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All Journal Jurnal Ekonomi Proceeding of The International Conference on Economics and Business International Journal of Economics and Management Research International Journal of Economics, Business and Innovation Research
Wandi Kurniadi
STIA Bagasasi Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE IMPACT OF GOODS PRODUCT PRICING STRATEGIES ON CONSUMER PURCHASING POWER: A REVIEW OF THE LITERATURE Pandu Adi Cakranegara; Wandi Kurniadi; Ferdinandus Sampe; Jouri Pangemanan; Muhammad Yusuf
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

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Abstract

The price of a product is a measure of the exchange rate used to obtain it in the form of money or goods. In order to achieve the desired business goal and profit, a company must exercise caution when determining the price of a product, service, or good. Pricing must take into account a variety of factors, as well as the best strategy. In this way, the set price can pique consumer interest and influence consumer purchasing power. The purpose of this research is to determine how the company's pricing affects consumers' purchasing power or purchasing interest. This study employed a qualitative approach in the form of literature reviews in the field of marketing management. Writing scientific articles necessitates the use of qualitative methods as well as literature studies or library research. The price of a company's product or service has a positive effect on consumer purchasing interest, so it is closely related to consumer purchasing power. Consumers' increased purchasing power at company-set prices has an impact on meeting company targets and increasing profits.
HANAN WEDDING PLANNER'S MARKETING COMMUNICATION STRATEGY FOR INCREASING SALES IN THE COVID-19 PANDEMIC ERA ON THE TIKTOK APP Wandi Kurniadi; Luckhy Natalia Anastasye Lotte; Pandu Adi Cakranegara; Ferdinandus Sampe; Muhammad Yusuf
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

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Abstract

Many marriages have been made difficult by the phenomenon of prohibiting large-scale gatherings in order to halt the spread of Covid-19. To survive and grow, wedding planners must change their marketing communication strategy. The goal of this study is to look into Hanan's TikTok marketing communication strategy for increasing sales during the Covid-19 pandemic. To obtain concrete information, this study used descriptive qualitative data collection techniques such as interviews, documentation, and literature studies involving key informants and expert informants. Hanan's marketing communication strategy for increasing sales, according to the study's findings, is carried out using TikTok as the primary media in marketing communications in the pandemic era, with three types of content: education, entertainment, and promotion, all packaged in a creative message with an informational and emotional approach. Using TikTok's prime time is an attempt to select the most popular videos.
Relasion Capability and Product Innovation in Increasing Competitive Advantage the Covid-19 Pandemic (PT. Hanan Boga Rasa) Wandi Kurniadi
Proceeding of The International Conference on Economics and Business Vol. 1 No. 2 (2022): Proceeding of The International Conference on Economics and Business
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/iceb.v1i2.223

Abstract

At this time, the COVID-19 pandemic is currently sweeping the world, especially our own country, namely Indonesia itself, which has had various impacts, including the economy. The impact of the Corona virus on the economy in Indonesia results in a potential economic growth of 0.4%, which is a bad scenario. With the existence of COVID-19, many were affected, which resulted in many companies terminating their jobs (PHK, Sumarni, and Panday, 2020). Research was conducted to find out whether relational capability and product innovation had an influence on competitive advantage during the COVID-19 period. 19. The method used by researchers using quantitative methods with a sample size of 35 fashion creative industries in the city of Bandung. Researchers used multiple linear regression analysis techniques and hypothesis testing (F and T tests). This study used the SPSS version 25 program. From the results This study shows that there is a significant and positive influence between relational capabilities and competitive advantage, but not between product innovation and competitive advantage during the COVID-19 period.
IMPROVING MARKETING PERFORMANCE HANAN CATERING DURING THE COVID-19 PANDEMI Wandi Kurniadi; Annisha Suvero Suyar; Norvadewi Norvadewi
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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Abstract

In this study aims to determine the influence between entrepreneurial orientation and innovation variables on marketing performance. This research uses quantitative methods. The population in this study is the owner of UMKM Hanan Catering in the city of Bandung and the sample used is 36 respondents. The data analysis technique used is multiple linear regression analysis and the sample technique used is probability sampling. The results of this study indicate that simultaneously and partially between entrepreneurial orientation and innovation variables have a positive and significant impact on marketing performance. The results of the f test are known from the value of Fcount 44.229 > 3, 28 shows that the value of Fcount is greater than Ftable and from the results of the correlation in this study has a very strong and high value of 0.737. Meanwhile, from the results of the t test value, namely Tcount 3.555 > 1.692, it shows that Tcount is greater than Ttable so it can be concluded that entrepreneurial orientation and innovation variables have an influence on marketing performance.
Strategy for SME Business Development at the SME Catering Academy Center in Bandung Wandi Kurniadi
International Journal of Economics and Management Research Vol. 1 No. 3 (2022): December: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v1i3.85

Abstract

This study aims to formulate a SME business development strategy at the SME Catering Academy Center in Bandung City. The research was conducted with a descriptive-qualitative approach. Analysis techniques using internal-external situation analysis, merging using the IE matrix, and formulating strategies using SWOT A series of situational analyses of the business environment and incorporation using the IE matrix led to the understanding that Bandung City's SME Catering Academy is in the 2nd quadrant of the IE matrix, with recommendations for a general hold and maintenance strategy. While the SWOT analysis yielded several more specific strategic recommendations, namely improving corporate image in the eyes of consumers, strengthening digital capabilities, strengthening existing networks and adding new networks with various parties, increasing working capital for operational financing, expanding distribution, improving the quality of company human resources and employee development, expanding existing markets, carrying out production planning, and improving cost efficiency.
SOCIAL MEDIA ADVERTISING AND EVENT MARKETING'S INFLUENCE ON BRAND AWARENESS AND PURCHASE INTENTIONS Wandi Kurniadi; Edhie Budi Setiawan; Dian Artanti Arubusman
Jurnal Ekonomi Vol. 11 No. 02 (2022): Jurnal Ekonomi, Periode September 2022
Publisher : SEAN Institute

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Abstract

The purpose of this study was to determine the relationship and influence between Social Media Advertising and Event Marketing on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products. The population in this study were people who followed the official Tenue de Attire account on Instagram. This study uses Path Analysis to measure the relationship and the influence of independent variables with dependent variables. In this study, data was obtained by collecting questionnaires to the population through Direct Messages. The results obtained in this study are, Social Media Advertising and Event Marketing have a significant influence on Brand Awareness and its impact on Tenue de Attire's Purchase Intention products.
The Effect Of Electronic Word Of Mouth And Digital Payment On Buying Intention In Hanan Boga Rasa Applications Wandi Kurniadi
International Journal of Economics, Business and Innovation Research Vol. 2 No. 01 (2023): January, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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Abstract

With technological advancements and information tomorrow, many business sectors use technology and media as a marketing tool. The current trend for long-term commercial performance is advertising evolution. However, issues arise when the company uses incorrect social networking platforms, which has a negative impact on the company. The goal of this study is to investigate the effect of electronic word of mouth and payment simplicity (digital payment) on purchase behavior in Tokopedia's Hanan Boga Rasa Applications business in Indonesia. In this study, 150 people were chosen at random to use an online shopping app on their smartphones. In this study, a multiple linear regression analysis strategy using SPSS software version 26 is used. The findings show that electronic word of mouth and digital payment have an excellent impact on purchase intent.
Co-Authors Cakranegara, Pandu Adi Dian Artanti Arubusman Edhie Budi Setiawan, Edhie Budi Ferdinandus Sampe Jouri Pangemanan Luckhy Natalia Anastasye Lotte Muhammad Yusuf Norvadewi