Articles
<![CDATA[Pemasaran bagi Petualang sebagai Kegiatan Komunikasi Pemasaran ]]>
<![CDATA[Tresnati, Ratih]]>
<![CDATA[ Mediator Vol 7, No 2 (2006): Bagaimana Kita Menafsirkan Komunikasi Pembangunan? ]]>
Publisher : <![CDATA[FIkom Unisba ]]>
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<![CDATA[Marketing for Adventurer aims adventurer as its consumers. Instead of revenue-based, adventurer consumer is based on lifestyle. Their hobbies are outdoor sports such as bungee jumping, rock climbing, off-road driving, wild-river canoeing, etc. Marketing for adventurer has specific strategic: (1) STP Strategy—market segmenting, market targeting, market positioning; (2) Customer Experience Strategy (CES) as the sequel of Experiential Marketing (EM). EM focuses more on emotion touch and feelings.]]>
<![CDATA[“Call Center” sebagai Alat Komunikasi Pemasaran di Abad ke-21 ]]>
<![CDATA[Tresnati, Ratih]]>
<![CDATA[ Mediator Vol 8, No 1 (2007): Berkomunikasi dengan Anak ]]>
Publisher : <![CDATA[FIkom Unisba ]]>
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<![CDATA[Call center is a part of contact center who responsible to serve customers. Call center relates corporate and targeted market. As communication media whose tasks are focused to serve the customers, call center receives and processes consumer expectations and hopes. The result can be processed as an opportunity for the corporate to expand its market and develop their products. Call center is believed could raise customer satisfactions by reduced service costs for each customer in long term action plan.]]>
<![CDATA[Motivation and Consumers' Perception toward Purchase Decision of the Sharia Prudential Insurance Policy ]]>
<![CDATA[Popon Srisusilawati]]>;
<![CDATA[Zea Fauziah]]>;
<![CDATA[Ratih Tresnati]]>
<![CDATA[ LAA MAISYIR: Jurnal Ekonomi Islam VOL 7, NO 2 (2020) ]]>
Publisher : <![CDATA[Universitas Islam Negeri Alauddin Makassar ]]>
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DOI: 10.24252/lamaisyir.v7i2.14170
<![CDATA[Consumer behavior in the buying process begins with the purchase interest, so that it will affect consumers who will continue to change. The purpose of this study is to analyze the motivation and consumer perceptions of the prudential insurance policy purchase decision. This type of research is quantitative verification. The research method used is descriptive survey. The results of this study reveal that consumers' motivation and perceptions are in the sufficient category in influencing the decision to purchase a Sharia prudential insurance policy. Partially the motivations and perceptions of consumers each oppose the decision to purchase an Islamic insurance policy. Positively on the decision to purchase prudential sharia insurance policies.]]>
<![CDATA[“Call Center” sebagai Alat Komunikasi Pemasaran di Abad ke-21 ]]>
<![CDATA[Ratih Tresnati]]>
<![CDATA[ MediaTor (Jurnal Komunikasi) Vol 8, No 1 (2007): Berkomunikasi dengan Anak ]]>
Publisher : <![CDATA[Pusat Penerbitan Universitas (P2U) LPPM Unisba ]]>
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DOI: 10.29313/mediator.v8i1.1237
<![CDATA[Call center is a part of contact center who responsible to serve customers. Call center relates corporate and targeted market. As communication media whose tasks are focused to serve the customers, call center receives and processes consumer expectations and hopes. The result can be processed as an opportunity for the corporate to expand its market and develop their products. Call center is believed could raise customer satisfactions by reduced service costs for each customer in long term action plan.]]>
<![CDATA[Pemasaran bagi Petualang sebagai Kegiatan Komunikasi Pemasaran ]]>
<![CDATA[Ratih Tresnati]]>
<![CDATA[ MediaTor (Jurnal Komunikasi) Vol 7, No 2 (2006): Bagaimana Kita Menafsirkan Komunikasi Pembangunan? ]]>
Publisher : <![CDATA[Pusat Penerbitan Universitas (P2U) LPPM Unisba ]]>
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DOI: 10.29313/mediator.v7i2.1284
<![CDATA[Marketing for Adventurer aims adventurer as its consumers. Instead of revenue-based, adventurer consumer is based on lifestyle. Their hobbies are outdoor sports such as bungee jumping, rock climbing, off-road driving, wild-river canoeing, etc. Marketing for adventurer has specific strategic: (1) STP Strategy—market segmenting, market targeting, market positioning; (2) Customer Experience Strategy (CES) as the sequel of Experiential Marketing (EM). EM focuses more on emotion touch and feelings.]]>
<![CDATA[Analysis of Business Strategy Plan on MCU at Sartika Asih Bandung ]]>
<![CDATA[Purwadi Purwadi]]>;
<![CDATA[Ratih Tresnati]]>;
<![CDATA[Albert Hendarta]]>
<![CDATA[ Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field ]]>
Publisher : <![CDATA[Institute of Computer Science (IOCS) ]]>
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DOI: 10.35335/enrichment.v12i2.409
<![CDATA[Not optimal facilities, services, minimal customer visits and market share opportunities that have not been maximized from the Unit MCU are the problems behind this research. The purpose of this study is to describe the current condition of the MCU Unit and to describe the analysis of the business strategy plan for the development of the Unit MCU based on SWOT, BMC and BSC. The type of research used is descriptive qualitative. The research method used is Case Study. The object of research is Sartika Asih Hospital, Bandung. Data collection techniques using interviews, observation and documentation. The data analysis technique is Content Analysis & Context Analysis and validated through the technique and time triangulation method. The results showed that the Business Strategy Plan for the unit MCU includes strategic plans and business plans, based on SWOT analysis, BMC, BSC and a combination of BMC and BSC. Sartika Asih Hospital Bandung has sufficient strength to take advantage of existing opportunities. The strategy in managing the Unit MCU must be managed by identifying existing threats and weaknesses and overcoming them with the strengths and opportunities they have. Aspects of the business plan which includes corporate, capacity, marketing, personnel and financial aspects must be able to be a way to achieve the goal of becoming a Unit MCU Professional, Accurate, Fast and Affordable.]]>
<![CDATA[Pengaruh Brand Awareness dan Customer Experience Terhadap Customer Loyalty Pada Sate Cak Ahmad (Survey Konsumen Cak Ahmad di Kota Bandung) ]]>
<![CDATA[Delia Dewi Anjani]]>;
<![CDATA[Ratih Tresnati]]>
<![CDATA[ Jurnal Riset Manajemen dan Bisnis Volume 1, No. 1, Juli 2021 Jurnal Riset Manajemen dan Bisnis (JRMB) ]]>
Publisher : <![CDATA[UPT Publikasi Ilmiah Unisba ]]>
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DOI: 10.29313/jrmb.v1i1.219
<![CDATA[Abstract. The purpose of this study was to determine the implementation of Brand Awareness at Sate Cak Ahmad, to determine the implementation of Customer Experience at Sate Cak Ahmad, to determine the implementation of Customer Loyalty at Sate Cak Ahmad, and to find out how much influence the Brand Awareness and Customer Experience on Customer Loyalty at Sate Cak Ahmad. . The method used is a survey method with a sampling technique using a non-probability sampling technique, and the type of non-probability sampling technique selected is an incidental technique. This type of research is verification with a quantitative approach. The population in this study were customers of Sate Cak Ahmad in the city of Bandung. The sample taken were 100 respondents. The data analysis method used is multiple linear regression analysis which aims to determine the direction of the relationship between the independent variables, namely Brand Awareness (X1) and Customer Experience (X2) with the dependent variable, namely Customer Loyalty (Y). The results of this test state that the Brand Awareness variable partially has a significant effect on Customer Loyalty, and simultaneously the Brand Awareness and Customer Experience variables have a significant effect on Customer Loyalty at Sate Cak Ahmad. Abstrak. Penelitian ini bertujuan untuk mengetahui implementasi Brand Awareness pada Sate Cak Ahmad, untuk mengetahui implementasi Customer Experience pada Sate Cak Ahmad, untuk mengetahui implementasi Customer Loyalty pada Sate Cak Ahmad, dan untuk mengetahui seberapa besar pengaruh Brand Awareness dan Customer Experience terhadap Customer Loyalty pada Sate Cak Ahmad. Metode yang digunakan adalah metode survey dengan teknik pengambilan sampel menggunakan teknik non-probability sampling, dan jenis teknik non-probability sampling yang dipilih ialah teknik insidential. Jenis penelitian ini adalah verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan Sate Cak Ahmad di Kota Bandung. Sampel yang diambil adalah 100 orang responden. Metode analisis data yang digunakan adalah analisis regresi linier berganda yang bertujuan untuk mengetahui arah hubungan antara variabel independen yaitu Brand Awareness (X1) dan Customer Experience (X2) dengan variabel dependen yaitu Customer Loyalty (Y). Hasil pengujian ini menyatakan bahwa variabel Brand Awareness secara parsial berpengaruh signifikan terhadap Customer Loyalty, dan secara simultan variabel Brand Awareness dan Customer Experience berpengaruh signifikan terhadap Customer Loyalty pada Sate Cak Ahmad.]]>
<![CDATA[Pengaruh E-Service Quality dan E–Recovery Service Quality Terhadap E-Loyalty Pada Pelanggan PT. X Fitur PT. X ]]>
<![CDATA[Zenda Eka Brilian]]>;
<![CDATA[Ratih Tresnati]]>;
<![CDATA[Nina Maharani]]>
<![CDATA[ Jurnal Riset Manajemen dan Bisnis Volume 1, No. 2, Desember 2021 Jurnal Riset Manajemen dan Bisnis (JRMB) ]]>
Publisher : <![CDATA[UPT Publikasi Ilmiah Unisba ]]>
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DOI: 10.29313/jrmb.v1i2.384
<![CDATA[Abstract. This study aims to determine how much influence E-Service Quality and E-Recovery Service Quality have on E-Loyalty on PT. X customers with PT. X features. This researcher uses a survey method. With the sampling method, namely the purposive sampling technique aimed at PT. X Features PT. X customers in Bandung City by distributing questionnaires to 100 respondents. The results of this study partially and simultaneously found that E-Service Quality and E-Recovery Service Quality have a significant positive effect on E-Loyalty on PT. X customers with PT. X features. E-Recovery Service Quality terhadap E-Loyalty pada pelanggan PT. X dengan fitur PT. X . Peneliti ini menggunakan metode survey. Dengan metode pengambilan sampel yaitu dengan teknik purposive sampling yang ditujukan kepada pelanggan PT. X Fitur PT. X di Kota Bandung dengan menyebarkan kuesioner kepada 100 responden. Hasil penelitian ini secara parsial dan simultan menemukan bahwa E-Service Quality dan E-Recovery Service Quality berpengaruh positif signifikan terhadap E-Loyalty pada pelanggan PT. X dengan fitur PT. X]]>
<![CDATA[Pengaruh Promosi melalui Media Sosial Instagram dan Harga terhadap Keputusan Pembelian Sepatu Kulit Merek Ciarmy ]]>
<![CDATA[Sifa Tiarani]]>;
<![CDATA[Ratih Tresnati]]>;
<![CDATA[Moch. Malik Akbar Rohandi]]>
<![CDATA[ Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management ]]>
Publisher : <![CDATA[UNISBA Press ]]>
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DOI: 10.29313/bcsbm.v2i2.2651
<![CDATA[Abstract. This study aims to find out Promotions through Instagram Social Media and Prices on Ciarmy Brand Leather Shoes in Bandung City and to find out respondents' responses regarding Promotions through Instagram Social Media and Prices and find out how much influence there is between Promotions through Instagram Social Media and Prices on Purchase Decisions on Shoes. Ciarmy Brand Leather in Bandung. The type of research used is descriptive and verification methods, using quantitative methods and calculations using SPSS 22.0 and sampling techniques using probability sampling using simple random sampling. Samples obtained as many as 95 people from the entire population. The population in this study are consumers who have purchased Ciarmy Brand Leather Shoes. The analytical method in this study uses multiple linear regression analysis which aims to determine the direction of the relationship between the Promotion variable through Instagram Social Media (X1) and the Price variable (X2) with the Purchase Decision variable (Y). Thus, it is stated that the results of the Promotion variable through Instagram Social Media partially have a significant effect on Purchase Decisions. Then the price partially has a significant effect on the Purchase Decision. And the Promotion variable through Instagram Social Media and Price simultaneously have a significant effect on the Decision to Purchase Ciarmy Brand Leather Shoes in Bandung City. Abstrak. Penelitian bertujuan untuk mengetahui Promosi Melalui Media Sosial Instagram dan Harga pada Sepatu Kulit Merek Ciarmy di Kota Bandung dan untuk mengetahui tanggapan responden mengenai Promosi melalui Media Sosial Instagram dan Harga serta mencari seberapa besar pengaruh antara Promosi melalui Media Sosial Instagram dan Harga terhadap Keputusan Pembelian pada Sepatu Kulit Merek Ciarmy di Kota Bandung. Jenis penelitian yang digunakan yaitu metode deskriptif dan verifikatif, dengan menggunakan metode kuantitatif dan dilakukan perhitungan menggunakan SPSS 22.0 dan teknik penarikan sampel menggunakan probability sampling menggunakan simple random sampling. Sampel didapat sebanyak 95 orang dari keseluruhan populasi. Populasi pada penelitian adalah konsumen yang pernah melakukan pembelian Sepatu Kulit Merek Ciarmy. Metode analisis dalam penelitian menggunakan analisis regresi linier berganda yang bertujuan untuk mengetahui arah hubungan antara variabel Promosi melalui Media Sosial Instagram (X1) dan variabel Harga (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian dinyatakan hasil variabel Promosi melalui Melalui Media Sosial Instagram secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian harga secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Promosi melalui Media Sosial Instagram dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Sepatu Kulit Merek Ciarmy di Kota Bandung.]]>
<![CDATA[Pengaruh Bauran Produk dan Harga terhadap Keputusan Pembelian ]]>
<![CDATA[Meta Rianty]]>;
<![CDATA[Ratih Tresnati]]>
<![CDATA[ Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management ]]>
Publisher : <![CDATA[UNISBA Press ]]>
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DOI: 10.29313/bcsbm.v2i2.3640
<![CDATA[Abstract. The purpose of this research has been to find out the application of Product Mix, Price, and Purchase Decision in RM Ponorogo, and also to find out how much influence the Product Mix and Price partially and simultaneously affects the Purchase Decision in RM Ponorogo Madang District Tribe II. The problem found in this study is that the Product Mix and Price have not been able to drive the Purchase Decision at RM Ponorogo because the product mix is less varied and the price is relatih more expensive than the same RM. The method used in this study is a survey method with sampling techniques using non probability sampling techniques, and selected is incidental sampling technique. This type of research is descriptive verifiive with a quantitative approach. The population in this study is rm ponorogo consumers in Madang Suku II subdistrict. The sample was 100 respondents. The data analysis method used is a multiple linear regression analysis whose purpose is to determine the direction of the relationship between the Product Mix variable and price to the purchase decision. In this test the results stated that the variable Product Mix and Price to the Purchase Decision at RM Ponorogo had a significant effect partially and simultaneously. Abstrak. Tujuan dari penelitian yang telah dilakukan ini untuk mengetahui penerapan Bauran Produk, Harga, dan Keputusan Pembelian di RM Ponorogo, dan juga untuk mengetahui seberapa besar pengaruh Bauran Produk dan Harga secara parsial dan simultan terhadap Keputusan Pembelian di RM Ponorogo Kecamatan Madang Suku II. Masalah yang ditemukan dalam penelitian ini adalah Bauran Produk dan Harga belum mampu mendorong Keputusan Pembelian di RM Ponorogo karena bauran produknya yang kurang bervariasi dan harganya yang relatih lebih mahal dibandingkan RM sejenisnya. Metode yang digunakan dalam penelitian ini yaitu metode survey dengan teknik pengambilan sampel menggunakan teknik non probability sampling, dan yang dipilih yaitu teknik insidental sampling. Jenis penelitian ini ialah deskriptif verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini ialah konsumen RM Ponorogo di Kecamatan Madang Suku II. Sampel yang diambil berjumlah 100 responden. Metode analisis data yang dipakai adalah analisis regresi linier berganda yang tujuannya untuk mengetahui arah hubungan antara variabel Bauran Produk dan Harga terhadap Keputusan Pembelian. Dalam pengujian ini hasilnya menyatakan bahwa variabel Bauran Produk dan Harga terhadap Keputusan Pembelian di RM Ponorogo berpengaruh signifikan secara parsial dan simultan.]]>
