Articles
Analisis Strategi Segmenting, Targeting, Positioning dan Keputusan Pembelian Pada Universitas Logistik dan Bisnis Internasional (ULBI)
Hariyanto, Hariyanto;
Gaffar, Vanessa;
Sugiharto, Nur Aziz
Jurnal Ilmu Manajemen dan Bisnis Vol 14, No 2 (2023): Jurnal Ilmu Manajemen dan Bisnis. September 2023
Publisher : Universitas Pendidikan Indonesia
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DOI: 10.17509/jimb.v14i2.66209
AbstrakPenelitian ini bertujuan untuk menganalis Strategi Segmenting, Targeting dan Positioning terhadap Keputusan Pembelian jasa pendidikan di Universitas Logistik dan Bisnis Internasional (ULBI). Populasi dalam penelitian ini adalah seluruh mahasiswa ULBI dari berbagai program studi. Data yang digunakan adalah data primer yang diperoleh dari penyebaran kuesioner melalui Google Form. Jumlah data yang diperoleh sebanyak 100 responden. Data yang diperoleh diuji dengan uji validitas, uji reliabilitas, uji asumsi klasik, dan uji analisis regresi linier berganda dengan menggunakan SPSS versi 23.00. Hasil penelitian ini menunjukkan bahwa variabel segmenting memiliki pengaruh secara parsial terhadap keputusan pembelian atas layanan jasa pendidikan ULBI, variabel targeting tidak memiliki pengaruh secara parsial terhadap keputusan pembelian, positioningmemiliki pengaruh secara parsial terhadap keputusan pembelian atas layanan jasa pendidikan ULBI, sementara variabel Segmenting, Targeting dan Positioning secara simultan berpengaruh terhadap keputusan pembelian atas layanan jasa pendidikan ULBI. Key words: segmenting, targeting; positioning, keputusan pembelian.
Swimming Athletes Guidance and Training at Arhesa Swimming Club Bandung
Arhesa, Sandra;
Gaffar, Vanessa;
Ma'mun, Amung
Indonesian Journal of Sport Management Vol. 4 No. 2 (2024): Indonesian Journal of Sport Management
Publisher : Universitas Majalengka
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DOI: 10.31949/ijsm.v4i2.8871
This research aims to describe the coaching and training patterns of swimming athletes at Arhesa Swimming Club Bandung. The research method used is qualitative research using descriptive methods. The subjects of this research include management and coaches. Observation, interviews, and document analysis were carried out during data collection. The results of this research are that achievement development has been carried out in a planned and programmed manner, the organizational situation could be better, facilities and infrastructure still need to be improved, and the achievements achieved by athletes so far still need to be exemplary. The study shows that the condition of the club organization could be running better, and the management system needs to be reorganized regularly. The organization's work program needs to be structured due to limited funds and lack of support for facilities and infrastructure. The achievement development program is carried out systematically, regularly, continuously, planned, and programmed with maximum reference to technical training. The existing coaches have good quality, but the number needs to be commensurate with the athletes. The number of training facilities and infrastructure still needs to be improved to meet standards. However, the achievements obtained have been encouraging at the local and regional levels. The Arhesa Club is recommended to strengthen and develop organizational systems and coaching patterns to achieve the highest achievements. Looking for alternative funds or sponsors to add training equipment to increase athletes' training activity is necessary.
Marketing innovation for higher education a bibliometric analysis using the VOS viewer application
Khairusy, Mirza Abdi;
Gaffar, Vanessa;
Karsikah, Karsikah;
Suprayogi, Yogi;
Ardie Putra, Alfian Prayana;
Haryadi, Didit
Jurnal Mantik Vol. 8 No. 1 (2024): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)
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DOI: 10.35335/mantik.v8i1.5002
The purpose of this research is to carry out a bibliometric analysis of marketing innovation in higher education using VOSviewer. This study uses a quantitative description method. The data used in this study are search results based on the keyword "Marketing Innovation" sourced from Google Scholar using publish or perish software. The search results found 981 articles published between 2018-2022. The results of the research show that research on marketing innovation has decreased in 2018-2022. In conclusion, this research needs to be carried out to show the importance of conducting bibliometric analysis, especially in the field of marketing innovation. It is hoped that this research can become a reference for further research in conducting and determining research themes, especially on the theme of marketing innovation. This research is expected to contribute theoretically to the literature in the context of marketing management
Influence of Brand Image and Brand Trust on Purchase Decision
Kurniawan, Dani;
Agus Rahayu;
Puspo Dewi Dirgantiri;
Vanessa Gaffar
Dinasti International Journal of Digital Business Management Vol. 4 No. 1 (2022): Dinasti International Journal of Digital Business Management (December 2022 - J
Publisher : Dinasti Publisher
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DOI: 10.31933/dijdbm.v4i1.1593
Digital technology is continuously evolving, and NFT, as one of the blockchain breakthroughs, is receiving a lot of attention. The goal of purchasing NFT transactions on the Opensea marketplace is a fascinating topic. This article discusses the impact of brand image and brand trust on Opensea marketplace users' purchase decision, either partially or simultaneously. This article uses a quantitative research method. Non-probability sampling was used, with purposive sampling as the sample technique. Meanwhile, 133 people who have completed NFT transactions on the Opensea marketplace were polled. The findings of this study show that brand image and brand trust has a favorable and significant impact on NFT purchase decision in the Opensea marketplace.
In Privately Owned Hospitals, The Caliber Of Care And The Basis Of Patient Satisfaction Are Paramount.
Ariyo Bimo, Widhi;
Gaffar, Vanessa;
Ratnasari, Ina;
Handoyo, Agus F
Moneter: Jurnal Keuangan dan Perbankan Vol. 12 No. 2 (2024): JULI
Publisher : Universitas Ibn Khladun Bogor
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DOI: 10.32832/moneter.v12i2.873
Trust plays a crucial part in providing patients with pleasure who are _ patients' beliefs to House embracing pain _ physicians, nurses, and staff inside House Sick. Research was conducted to determine the relationship between patient happiness and quality care, with a focus on patients receiving private, in-home medical care. Patients receiving inpatient therapy in private homes make up the population under study. The biggest Class 1 BPJS Health customer in Indonesia. a sample of 324 respondents for the research. PLS was one of the analysis techniques employed. According to the results of the investigation, confidence in patient care and quality service have an impact, although not simultaneously or partially. The anticipated research results may be used as a guide to establish strategy for managing home ill patients and as a material factor to assess the degree of patient satisfaction throughout their stay.
Pemanfaatan Model Bisnis Food Ecommerce Dalam Upaya Memaksimalkan Revenue Stream Pada Masa COVID-19
Lesmana, Fanji;
Kusumah, Ahmad H.G;
Gaffar, Vanessa
Tourism and Hospitality Essentials Journal Vol 12, No 2 (2022)
Publisher : Universitas Pendidikan Indonesia
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DOI: 10.17509/jtee.v12i2.77803
AbstrakPenelitian ini bertujuan menganalisis dampak covid-19 pada pemanfaatan model bisnis food ecommerce dalam upaya memaksimalkan revenue stream pada restoran / rumah makan yang terdapak aktivitas offlinenya oleh pandemi covid-19. Kebijakan adaptasi kebiasan baru dan digalakannya Work From Home (WFH) sebagai respond pencegahan penyebaran virus covid-19 mengakibatkan pembatasan aktivitas fisik masyarakat secara luas, hal ini berdampak pada kegiatan bisnis restaurant secara fisik / offline membatasi kegitan oprasional mereka, mengurangi daya tampung dan beradaptasi dengan perubahan bisnis model yang memaksa mereka hadir dalam ceruk pasar online. Metode yang digunakan pada peneliatan ini adalah merupakan penelitian kualitatif dengan teknik analisis deskriptif dengan kajian kepustakaan (library research) dimana penelitian ini berusaha menggambarkan fenomena-fenomena yang ada, yang berlangsung saat ini atau saat yang lampau. Artikel ini berfokus menyoroti dan memberikan pertimbangan kapan dan bagaimana restoran / rumah makan dapat mengadopsi bisnis model ini secara tepat. Hasil penelitian ini menemukan bahwa ceruk pasar online melalui pemanfaatan bisnis model food ecommerce ini memaksa restoran/rumah makan untuk menambahkan tambahan biaya jasa pihak ketiga (food ecommerce) sebagai beban cost of technology pada setiap harga penjualan menu mereka. Hal ini membuat disparitas harga terjadi dan kurang atensi dari pengelola bisnis. Kurangnya atensi ini bisa berimpilkasi serius dalam hal pengelolaan pelangan terhadap keberlangsungan bisnis karena optimasi revenue ini tidak hanya bisa berfokus pada aspek ekonomi saja untuk menciptakan bisnis model yang sustainable. Hasil dari kajian ini diharapkan dapat menjadi pertimbangan ketika membangun hubungan kerja sama dengan situs web pihak ketiga disarankan hanya jika jumlah pelanggan setia lebih kecil dari ambang batas.Kata kunci : Covid 19, Bisnis model, Food E-commerce, Optimasi Revenue StreamAbstractThis research aims to analyze the impact of Covid-19 on the use of the food e-commerce business model in an effort to maximize revenue streams for restaurants whose offline activities have been affected by the Covid-19 pandemic. The policy of adapting new habits and encouraging Work From Home (WFH) as a response to preventing the spread of the covid-19 virus has resulted in widespread restrictions on community physical activities, This has an impact on restaurant business activities physically limiting their operational activities, reducing capacity and adapting to changes in business models that force them to be present in the online market niche. The method used in this research is qualitative research with descriptive analysis techniques with library research where this research attempts to describe existing phenomena, which are taking place currently or in the past. This article focuses on highlighting and providing considerations on when and how restaurants can adopt this business model appropriately. The results of this study found that the online market niche through the utilization of this food ecommerce business model forces restaurants/eateries to add additional third-party service fees (food ecommerce) as a cost of technology burden on each of their menu sales prices. This causes price disparities and lack of attention from business managers. This lack of attention can have serious implications in terms of customer management regarding business continuity because revenue optimization cannot only focus on economic aspects to create a sustainable business model. It is hoped that the results of this study can be taken into consideration when building cooperative relationships with third party websites, which is recommended only if the number of loyal customers is smaller than the threshold.Keyword : Covid 19, Business model, Food E-commerce, Revenue Stream Optimizing
STRATEGIC ALIGNMENT FOR HIGHER EDUCATION'S DIGITAL TRANSFORMATION JOURNEY
Purwanto, Heri;
Rahayu, Agus;
Gaffar, Vanessa;
Adi Wibowo, Lili;
Azizah Asmara, Maisa;
Munawar, Asep;
Saepudin, Didin
TRIKONOMIKA Vol 23 No 2 (2024): December Edition
Publisher : Faculty of Economics and Business, University of Pasundan
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DOI: 10.23969/trikonomika.v23i2.18940
This study investigates the role of digital transformation strategy (DTS) and enterprise architecture program (EAP) in enhancing the performance of private higher education institutions (PTS) in LLDIKTI Region IV, West Java, and Banten. Key factors analyzed include university ranking requirements (URR), government regulation (GR), emerging technology (ET), and university governance capability (UGC). Data were collected from 200 PTS leaders using probability sampling and analyzed with Structural Equation Modeling. Findings indicate that URR, GR, ET, and UGC positively influence DTS. DTS significantly strengthens EAP but does not directly impact institutional performance. The study emphasizes the synergy between DTS and EAP to optimize resource management and improve Tridharma activities, ultimately enhancing institutional performance. This research contributes to understanding the strategic alignment necessary for effective digital transformation in higher education.
THE DEVELOPMENT OF TOURISM VILLAGE THROUGH THE IMPLEMENTATION OF DIGITAL MARKETING
Gaffar, Vanessa;
Yuliawati, Tia;
Askolani, Askolani;
Budiman, Arief
Pattimura Proceeding 2023: PROCEEDING: THE 2ND INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMICS
Publisher : Pattimura University
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Introduction/Main objectives: This study aimed to analyze the implementation of digital marketing in the development of tourism village at Subang District area. Research Methods: This study is a qualitative study using case method, comparing the situation before and after the Covid-19 pandemic. The informant of this study consists of the head of regulator, namely the head of the village and the owner of micro, small, and medium enterprises. Finding/Results: Results show that Covid-19 pandemic affects the tourism potential in the area. This is proven by the low rate of attendance of visitors/tourists to the tourism destination in Cavaliering, Subang District. Therefore, to boost the rise of the visitor and to be able to cope with the environmental turbulence and uncertainty of the external environment, the local government should implement digital marketing. Conclusion: Through social media marketing which is part of digital marketing, the Small and Medium-Sized Enterprises (SMEs) could become more creative and innovative, which would help them expand their reach nationally and internationally. The government should allocate fund and include this in the long term planning of the village itself
Pemasaran bandara: sistematik literatur review kajian bibliometrik berdasarkan database google scholar dan crossref tahun 2019-2022
Ekaputra, Virda Dimas;
Gaffar, Vanessa;
Arief, Meta
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 2 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)
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DOI: 10.29210/020242683
Penting bagi berbagai pihak yang tertarik dengan konsep pemasaran bandara untuk sepenuhnya mengembangkan keterampilan dan teknik riset pemasaran untuk memperoleh pengetahuan dan pemahaman yang dapat diandalkan dan menyeluruh tentang lingkungan pasar bandara yang unik. Ketergantungan mul-tifaktorial dari konsep pemasaran bandara memungkinkan untuk membentuk cara-cara baru untuk meningkatkan tingkat indikator ini. Faktor endogen dan eksogen, pada gilirannya, menciptakan hubungan fungsional antara berbagai disiplin ilmu dalam lingkungan pemasaran bandara. Makalah ini menyajikan analisis bibliometrik dari konsep "Pemasaran Bandara" dengan menggunakan berbagai perangkat lunak untuk mengidentifikasi hubungan antara faktor-faktor pemasaran bandara, sumber, dan antesedennya. Metode yang digunakan dalam penelitian ini meliputi pencarian kata kunci awal, analisis dan penyempurnaan data, dan pengelompokan. Pencarian dan perbandingan informasi yang diambil dari beberapa sumber memungkinkan dilakukannya analisis literatur yang komprehensif dan pemahaman tentang prinsip-prinsip peta bibliometrik publikasi. Dalam kerangka kerja penelitian ini, para peneliti membentuk dan menganalisis kelompok-kelompok konsep, prinsip-prinsip pengelompokannya, mengembangkan pendekatan ilmiah untuk menge-lompokkan istilah-istilah kunci dalam beberapa pangkalan data. Relevansi penelitian ini terletak pada dampaknya pada proses pembentukan kelompok konsep. Dengan bantuan pendekatan ilmiah yang diusulkan, dimungkinkan untuk menjelaskan ketergantungan dalam distribusi klaster definisi individu, hubungan mereka satu sama lain, tingkat kepemilikan faktor tertentu dari pemasaran bandara.
Antecedents of smart tourism destination perceived attractiveness and behavioral intention for digital natives
Lastaripar Goeltom, Andar Danova;
Hurriyati, Ratih;
Gaffar, Vanessa;
Wibowo, Lili Adi
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)
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DOI: 10.29210/020243269
In order to achieve high levels of satisfaction from the digital native generation, tourism destinations must adapt to how they interact and present content that matches their technological preferences. This study aims to measure the perception of STD attractiveness for digital natives by exploring antecedent factors and their impact on intentional behavior. This study uses a quantitative approach. The data was collected by distributing online questionnaires with sample aged 18 to 41 years who have traveled by involving the process of transactions, bookings, and searching for information digitally in the last 1 year. 318 responses were collected that were considered adequate for further processing in the analysis process. Measurements were made using the SEM-PLS technique. The study has found that digital natives view of interactivity and digital security can influence their assessment of STD attractiveness. This study model partially explains some of the factors that make up STD values and their relationship to intentional behavior. This study can consider strategies for strengthening digital interaction and security in the context of STDs for DMOs to build the attractiveness of destinations to attract tourist visits. This study provides a more specialized perspective by focusing on assessing digital natives as the main opinion.