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Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Merek Xiaomi di Kota Bandung Putri Febriyanti, Meidiana; Tresnati, Ratih; Muhamad Taufik Permana, Rezi
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8846

Abstract. Xiaomi is a smartphone that comes from China, which is based in Beijing. Xiaomi must have a good brand image and quality. The brand image of the Xiaomi brand smartphone is considered unfavorable and the product quality is less reliable. Based on this phenomenon, the problems in this study are formulated as follows: (1) What is the brand image of the Xiaomi brand smartphone? (2) What is the quality of Xiaomi brand smartphone products? (3) How is the decision to purchase a Xiaomi brand smartphone? (4) How much influence does brand image have on purchasing decisions for Xiaomi brand smartphones? (5) How much influence does product quality have on purchasing decisions for Xiaomi brand smartphones? (6) How much influence does brand image and product quality have on purchasing decisions for Xiaomi brand smartphones? Researchers used the method of correlational analysis techniques using a quantitative approach. The population selected in this study were consumers who had purchased a Xiaomi brand smartphone at the Xiaomi BEC (Bandung Electronic Center) Bandung official store, totaling 14,400 consumers. With the sampling technique, namely Non Probability Sampling, precisely using Purposive Sampling, the number of research samples was 100 consumers. Data collection techniques used in this study were questionnaires, interviews, observation, and literature study. The results of this study are: There is a positive relationship between brand image and product quality on purchasing decisions of the Xiaomi brand smartphone which is included in the moderate category. Abstrak. Xiaomi merupakan smartphone yang berasal dari negara Tiongkok yang berpusat di Beijing. Xiaomi harus mempunyai cira merek dan kualitas yang baik. Citra merek smartphone merek Xiaomi dianggap kurang baik dan kualitas produk kurang handal. Berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dirumuskan sebagai berikut: (1) Bagaimana citra merek smartphone merek Xiaomi? (2) Bagaimana kualitas produk smartphone merek Xiaomi? (3) Bagaimana keputusan pembelian smartphone merek Xiaomi? (4) Seberapa besar pengaruh cira merek terhadap keputusan pembelian smartphone merek Xiaomi? (5) Seberapa besar pengaruh kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi? (6) Seberapa besar pengaruh citra merek dan kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi?. Peneliti menggunakan metode teknik analisis korelasional dengan menggunakan pendekatan kuantitatif. Populasi yang dipilih dalam penelitian ini adalah konsumen yang pernah melakukan pembelian smartphone merek Xiaomi di official store Xiaomi BEC (Bandung Electronic Center) Bandung yang berjumlah 14.400 konsumen. Dengan teknik pengambilan sampel yaitu Non Probability Sampling tepatnya menggunakan Purposive Sampling diperoleh jumlah sampel penelitian sebanyak 100 konsumen. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, observasi, dan studi pustaka. Hasil dari penelitian ini adalah: Terdapat hubungan positif antara citra merek dan kualitas produk terhadap keputusan pembelian smartphone merek Xiaomi yang termasuk kategori sedang.

Pengaruh Promosi Meida Sosial Dan Asosiasi Merek Terhadap Minat Beli Budianto, Wely; R. Oktini, Dede; Muhamad Taufik Permana, Rezi
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11425

Abstract. Research is based on a phenomenon where a group of communities who like an idol group from a distant country, namely Japan. This study aims to find out the variables of Social Media Promotion and Brand Association, to determine Buying Interest in sakamichi series idol merchandise on sakamichi series fans in the discord social media community and also to find out the effect of Social Media Promotion and Brand Association on buying interest partially or simultaneously. This research is a type of descriptive and verification research by applying quantitative research methods. The data collection technique used for this research is by distributing questionnaires. The sampling technique in this study used non-probability sampling techniques with a purposive sampling approach. The data analysis used in this study used t hypothesis test analysis and F hypothesis test. The results of this study indicate that the Social Media Promotion variable partially has a significant effect on Purchase Interest, Brand Association partially has a significant effect on Purchase Interest, and Social Media Promotion and Brand Association simultaneously have a significant effect on Purchase Interest in sakamichi series idol merchandise. Abstrak. Penelitian didasarkan pada sebuah fenomena dimana sekelompok komunitas yang menyukai sebuah grup idol dari negara yang jauh yaitu jepang. Penelitian ini bertujuan untuk mencari tahu variabel Promosi Media Sosial dan Asosiasi Merek, untuk mengetahui Minat Beli pada merchandise idol sakamichi series pada penggemar sakamichi series di komunitas media sosial discord serta juga mencari tahu pengaruh Promosi Media Sosial dan Asosiasi Merek terhadap minat beli secara parsial maupun simultan. Pada penelitian ini adalah jenis penelitian deskriptif dan verifikatif dengan menerapkan metode penelitian kuantitatif. Teknik pengumpulan data yang digunakan untuk penelitian ini dengan cara melakukan penyebaran kuesioner. Teknik sampling pada penelitian ini menggunakan teknik non probability sampling dengan pendekatan purposive sampling.. Analisis data yang digunakan dalam penelitian ini menggunakan analisis uji hipotesis t dan uji hipotesis F. Hasil dari penelitian ini menunjukan bahwa variabel Promosi Media Sosial secara parsial memiliki pengaruh signifikan terhadap Minat Beli, Asosiasi Merek secara parsial memiliki pengaruh signifikan terhadap Minat Beli, dan Promosi Media Sosial dan Asosiasi Merek secara simultan berpengaruh signifikan terhadap Minat Beli merchandise idol sakamichi series.

Strategi Pemasaran “Creative Bell” Desain Grafis dalam Program Desain Produk Gratis pada UMKM Rio Mahabelly Betrand; Suwarsi, Sri; Muhamad Taufik Permana, Rezi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14639

Abstract. Creative Bell is a graphic design service company that was founded in 2021. This company offers various graphic design services such as logos, posters, brochures, business cards, etc. at affordable prices and professional quality. By using the latest technology and an experienced creative team, "Creative Bell" is able to provide graphic design solutions that suit clients' needs and desires. This report presents the results of the business project which aims to improve business performance through various business analyzes and strategies. Business performance evaluations and non-financial metrics measurements have also been carried out to measure client satisfaction, brand loyalty and company image. The results of this evaluation show that the company's position is in the star quadrant, there has been a significant increase in non-financial aspects, excellent business performance, and has won several awards in the field of graphic design. The "Creative Bell" development strategy focuses on product differentiation as a unique, creative and quality graphic design service to meet market needs. Through digital marketing and strategic collaboration with various industries, the company increases brand awareness and value for clients. Abstrak. Creative Bell adalah salah satu perusahaan jasa desain grafis yang berdiri sejak tahun 2021. Perusahaan ini menawarkan berbagai layanan desain grafis seperti logo, poster, brosur, kartu nama, dan lain-lain dengan harga yang terjangkau dan kualitas yang profesional. Dengan menggunakan teknologi terkini dan tim kreatif yang berpengalaman, “Creative Bell” mampu memberikan solusi desain grafis yang sesuai dengan kebutuhan dan keinginan klien. Laporan ini menyajikan hasil dari proyek bisnis yang bertujuan untuk meningkatkan kinerja bisnis melalui berbagai analisis dan strategi bisnis. Evaluasi kinerja bisnis dan pengukuran metrik non-keuangan juga telah dilakukan untuk mengukur kepuasan klien, loyalitas merek, dan citra perusahaan. Hasil evaluasi ini menunjukkan posisi perusahaan ada pada quadran star, adanya peningkatan yang signifikan dalam aspek non-keuangan, kinerja bisnis yang sangat baik, serta berhasil memenangkan beberapa penghargaan di bidang desain grafis. Adapun strategi pengembangan “Creative Bell” fokus pada diferensiasi produk sebagai jasa desain grafis yang unik, kreatif, dan berkualitas untuk memenuhi kebutuhan pasar. Melalui pemasaran digital dan kolaborasi strategis dengan berbagai industri, perusahaan meningkatkan awareness merek serta nilai bagi klien.

Optimalisasi Sosial Media Ads dan Event Sponsorship sebagai Upaya Pengembangan Usaha “Bang Sang” Bagas Bayu Adjie; Eka Tresna Gumelar; Muhamad Taufik Permana, Rezi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15036

Abstract. This final report focuses on the introduction of Bang Sang business which includes business profile, business evaluation, and business development. Bang Sang is a trademark name since 2023 which is engaged in business in the field of snacks. A competition and problems will definitely occur in running a business. Bang Sang uses several analysis methods such as using SWOT analysis, porter's five forces, balanced scorecard, SMART analysis, and boston consulting group matrix to find out the problems that occur. In addition, in the analysis method, Bang Sang also got a solution in solving his problems through business development programs which included social media marketing instagram, using the instagram ads feature, and event sponsorship. In this final business report, Bang Sang has also written several developments in his business since its inception such as business legality registration to business activities that have been carried out. It is hoped that with the final business report, Bang Sang can implement evaluation and business development strategies so that it can continue to grow in the future. Abstrak. Laporan akhir ini berfokus pada pengenalan bisnis Bang Sang yang meliputi profil bisnis, evalusi usaha, hingga pengembangan bisnis. Bang Sang merupakan sebuah nama merek dagang sejak tahun 2023 yang bergerak pada bisnis dibidang makanan ringan. Sebuah persaingan dan permasalahan pasti akan terjadi dalam menjalankan sebuah bisnis. Bang Sang menggunakan beberapa metode analisis seperti menggunakan SWOT analysis, five forces porter, balanced scorecard, SMART analysis, dan boston consulting group matrix untuk mengetahui permasalahan yang terjadi. Selain itu pada metode analisis tersebut juga Bang Sang mendapatkan solusi dalam memecahkan permasalahannya melalui program-program pengembangan usaha yang meliputi social media marketing instagram, penggunaan fitur ads instagram, dan event sponsorship. Pada laporan akhir bisnis ini juga, Bang Sang telah menuliskan beberapa perkembangan dalam usahanya sejak awal didirikan seperti pendaftaran legalitas usaha hingga aktivitas-aktivitas bisnis yang telah dilaksanakan. Diharapkan dengan adanya laporan akhir bisnis, Bang Sang dapat mengimplementasikan evaluasi dan strategi pengembangan bisnisnya agar dapat terus berkembang dimasa yang akan datang.

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