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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Berdikari: Jurnal Pengabdian Masyarakat Indonesia Jurnal Entrepreneur dan Entrepreneurship eMBeJi : Manajemen dan Bisnis Jurnal Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Jurnal Kewirausahaan dan Inovasi
Nugroho, Dian Ari
Faculty Of Economic And Business, Universitas Brawijaya, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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PENGARUH BRAND AWARENESS, BRAND AMBASSADOR, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN Fitriana, Siti Afin Nur; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2022.01.1.02

Abstract

Online media is the choice as a means of promotion considering the number of internet users is increasing all the time. Business people have to think about how to survive and continue to grow in the midst of crowded competitors. This study aims to determine the effect of brand awareness, brand ambassador and word of mouth on purchasing decisions. This type of research uses survey research to determine the effect of the variables in this study. The population used in this study were Renkli.co consumers. The sampling technique in this research is the saturated sample, namely the number of samples is the same as the total population of 110 respondents. Sampling data obtained through questionnaires were processed using multiple linear regression analysis with the help of SPSS version 25 software. The results of this study indicate that brand awareness have a positive and significant effect on purchasing decisions. Brand ambassadors have a positive and significant effect on purchasing decisions. Word of mouth have a positive and significant effect on purchasing decisions.
KAJIAN EMPIRIS MODEL EVALUASI KIRKPATRICK UNTUK MENGUKUR EFEKTIVITAS PELATIHAN KERJA SECARA DARING Islami, Gogon; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2022.01.3.09

Abstract

This research is an evaluative applied research that aims to evaluate the effectiveness of online training activities for interns at Bank Sinarmas Syariah using the Kirkpatrick evaluation model which measures the effectiveness of four levels, namely reaction, learning, attitude, and outcome. This study uses a mixed quantitative and qualitative approach with a sequential explanatory strategy. Analysis of quantitative data used is quantitative descriptive. Data were obtained from 49 job training participants. In the level of reaction, learning and attitude obtained satisfactory evaluation results, while the level of results obtained satisfactory but not optimal results. Qualitative methods are needed as a follow-up to the findings of quantitative methods to answer research problems in a more solution way. The results of the qualitative research conclude that the management of the implementation of job training has been quite good but there are still obstacles caused by its implementation online. Online job training has a positive effect on job readiness assisted by mentoring activities. The heterogeneity of employee performance that occurs is caused by the placement function that is not in accordance with the job analysis as the main factor, followed by differences in motivation and field constraints.
ANALISIS IMPLEMENTASI STRATEGI DIGITAL MARKETING PADA SOSIAL MEDIA SEBAGAI SARANA PROMOSI BISNIS Septyaningtyas, Rizmalia Nanda; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 3 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2023.02.3.14

Abstract

The current development of information technology, especially social media, offers benefits for business people to improve their marketing. The craft business in Indonesia is one of the creative industry sectors that is in great demand by business people because of its broad target market and increasing market demand. Gift box is an art and craft designed to give gifts to others by giving an interesting and unique impression. In the current era of globalization where gift box sales promotion can be done through social media. One of the social media that is currently trending among millennial youth is TikTok. This research was conducted to create a digital marketing strategy for the TikTok application to increase sales of the gift box aesthegift business. This research is a qualitative descriptive study using data collection methods, which use interviews/documentation and literature studies to obtain information and data. The purpose of this research is to find out how the strategy for creating digital marketing content on the TikTok application is right for increasing sales in the gift box aesthegift business.
Pengaruh Kualitas Produk, Daya Tarik Iklan, Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Syafitri, Reri; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 4 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.4.19

Abstract

This research was conducted to identify the effects of product quality, advertisement appeal and perceived price on the purchase decision in the business of Tatira. The population of this quantitative study is all people who have bought the products of Tatira. The samples were taken from the consumers who have completed the Google Forms questionnaires distributed by the researcher. Using multiple linear regression, this study finds that, in partial term, product quality (X1) significantly influences the purchase decision (Y) with the significance value of 0.002<0.05, that advertisement appeal (X2) significantly impacts the purchase decision (Y) with the significance value of 0.002<0.05, and that perceived price (X3) significantly affects the purchase decision (Y) with the significance value of 0.000<0.05. The result acquired from this research is that product quality, advertisement appeal and perceived price influence the purchase decision.   Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh Kualitas Produk, Daya Tarik Iklan dan Persepsi Harga terhadap Keputusan Pembelian Pada Bisnis Tatira. Penelitian ini bersifat kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen Tatira yang pernah membeli produk Tatira. Sampel diambil dari konsumen yang telah mengisi kuesioner pada google form yang diberikan peneliti. Alat analisis yang digunakan dalam penelitian ini menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial variabel kualitas produk (X1) berpengaruh signifikan terhadap minat beli (Y) dengan tabel coefficients menunjukkan nilai sig 0,008 < 0,05. daya tarik iklan (X2) berpengaruh signifikan terhadap minat beli (Y) dengan tabel coefficients menunjukkan nilai sig 0,002 < 0,05. Persepsi harga (X3) berpengaruh signifikan terhadap Keputusan Pembelian (Y) dengan tabel coefficients menunjukkan nilai sig 0,000 < 0,05. Hasil yang didapat pada penelitian ini adalah kualitas produk, daya tarik iklan dan persepsi harga berpengaruh terhadap keputusan pembelian.
The Role of Visual Congruence and Self-Expressive Brand in Forming Brand Love That Can Improve E-Wom: A Scientific Investigation Among Sneakers Lovers Nugroho, Dian Ari
Jurnal Entrepreneur dan Entrepreneurship Vol. 12 No. 2 (2023): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v12i2.4570

Abstract

Advances in information technology have created a new generation with new and distinct behaviors, particularly in terms of product or service consumption. Social media has evolved into a platform for consumers to share their product-consuming experiences by leaving evaluations based on perceived pleasure. Satisfied customers form attachments and closeness with the brand, resulting in a sense of love for it. Brand love stems from a brand's capacity to represent its customers, and it may also be evident in the visual compatibility between the two parties. Therefore, this study aims to determine the effect of visual congruence, self-expressive brand, on increasing e-WOM mediated by brand love especially among shoes consumers. This explanatory study used respondents from the sneakers-loving population. The purposive sampling technique is used. This research instrument was tested using PLS, validity, reliability, and classical assumption tests. The hypothesis was tested using the t-test. Data analysis technique using Path Analysis. This finding emphasizes the significance of Visual Congruence and Self-Expressive Brand in developing Brand Love and e-WOM, particularly for items that are closely tied to the manner of expression and social behavior of their customers.
THE EFFECT OF ELECTRONIC WORD-OF-MOUTH, PRODUCT FEATURES, AND LIFESTYLE ON BRANDSWITCHING AMONG MILLENNIAL CONSUMERS IN E-COMMERCE INDUSTRY Nugroho, Dian Ari
Jurnal Aplikasi Manajemen Vol. 18 No. 4 (2020)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2020.018.04.18

Abstract

The E-commerce industry was challenged with intense competition. Customers are easy to choose or switching any e-commerce websites for their reasons. This study aims to determine the effect of electronics word-of-mouth, product features, and lifestyle on brand-switching among millennial consumers in the e-commerce industry. It is explanatory research that was carried out at the millennial student of Universitas Brawijaya (University of Brawijaya), Indonesia. The data was collected using three methods: interview, questionnaire, and observation at the University of Brawijaya’s students. The object of this study was millennials customers, the user of e-commerce websites, especially college students. The sample was taken using non-probability sampling with a purposive sampling technique. Based on the results of the analysis and discussion, it can be concluded that electronic word-of-mouth, product features, and lifestyle influence consumers to switch from one e-commerce website to another.
THE DYNAMICS OF COLORS, CONSUMER PERCEPTIONS, AND PURCHASING INTENTIONS OF THE PRIMAVERAVESPA PRODUCTS: A REVIEW OF YOUNG CONSUMER BEHAVIOR Nugroho, Dian Ari; Hendrawan, Dimas
Jurnal Aplikasi Manajemen Vol. 15 No. 2 (2017)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (161.854 KB) | DOI: 10.21776/ub.jam.2017.015.02.02

Abstract

This study aims to dete mine if the Primavera Vespa product color differences have significant influence on the Vespa product consumer perceptions and also to determine if the Primavera Vespa consumer perceptions on the products have a significant influence on the purchasing intention of Primavera Vespa product itself. This experimental research using 24 young consumers as respondents with purposive sampling as sampling technique. Data is collected through questionnaires with Likert scale. Hypothesis testing using different ANOVA test and Simple Regression Analysis. The results of this study indicate if the color difference of Primavera Vespa product has a significant influence on the consumer perception. The study also found if the color perceptions of Primavera Vespa products such as azzuro marechiaro, blue midnight, montebianco, nero volcano, and rosso dragon types have a significant effect on purchasing intentions to the product.
Hubungan Antara Brand Awareness, Brand Reputation, dan Brand Trust pada Restoran Lokal Berbasis Rantai di Kota Malang Hendrawan, Dimas; Nugroho, Dian Ari
Jurnal Aplikasi Manajemen Vol. 14 No. 3 (2016)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (324.044 KB) | DOI: 10.18202/jam23026332.14.3.05

Abstract

This study aimed to determine the effect of brand awareness to brand reputation and brand trust at local chain restaurant industry in Malang. Further more, this study aimed to determine the mediating effect of variable brand reputation between brand awareness and brand trust. This explanatory study used purposive sampling techniques by 100 respondents. Data were collected by questionnaire. Hypothesis testing used by path analysis. The result  showed that the brand awareness has indirect effect to brand trust through brand reputation as intervening variable, the brand awareness has a significant effect to brand reputation, andthe brand reputation has a significant effect to brand trust. 
Customer Segmentation in B2B Coffee Bean Supply Using RFM and K-Means Clustering Kumala, Annisa Galuh Ratna; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The growth of coffee industry has increased the demand for coffee beans in the domestic markets, and this attracts more entrepreneurs to engage in coffee beans supply business. However, as the competition in this business escalates, more entrepreneurs have to vie for their market shares, requiring them to consider the correct customer segmentation and marketing strategies. B2B coffee beans supply business is more difficult that the B2C as the former involves transactions between companies. Therefore, customer segmentation can help companies manage their resources more efficiently. One of the market customer segmentation methods that can be used is the K-means clustering. It enables data analysis through data groupings into several kinds based on characteristic similarities. The B2B market segmentations can be based on purchase behaviors, which are identifiable from the use of RFM (recency, frequency, monetary) model. This replication study uses the quantitative approach. It uses primary data consisting the transactions of CV Ijen Nusantara with customers from the Greater Malang during the last 12 months. Using K-means clustering, 87 customers from 314 were grouped. The  results are three optimum market clusters with different characteristics. The implication of this study is expected provide inputs for CV Ijen Nusantara and for future research.
Strategic Innovation in Tourism: A SWOT-Based Approach to Boost Service Utilization Febrianti, Felisha; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Tourism has become a valuable sector as it is able to increase the economy through job creation and local culture promotion via local tourism. Malang City has a great potential in its tourism sector. One of its innovations is oldie tourism, that is traveling around the city in classic cars, VW Safari. PT Malang VW Tour offers and provides unique and authentic tourism experience. The objective of this research is to identify the effective business strategy for increasing tourist’s intention to use the services provided by PT Malang VW Tour. In order to meet the objective, this study conducts analyses on SWOT, IFE, EFE, and IE matrices. Here both primary and secondary data, which were harvested from observations, interviews, and questionnaires, were used and analyzed descriptively. This study finds that the recommended strategies, based on the SWOT analysis results, are developing the tourism packages through strategic partnership and fleet expansion to improve services and innovations. The implementation of this strategy will help PT Malang VW Tour become more effective in the competition and attain sustainable growth.
Co-Authors Aditomo, Setiawan Alya Yanuar Putri Atikah Nur Aini Putri Basmalasari, Rizky Mulia Dewanti, Hastin Ayu Dimas Hendrawan Fathullah, Muhammad Falih Febrianti, Felisha Fitri, Bratandari Nabilah Fitriana, Siti Afin Nur Gabriel, Gregorius Vichito Ghozihan, Nadyah Nur Gracia, Timothy Hastin Ayu Dewanti Herita, Tasya Dwi Islami, Gogon Islami, Muhammad Dendy Pradana Kamilah, Muthi'ah Kumala, Annisa Galuh Ratna Lia Rachmawati M. Firman Perdana Mahmudah, Putri Nur Mugiono Muslimah, Tsaniatu Nahdiah Hilmi Nur Fatin Oktasari Putri, Reri Rahmi Perdana, M. Firman Putra, Fajar Cahyana Putri, Elza Kurnia Wulandari Rafi, Amanullah Rasyid Ramadhani, Laili Nur Raras Kirana Wandira Ray, Muhammad Agung Reri Rahmi Oktasari Putri Salsabila, Unik Hanifah Septyaningtyas, Rizmalia Nanda Setiani, Okki Arnelia Setiawan Aditomo Syafitri, Reri Wandira, Raras Kirana