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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Regional and City Planning JURNAL SOSIAL HUMANIORA (JSH) The Asian Journal of Technology Management (AJTM) Binus Business Review Journal of Business Management Education (JBME) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal
Reza Ashari Nasution
School of Business and Management, Institut Teknologi Bandung, Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Transportation

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Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia Astuti, Novika Candra; Nasution, Reza Ashari
Gadjah Mada International Journal of Business Vol 16, No 1 (2014): January-April
Publisher : Master of Management, Faculty of Economics and Business, Universitas Gadjah Mada

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Abstract

The emergence of internet-based electronic commerce offers considerable opportunities for companies to expand their customer base, enter new product markets, and rationalize their business. The Indonesian government has initiated and implemented a series of plans and activities to promote technology use to increase SMEs’ performance. Despite such efforts, technology adoption rate are still low. Therefore, it is important to understand the factors affecting an entrepreneurs’ decision on internet adoption, by measuring technology readiness (TR). The purpose of this study is to investigate TR and the extent to which E-commerce is adopted amongst entrepreneurs. This study is replication of Parasuraman’s study on the Technology Readiness Index (TRI). Questionnaires were distributed using a convenience sampling method to 190 entrepreneurs of SME in Bandung city. The findings indicate that entrepreneurs are moderate in terms of their TR. There are significant differences in terms of TR across entrepreneurs’ backgrounds (gender, age, education, and income). In relation to internet adoption by those surveyed, as their use of media promotion is still low, there were only 36.3 percent who adopted it. The results clearly indicate the need to provide support to SMEs to adopt and use e-commerce. These results have implications not only for managers of SMEs but also for government agencies in developing countries such as Indonesia. The findings have implications for researchers and practitioners by identifying TR drivers (optimism and innovativeness), and barriers (discomfort and insecurity), that contribute to effectively leveraging the Internet in an important area for SMEs.     
Fruitful Packaging : Consumer Preferences Toward Fresh Fruit Packaging for Gift Azhari, Dimas Ammar; Nasution, Reza Ashari
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract. Indonesia is one of the biggest fruit producer country which face low fruit consumption according to WHO. There is this condition where in Indonesia people are more used to consume fruit that they get from someone as a gift. It that can be a potential cause to raise Indonesian fruit consumption. Having a business in packaging design service and production vendor called Boxing Panda, the researchers intended to raise the consumption of fresh fruit in Indonesia by applying a design approach, which is analyzing the ideal product packaging for fruit gift to raise its fame as gift choice. Therefore, the research of customer preference of fruit-gift packaging is essential in knowing what features the customer wanted. Young mid-low Indonesian customer preference in packaging visual elements, informational elements, convenience, eco-efficiency, and packaging inserts were found. The result also in-line with the theory that changing the way a product is packed can affect the sales of the product. Even a low investment in changing the package can drive significant gain in brand sales compared to advertising and promotion activities (Rundh, 2005), this research proven that most people were more convinced to buy fruit if their packaging preferences were met. Keywords: marketing, consumer behavior, fruit, gift, packaging
The Influence of Parent Brands Commitment On Consumers Atitude toward co branding between those brands Aisyah, Azizah Nur; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 9, No 3 2010
Publisher : SBM ITB

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Abstract

This paper examines the influence of parent brands' commitment on consumers' attitude toward cobranding. Co-branding refers to the combination of two brand names to launch a single and unique product for a short to long term cooperation. Two experiments were conducted to test the hypotheses. The 82 subjects were exposed to two sessions of experiment; evaluations on each brand with no cobranding, evaluations on co-branding. Consumers' attitude was derived through obtaining consumers' perception on brand personality and favorability. The findings showed that parent brands with high commitment received more positive attitude compared to parent brands with low commitment.Keywords: co-branding, level of commitment, brand personality
A Study of Consumer Behavior in Adoption of Technology-Based Product Fachira, Ira; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 6, No 1 2007
Publisher : SBM ITB

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Abstract

This paper aims at describing factors that influence consumer intention to use new technology and how these factors interact with each other. The Academic Information System of the School of Business and Management ITB was selected as the unit of analysis and the Unified Theory of Acceptance and Use of Technology model was used to identify the degree of acceptance of different groups of users to the systems and the factors that influence their intention to use it. This study involves different user groups (students and lecturers). To provide further understanding of consumer behavior in technology adoption, Structural Equation Modeling will be used to test simultaneous effect of the factors in the model. Keywords: technology acceptance, Academic Information Systems, consumer behavior
Studi Literatur tentang Komersialisasi Teknologi di Perguruan Tinggi: Proses, Potensi, Model dan Aktor Nasution, Reza Ashari; Juanda, Dadan; Rachmah, Rifa
Jurnal Manajemen Teknologi Vol 8, No 2 2009
Publisher : SBM ITB

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Abstract

Perguruan tinggi (PT) merupakan lembaga yang utama dalam inovasi teknologi, namun kurang mampu dalam memanfaatkan inovasi tersebut untuk tujuan komersial. Kendala utamanya adalah kurangnya pemahaman mengenai proses komersialisasi teknologi, cara menilai potensi komersialisasi sebuah teknologi, model-model yang bisa dilakukan dan factor-faktor yang mempengaruhi keputusan pemilihan sebuah model. Tulisan ini memuat hasil studi literature terkini mengenai komersialisasi teknologi dan wawancara dengan pihak yang relevan dalam pengembangan dan komersialisasi teknologi di Institut Teknologi Bandung untuk memberikan mengenai bagaimana melakukan hal-hal diatas.Perguruan tinggi, inovasi, komersialisasi teknologi, model dan factor komersialisasi teknologi, Institut Teknologi Bandung
Pond's Brand Community Potentials Among High School Female Students in Bandung Nasution, Reza Ashari; Radiatni, Kaninia
Jurnal Manajemen Teknologi Vol 8, No 1 2009
Publisher : SBM ITB

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Abstract

Community based marketing becomes an effective approach that can give significant benefits for the practicing company. Accordingly, analysis on brand community potential for a particular brand becomes a very interesting topic to be researched. In this project, a study on female high-school-students was done to analyze that opportunity of Pond’s brand to build brand community among this target market in Bandung. The finding shows that the chance for Pond’s to develop brand community in Bandung is high. Most respondent embrace similar value with regards to beauty and socialization. Most of them also want to join the brand community. They also give very positive answer about the overall perception about Pond’s that indicates that they have positive attitude toward the product. However, there are significant number who refuse to be a member of Pond’s brand community. Cross-tabulation analysis is conducted to determine significant factor that differentiative between the two groups of students. Keywords: Pond’s, brand community, beauty, value, bandung
Proses Pembentukan Kepercayaan Konsumen : Studi Kasus pada Sebuah Usaha Kecil Menengah Percetakan Digital di Bandung. Nasution, Reza Ashari; Widjajanto, Angela Saskia
Jurnal Manajemen Teknologi Vol 6, No 2 2007
Publisher : SBM ITB

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Abstract

Kepercayaan atau trust merupakan faktor utama yang menentukan terjadinya loyalitas antara penyedia jasa dan penggunanya. Oleh karena itu, proses pembentukan kepercayaan pada diri konsumen (consumer trust) menjadi topik riset yang penting di dalam literatur. Di dalam paper ini dilakukan studi mengenai proses terjadinya kepercayaan pada sebuah usaha kecil dan menengah di Bandung yang bergerak di bidang penyediaan jasa percetakan digital. Studi mengenai hal ini menjadi sangat penting dalam konteks usaha kecil dan menengah karena peranan kepercayaan yang sangat dominan dalam proses bisnis mereka. Kata kunci: kepercayaan konsumen, usaha kecil dan menengah
Brand equity of team sports towards sponsorship in Indonesian football club Lukman, Syauqy; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 9, No 3 2010
Publisher : SBM ITB

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Abstract

This is a study concerning the result of sports sponsorship where the research focuses on how would a specific construct of Brand Equity would correlate with the sponsorship outcome. The study takes one of the forerunners of professional football (soccer) club as the object. Persib (Persatuan Sepakbola Indonesia Bandung), a football club which resides in Bandung. Persib has proven to be one of the most prominent football clubs in terms of business, fans, and professionalism. Each home game are watched by a minimum number of 40,000 spectators, and the company itself, PT. PBB (Persib Bandung Bermartabat, Inc.) has managed to generate a yearly income of approx. 12 Billion Rupiahs, income which is considered as the largest from a professional football club in Indonesia.The study is aimed to discover how the construct of BETS (Brand Equity of Team Sports) would influence the Sponsorship Outcome. Questionnaires were distributed to 403 fans of Persib Bandung, whom are ssociated with Viking community. The study modifies the concept of Bauer, et al. (2005) that applies the concept of Consumer Based Brand Equity from Keller (1993), and also the concept of Sponsorship Outcome (SO) from Gwinner and Swanson (2003). BETS is divided into four dimension; Awareness, Product-Related Attributes, Non Product-Related Attributes, and Brand Benefits. For the football context, each dimension is measured according to the characteristics of a football club. Product-related attributes consists of Athletic success, star player(s), coach, and management. Sponsorship Outcome is measured by; Sponsor recognition, attitude toward sponsor, sponsor patronage, and satisfaction with sponsor. The research would focus on observing SO on the context of general sponsorship of Persib, Honda, and PT. Daya Adira Mustika. The concepts are modified by researcher to fit research context. This study introduces a simpler construct to measure BETS from earlier model of Bauer, et al. And empirical test prove research hypothesis that BETS significantly affect SO using SEM, and dimensions of BETS correlates with SO. Simpler dimensions of BETS proposed by this study can accurately measure BETS, and the research also concluded Honda as the top of mind sponsor of Persib.Keywords: Sponsorship, Sports Marketing, Brand Equity, Structural Equation Modeling, Brand Equity of Team Sports, Sponsorship Outcome, Sport Sponsorship Marketing.
Marketing effektiveness in islamic financial cooperative: a case study Nugraha, Zulfy Bagja; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 9, No 1 2010
Publisher : SBM ITB

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Abstract

Cooperative is a model of kinship economic form in Indonesia which supported by national constitution. As a 'Muslim majority country', value of Islamic religion brought to every segment of life, including cooperative as an economic form based on kinship. Islamic Financial cooperative was a role model of religious based of alternative kinship economic form, and their existence supported by government and cause of high growth in amount. This study tries to find role model of Islamic financial cooperative of marketing effectiveness through study case. The Subject of this study was an Islamic financial cooperative (BMT) in Bandung city, Indonesia. This study was meant to be explanatory, using case study approach in one of the Islamic Financial cooperative, well known as Baytul Maal wat tamwil (BMT), used to explain factors that creating marketing effectiveness and marketing metrics that can be implemented in this form of economic. The factors was based on Kotler (1977) and Carson (1990) marketing effectiveness theory, as for marketing metrics proposed to be used as a measurement; based on Hooley & Lynch (1984), Ambler (2004). Marketing effectiveness in this study viewed as ability of organization to attain their objectives, how was the process of marketing effectiveness achieved in Islamic financial cooperative. The factors of marketing effectiveness used was proposed by Carson, which are : limitations of marketing expenditure, marketing expertise, and marketing impact; Marketing planning vs. operation, levels of generalization, marketing planning adapted to small firm, stages of marketing, level of activity. This study academically open up conditions of marketing effectiveness in Islamic financial cooperative that rarely explore.Keywords : Islamic Financial Cooperative, Marketing Effectiveness, Marketing Metric
Consumer's Attitude Toward Private Label and Its Relationship with Their Motivational Values Nasution, Reza Ashari; Dewi, Amanda Permata; Sembada, Agung Yoga
Jurnal Manajemen Teknologi Vol 8, No 3 2009
Publisher : SBM ITB

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Abstract

Private label penetration is increasing from time to time. Past research have highlighted individual customer demographic characteristics that relate to private label purchase. Those research, however, have neglected the role of personal values in driving consumer behavior. This research is aimed to fill this gap by studying private label purchase behavior in a university in Bandung, Indonesia and its relation to the personal values of the respondents. Schwartz Value System is applied after comparing this with other value systems. Two dimensions in the system, which are opennes to change and conservation are analyzed in relation with private label purchase behavior of students in the university. The dimensions are selected because of their direct intuitive link with private label purchase. Using correlation analysis, the research provides an important finding about the role of personal values (in terms of opennes to change vs conservation) in private label purchase.Keywords: private label, personal value, Schwartz Value Systems, Bandung, Indonesia, openness to change, conservation, purchase behavior, consumer behavio
Co-Authors Agung Yoga Sembada Amanda Permata Dewi Angela Saskia Widjajanto Annisa Rahmani Qastharin Aprilianty, Fitri Ardin, Ifad Arnita, Devi Arnita, Devi Atik Aprianingsih Atik Aprianingsih Azhari, Dimas Ammar Azizah Nur Aisyah Azzahra, Dwine Fatimah Basilius Prabawa Brodjonegoro Belgiawan, Prawira Fajarindra Cestlavie, Syfa Dadan Juanda Damayanti Octavia Farjumzal, Farjumzal Febilincia, Siti Dzulqadah Febiya Anggayesti Handayani Febrina Piecella Musbar, Febrina Piecella Ferica, Michelle Fitri Puspita Freggy Griyatta Putra A Gara, Gd Pandya Wicaksana Gatot Yudoko Hadiansyah, Laksmi Saraswati Haekal Pirous Hartasti, Desideria Putri Ira Fachira Iriani, Nadya Jaka Purwanto Jerry Frans, Jerry Kamila, Alivia Puti Kaninia Radiatni Krisnati Desiana Lidia Mayangsari Lukni Burhanuddin Ahmad Marcia Louise Mandagi, Marcia Louise Marshal Mardiansyah Mayangsari, Lidia Nathasia, Ervina Nila Armelia Windasari Nisful Laila Novika Candra Astuti Novika Candra Astuti Persada, Satria Fadil Puji Prabowo Purnomo, Anselmus Hansel Tanthio Purwita Sundari, Ita Putra, Aditya Dwi Qodariah, Elis Rachmi Rida Utami, Rachmi Rida Raden Aswin Rahadi Ramadhan, Mohammad Nugraha Rifa Rachmah Rifqiya, Afwan Rusnandi, Linda Sendy Lediana Sato, Jun Sidi Sidik Permana Stella Olivia Rawis Steven Paoh, Spencer Sudarso Kaderi Wiryono Surya Dewati, Okky Syauqy Lukman Widyoretno Adiani Windasari, Nila Armelia Wiradiputra, Andika Yudo Anggoro Yusuf, Muhammad Vevaldy Zulfy Bagja Nugraha