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INDONESIA
Journal of Business and Management
Published by Institut Teknologi Bandung
ISSN : 22523898     EISSN : 22523308     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Journal of Business and Management (JBM)is an online journal that is published three times a year. It publishes research papers that give rigorous theoretical and practical insight of business and managament. JBM aims to provide a forum for the dissemination of theory application and research in all areas of business and management, including but are not limited to marketing, business strategy, decision science and decision-making, strategic negotiation, finance, business risk, knowledge management, human capital management, technology management, entrepreneurship, and others relevant subjects. It is intended for researchers, students, business practitioners, and entrepreneurs to publish their ideas and experiences, and share their knowledge on business and management issues.
Arjuna Subject : -
Articles 12 Documents
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Search results for , issue "Vol 4, No 2 (2015)" : 12 Documents clear
Customers Perception Effect on Purchase Decision on Soccer Jersey (Case: ADIDAS Jersey) Adythia, Stephanus; Hudrasyah, Herry
Journal of Business and Management Vol 4, No 2 (2015)
Publisher : Journal of Business and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (212.64 KB)

Abstract

Abstract.Soccer jersey development throughout past two decades is influenced by technology and sport fashion design. Soccer jersey business becomes a multi-million dollars business which circulates all over the world because themain market for soccer jersey is the soccer fans itself. For soccer jersey business, Indonesia is one of the its biggest market, especially in the Asia Pacific Region, Indonesia reached this status because of Indonesians craziness for soccer as proven by the enthusiasm to international soccer matches. Soccer jersey for international teams like Manchester United, Chelsea, Real Madrid, etc. is easily found but questions arise when it comes to the reasons behind why people in Indonesia is willing to spend their money on soccer jerseys and how Indonesians perceive this soccer jersey business.  This research’s purpose is to find if there are any influences on customer perception to purchase intention for soccer jersey products.230 people are taken as random samples to see their opinion about the brand, physical factor, image perception, and past experience influence people if they want to buy a soccer jersey. Interestingly, the result is there are no significance influence from those 4 factors to customers’ purchase intention for soccer jersey but the influence comes from the customers’ favorite soccer team.Keywords: Jersey, Purchase Intention, Customer Perception
Brand knowledge of Lexus According to the Younger Segment Group Siahaan, Nadissa; Indriani, Mia Tantri Tantri Diah
Journal of Business and Management Vol 4, No 2 (2015)
Publisher : Journal of Business and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (351.068 KB)

Abstract

Abstract - Lexus is the luxury vehicle brand, owned by Toyota Motor Corporation, which values the products and experiences that offer luxury, comfort, and innovation. Lexus was introduced in Indonesia 2007, and now they plan to expand their market segment by launching their new product for younger age, soon. Since they are considered as a new brand on the luxury car market, it has to compete with those well-known European luxury brands. It is a tight competition, because the competitors have already had strong brand image that had been built years before. So this research was aimed to find out younger generation’s perception towards Lexus, through the brand awareness and brand image. Those findings are collected by a qualitative research through the free association method and picture response technique, which are conducted by the younger generation as the respondents. This research revealed that the brand image of Lexus is well captured by younger generation, because most of respondents have positive images toward Lexus, and already have some knowledge about Lexus. Younger age tends to be lifestyle oriented and aspired to high-end people, and Lexus is considered to be a tool to gain prestige and social recognition. But the awareness of Lexus is still attached with Toyota, which leads to negative association towards the brand itself. Moreover, younger age perceives the luxurious only on the product’s image, whereas Lexus also offers the luxury value through the experiences. By the result of this research, Lexus is suggested to conduct a marketing strategy to loosen the attachment between Toyota and Lexus. Lexus also needs to make an effort in certain direction to strengthen its value, which is the luxury experience, to the younger age. So, the opportunity to approach this new-targeted sub-segment will be more widely open.Keywords: Brand, Brand Image, Brand Awareness, Brand Knowledge, Lexus, Younger Generation, Younger Age.

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