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All Journal Journal of Marketing Innovation BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology)
Rafiati Kania
Politeknik Negeri Bandung, Indonesia
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Peran Penting Kemasan dalam Meningkatkan Persepsi Kualitas Produk Makanan Adila Sosianika; Arie Indra Gunawan; Moh Farid Najib; Fatya Alty Amalia; Widi Senalasari; Rafiati Kania
Bhakti Persada Jurnal Aplikasi IPTEKS Vol. 8 No. 2 (2022): Bhakti Persada Jurnal Aplikasi IPTEKS
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/bp.v8i2.85-92

Abstract

Bisnis kuliner sebagai suvenir di Bandung saat ini telah berkembang, namun demikian secara umum mereka belum mampu menyajikan produk kuliner sebagai suvenir yang berkualitas. Hasil studi sebelumnya juga mengindikasikan bahwa aspek kemasan, penjualan, promosi serta kualitas layanan masih perlu penanganan secara serius karena belum dipersepsikan sebagai suatu yang baik. Perbaikan akan hal tersebut mendesak karena, dari sisi turis, kualitas produk, tampilan kemasan, dan bagaimana produk kuliner tersebut dijual merupakan aspek yang sangat penting dalam proses pembelian suvenir. Studi ini bertujuan untuk turut serta dalam menumbuhkembangkan bisnis kuliner bagi UKM di kota Bandung, khususnya untuk memahami dan menganalisis bagaimana dampak desain visual kemasan terhadap kualitas produk makanan. Produk oleh-oleh makanan Bandung menjadi objek penelitian ini karena produk oleh-oleh makanan dianggap sebagai produk low-involvement yang sering dibeli dan dipengaruhi oleh desain visual kemasan. Studi ini dirancang untuk memahami  dan menganalisis pentingnya desain kemasan visual dalam mempengaruhi kualitas produk oleh-oleh makanan Bandung. Untuk mencapai tujuan tersebut, sudi ini difokuskan pada usaha produk oleh-oleh makanan UKM dengan menggunakan pendekatan eksploratif dan deskriptif. Metode purposive sampling digunakan  dalam penelitian dengan menentukan kriteria responden adalah wisatawan yang baru saja berbelanja oleh-oleh khas Bandung. Selanjutnya, data dari 200 responden dianalisis menggunakan metode deskriptif statistik dan multivariate. Hasil studi menunjukkan bahwa persepsi wisatawan terhadap desain visual kemasan berpengaruh positif dan signifikan terhadap kualitas suvenir makanan Bandung. Hal ini menunjukkan bahwa penting bagi pengusaha produk oleh-oleh makanan untuk membuat de-sain kemasan yang sesuai dengan harapan konsumen agar kualitas produk juga dapat dinilai dengan baik oleh konsumen.
Designing User Interface of a Mobile Learning Application by Using a Design Thinking Approach: A Case Study on UNI Couse Dandi Saputra; Rafiati Kania
Journal of Marketing Innovation (JMI) Vol. 2 No. 2 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v2i2.36

Abstract

UNI Couse, a mobile learning application product developed by CV Unindo Hestama Kreatif, is a mobile learning application that newly transform its system from web-based e-learning platforms. The incapability of web-based systems to gain a better experience with wider consumers trigger the transformation. Designing a mobile learning application is a strategy to increase the usability of the existing e-learning system in a higher variety of services as well as more users. This study utilizes a design thinking approach to understand what user feels and need in their experience of using a mobile application. This approach consists of five stages and is divided into three processes: understanding, designing, and evaluating. This study illustrates a step-by-step design thinking implementation as well as the result of each stage.  User testing assesses the usability of the mobile learning application. Finally, design thinking implementation reveals that more users feel comfortable with the apps because all features are needed and easy to understand. The design thinking approach has successfully helped UNI Course to create mobile learning applications that satisfy the users.
The Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia Rafiati Kania; Kuntihapsari Sri Sukoyo; Nono Wibisono
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (555.52 KB) | DOI: 10.35313/jmi.v1i01.17

Abstract

According to brand alliance literature, the compatibility of brand characteristics in co-branded products will raise consumer positive attitudes and purchase intention. Previous research has explored the co-branding strategy between the same sector or complement product character from different sector. However, little research has been conducted on the exploration of the co-branding strategy in a different sector with less complement character. This study seeks to construct the value of co-branding strategy of influencing female consumer attitude as well as its purchase intention. It relates to the less-known Indonesian cosmetics brand who invite well-known food brands to create blended characteristics of cosmetic products. Three co-branded products namely Mizzu Cosmetics x Khong Guan Biscuits, Dear Me Beauty x Yupi, Dear Me Beauty x Sasa, and Dear Me Beauty x Nissin as the objects of this research. A total of 358 questionnaires were distributed to female cosmetic consumers aged between 19-41. The proposed research model has been tested using PLS-SEM. The findings highlight prior attitudes toward host brands that have weak influence attitude toward co-branded products. However, the brand fit could mediate prior attitude toward host brand in influencing attitude toward co-branded product. By mediating the roles of brand fit, the attitude toward co-brand and post-attitude toward host brand show important value in the element of consumer attitude and purchase intention. A well-known and suitable co-branding partner is needed to give exposure to the co-branded product and provide a spill-over effect for the host brands. This study contributes to add spill-over effect phenomenon in brand alliance literature.
Examination of Advertising on Social Media: The Role of Endorsers in Creating Brand Awareness Arie Indra Gunawan; Rafiati Kania; Tulastri
Journal of Marketing Innovation (JMI) Vol. 2 No. 1 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (221.109 KB) | DOI: 10.35313/jmi.v2i1.28

Abstract

This research aims to measure the effectiveness of advertising in the consumer goods market, as well as to determine the effectiveness of advertising conducted on social media in creating brand awareness. By employing exploratory research with a quantitative approach, 389 data were obtained. The results of this study show that the measurement of advertising effectiveness can be done through celebrity endorsers, message content, and the use of social media. In addition, the effectiveness of advertising has a positive and significant influence on the creation of brand awareness. In details, celebrity endorsers or well-known public figures do not guarantee the formation of brand awareness. This research recommends a collaboration between celebrity endorsers who portray a good image with feasible budget supported with the appropriate messages and media with the right target audience, so the consumer goods advertising can be effective.
Co-Authors Arie Indra Gunawan Dandi Saputra Fatya Alty Amalia Kuntihapsari Sri Sukoyo Moh Farid Najib Nono Wibisono Sosianika, Adila Tulastri Widi Senalasari