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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal
Rendra Chaerudin
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Decision Sciences, Operations Research & Management Social Sciences

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Child's Style Influence on Parents Buying Decision Process at Nata De Coco Beverages Product in Bandung City Darmawan, Iden; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. The coconut industry which utilized as nata de coco's business opportunity becomes one of the buffer of economic growth in Indonesia especially in Bandung. To further support so the benefits of nata de coco products can be perceived by every connoisseur needed a marketing process as a tool for the dealer between producers and consumers. This refers to children as the biggest target market for the nata de coco drink business. This study aims to determine the style of children who can influence the purchase decision of parents to drink nata de coco in Bandung. To achieve this goal secondary data is collected through rigorous literature studies ranging from marketing, child style as an influence, parental purchasing decisions until factors that can influence parental purchasing decisions. Followed by primary data collection through consumer survey is distributed through sampling method in Bandung. This study provides new empirical evidence of child style as an influence consisting of (peading style, persistent style, forceful style, demonstrative style, sugar-coated style, threatening style, and pitty style) influencing parents purchasing decision in Bandung City. Data are collected through online and offline questionnaires and distributed through simple linear methods. Total of 100 questionnaires have been collected and used for the analysis of this research. Analyze simple linear regression which applied to determine the interrelations of different variables in parental purchasing decisions. Empirical results indicate that there is a significant relationship between independent variables (child style as an influence) to the dependent variable (parental purchasing decisions). This research is important for marketers in understanding the effect of child's style on parental purchasing decisions. Keywords: child style, parental purchasing decisions, nata de coco, marketers, producers, consumers, Bandung.
THE IMPACT OF INTERNAL MARKETING PRACTICE ON STUDENT AMBASSADOR’S ENGAGEMENT IN CICIL.CO.ID Nugroho, Stefanus Febri Adi; Chaerudin, Rendra
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. Engaging younger worker is one of the phenomena of concern to organizations and companies. That makes companies’ interests in employing younger worker like students as their brand ambassadors is on the rise. One of practice that could affect employee engagement is internal marketing. Cicil.co.id, an Indonesian startup wants to know the impact of internal marketing practices on their student ambassador program. This research aims to analyze the impact of internal marketing practice on student ambassadors’ engagement in Cicil and develop a model to improve current internal marketing strategy. A quantitative research was conducted on 65 Cicil student ambassadors. Simple linear regression method was used to measure the significance of internal marketing practices influence on engaged behavior of student ambassador. Variable dimension analysis was conducted to evaluate current internal marketing practice and develop a model as a guideline to improve Cicil’s internal marketing strategy. Internal marketing practices at Cicil is proved to have a positive and significant impact on engaged student ambassadors’ behavior. A model based on the internal marketing dimension was constructed to be guideline for planning internal marketing strategy. Conclusion: Internal marketing practices have a significant impact on engaged behavior. Keywords:  Employee Engagement, Engaged Behavior, Internal Marketing, Student Ambassador
EFFECTS OF MULTICHANNEL RETAILING TOWARDS PURCHASE INTENTION OF HOUSEHOLD TEXTILES Nugraha, Andre; Chaerudin, Rendra
Journal of Business and Management Vol 7, No 2 (2018)
Publisher : Journal of Business and Management

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Abstract. Retail business has changed drastically in the past decade due to the latest development of information and communication technology and emerging online market. In general, consumers have respond enthusiastically with online retail continues to grow significantly for the past 20 years. Multi-channel retailing is seen as the way to go for retail businesses. The author intends to study what characteristic of multi-channel retailing that influences the consumer’s purchase intention towards household furniture textile products and how the characteristic of multi-channel retailing influences consumer’s retail decision to purchase household furniture textile products. The research is implemented within the scope of 95% confidence level, 7% precision interval, focus on household furniture textile, and respondents of Indonesian origin, 21-60 years old, and living in West Java and DKI Jakarta. The data analysis shows that characteristics of multichannel retailing does influence purchase intention and retail decision for respondents with varying effects based on demographic groups.Keywords: purchase intention, multichannel retailing, furniture textile, online retail, offline retail
Analyzing Employee Engagement in Business Community Case Study: Cimahi Creative Association Fernando A, Jaka; Chaerudin, Rendra
Journal of Business and Management Vol 4, No 1 (2015)
Publisher : Journal of Business and Management

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Abstract. The research aimed to know the current condition of employee engagement in Cimahi Creative Association, The methodology used is Questionnaire and Interview. Primary data is collected by questionnaires and interview that distributed to 100 employee and interview the Members of Cimahi Creative Association. Model approach in this study is done by constructing a new construct by combining several existing models, that is the Development Dimensions International (DDI), Employee Engagement and The Institute of Employment (IES) engagement models, and Ontario Hospital Association Model Employee Experience Survey (EES OHA ). Based on the purpose of the study is to describe the Employee Engagement in Cimahi Creative Association, the research method used is descriptive method. For measuring the level of employee engagement, researchers used a quantitative method through a questionnaire containing 46 questions and distributed to 100 respondents. After doing research, finally it was concluded that the highest dimension that most influence on employee engagement in the CCA is Interpersonal Support, and the lowest is the Individual values, as well as the highest indicator that led to employee engagement is a Family Friendliness, and the lowest is the pay Benefit and Payment. After averaged, generally members of the CCA has been engage towards the organization Keywords : Cimahi Creative AssociationEmployee engagement,Employee engagement Model, Business CommunityCategory: Individual Management, Human Resources Management, Employee Engagement
Forecasting Demand of Plastic in PT. Lowell Pack to Maximize the Profit Tan, Christopher Russell; Chaerudin, Rendra
Journal of Business and Management Vol 5, No 5 (2016)
Publisher : Journal of Business and Management

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Abstract. Plastic has growth very rapidly in South East Asia. This make local plastic factory have to manage the produce they can make to maximize the profit the company can get, PT Lowell pack, as case study because PT Lowell pack is the new plastic factory and the capacity is quite much for small factory about 90 ton. This research found that in PT Lowell pack have produce with same capacity in 3 products. They have even thought if they produce more in one product than another they can make more profit. This situation is happened because they are only using judgmental decision by the owner to forecast the demand and produce the product in PT Lowell pack. And Judgmental decision cannot give accurate prediction. Therefore, there area lot of mismatches between supply and demand. Because that  we have to know the best forecast method for demand plastic in PT Lowell pack and organize the produce per month per product to maximize the profit. And forecasting method we will use are Moving Average, Exponential Smoothing, Holt, trend analysis (regress over time).The research will search the best forecasting method to maximize the profit and The data which will be used is the secondary data from PT Lowell pack Sales report monthly by PT Lowell pack and profit report of PT Lowell pack monthly. These secondary data will be analysis further by forecasting method.so we can now the sales by PT Lowell pack monthly and maximize the profit PT Lowell pack monthly. And the result of this research PT Lowell pack have to choose to trend analysis method for forecasting. And have to produce more plastic kw2 after that kw1 after that Pure plastic. And PT Lowell pack get more profit if forecast the demand and get Rp13.077.500Keyword: forecasting, demand plastic in Indonesia, growing market plastic
The Study of Effect Using Cross-Promotion in Social Media Gym Towards Purchase Intention on Healthy Juice Nissa, Camilla; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. In the last three years, Indonesia is one of the countries in Asia that has experienced an increase in awareness of healthy living. The percentage value of 73% of places in Indonesia states that healthy living is the number one issues addressed in the priorities of life. That means Indonesian society has started a healthy life by consuming healthy food and physical activity in the gym. Consume a healthy juice is also part in healthy lifestyles. In that case consumers are beginning to look for practical things to drink with consideration of taste and innovation.In the other hand, there is a problem facing in healthy juice industry in the composition, hard to expand the market, hard to reach a consumer. Than researcher considering use cross-promotion, cross promotion is one of the marketing strategies that can be used to attract customers.The purpose of this research is to see the effect of cross-promotion in social media gym and purchase intention in healthy juice. The researcher, conduct this research in Bandung area, who have respondent in age 20 until 49 years old, having activities in gym, and also using a social media Using Simple Linear Regression and quantitative method. The result is cross-promotion have a positive impact towards purchase intention. Keywords : cross-promotion, gym, healthy lifestle, healthy juice, purchase intention
The Influence of Multichannel Marketing towards Purchase Decision in Furniture Industry Rizkia Nuurul Falah, Amaania; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. These days, the technology development is one of the things that cannot be separated from daily life. Thus, it impacts the marketing channels that being used by the business. The business tends to use several marketing channels or use multichannel marketing, with the focus on the digital channel. Nonetheless, not necessarily all of the business industries are suitable to apply the digital channel, and the business industry that become a concern in this research is the furniture industry. In furniture industry, it needs the customer experience to feel and see the product before the customers decide to buy. In this research, it explores more about the performances of channel in multichannel marketing and how it affects the customer’s purchase decision. The research will be conducted using quantitative approach using questionnaires as the tools with 1-5 point Likert scale. The respondents of the questionnaires are 125 peoples live in Bandung and Jakarta area, and have ever bought the furniture/home décor products. Result are being analyzed using multiple regression. Based on result the traditional channel are the most preferred channel among digital and social network channel that influence purchase decision. Hence, the traditional channel is the most powerful channel for furniture business, and the other channel can become the supporting channel. Keywords: Digital Channel, Furniture Industry, Multichannel Marketing, Purchase Decision, Traditional Channel
The Impact of Celebrity Instagram Endorsement to Brand Image Novha Sary, Nadiya; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. There are so Small and Medium Enterprises in Indonesia are doing business in fashion industry. This creates startups should work harder in doing promotion their products and brands. One way to attract customers is with advertisement. Effective advertising can done with endorsement, with support that uses people known to many as a celebrity.Currently, someone who has popularity and followers than 20,000 in social media instagram also can be said celebrity instagram. Social media such as instagram is very concerned by world community especially Indonesian. Instagram is the second most visited social media after youtube. This creates a great opportunity for startups who want to promote their product or brand to its customers through Instagram social media.The purpose of this study is to determine the influence of celebrity instagram endroser to brand image. This research is expected to be useful and implemented for Small Medium Enterprises especially Iluvia Indonesia. This research used quantitative method by using non-probability sampling data collection technique using slovin formula with error 10%. The analysis used is a simple linear regression to test the hypothesis. The results of this study indicate that the use of celebrity instagram endorsement is classified as having a major influence to improve the brand image. Keywords:  Impact, Effective advertising, Celebrity Instagram, Endorsement, Brand Image.
THE IMPACT OF EVENT MARKETING ON BUILDING BRAND AWARENESS FOR FASHION CUSTOMERS Rachmadhian, Annissa Karni; Chaerudin, Rendra
ASEAN Marketing Journal Vol. 11, No. 1
Publisher : UI Scholars Hub

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The growth of Small Medium and Enterprises (SMEs) business is one of the main keys to an economy’s vitality. SMEs are known to play a major role in creating wealth, given their place in the economy. As time goes by, numerous strategies have been done by the company to promote their products. One of the innovations that a company does to introduce the product and build awareness among the target market is through event marketing strategy. SMEs business can use this marketing strategy to increase their brand awareness. The purpose of this paper is twofold: to analyse the effect of event marketing strategy to brand awareness customer apparel industry in Bandung, and to give a design recommendation. The result shows that event marketing has a positive impact on brand awareness. Several important aspects from an event that customer wants are an innovative, integrated enterprise event. Event marketing should be well designed in order to make the memorable experience for the customer. This paper will be useful for marketers, business owners and in particular for other parties involved in fashion SMEs to understand the impact of event marketing and its importance on building brand awareness for fashion customers. Ultimately, once they can implement this event marketing strategy in their businesses, they are able to design the strategy of event marketing to build customers’brand awareness.
Co-Authors Darmawan, Iden Jaka Fernando A Nissa, Camilla Novha Sary, Nadiya Nugraha, Andre Nugroho, Stefanus Febri Adi Rachmadhian, Annissa Karni Rizkia Nuurul Falah, Amaania Tan, Christopher Russell