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All Journal Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Economics (IJEC)
Rizal Budi Santoso
Universitas Widyatama, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect of Logos in Marketing Communications on Consumer Behavior Rizqi Muttaqin; Denny Saputera; Rizal Budi Santoso
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.583

Abstract

The purpose of this study is to research customers behavior on product representation by a company's logo and emblem (logo with text), with a particular emphasis on whether logos or emblems influence brand awareness from a consumer standpoint. This study's methodology is exploratory in nature, using a focuss group discussin approach as part of qualitative descriptive methods that includes a reference of the relevant literature related to branding. A focus group discussion is held in preparation for the two focus groups that will be held. The first focus group identified a logo with no brand name or logo text, while the second group identified the identical (original) logo with logo text or an emblem. This study's sample consists of students from the Bandung area, the majority of whom represent the target demographic., that the majority of whom represent the brand's target market segment. When the logo includes the brand text, the brand's awareness is best represented. The text's presentation of descriptive information about the brands was chosen by the consumer. As an example, the multi-national brand logo was used in this study. More trials with different brands are needed to generalize and corroborate the findings. Furthermore, the limitation of this study constraints, its only based on two small sample groups represented as potential consumer. The findings of this article imply that logos containing text influence consumers more perceptions of a brand's information and should thus be taken into account when altering a company's logo. Although there is a trend toward dressing-down logos in response to internationalization and digitization industry, it is beneficial to use brand logos that combine logo and emblem, rather than only pictorial logo marks, to communicate desired attributes of their brand personality.
FTA Center Bandung Sebagai Bentuk Diplomasi Perdagangan Indonesia Dalam Meningkatkan UMKM Jawa Barat Go Internasional Dwi Fauziansyah Moenardy; Rizal Budi Santoso; Rizqi Muttaqin
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 2 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i2.7367

Abstract

Ekspor menjadi salah satu aktivitas dalam perdagangan sebuah negara dan UMKM menjadi salah satu pelaku usaha yang saat ini masih minim keterlibatannya terutama di jawa barat. Sehingga butuh peran pemerintah untuk memfasilitasi dengan melalui FTA (Free Trade Agreement) Center Bandung. penelitian ini membahas bagaimana diplomasi perdagangan diimplementasikan melalui FTA Center Bandung. Dengan menggunakan metode deskriptif Kualitatif dengan basis wawancara mendalam, studi literatur seta observasi, penulis meninjau fenomena ini melalui konsep diplomasi perdagangan. Hasil dari penelitian ini menunjukan bahwa FTA Center bandung merupakan aktivitas diplomasi perdagangan yang bertujuan meningkatkan ekspor dengan membangun hubungan melalui UMKM Jawa Barat, sekaligus untuk akselerasi peningkatan kualitas dan mempromosikan UMKM Jawa Barat. Langkah ini menjadi tepat dalam meningkatkan UMKM Jawa Barat Go internasional. Karena terbangunnya hubungan antar aktor public dan swasta dalam diplomasi perdagangan.
Co-Authors Dwi Fauziansyah Moenardy Rizqi Muttaqin Saputera, Denny