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All Journal Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) RESLAJ: Religion Education Social Laa Roiba Journal
Dojeng Meisi Koo
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Menentukan harga jual warung makan Sunda Chicken berdasarkan metode full cost pricing Dojeng Meisi Koo; Agus Munandar
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.3, No.2 (2022): Desember 2022
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v3i2.534

Abstract

This study aims to help analyze the selling price at the Sunda Chicken food stall. In accordance with interviews conducted by the author, the Sunda Chicken food stall suffered losses due to the instability of raw material prices. This is because the Sunda Chicken food stall does not set a selling price based on production costs, but is adjusted based on market prices and consumer desires. Therefore, the author uses the full cost pricing method to calculate the new selling price as a form of solution offered to the Sunda Chicken food stall. Full cost pricing is one of determining selling price methods based on production costs and the percentage of expected profit. The author uses qualitative methods in the preparation of research journals, namely doing calculations based on data obtained from the owner of the food stall. The results of the research show that there is a difference in the selling price between the initial price of the Sunda Chicken food stall and the new price after calculating the full cost pricing method.
Pengaruh Rebranding Terhadap Brand Image Serta Kepuasan dan Loyalitas Pelanggan Dojeng Meisi Koo; Desy Prastyani
Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 6 (2024): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i6.3166

Abstract

Since the end of the BreadTalk name license period in Indonesia, the franchisor decided to rebrand and change the BreadTalk name to Mako Cake and Bakery. This step was taken to maintain their market share. This is certainly quite risky because it can affect customer satisfaction and loyalty for the formation of a new brand image. Therefore, this study was conducted to see the effect of rebranding on brand image and customer satisfaction and loyalty at Mako. The population in this study consisted of BreadTalk customers in the Tangerang area. While the research sample was taken using purposive sampling technique with a total of 125 respondents. This research is a quantitative study using the Structural Equation Model - Partial Least Square (SEM-PLS) method. The results showed that rebranding has a positive effect on customer satisfaction, customer loyalty, and brand image. Then, brand image has a positive effect on customer satisfaction and loyalty. Finally, customer satisfaction has a positive effect on customer loyalty. After conducting the research, the authors suggest expanding the population to other major cities, in order to represent more BreadTalk customers in Indonesia for the rebranding that has been carried out. In addition, it can also add other supporting variables, such as service quality, product quality, product price, purchasing decisions, or other relevant variables as a research novelty. Keywords: rebranding, brand image, customer satisfaction, customer loyalty.
Co-Authors Agus Munandar Desy Prastyani