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All Journal (JRAMB) Jurnal Riset Akuntansi Mercu Buana Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Hasan Fahmi Kusnandar
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Integrated Marketing Communication Model in Shaping Brand Equity and Business Performance in the Creative Industries of Embroidery Sector Maman Sulaeman; Hasan Fahmi Kusnandar
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 3, No 4 (2020): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v3i4.1444

Abstract

At this time, competition in the business world is getting tighter, no exception with the embroidery industry. In order to survive in the middle of the competition, they must have the right marketing communication strategy. Marketing communication plays a very important role for marketers. Without communication, consumers and society as a whole will not know the existence of products in the market. This research aims to analyze the integrated marketing communication model in shaping brand equity and business performance in the embroidery industry in Tasikmalaya Regency. The research method used is descriptive causality, by creating a description or description systematically, factually and accurately about the fact or nature of the object and interpreting the relationship between the phenomena investigated. The population of this research is the owner of the embroidery industry in Tasikmalaya of 949 people, sampling in this study is using accidental sampling method obtained 150 people. The results showed that partially and simultaneously direct marketing, personal selling, sales promotion, public relations and advertising on purchasing decisions and impact on business performance. Market attractiveness in addition to influencing purchasing decisions is also very potential to increase market share and growth of a company's business performance.
Empowerment of People with Disabilities through the Establishment of Joint Ventures and Entrepreneurship Training in Banjar City Riza Faizal; Hasan Fahmi Kusnandar; Maman Sulaeman
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 3, No 4 (2020): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v3i4.1445

Abstract

The issue of disabilities is an always hot topic to be discussed not only in developing countries but also in developed countries. This is because groups with disabilities are a minority group whose fulfillment of their rights by the State often go unnoticed. Various efforts have been made by the central and local governments so that every element of society can be empowered in accordance with existing rules, but those efforts do not run smoothly, so that every program that aims to empower the community, as if it becomes a program that is normatively able to be treated with minimal. The purpose of this research is to analyze the empowerment of people with disabilities through the establishment of joint ventures and entrepreneurship training in Banjar City. The research method used is causality by analyzing the relationship between the phenomena examined. The population of this study is disability in Banjar City of 139 people and the determination of samples is carried out in a census. The results showed that the formation of joint ventures and entrepreneurial training can empower people with disabilities, in this case people with disabilities have business and income.
Co-Authors Riza Faizal Sulaeman, Maman