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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal Journal of International Conference Proceedings
Rendra Chaerudin
School Of Business And Management, Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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INFLUENCE OF E-SERVICE QUALITY TOWARDS CUSTOMER LOYALTY IN THE SUBSCRIPTION VIDEO ON DEMAND (SVOD) SERVICE IN INDONESIA (CASE STUDY: NETFLIX) Bachtiar, Muhammad Affan Huzairy; Chaerudin, Rendra
Journal of Business and Management Vol 10, No 2 (2021)
Publisher : Journal of Business and Management

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Abstract

Subscription video on demand (SVOD) seems to be getting popular as a choice of entertainment by consumers in the form of video such as movies and series including in Indonesia. SVOD can be accessed through the internet and can be accessed by many electronic devices connected to the internet. But with the rising of SVOD popularity, the competition in the industry became fierce with many new SVOD providers starting to spring up, and maintaining customer loyalty also becomes hard as companies trying to get as many customers as possible in the market therefore, it needs a strategy to maintain customer loyalty. The author chose to research how e-service quality can influence the customer loyalty of SVOD in Indonesia because SVOD is services provided on the internet and can be accessed either with web or app therefore e-service quality becomes an important factor to assess the service they provide. So, this research aims to see which e-service quality dimension has a significant impact on customer loyalty. The SVOD that became the object of this research is Netflix because they already have a long presence in Indonesia and have a substantial number of customers. Electronic service quality (E-service) quality is the ability of a company to provide service for customers through the online market. Customer loyalty is the commitment of customers to repurchase or patronize the same product and recommend it. The research is quantitative and was conducted by giving questionnaires to Netflix consumers in Jakarta and Bandung and the author managed to collect 110 data and analyze them with SEM-PLS method. The author found that e-service quality dimensions which are: Product portfolio, Information quality, visual appeal, and ease of use have a significant and positive influence on customer loyalty of Netflix customers in Indonesia.Keywords: E-service quality, Customer loyalty, (Subscription video-on-demand) SVOD, Netflix
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.
Indonesian Leather Handicraft Trade in the International Market: SWOT analysis approach Donald Crestofel Lantu; Mia Rosmiati; Rendra Chaerudin; Sri Herliana; Nur Lawiyah
Journal of International Conference Proceedings (JICP) Vol 5, No 3 (2022): 2022 BICAB International Conference Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v5i3.1867

Abstract

The leather craft industry is one of the growing industries in Indonesia and is one of the export commodities of the creative industry. The creative industry is an industry that is one of the mainstays in the country's economy. The abundance of animal skin waste is used as a variety of commodities that have a selling value. The focus of this research is to analyze the potential of international trade in leather craft commodities by using a SWOT analysis approach. The purpose of this study is to map the internal and external factors of the international trade in leather crafts, which can be one of the preliminary research and sources of future research. From the results of the desk study and SWOT analysis, it was concluded that the leather craft creative industry has an opportunity in the international market with a market share of 4.4% and is in the 6th position as a leather craft exporter in 2021. Internal and external factors for this leather craft shows that the advantages and disadvantages of this creative leather craft industry can be combined to improve business strategies and studies in future research.
Co-Authors Andryani, Hana Aiko Annissa Karni Rachmadhian Annissa Karni Rachmadhian Bachtiar, Muhammad Affan Huzairy Darmawan, Iden Donald Crestofel Lantu Jaka Fernando A Kusumaningrum, Andriaty Mia Rosmiati Nissa, Camilla Novha Sary, Nadiya Nugraha, Andre Nugroho, Stefanus Febri Adi Nur Lawiyah Rachmadhian, Annissa Karni Rizkia Nuurul Falah, Amaania Sri Herliana Tan, Christopher Russell