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Okta Karneli, Okta
Universitas Riau
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PENGARUH STRATEGI BRAND EXTENSION TERHADAP MINAT BELI KONSUMEN (Studi Kasus PT.Bank Negara Indonesia Syariah cabang Pekanbaru Marlina, Yeni; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Brand extensionstrategyis the use ofa brandthat has been establishedfor theenteringclass ofnewproductsaimed at providingdirection tothe efforts ofthe companyfromtime to timeis gettingbetter, at all levelsand referenceas well asits locationin abrand extensionthatseen with theexpansion ofthe product onPT.BankPekanbarubranch of the Indonesianstate. Buying interestcustomers grewbecausetheirmotivesbased onattributesin accordancewith the wishesand needsin using or purchasingthe expansion ofthe product, based onthese twocompaniesshould beappropriateto design a strategyof brandextensiontoattractbuying interestfromconsumers themselvesto beinterested in theexpansion ofthe products offeredso that ifconsumers have beeninterested in theexpansion of theproduct and servicesofferedso thatif consumershavean interest inthose productsthenthere will be adecision tobuy the product.This research was conducted in the State Indonesia SyariahPT.BankPekanbaru branch located in the Sudirman No. 484, Pekanbaru. The purpose of this study was conducted to determine the effect of brand extension strategy towards customer buying interest on the State PT.Bank Indonesia Pekanbaru branch. In this researchmethodologyis descriptiveandquantitativewithSPSS, where sampleswere used thatcustomers of BankNegara IndonesiaSyariahPekanbarubranchandas a sourceof informationistheproductmanagersection.Todetermine the sampleusing the formulaSlovin, samplingwithpurposivesamplingmethod.The technique of collectingdata throughinterviews, observationandquestionnaires.From theresults of data analysisincludevalidity,reliability, andsimple linear regression, the strategy of brand extensionin this study includefourcomponents of boththeknowledge ofthe brand(brandknowledge), perceived quality(perceived quality), innovativeness(innovative), the consistency ofthe brand concept(brandconceptconsistency).Each hasindicatorinterrelatedandpositivestrivingtowardscustomersbuying interestonPT.BankPekanbaruCountryIndonesiaSyariahbranch.Keywords: Brand Extension Strategy, Interests Buy Customer
PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA KORAN HARIAN PT. RIAU POS INTERMEDIA PEKANBARU) Januar, Al Fajri; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine the effect of brand image and brand trust on customer loyalty ( A case study on the daily newspaper PT . Riau Pos Intermedia Pekanbaru . The image of the brand as a variable ( X1 ) trust the brand as a variable ( X2 ) and customer loyalty as ( Y ) .               The method in this research is descriptive and quantitative using SPSS 20 , where the sample used is the consumer Pekanbaru Riau Pos daily newspaper with about 85 respondents consisted of five companies , 78 public and two government agencies . The formula used to determine the sample slovin , as well as a sampling technique by purposive sampling . Data collection through questionnaires . Results of analysis can be known that the brand image variable positive effect on customer loyalty , brand trust significant effect on consumer loyalty , and pengrauh significant between brand image and brand trust on customer loyalty .  Keywords : Brand Image, Brand Trust an Customer loyalty
ANALISIS FORMULASI STRATEGI BISNIS DALAM MENGAHADAPI PERSAINGAN INDUSTRI DOORSMEER (Kasus: Penerapan Analisis SWOT pada Ritonga Doorsmeer Duri-Riau) Salimukdin, Johan; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study was conducted in Ritonga Doorsmeer thorns. This business is engaged in vehicle wash services. The purpose of this study is to formulate business strategies in Ritonga Doorsmeer.This research is a descriptive qualitative approach which in this study did not use the sample population only uses key informants to obtain the required information. The data used are primary and secondary data.From the analysis it can be seen that there are some alternative strategies that can be used as a tool to win the competition in the industry doorsmeer Ritonga. And the results of this analysis to formulate long-term strategies.Keywords: SWOT (Strengths, Weakness, Opportunity, Threat), SWOT Analysis, Alternative Strategies Ritonga Doorsmeer
ANALISIS STRATEGI PEMASARAN DALAM RANGKA MENINGKATKAN VOLUME PENJUALAN PADA PT. INDOTRUCK UTAMA CABANG PEKANBARU Putra, Faza Eka; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 3, No 2: WISUDA OKTOBER 2016
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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In the company of heavy equipment, the role of business persons or companies very important as a determinant of the economy. As a company that sells heavy equipment are closely tied to consumer business in need of heavy equipment and consumer confidence to companies that provide a variety of promotions, product distribution channels smoothly, the price of the appropriate product quality and good products is necessary for consumers to be satisfied.This research was conducted at PT. Top Indotruck Pekanbaru Branch in order to determine whether the Marketing Strategy dimensions that promotional strategy, product strategy, price strategy and distribution strategy has been implemented well by PT. Top Indotruck Pekanbaru Branch so that it can be perceived by consumers PT. Top Indotruck Branch Pekanbaru is the consumer with the classification of individuals and companies. Source data used are primary data and secondary data or data obtained from PT. Indotruck Main Branch Pekanbaru. Collecting data using questionnaires and interviews. The population in this study are all consumers of up to 30 people by 2015.The research results are to be obtained results indicate that marketing strategy with distribution channel dimensions with good category, the promotion of good category, price categories, as well as products with very good category. And recapitulated in either category,only to be considered and improved Keywords : Marketing Strategy (promotion, product, price, and distribution), Heavy Equipment,Sales Volume
PENGARUH IKLAN DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PRODUK MEREK HONDA (Survei Konsumen Pada Dealer CV. Cempaka Motor di Kabupaten Sijunjung) Saputra, Randi; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to find out how the influence of advertising (advertising messages, advertising copy, advertising design, advertising model, color and music advertising) and brand image (brand association superiority, brand association strength and uniqueness of brand association) to consumer buying interest , favorite, choice, confidence and purchase) Honda brand products at dealers CV. Cempaka Motor in Sijunjung District. The population in this study were consumers who bought Honda brand motorcycles at dealers CV. Cempaka Motor in Sijunjung District. Sampling in this research that is amounted 93 sample using slovin formula. The data collection of this research is primary data with dissemination of research instrument and secondary data in the form of company archives, data analysis in this research using multiple regression, partial test (t test), test of determination (r test) and simultaneous test (f test) with SPSS program help . The results showed that the variables of advertising and brand image partially (t test) significantly influence consumer buying interest in Honda brand products on the CV. Cempaka Motor in Sijunjung District. Results simultaneously (f test) showed a significant influence of advertising variables and brand image on consumer buying interest in Honda brand products on CV. Cempaka Motor in Sijunjung District. Keywords : Advertisement, Brand Image, Consumer Buying Interest
PENGARUH BAURAN PROMOSI DAN CITRA PERUSAHAAN TERHADAP MINAT BELI KEMBALI PRODUK VIZCAKE PEKANBARU Dewi, Zulfa Kurnia; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi I Januari - Juni 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

The promotion mix is the company's efforts to inform, persuade, and remind consumers of the company's brands and products. The consistent and effective promotion mix can awaken and remind consumers of the existence of a product and can also grow the company's image. Corporate image is a set of beliefs and impressions that consumers have of a company. A good and positive corporate image is a competitive advantage in realizing the company's goals. Success in realizing the company's goals starts from the consumer's interest to make a buy back. Repurchase intention is the desire of consumers to buy back a product or service based on the impression and experience of a consumer to a company.This research was conducted at Vizcake Pekanbaru store which located at general road Sudirman No. 418 Pekanbaru. The problem in this research is not achieving the company's sales target in the last five years and the percentage of sales target achievement decreased in three consecutive years and the least increase of consumer number. This is allegedly influenced by repurchase intention.The purpose of this study is to determine the effect of promotion mix and corporate image on the repurchase intention Vizcake Pekanbaru product. In this research the method used is descriptive quantitative with SPSS program. The sample of this study was taken as many as 100 respondents from the total population 31.879 calculated using slovin formula. Methods of data collection using questionnaires. Hypothesis testing using multiple linear regression analysis method.The results showed that the promotion mix and the image of the company have a significant effect on the repurchase intention Vizcake Pekanbaru product.Keywords: Promotional Mix, Corporate Image, Repurchase Intention.
PENGARUH BAURAN PROMOSI DAN CITRA MEREK TERHADAP MINAT KONSUMENPADA ALPHA HOTEL PEKANBARU Manurung, Ciin Opelti; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine the effect of Promotion And Brand Image Toward Consumer Interest in Alpha Hotel Pekanbaru. Where two independent variables and one dependent variable are promotional mix and brand image as independent variable and consumer interest act as dependent variable. The population in this research is Alpha Hotel Pekanbaru visitors with sampling amounted to 100 people which calculated by using Slovin formula. The sampling technique was done by purposive sampling method. The research data collected in the form of primary data by using kusioner as research instrument, data analysis used is by using linear regression analysis along with the help of SPSS program. From the results of tests conducted show that the promotion mix and brand image have a positive and significant impact on consumer interest. where the value of coefficient of determination (R2) shows that the variable of promotion mix and brand image contributes to consumer interest variable of 34.5 while the rest of 65,5 is influenced by other variable not included in this research.Keywords: marketing mix, promotion mix, brand image, consumer interest
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADADP KEPUASAN KONSUMEN PADA WAROENG STEAK & SHAKE MELATI PEKANBARU Rismawati S, Asina; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This research was conducted at Waroeng Steak & Shake Melati Pekanbaru. The problem in this research is declined the number of transactions and declined number of sales within the last 5 years. This study aims to determine the effect of brand image and product quality on customer satisfaction at Waroeng Steak & Shake Melati Pekanbaru. In this research data analysis used descriptive and quantitative with SPSS program. The sample in this research totalled 100 respondents, with sampling method using a purposive sampling. Data collection techniques used are primary and secondary data through observation, interview, and questionnaire. Methods of data analysis used a simple linear regression analysis method and multiple linear regression From the results of tests conducted indicate that the brand image and product quality have a positive and significant impact on customer satisfaction in Waroeng Steak & Shake Melati Pekanbaru. Keywords: Brand Image, Product Quality and Consumer Satisfaction.
PENGARUH EXPERIENTAL MARKETING DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN (STUDI PADA RM. PAK DATUK KOTA DUMAI) Yani, Ulfa; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi II Juli - Desember 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine how much influence of experiental marketing and brand trust of the customer loyalty on RM. Pak Datuk Dumai. Samples in this study were taken as many as 100 respondents and techniques used Accidental Sampling. The data in this study using survey methods through questionnaires filled by consumers. Data obtained from the results of questionnaires and then processed to then tested by statistics by SPSS program. The results of analysis using simple linear regression analysis, multiple linear regression analysis, determination test (R2), individual significance test (t test), and simultaneous significant test (Test F) so that it can be seen that experiental marketing, variables influence customer loyalty variable and brand trust variable influence to customer loyalty variable. Experiental marketing variable and brand trust variable influence simultaneously to customer loyalty. The calculation results are known R square is the coefficient of determination and obtained R Squarevalue of 0,199. That is, experiental marketing and brand trust affects to customer loyalty by 19,9%.Keywords: Experiental Marketing, Brand Trust and customer loyalty
PENGARUH DIVERSIFIKASI DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN PADA TOKO RABBANI CABANG PEKANBARU Ulya, Ade Nurul; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol. 5: Edisi II Juli - Desember 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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This study aims to determine how much influence diversification and product quality to costumer satisfactiont. Sampels in this study were taken as many as 100 respondens and techniques used pusposive sampling approach. The data in this study using survey method through questionnares filled by costumers. Data were obtained by using simple regression analysis dan multiple regression analysis. The result of this study show that product diversification has a significant impact on costumer satisfaction. Product quality has a significant impact on costumer satisfaction. And then simultaneously diversification and product quality have a significant impact on costumer satisfaction. Subsequent research is suggested to use other methods in researcing costumer satisfaction, for example through in-depth interviews of respondents.Keywords: Diversification, Product Quality, And Costumer Satisfaction
Co-Authors ", Sumadi Achmad Fajri Febrian Adianto Adianto Ahmad Nawawi Al Fajri Januar, Al Fajri Albeta, Febrina Rita Alfairi, Basyits Ali Anas Tasyana Silvi Andarwati, Desi Andri Sulistyani Andry Mochamad Ramdan Aprilla, Vivi Rizkiana Arief Yanto Rukmana Aulia, Tisra Ayu Eka Saputri Bahri Bismi Eka Putri Cakranegara, Pandu Adi Dea Pratama Emylia Defi Mariyana Destina Paningrum Dewi, Zulfa Kurnia Dian Rahmadini Diifa, Abdiasa Muhamad Dila Selfia Dino Aulia Duta Rahmathul Azizah Dzaki Naufal Eduwin Kurniawan Siagian Eko Purwanto Evrita Lusiana Utari, Evrita Lusiana Fadhila, Era Farid Ardiansyah Farid Ardyansyah Faza Eka Putra, Faza Eka Febrian, Achmad Fajri Febriani Fiorina Aulia Sari Firmansyah Firmansyah FRINI KARINA ANDINI Halawa, Dewi Wastini Handayati, Ratna Hapsoh Harlen Harlen Hayat Hayat Hayat Hesty Aisyah Hevi Apriani Ikhsan Hidayat Intan Putri Lestari Iswanti, Selpiya Okta Ivonne Ayesha Jihambali " Johan Salimukdin, Johan Jon Kenedi Kasmi Gusmita Kasmirudin Kasmirudin Khanifatul Khusna Kirmizi Ritonga Lestary, Anggy Dwy Lie Othman Lie Othman Loso Judijanto M Effendi M. Fauzi Indrawan M. Fidel Khasandra Mandataris Manurung, Ciin Opelti Mariaty Ibrahim Marlia Janti Abdun Masrul " Meyzi Heriyanto Miranda, Boby Prasetio Najra Nurani Nasution Nazara, Arianus Nilam Ayu Lestari Nopriadi Saputra Norgairly, Dwisya Norvadewi Noverina Dwinawangsari Nugroho, Riant Nurma Yulis Nurmalinda Nurpeni, Nurpeni Octavineza, Prily Dwi Ohara, Muammar Revnu Oktavianus, Davit Palupiningtyas, Dyah Perangin-angin, Febriani br PUTRI WULANDARI Putri, Apri Agnesta Ramdhany, Muhammad Randi Saputra Rara Dinara Putri Rismawati S, Asina Rista Firdianti Rizki, Rahmad Rosnani " Rozi, Muhammad Abdul Rozogitta S, Suang Sun Ruzikna Ruzikna Ruzikna Ruzikna Ruzikna Ruzikna Ruzikna, Ruzikna Saiman Pakpahan Santosa, Harry Saragih, Agustina Bungaria Selvia Selvia Seno Andri Seno Andri Sihotang, Jon Predianto Simanullang, Marsauli Sinta Marhuri Sintia Pratiwi Sintia Sintia Siti Muthmainnah Siti Nurhaliza Siti Sofro Sidiq Suci Fauziyah Sunyoto Suri, Atika Suryalena Suryalena Suryalena, Suryalena Sutikno, Sigit Syafri Harto Syahrul Gunawan Syamsu Rijal Syofiatul Safitri Tito Irwanto Tri Febrina Melinda Tria Agustin Panggawati Nurcahyani Trisma, Trisma Tujiono " Ulya, Ade Nurul Vera A.R. Pasaribu Wagiono, Dewi Nabila Wahyu Candika Aksana Putra Wansyahputra, Ergi Bimo Wendy Souisa Widia Astuti Widia Wiritanaya Windari, Indah Wisnu Subroto Wulan Ayu Ningsih Yani, Ulfa Yelli Trisusanti Yengki Eka Wijaya Yeni Marlina Yoranda, Putriany Yulianti, Tari Yuly Meta Agustin Pasaribu Yusuf, Bibi Noraini Mohd Zainol Fuady Zakiyah Ulfa Aryani Zulkarnaini Zulkarnaini