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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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Peta Persepsi Multi Atribut dan Penyedia Jasa Transportasi menuju Bandara Soekamo Hatta di Kota Bandung Nasution, Reza Ashari; Aprianingsih, Atik; Handayani, Febiya Anggayesti
Jurnal Manajemen Teknologi Vol 7, No 2 2008
Publisher : SBM ITB

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Abstract

Persaingan di sektor jasa transportasi dari Bandung ke bandara Soekarno Hatta di Jakarta semakin marak dengan adanya penerbangan tarif rendah dan dibukanya jalan tol Cipularang. Melalui sebuah penelitian diketahui bahwa konsumen memilih penyedia jasa berdasarkan tujuh atribut, yakni harga, sistem reservasi tiket, fasilitas kendaraan, sikap pegawai, kualitas pelayanan, jaminan keberangkatan, dan sistem keberangkatan (door to door dan point to point). Di dalam tulisan ini ditampilkan peta persepsi setiap penyedia jasa menggunakan Multi Dimensional Scaling berdasarkan enam atribut karena persepsi mengenai harga sudah dipelajari di dalam penelitian lainnya. Katakunci: Jasa transportasi, persepsi, Multi Dimensional Scaling, Multi Attribut
Sensory Marketing: The Effect of Tactile Cue on Product Packaging towards Perceived Novelty and Perceived Likeability Rifqiya, Afwan; Nasution, Reza Ashari
Journal of Business and Management Vol 5, No 3 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract. According to the research conducted by Boston Consulting Group (BCG) in 2015, Indonesian consumer usually will not try for new brands unless they have had a negative experience with a product used in the past. On the other hand, they could try new a product if they hear or know something significant about a new product or the product feature. Therefore marketers need to find new and innovative strategies to interact with the customer. As the sensory marketing emerges as the new strategy in recent pass years, there is one sense that has started to break a new ground and seize the attention of researchers and marketers all around the world, which is the sense of touch or tactition. In particular, the research examined the utilization of tactile cue on product packaging as the new strategy towards perceived novelty and perceived likeability. Furthermore, nowadays less research is explored regarding the potential impact of the tactile cue on product packaging. The study constructed in experimental research design and analyzed by using Paired t-test and Wilconox signed-rank Test. The finding shows customer feel the novelty and more prefer towards the packaging that utilized tactile cue. Consequently, it could increase the opportunity for the product to be chosen by customer. However, further research has to be done regarding the relationship between tactile cue and customer’s purchase decision to obtain more impactful result in utilizing tactile cue on the product packaging.Keywords: Sensory marketing, Tactile cue, Product packaging.
The Study of Scent Association And Preference Among Youth In Bandung Kamila, Alivia Puti; Nasution, Reza Ashari
Journal of Business and Management Vol 5, No 3 (2016)
Publisher : Journal of Business and Management

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Abstract. Olfactory stimuli, also known as sense of smell, is the part of sensory system that is used for smelling. Scent is the pleasant odor captured by human olfactory system. It is known to add value by the use of fragrance on products. The use of scent by fragrance have been practiced in many industries. Fast moving consumer goods is one of the industry which product uses lot of scents, namely personal care. Product scent is being put into consideration when it comes to choosing personal care product. It is the main purchase driver of personal care product. In order to distinguish itself with others and offer unique selling point, the product must be different and easy to be remembered. This is where perception plays important role by creating cluster of association held in consumer’s mind that is stored in memory. These associations will help marketer to understand the consumer better in order to create a targeted marketing for certain potential market and to generate a scent profile that may be useful for product development. In order to be a favorable scent, it has to be pleasant. However, there has not been any research about whether a pleasant, likeable scent makes consumer want to buy the product. There has not been many research about scent which is why this research will contribute to begin bridging the gap in the real world and the actual association held in consumer’s mind and to find out the relationship between scent likeability and product preference. Therefore, this research was conducted using 5 samples of liquid soap to represent personal care product due to its high intensity of fragrance survey to 101 male and female aged 15-24 years old in Bandung who are divided into two groups based on their age (15-19 years old as teenagers and 20-24 years old as early adult). The respondents were asked to smell the soap first before they fill in the survey. The sample of soap being used are cool, fantasy, fresh, gourmand, and fruit scent. The type of association being asked are personality (symbolic), object, and emotion. The result of this research shows the association of each scent although the result shows little to no difference between two age groups. Charming is the personality that is associated across all scents that are natural based, though fresh does not have any strong personality association to it. These scents generally bring pleasant emotion. The objects associated with the scent come mostly from the item with similar scent to it, object of respondents surrounding, and the source of scent itself These associations help to create scent profile. The relationship between scent likeability and product preference is positive, which means if the scent is liked by consumer then it is also more preferred by consumer.Keywords: olfactory stimuli, scent, association, preference
Young-Adult Fashion Costumer Psychographic Segmentation: Bandung Case Study Putra, Aditya Dwi; Nasution, Reza Ashari
Journal of Business and Management Vol 6, No 1 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract. Fashion had becomes one business commodity that promise high potential revenue for fashion company. In the development of fashion, there are some difficulty among Fashion Company / brand in targeting the appropriate market for their fashion products. This condition occur due to the complex fashion dynamics that is strongly influenced by social and psychological condition that pretty hard to predicted (Malcolm Barnard, 1969). Segmentation process as one way to understand the dynamics of the market by simplify the markets into several segment becomes the promising framework in understand the market. Psychographics approach in segmentation process that segmenting the market based on psychological / lifestyle perspective surely becomes the appropriate framework in fashion industry condition.By applicate the psychographics framework to Bandung Young-Adult demographics segments (as young adult segment becomes one of segments that really influenced by the movement of fashion) as studied case in this research, researcher adapted several preceding fashion industry psychographics segmentation outcomes, do some generalization process, and try to understand the meaning and characteristic of each segment to generate hypothetical segment that will be assessed in this research to find the distinct characteristic.This research using cluster analysis in segmentation process with motives, traits toward trend, and traits toward judgement as categorical variables. To understand the condition and distinct characteristic of each segment more deeply, researcher using cross tabulation descriptive analysis into adapted AIO framework variables that suitable with the condition of the fashion market.Finally the result of this study shows that motives and attitudes toward trend have high significance to segmenting the fashion markets. This research generated a customer profiles with hipster, fashionista, mainstreamer, and apathetic fashion as existed segment in the case. Each segment also shows distinct characteristic in several AIO variables such as work, social condition, shopping intensity, interest priority, self-opinion, cultural aspect in fashion industry, and cultural pressure in fashion industry. The served costumer profiles hopefully can give several contribution for Fashion Company, brand or practitioner to understand and generated appropriate marketing strategy for the appropriate market.Keywords: Psychographic Segmentation, Fashion Industry, Consumer Behavior, Fashion Lifestyle
DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG MILLENIALS Azzahra, Dwine Fatimah; Nasution, Reza Ashari
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract.Background: This research explores influences of digital readiness on acceptance of mobile advertising. Millennial generation is used as object for this research considering their closeness to digital technology. Digital readiness is tested if it can become the antecedent of TAM. Since the context used is mobile advertising, adoption of technology is changed to acceptance because people are more likely accepting mobile advertising rather than adopting. This research constructs new model based on readiness theory and Technology Acceptance Model (TAM) using survey that personally distributed to young Millennials who covers several regions in Java. Methods: Structural Equation Modelling (SEM),Results: Digital readiness has strong influence towards mobile advertising acceptance among Millennials. This research also compares results based on the age group of Millennials and generates different results on correlations between variables.Conclusion: Millennials in Java have readiness in terms of beliefs and abilities on accepting mobile advertising among them. Nevertheless, their behaviors on accepting mobile advertising are different between age groups. Marketers can use the results as their consideration to set the strategy for different segment of Millennials. Keywords:  Digital Readiness, Millennials Generation, Mobile Advertising, Structural Equation Model (SEM), Technology Acceptance Model.
The Effect of Nostalgia Marketing towards Advertising Engagement (Aqua Case) Nathasia, Ervina; Nasution, Reza Ashari
Journal of Business and Management Vol 5, No 4 (2016)
Publisher : Journal of Business and Management

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Abstract.This research examines the effect of nostalgia marketing towards the advertising engagement. This study attempts to provide an insight and to contribute a research finding about the effect of nostalgia marketing towards advertising engagement. The hypotheses were tested using data collected from two experiments of nostalgic and non-nostalgic groups. Findings indicate that people who have nostalgic feeling towards the ads is engaged with the ads, measured by how they remember the message of the ads and brand image. This paper concludes with a discussion of managerial implications, limitations and directions for future research.Keywords: nostalgia marketing, advertising engagement, brand image, experimental research
Marketing Strategy In Penetrating The Premium Laptop Segment And Strengthening The Brand Study Case Of PT. Acer Indonesia Surya Dewati, Okky; Ashari Nasution, Reza
The Indonesian Journal of Business Administration Vol 6, No 2 (2017)
Publisher : The Indonesian Journal of Business Administration

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Abstract - PT. ACER Indonesia, is one of the IT products company which producing PC, Notebooks, Projector, Desktop, and AIO products. The company has been well known in Indonesia with ACER brand, as the producer of mass products Notebook. Most of the well – known products from ACER are the middle – low products with Celeron and Pentium processor. As the increment trend shows since early 2016, company is converting its business focus to the premium segment laptop. This thesis is an initial scientific attempt to determine the marketing strategy in order to penetrating and strengthening the brand in the premium segment market share. The project study used in this thesis is ACER premium product line up, which are ACER Switch Alpha 12, ACER E5-475G Core i7, ACER Swift 3, ACER SPIN 5, ACER Swift 7, and ACER Spin 7. Writer will identify the marketing and branding strategy that currently apply to those products and further identify the results in the market which reflected from the market survey and also market share data from GfK Retail and Technology, which finally can concluded the solution to penetrate and strengthen the brand in the premium market segment. As a result of the research, it was determined that ACER has already manufactured the right products to compete in the premium market segment. However market still have low knowledge regarding brand’s premium line up and ACER brand recall is still correlating the brand as the strong player in the medium – low laptop market. As the solution for this issue, ACER need to increase the brand equity and awareness by doing more strategic marketing activities which focusing to explore and introducing its premium products to the market. As well as the notion, the strategic marketing and branding strategy must be applied continuously to gain more awareness and recall of ACER premium products in the market. Keywords: Premium, Laptop, IT Products, Brand Marketing,  
The Role of Corporate Communications Toward PT. Freeport Indonesia's Branding in Changing the Public Perceptions Steven Paoh, Spencer; Ashari Nasution, Reza
The Indonesian Journal of Business Administration Vol 6, No 3 (2017)
Publisher : The Indonesian Journal of Business Administration

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Abstract - PT. Freeport Indonesia is a subsidiary of Freeport-McMoRan Inc. (FCX) which has the largest copper and gold reserves in the world located in Mimika Regency, Papua. There is ongoing negotiations between the government and PT Freeport Indonesia regarding the guarantee of the company's operational continuity. This negotiation is very important for both parties to determine whether PTFI can continue to operate and provide benefits to our Nation or have to stop because it is considered not to contribute to our Country. Public opinion is very influential in the process of reaching the agreement, which discusses some items that one of them and most importantly for the company about obtaining contract extension certainty until 2041. The Indonesian public is less aware of PT Freeport Indonesia's gait, especially its positive action. The press in Indonesia generally does not pay attention to the role of PT Freeport Indonesia, especially the positive side. The role of the mainstream mass media in shaping public opinion has begun to be eroded by other forces, namely social media and public opinion in Indonesia tend to follow public opinion, although the general opinion is not in line with reality. In this thesis the authors want that through some communication strategy done will be able to make people can see PT Freeport Indonesia better based on the facts that exist, on the positive things that have been done so that negative opinions that have been formed Can gradually be positive. This thesis is an early scientific effort to determine the right communication strategy to change public perception and strengthen the branding of PT Freeport Indonesia. The communication and branding strategies must be applied continuously to obtain maximum results for PT Freeport Indonesia.Keywords: Certainty of Contract Extension, Public Opinion, Operation Continuity, communication Strategy 
Proposed Marketing Strategy For Mokkara Indonesia Purwita Sundari, Ita; Ashari Nasution, Reza
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Fashion is one of important industry in developing of Indonesia Creative Industry. According to Creative Economy Corporation (BEKraf) reports that the development of Indonesia fashion in 2015 is the second biggest among creative businesses in Indonesia and also obtained   from   BPS   Creative   Industry   Development around 16 creative economies reaching 63%. One of efforts from Creative Economy and Tourism Ministry is making go local programs bringing local wisdom in brand of Indonesia, prompting raw materials which is environmentally friendly and making cultural fashion such as Batik and Kebaya Mokkara  Indonesia  is   a   small  industry.   Mokkara. Indonesia   produces   traditional   Indonesian   clothing namely   kebaya   kutu   baru   as   a   newly   established company, Mokkara facing business issues that the purchase amount is only 13% . This research attempts to formulate appropriate strategies for Mokkara to  increase the  number  of  purchases  and  the  number  of  repeatpurchases Keywords : Marketing Strategy, Batik, Creative Industry
Social Media Big Data Analysis Implementation towards Customer Insight Creation Process in PT. Bank Negara Indonesia (Persero) Tbk. Farjumzal, Farjumzal; Ashari Nasution, Reza
The Indonesian Journal of Business Administration Vol 5, No 2 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Bank Negara Indonesia (BNI) is one of the leading banks in Indonesia. Currently, BNI provides banking services to 17 million people. BNI followed lifetime banking partner principle. That means that BNI provides banking services that reach out to all kinds of ages and their needs. Customer insight creation is a form of efforts to understand consumer behavior. Thus, customer insight creation is the fundamental aspect in creating unique value for customers. BNI need a broader picture for insight creation in order to creating unique value for its existing and potential customer. The solution chosen by the author in creating unique value for customers is through the implementation of social media big data analytics. BNI could take advantage over its 589,223 Twitter followers. Author utilize Knowledge Fusion Taxonomy concept in order to align the proposed solutions towards existing customer insight creation activities in BNI. Keywords: Knowledge fusion taxonomy, social media big data analytics, consumer banking
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