowledging innovation as of great importance in achieving competitive advantages. The perfect examples for this are China and India which are considered experiencing a rapid growth-leapfrogging- to become great powers in Asia. This paper has three major purposes. First, it tries to describe the importance of public sector innovation to raise its competitive advantage. Although innovation in public sector is a complex one, but it is not impossible to be attained. Second, to give some public dector innovation since it is applied for more than two decades in the world. Third, to describe some limitations to be confended and anticipated in order to raise the responsiveness of public sector to this global trend.Keywords: public sector, innovation

DAMPAK EKSPETASI PELANGGAN, PERSEPSI KUALITAS, DAN PERSEPSI NILAI TERHADAP KEPUASAN PELANGGAN, SERTA IMPLIKASINYA PADA LOYALITAS PELANGGAN A. J. Ibnu Wibowo; Fransisca Mulyono
Bina Ekonomi Vol. 13 No. 1 (2009)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Service providers must deliver high-quality customer services that generate highly satisfied customers. In this article, we examine how customer expectation, perceived quality, and perceived value may lead to exceptional satisfied customers, and ultimately to customer loyalty. Specifically, we investigate the chain of events through which customer expectation, perceived quality, and perceived value influence customer satisfaction and customer loyalty in a sample of 323 customers. We present a conceptual model for linking customer expectation, perceived quality, and perceived value to customer satisfaction and customer loyalty, and test this model using structural equation modeling. The results suggest that (1) perceived quality and perceived value are linked to customer satisfaction; (2) customer satisfaction is linked with customer loyalty. Theoretical and practical implications of our findings are discussed.

CHAORDIC ENTREPRISE: SEBUAH PENGANTAR Fransisca Mulyono
Bina Ekonomi Vol. 14 No. 1 (2010)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Business environment nowadays, that becoming more and more turbulent and complex, is hard to be predicted by managements since it has the butterfly effect : the effect that brings the greater effect in other places in this world when there is a change in a certain place. Traditional organization that considering employees as an object with its rigid structure cannot adjust these rapid changes properly. It needs to be replaced by a new alternative organization: chaordic organization, i.e. an organization that combines chaos and order situation in the same time to bring changes in management as an anticipation to its environment. Chaordic organization is very important for business today because of its high appreciation on human resources making everybody in all units of organization have a high degree on autonomy and freedom, and as a result be the leading creative and innovative organization.Key words : turbulensi, kompleksitas, kreativitas, inovasi, chaordic.

INFORMASI PRODUK DALAM IKLAN DAN PERLINDUNGAN KONSUMEN INDONESIA Fransisca Mulyono
Bina Ekonomi Vol. 14 No. 2 (2010)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Commercial is still perceived as an interesting tools for producers and marketers because of its reliability to market their products, especially children's product. One of the main benefits of commercial is its ability in giving information to consumers about certain products. Although in Indonesia we have Undang-undang Perlindungan Konsumen, declared in 1999, lndonesia's consumer still have a wea4 bargaining position in their relation with the producers or marketers, proved by lots of misleading commercials exposing in many mass media. This paper aimed to describe the kinds of misleading commercials and then analyze it yuridically.Key words : penyalahgunaan iklan, perlindungan konsumen, Undang-undang Perlindungan Konsumen, penyelesaian konflik konsumen dan produsen.

MATERIALISME : PENYEBAB DAN KONSEKUENSI Fransisca Mulyono
Bina Ekonomi Vol. 15 No. 2 (2011)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Materialism defined as the importance a person places on possessions and their acquisition as a necessary or desirable form of conduct to reach desired end states, including happiness. It has certain negative effects : increasing risk for diminished well-being (happiness) afterwards lead to negative subjective well-being, low level se/f- determination, low level gratitude and negative meaning in life. This is a phenomenon have been around everywhere and everyone: kids, teenagers even adults, emerging because of ever increasing the symbolic consumption, not utilitarian consumption. Some researchs showed that there are some causes be responsible for materialism: dominant social paradigm, peer group pressure, and conspicuous consumption. Concerning its negative effects, socialization process about materialism must be done to everybody comprehensively.

SELF LEADERSHIP : SEBUAH PENDEKATAN Fransisca Mulyono
Bina Ekonomi Vol. 16 No. 1 (2012)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

The concept of Self-leadership is considered to be a new approach when it first surfaced in the 1980's. Its principle is that the activity of a leader is no longer in the hands of few prominent members in the organization, but in the hands of all individuals in all levels of organization to motivate, direct and control himself/herself to perform positively as expected to achieve organization’s high competitive advantages through a conducive decision making process. Self-leadership capability has many advantages for the development of the organization, especially in this era of creativity, especially through the development of creative individuals. This paper attempts to outline some of the supporting factors for self-leadership development, its benefits, and in particular the strategies and methods needed to improve the ability of self-leadership.Key words : creativity and innovation, self-leadership, organizational commitment, self-leadership strategy.

ORIENTASI PASAR : ANTESEDEN DAN KONSEKUENSI Fransisca Mulyono
Bina Ekonomi Vol. 17 No. 1 (2013)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Market orientation is a concept that is still proven efficacy because by applying this concept the company is able to sell products that suit the tastes and needs of its consumers. This is because there are three main activities in this concept, which is market intelligence generation,market intelligence dissemination and market responsiveness. Understanding the market orientation concept will be more profound when its antecendents and consequences are well understood. This paper discussed about the antecedents of market orientation, namely: senior management factors, interdepartmental dynamics and organizational systems. While the consequences of market orientation are organizational performance, customer Consequences, and innovation consequence.Keywords : market intelligence generation, market intelligence dissemination, market responsiveness, market orientation antecedents, market orientation consequences.Words : 6.044

EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS AT PAPERKEBAB.HQ Fransisca - Mulyono; Lisa Jolanda Polimpug
Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Vol 19, No 2 (2022): Jurnal Ilmu Administrasi
Publisher : Sekolah Tinggi Ilmu Administrasi Lembaga Administrasi Negara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31113/jia.v19i2.884

Seiring dengan perkembangan zaman, perkembangan teknologi dan informasi yang terbuka membuat lingkungan usaha menjadi semakin kompetitif. Paperbab.hq merupakan salah satu usaha yang ikut merasakan persaingan yang kompetitif dimana dalam menghadapinya, Paperbab.hq menggunakan perkembangan teknologi yakni social media marketing activities yang terdiri atas entertainment, interaction, trendiness, advertisement, dan customization. Penelitian ini melakukan analisis pengaruh terhadap social media marketing activities yang diterapkan oleh Paperbab.hq terhadap brand awareness. Selain itu, penelitian ini juga membandingkan kesan yang diperoleh konsumen yang dikelompokkan berdasarkan jenis kelamin, usia, dan frekuensi kunjungan terhadap social media marketing activities dan brand awareness. Jumlah responden yang mengisi kuesioner yang diberikan oleh peneliti dalam penelitian ini adalah sebanyak 130 responden. Melalui penelitian ini, ditemukan hasil bahwa secara serempak, semua indikator yang terdapat di dalam social media marketing activities memiliki pengaruh terhadap brand awareness namun secara parsial, indikator trendiness tidak memiliki pengaruh terhadap brand awareness. Berdasarkan pengelompokan atas jenis kelamin, usia, dan frekuensi berkunjung ditemukan hasil yang berbeda mengenai kesan yang didapatkan dari setiap indikator social media marketing activities dan brand awareness.Â Â Â

EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS AT PAPERKEBAB.HQ Fransisca - Mulyono; Lisa Jolanda Polimpug
Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Vol. 19 No. 2 (2022): Jurnal Ilmu Administrasi
Publisher : Sekolah Tinggi Ilmu Administrasi Lembaga Administrasi Negara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31113/jia.v19i2.884

Seiring dengan perkembangan zaman, perkembangan teknologi dan informasi yang terbuka membuat lingkungan usaha menjadi semakin kompetitif. Paperbab.hq merupakan salah satu usaha yang ikut merasakan persaingan yang kompetitif dimana dalam menghadapinya, Paperbab.hq menggunakan perkembangan teknologi yakni social media marketing activities yang terdiri atas entertainment, interaction, trendiness, advertisement, dan customization. Penelitian ini melakukan analisis pengaruh terhadap social media marketing activities yang diterapkan oleh Paperbab.hq terhadap brand awareness. Selain itu, penelitian ini juga membandingkan kesan yang diperoleh konsumen yang dikelompokkan berdasarkan jenis kelamin, usia, dan frekuensi kunjungan terhadap social media marketing activities dan brand awareness. Jumlah responden yang mengisi kuesioner yang diberikan oleh peneliti dalam penelitian ini adalah sebanyak 130 responden. Melalui penelitian ini, ditemukan hasil bahwa secara serempak, semua indikator yang terdapat di dalam social media marketing activities memiliki pengaruh terhadap brand awareness namun secara parsial, indikator trendiness tidak memiliki pengaruh terhadap brand awareness. Berdasarkan pengelompokan atas jenis kelamin, usia, dan frekuensi berkunjung ditemukan hasil yang berbeda mengenai kesan yang didapatkan dari setiap indikator social media marketing activities dan brand awareness.

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