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All Journal The Management Journal of Binaniaga Jurnal Ilmiah Binaniaga Jurnal Ekonomi Efektif
Mohammad Wartaka
Universitas Binaniaga Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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MODEL ANALYSIS OF CUSTOMERS’ ATTITUDE AND BEHAVIOUR UPON INSTANT NOODLE PRODUCTS Eduardsah .; Mohammad Wartaka
The Management Journal of Binaniaga Vol 3, No 01 (2018): June 2018
Publisher : STIE Binaniaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v3i1.183

Abstract

This research aims to figure out the attitude and behavior of theconsumers upon instant noodles, and to find out a relative value of affectingattributes. Data resources of this research have been obtained from 200respondents in south of Jakarta. The research has applied statistics analysiscovering the analysis of multi attribute model of Fishbein, subjective norms andtheory of reasoned action. The result of fishbein attitude analysis is as follows; fromthe four attributes being evaluated, the most important one is taste variety of 2.57scores, then easy to cook of 2.54 scores, ‘halal’ (free from pig substance) of 2.48scores and easy to get the product of 2.46 scores. The smallest value is given to thepackaging attribute of 1.58 scores. It has explained that the respondents haveconsidered that the packaging attribute is not as important as the other attributes.Nevertheless its scoring is still within an important category. Refers to the four randseing evaluated and refers to the ehavior model anal sis, ndomie has hadpositive ( > 0 ) category, it means that the consumers’ ehavior for this product isgood or positive, so Indomie has gained the biggest value of 76.65 comparing withother brands. Obviously the consumers prefer to buy Indomie more than the otherbrands. The marketing strategy has applied the following efforts; as a product leader,it has to maintain the most important attribute given by the respondent; as acompetitive product, it has to find out the weaknesses of the leader trustworthy value.However as the follower, it has to improve the respondents’ trust for the attri utesbeing evaluated by imitating or equalizing the product leader.Keywords: fishbein, Indomie, Mie Sedap, Alhami, Gagamie, subjective norms analysis
Analysis of consumer behavior in buying instant noodles (case studies in the Bogor City Area) Mohammad Wartaka; Sumardjono Sumardjono
The Management Journal of Binaniaga Vol 5, No 2 (2020): December 2020
Publisher : STIE Binaniaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v5i2.384

Abstract

This research aims to find out the main attributes consumers consider in instant noodle purchases, and to know their attitudes and behaviors.The data source in this study was obtained from 167 respondents in Bogor City Area.Statistical analysis used in this study includes analysis of multi-attribute models of fishbein, subjective norms and Theory of reasoned action. The result of fishbein analysis is as follows four most important evaluation attribute is the number of flavor variations of 1.56, then ease of obtaining products, product halalness and quick/practical in serving with scores of 1.53, 1.42 and 1.35 respectively.The smallest evaluation value is given to the gift-giving attribute in the sale of 0.59 packs.This illustrates that respondents consider promotional attributes in the form of gifts less important than other attributes.However, the score is still in an important category. From the behavioral model it appears that of the four brands analyzed having a value of B ~ BI positive (greater than zero) this means the consumer behavior for the above brands is good or positive.Indomie has the largest value of 30.58 compared to other brands describing the attitude of consumers inclined to make purchases against larger Indomie.Keywords: Consumer Behavior, Fishbein Analysis, Instant Noodles, Subjective Norm Analysis, Theory of Reasoned Action
ANALYSIS OF THE CONSUMERS PREFERENCES OF LIPSTICK PRODUCT AND ITS RELATIONSHIP WITH THE SEGMENTATION OF THE LIPSTICK PRODUCTS Mohammad Wartaka
The Management Journal of Binaniaga Vol 1, No 02 (2016): December 2016
Publisher : STIE Binaniaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v1i02.15

Abstract

The need for lipstick continues to increase along with the emergence of a new lipstick products both domestic and global brands to follow the needs of its consumers, the new product has a variety of functions other than just as a lip color, but also as a moisturizer / lip protection even as treatment. Adult lipstick is packed with advertisements and packaging are very interesting addition to the color choice of more and more. In determining the selection of lipstick products consumers often consider the combination of the main attributes and other factors that are trade-offs. This study aims to determine the attributes and combination of attributes among the most preferred by consumers for a segment of the age and the amount of income. Sources of data in this study were obtained from 138 respondents in the city of Bogor and its surroundings, conjoint analysis is used to determine the usefulness of each attribute and their relative weights as a tool to predict the preferences of a particular segment or as a whole. The results showed the order of importance weight according to the respondents is that the quality attributes (34.95%), the type of color (33.21%) and benefits (31.84%), while the combination of the most preferred products are: lipstick durable / waterproof, according to skin color, and functioning for moisturizing / protective lip. In the description also delivered conjoin analysis results for each age and income segments.Keywords: conjoint analysis, lipstick, part-worth utilities, post-hoc, trade-off, segmentation. 
SEGMENTASI PEMILIHAN PERGURUAN TINGGI SWASTA (PTS) DENGAN MENGGUNAKAN TEKNIK ANALISIS KONJOIN Mohammad Wartaka; Anita Sitio
Jurnal Ilmiah Binaniaga Vol 2, No 02 (2006): December 2006
Publisher : STIE Binaniaga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/jib.v2i02.161

Abstract

Education is essential for every one and the requirements for a good education, including higher education, progressively increases in line with global competition and industrial world demand. Many private universities (PTS) promotion packed with well attractive advertising in various media that offers facilities and services in order to get a number of university students. In determining which PTS to choose, candidates that mostly SMA graduates/leavers often regard main attributes and other factors that get character trade off. Which attribute is the most important one? Is one desired enough to sacrifice another? This research is intended to determine which attribute or combination of attributes is the most favored by SMU students in choosing PTS based on: school origin, parents’ income and which promotion media is utilized. There were 325 SMA leavers took part in this survey they come from Bogor City and Regency and its surrounding areas. Conjoin analysis was used to determine utility point for each attribute and its relative importance weight as a tool to predict preference of one given segment or as a whole. The common problem is that preferences for various attributes may be in conflict or there may not be enough resources to satisfy all the preferences ( a small price tag is not compatible with certain luxury features). Research results indicated that in general a respondent decides which level of utility value is most favored in terms of benefit it may offer. The most favored attribute was job guarantee (-0.7685) and the least favored one was academic title (1.1474). Therefore PTS attributes should combine the most favored one by respondents as a whole is PTS that gives job guarantee and has a good accreditation. In brief the respondents belief that they should choose PTS that is able to provide both job guarantee and has good accreditation mention above. It seems that other attributes such as school origin, parent’s income and media of promotion are not favored by candidates.
Analysis of Consumer Attitudes and Behavior Towards Kebab Skin Stick Snacks (STIKBAB) in Bogor City Rima Rachmawati; Mohammad Wartaka; Wartoyo Hadi
The Management Journal of Binaniaga Vol 7, No 1 (2022): June 2022
Publisher : Universitas Binaniaga Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v7i1.486

Abstract

This study aims to determine the priority scale of attributes, attitudes and behavior, as well as determine the formulation of a marketing mix strategy for snack products, Sticks Skin Kebab (STIKBAB). Sources of data in this study obtained from 98 respondents in the city of Bogor. Statistical analysis used in this study includes analysis of the multi-attribute fishbein model, subjective norms and theory of reasoned action. The results of the fishbein analysis on the evaluation of attributes from the most important to the least important in a row are the quality of raw materials, ease of obtaining, affordable prices, attractive promotions, attractive packaging, varied product types, and brands with a score of 1.57 each. , 1.54, 1.53, 1.49, 1.45, 1.36, 1.26. Meanwhile, consumer attitudes towards the brand are 44.94 which illustrates good consumer attitudes and tends to make repeat purchases. From the behavioral model, it appears that of the seven attributes analyzed have a positive B~BI value (greater than zero) this means that consumer behavior in STIKBAB is good or positive. The marketing strategy that can be taken is to maintain the trust value for the attributes that are most important to consumers (evaluation) and increase the attributes that are still not able to meet the requirements of consumer evaluation.
Analisis Sikap dan Perilaku Konsumen Terhadap Keputusan Pembelian pada Online Marketplace Ariska Winda Sari; Ismulyana Djan; Mohammad Wartaka; Sumardjono Sumardjono
Jurnal Ekonomi Efektif Vol 5, No 3 (2023): JURNAL EKONOMI EFEKTIF
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JEE.v5i3.29299

Abstract

Penelitian ini bertujuan untuk menentukan skala prioritas atribut, sikap dan perilaku, serta menentukan penyusunan strategi bauran pemasaran pada pembelian online marketplace di Kota Bogor. Sumber data dalam penelitian ini diperoleh dari 385 responden di wilayah Kota Bogor. Analisis statistik yang digunakan dalam penelitian ini meliputi analisis model multiatribut fishbein, norma subjektif dan teori tindakan beralasan. Hasil dari analisis menunjukan perilaku konsumen pada marketplace adalah baik atau positif. Strategi pemasaran bagi Bukalapak yang dapat diambil adalah menjaga nilai kepercayaan untuk atribut yang paling dipentingkan oleh konsumen (evaluasi) dan meningkatkatkan atribut yang masih belum mampu memenuhi syarat evaluasi konsumen yaitu difokuskan pada atribut promosi dan strategi harga. Studi ini memberikan perspektif baru tentang sikap dan perilaku pelanggan terhadap keputusan pembelian di marketplace terbesar di Indonesia. 
Co-Authors Anita Sitio Ariska Winda Sari Eduardsah . Ismulyana Djan Rima Rachmawati Sumardjono Sumardjono Sumardjono Sumardjono Wartoyo Hadi