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Mia T. D. Indriani, Mia T. D.
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Decision Sciences, Operations Research & Management

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Customer Attitude Towards Loyalty Card of Budget Hotel in Bandung Hefimaputri, Revi Adelia; Indriani, Mia T. D.
Journal of Business and Management Vol 4, No 5 (2015)
Publisher : Journal of Business and Management

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Abstract. The increasing number of hotels in Bandung would lead to the tight competition. To survive the competition, one of the strategies is retaining the customer through loyalty card. However, it is very common to find budget hotel loyalty card which is similar to Luxury hotel. From previous research findings, it is found that offering a single loyalty card to customers that patronize different hotel segments could result in the failure. Therefore, budget hotel need to know what kind of loyalty card is customer really like and prefer that could be measured by calculating customer attitude towards loyalty card of budget hotel. By using Fishbein Multi-attribute Attitude Mode, this research aims to measure and quantify customers’ attitude. Variables of the research are resulted based on combining the result of previous research about hotel loyalty card and customer loyalty. The result of Fishbein Multi-attribute Attitude measurement is + 529.07 or can be translated to positive attitude. Moreover, Above all features, Discount Room Rates has the highest evaluation score which is considered as the most desirable and important to the customer. As recommendation to hotel business, since budget hotel customer are very conscious about price, for further business development, the management should emphasize price and value consideration of its loyalty card features, its benefits, and pricing to make the features attractive. Keywords: budget hotel, loyalty card, customer attitude, Fishbein Multi-attribute.
New Product Development for a Startup Company (WOODKA) Prasojo, Faris; Indriani, Mia T. D.
Journal of Business and Management Vol 4, No 6 (2015)
Publisher : Journal of Business and Management

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Abstract. WOODKA is a startup business established on September 2013 running in watch industry. WOODKA, as a new startup, needs to develop its line of product by expanding the product design and variety. Up until now, there is no specific design guideline that can be used to develop the next product varieties of WOODKA. Therefore, this research has the objective to explore WOODKA’s design strength according to customer and to find sets of important design attributes that is most preferred by costumer. The study was conducted using direct interview and mail survey which later analyzed with conjoint analysis. The direct interview was to find the most important attribute according to the provider and its previous customer input. The mail survey was later used to ask customer to give rank for the selected combinations which attributes are wood type (ARRO, KOVU, ORLA, NIEO), strap (pattern, leather, printed, plain), and watch’s shape (round, oval). The conjoint analysis was used to find the utilities and importance value of those attributes. The result of this study shows that the attribute that customer consider most in buying WOODKA’s product is the strap, which means that the concept of interchangeable strap WOODKA has really affect customer’s choice. Another result is that the most preferred attribute’s levels according to the utilities are leather strap, round-shaped watch, and ORLA wood type. Therefore, in the future development, WOODKA should try to focus more on developing those parts of its product. Keywords: Startup business, Customer preference, Conjoint analysis, New product development, Fashion accessories
Analysis of Brand Loyalty Toward Ngopi Doeloe's Cafe in Bandung Using Brand Experience Saraswati, Chisnia; Indriani, Mia T. D.
Journal of Business and Management Vol 4, No 9 (2015)
Publisher : Journal of Business and Management

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Abstrack Nowadays many cafés was established in Bandung. Competitiveness between café to get market also increases. However, for now, it is not just get the new market but how to maintain the customer. So, brand loyalty becomes so important for company to invest in the future. Therefore, brand loyalty will be analyzed in this study. In addition, in this research also discuss about brand experience, what is the most influential between the four-dimensions of brand experience (sensory, affective, intellectual and behavioral) toward brand loyalty. The research object that will be taken is Ngopi Doeloe’s Café.. Ngopi doeloe is one of the famous café in Bandung whereas this cafe recently established. The conceptual framework that used in this study is taken from Brakus (2009). It explains about the influence of brand experience (sensory, affective, intellectual and behavior) toward brand loyalty. The methodology that will use in this research is non-probability method by using questionnaire as equipment research to get the data. The questionnaire contains statements of brand loyalty and brand experience as variables in this study. Then, the method to take a sample is using judgment sampling with taking sample size 155 Bandung’s people who ever consume coffee in Ngopi Doeloe. The data from questionnaire will be analyzed by multiple regression to know the influence brand experience toward brand loyalty. Meanwhile, the value of brand loyalty is determined by Ms. Excel. The conclusion showed that brand loyalty of Ngopi doeloe is low at 3,151 on a scale of 7. While the influence of the four dimensions of brand experience on brand loyalty are all positive and the results of multiple regression analysis showed that the most influential among the four dimensions of brand experience is behavioral experience.            Keyword : Brand loyalty, Brand experience, Ngopi Doeloe’s café
Co-Authors Chisnia Saraswati, Chisnia Faris Prasojo, Faris Revi Adelia Hefimaputri, Revi Adelia