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INDONESIA
Jurnal Manajemen Pemasaran
Published by Universitas Kristen Petra Surabaya
ISSN : 1907235X     EISSN : 2597615X     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Managemen Pemasaran dipublikasikan secara berkala setiap tahun oleh Program Studi Manajemen Pemasaran Universitas Kristen Petra Surabaya. Tujuan Jurnal Manajemen Pemasaran adalah: 1. Menyebarluaskan pengetahuan, penemuan, dan pengembangan ilmu pemasaran secara teori maupun praktis melalui hasil-hasil riset. 2. Mengakomodasi hasil-hasil riset ilmiah denga dunia bisnis yang membutuhkan. 3. Memotivasi para peneliti pemasaran dan praktisi bisnis untuk mempublikasikan hasil temuan dalam bidangmya.
Arjuna Subject : -
Articles 5 Documents
 1 
Search results for , issue "Vol. 2 No. 2 (2007): OCTOBER 2007" : 5 Documents clear
ANALISA STRATEGI REPOSISI MEREK DALAM PERSAINGAN PASAR Michael Adiwijaya
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (73.423 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

The tight of market competition and its changes has forced the marketers to apply an appropriate strategy in order to survive and to follow the market changes and even to come out as a market leader. Brand repositioning strategy is one of the options among other changing strategies which could be implemented by marketers in a particular market situation and condition. The implementation of this strategy should be based on the understanding of basic concept of brand repositioning, the focus on customer’s need, the sense of market changing, and also the support of all components in the company. Abstract in Bahasa Indonesia: Ketatnya persaingan pasar dan perubahan–perubahan yang terjadi di pasar membuat para pemasar harus menerapkan sebuah strategi yang tepat untuk dapat bertahan dan mengikuti perubahan pasar serta bahkan tampil sebagai pemimpin pasar. Strategi reposisi merek merupakan salah satu alternatif strategi perubahan yang dapat diterapkan oleh pemasar dalam situasi dan kondisi pasar tertentu. Penerapan strategi ini harus dilakukan dengan berlandaskan pada pemahaman akan konsep dasar reposisi merek, fokus pada kebutuhan konsumen, kepekaan akan perubahan pasar, serta didukung oleh seluruh komponen yang ada dalam perusahaan. Kata kunci: ketatnya persaingan dan perubahan pasar, strategi reposisi merek, pemahaman konsep, fokus konsumen, kepekaan pasar, dukungan perusahaan.
PERILAKU DAN KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN MELALUI STIMULUS 50% DISCOUNT DI SURABAYA Hatane Semuel; Annette Veronica Kosasih; Hellen Novia
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (61.909 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

The use of ”50% discount” promotion is an interesting phenomenom in retail business, especially as one of the marketing strategies within the company. It can also be used as a stimulus towards customer purchase decision. This research is trying to see the impact of the stimulus towards the customer purchase decision when they dine in restaurants in Surabaya. This customer behavior is studied from the factors influencing that behavior, such as social, personal, psychological and cultural factors; whereas the customer purchase decision is studied from the decision making process, which is decided into fully planned purchase, partially planned purchase and unplanned purchase. The result of the research, which is taken from 100 respondents, shows that ”50% discount” stimulus from social, psychological and factors have positive influences significantly towards the customer purchase desision. Whereas, from cultural and personal factors, it has no influence on the customer purchase decision. Abstract in Bahasa Indonesia: Penggunaan promosi “50% Discount” merupakan sebuah fenomena yang menarik di kalangan bisnis ritel, sebagai salahsatu strategi pemasaran perusahaan. Penggunaaan strategi pemasaran dengan 50% Discount di restoran dapat menjadi stimulus terhadap keputusan pembelian konsumen. Penelitian ini mencoba melihat pengaruh stimulus tersebut terhadap perilaku pengambilan keputusan pembelian konsumen restoran di Surabaya. Perilaku konsumen diamati melalui faktor-faktor yang mempengaruhi perilaku tersebut, yaitu faktor sosial, faktor personal, faktor psychological, dan faktor cultural, sedangkan keputusan pembelian diamati melalui bentuk proses pengambilan keputusan pembelian, dan digolongkan dalam Fully Planned Purchase, Partially Planned Purchase, dan Unplanned Purchase. Hasil penelitian dari 100 responden menunjukan bahwa stimulus “50% Discount”yang diberikan melalui faktor sosial dan psychological berpengaruh positif significan terhadap perilaku pengambilan keputusan, sedangkan faktor culture dan faktor personal tidak berpengaruh terhadap perilaku pengambilan keputusan pembelian konsumen. Kata kunci: perilaku konsumen, 50% discount, keputusan pembelian, restoran.
RELATIONSHIP BETWEEN CORPORATE IDENTITY AND CORPORATE REPUTATION: A CASE OF A MALAYSIAN HIGHER EDUCATION SECTOR Bahtiar Mohamad; Hassan Abu Bakar; Nik Adzrieman Abdul Rahman
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (80.156 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

Organizations need corporate identity for survival. This identity is developing through the projection of one positive image that will increase its public confidence about the quality and achievements of the organization. This paper attempts to identify corporate identity and reputations of Universiti Utara Malaysia from its future prospective clients. Specifically, this research test the relationship between corporate identity and corporate reputation based on a Malaysian higher education sector. Further tests were conducted to identify which corporate identity component will be a significant predictor of corporate reputation. It reveals that there is significant positive relationship between corporate identity and corporate reputation.
ANALISIS TINGKAT BRAND LOYALTY PADA PRODUK SHAMPOO MEREK “HEAD & SHOULDERS” Johannes Marthin; Hatane Semuel
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (155.683 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

This research is to know level of brand loyalty of shampoo Head & Shoulders and pyramid of brand loyalty, which consist of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders. Result of this research up on 1200 respondents indicate that: (1) Shampoo Head & Shoulders have consumer which at most at committed buyer, that is 91.25%, so that concluded nicely. (2) Percentage of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders successively is 18.50%, 42.08%, 79.67%, 86.60%, and 91.25%, so that pyramid of brand loyalty is like inversed pyramid. This matter indication that brand of Head & Shoulders have strong brand equity. Abstract in Bahasa Indonesia: Penelitian ini bertujuan untuk mengetahui tingkat brand loyalty konsumen atas shampoo merek Head & Shoulders dan mengetahui susunan piramida loyalitas, yang meliputi switcher, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders. Hasil penelitian atas 1200 orang pelanggan menunjukkan bahwa: (1) Shampoo merek Head & Shoulders mempunyai konsumen yang paling banyak pada tingkat committed buyer, yaitu 91,25%, sehingga disimpulkan bagus. (2) Prosentase switcher buyer, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders berturut-turut adalah 18,50%, 42,08%, 79,67%, 86,60%, dan 91,25%, sehingga susunan piramida loyalitas adalah seperti piramida terbalik. Hal ini mengindikasikan bahwa merek Head & Shoulders memiliki brand equity yang kuat. Kata kunci: brand loyalty, switcher, habitual buyer, satisfied buyer, liking of the brand, committed buyer.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) DAN APLIKASINYA DALAM INDUSTRI MANUFAKTUR DAN JASA Fransisca Andreani
Jurnal Manajemen Pemasaran Vol. 2 No. 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (122.911 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

Customer Relationship Management (CRM) is one of the ways to maintain continuous relationship between a company and its stakeholders as well as its shareholder. A lot of companies are using CRM to maintain its relationship with the customers. By using CRM, the companies will be able to find out their customers’ needs and wants so that emotionally they can be involved with each other. This enables them to have a two-way communication. As a result, they will have close and open business relationship which makes the customers, especially, loyal to the companies; and they will not easily change their preference to another product or brand. Abstract in Bahasa Indonesia: Customer Relationship Management (CRM) merupakan salah satu sarana untuk menjalin hubungan yang berkelanjutan antara perusahaan dengan para stakeholder maupun shareholdernya. Saat ini banyak perusahaan yang memanfaatkan Customer Relationship Management (CRM) untuk menjalin hubungan dengan pelanggan. Dengan memanfaatkan CRM, perusahaan akan mengetahui apa yang diharapkan dan diperlukan pelanggannya sehingga akan tercipta ikatan emosional yang mampu menciptakan hubungan bisnis yang erat dan terbuka serta komunikasi dua arah di antara mereka. Dengan demikian kesetiaan pelanggan dapat dipertahankan dan tidak mudah berpindah ke lain produk dan merek Kata kunci: customer relationship management, hubungan bisnis, komunikasi, kesetiaan pelanggan.

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