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Diponegoro Journal of Management
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen operasional.
Arjuna Subject : -
Articles 1,401 Documents
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LEVERAGING CHOCOMEL BRAND ENGAGEMENT BY UNDERSTANDING GEN Z CONSUMER PREFERENCE IN SPAIN: HARNESSING DIGITAL TO CHANGE THE GAME Mahendra Sarwono, Mutiara Dwi; Muharam, Harjum
Diponegoro Journal of Management Volume 12, Nomor 5, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to determine the relevant strategy to engage with the target consumer, the Zoomers, by analysing their buying behaviour and purchasing decisions for Chocomel, one of the flavoured dairy drink companies in Spain. Concurrently, the company has no experience in approaching and engaging this target group in Spain. The approach is expected to boost brand recognition, purchase intention, and engagement. In order to establish an effective strategy, comprehensive data is required. Therefore, the authors gather information during their internship and distributed questionnaires to Spanish Gen Z who have previously purchased Chocomel. The findings of this study indicate that Chocomel's new target market in Spain, Generation Z, shows passive (71%) engagement assessed from five conceptual relationships of consumer brand engagement, whereas purchasing intent and customer enthusiasm are high. This indicates that Chocomel has an encouraging opportunity in this market and has to improve brand recognition to promote meaningful engagement. In addition, this study recommends establishing a transparent, perceptible engagement approach and prioritising personalization in order to foster brand recognition and consumer engagement. In the recommendation chapter, the author additionally specifies the strategies Chocomel must comply with to optimise the entire consumer journey, enabling the company to acquire long-term relationships with customer
THE EFFECTIVENESS OF SALESERA PRIVATE LTD. EMAIL MARKETING TO THE GROWTH OF CUSTOMER NUMBERS Pradipta Kusumah, Kelana Ezra; Kusumawardhani, Amie
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT SalesEra Private Ltd. is a startup that provides services in outsourcing, staffing, digital marketing, business development, IT support, and research reports. They are experts in competitive markets, accelerating expansion, and enhancing brand value. This research will provide SalesEra Private Ltd. with a solution to increase the effectiveness of email marketing and acquire more customers via email marketing as a marketing channel. Marketing is a social system enabling individuals and organizations to achieve their needs and wants by producing, distributing, and exchanging valuable goods and services. Email marketing is a targeted, personalized communication channel that entails sending marketing communications or information to a group of individuals via email and is one of the most effective means of communicating directly with consumers. Customization, information relevance, deliverability of emails, list quality, targeting, segmentation, customization, engagement, sender reliability, customization, relevance, interaction, and timing have been identified using research as crucial factors for the success of email marketing campaigns
The Influence of e-WOM and Korean Celebrities as Brand Ambassadors on Consumer Purchase Decision through Brand Image (Case on Somethinc Consumers in Semarang) Komara, Nabila Rahmananda; Amie Kusumawardhani, Amie
Diponegoro Journal of Management Volume 12, Nomor 4, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Nowadays, with the advancements in science and technology, particularly the internet, business competition has become increasingly intense, while foreign cultures, such as The Korean Wave, have become more accessible to Indonesia. Subsequently, the increased rivalry will force Somethinc, an Indonesian beauty company that is known for its wide range of skincare and beauty products, to refine their marketing strategy in order to remain competitive, enhance their brand image, and improve consumer purchase decisions, by making use of the trends of electronic word of mouth and the usage of brand ambassadors. This study aims to analyze the exact extent to which the brand ambassadors and electronic word of mouth contribute to the purchasing decisions of Somethinc customers. The population in this study are the consumers of Somethinc products in the city of Semarang, Indonesia. The sample used was 170 respondents. The sample collecting method used is purposive sampling. The data collecting method used is the distribution of questionnaires through Google Form. This study uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach utilizing the 3th edition of SmartPLS as the analysis tool. The findings from this study illustrate that, the electronic word of mouth and brand ambassadors have a positive and significant effect on brand image. In addition, electronic word of mouth and brand ambassadors have a positive and significant effect on purchase decisions..
PENGARUH KUALITAS LAYANAN DAN PENGALAMAN PENGGUNA TERHADAP MINAT PENGGUNAAN ULANG DENGAN KEPUASAN PENGGUNA SEBAGAI VARIABEL INTERVENING PADA KONSUMEN GRAB BIKE DI KOTA SEMARANG (Studi pada Mahasiswa Universitas Diponegoro) Parahita, Dyaksa Witsqa; Raharjo, Susilo Toto
Diponegoro Journal of Management Volume 13, Nomor 1, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Research was only conducted on the influence of service quality and user experience on reuse intentions with user satisfaction as a intervening variable for Grab Bike consumers in Semarang City. This research aims to determine the influence of service quality and user experience on reuse intentions with user satisfaction as a mediating variable among Grab Bike consumers in Semarang City. The population in this study were Undip students who used Grab bikes in the city of Semarang. This research used a positive sampling technique, where samples were taken based on criteria, obtaining a total of 130 respondents. Data collection uses a questionnaire by distributing a list of questions to respondents to obtain information. The analysis technique in this research uses Structural Equation Modeling (SEM) with AMOSS Software 25. The results of the research are: service quality has a positive and significant influence on intention to reuse, service quality has a positive and significant influence on user satisfaction, user experience has a positive and significant influence on intention to reuse, user experience has a positive and significant influence on service user satisfaction , and user satisfaction have a positive and significant influence on reuse intentions.
ANALISIS PENGARUH ENVIRONMENTAL, SOCIAL, AND GOVERNANCE DISCLOSURE SCORE TERHADAP RETURN ON ASSET PERUSAHAAN DENGAN LEVERAGE DAN ASSET TURNOVER SEBAGAI VARIABEL KONTROL (Studi Pada Perusahaan Publik Non-Keuangan di Negara ASEAN Periode 2016 – 2022) Farhati, Firda Maulidya; Sampurno, R. Djoko; Almadana, Aulia Vidya
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT This study aims to examine the effect of Environmental Social and Governance Disclosure Score (ESG_Disc), Environmental Disclosure Score (ENV_Disc), Social Disclosure Score (SOC_Disc), and Governance Disclosure Score (GOV_Disc) on the company's financial performance proxied by Return On Asset (ROA). This study also adds Leverage (Fin_Lev) and Asset Turnover (AST_TO) as control variables. The population used in this study is nonfinancial public companies in ASEAN countries for 7 periods, from 2016 - 2022. The number of samples used was 153 companies taken by purposive sampling method. The analysis method used is panel data regression which is added to the Robust Standard Error procedure to overcome the heteroscedasticity problem in the Fixed Effect Model (FEM). The results showed that ESG_Disc and ENV_Disc had a significant negative effect on ROA. SOC_Disc was found to have a significant positive effect on ROA. GOV_Disc has a positive effect on ROA, but is not supported by statistical significance. In addition, Leverage (Fin_Lev) has no consistent effect on ROA. Asset Turnover (AST_TO) has a significant positive effect on ROA.
PENGARUH KEMUDAHAN PENGGUNAAN, PROMOSI PENJUALAN, DAN KUALITAS PELAYANAN ELEKTRONIK TERHADAP MINAT BELI ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Tokopedia di Semarang) Puspita, Dinda Ayu; Tri Astuti, Sri Rahayu
Diponegoro Journal of Management Volume 12, Nomor 5, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT The rapid development of technology, communication and information in the world makes a business have to adapt to technological changes, one of which is utilizing the internet with E-commerce. E-commerce can contribute to UMKM’s such as expanding market share, reducing operational costs such as shop rental costs, marketing and logistics costs, and others. The high growth of e-commerce in Indonesia increases opportunities while tightening competition. One of the developing e-commerce in Indonesia is Tokopedia. Tokopedia is always in the first rank of e-commerce that is frequently visited every month and always gets the Top Brand title at the Top Brand Award event. Even though it always gets the title of Top Brand, Tokopedia still can't be in the first position. Even in 2019 and 2020 Tokopedia's Top Brand Index (TBI) decreased. Tokopedia is also suspected of experiencing a decrease in Minat Beli Ulang as indicated by a decrease in the number of visitors to their website. In addition, tthere are still many complaints from consumers who have shopped at Tokopedia. This study aims to determine and analyze the effect of Perceievd Ease of Use, Sales Promotion, and E-Service Quality on Repurchase Intention by using Customer Satisfaction as a mediating variable for Tokopedia consumers in Semarang. The sampling technique used was nonprobability sampling with purposive sampling as the sampling method. The number of samples used in this study were 125 respondents with criteria including respondents having made a purchase at Tokopedia at least once, domiciled in Semarang City, and aged 17-58 years. The research data was obtained by distributing questionnaires online via the Google form. There are four hypotheses in this study which were analyzed and tested using the Structural Equation Modeling (SEM) analysis technique, using the Analysis of Moment Structure (AMOS) program. The results of testing the four proposed hypotheses show that the four hypotheses are accepted, namely Perceievd Ease of Use has a positive and significant effect on Customer Satisfaction, Sales Promotion has a positive and significant effect on Customer Satisfaction, E-Service Quality has a positive and significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on Repurchase Intention.
PENGARUH CORPORATE SOCIAL RESPONSIBILITY TERHADAP NILAI PERUSAHAAN DENGAN PROFITABILITAS SEBAGAI VARIABEL MODERASI (Studi Empiris Pada Perusahaan Manufaktur Yang Terdaftar di BEI Periode Tahun 2017-2021) Riski, Ina Alfira; Prasetiono, Prasetiono
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This study aims to determine the effect of corporate social responsibility on firm value with profitability as a moderating variable. Disclosure of corporate social responsibility is measured through three dimensions, namely environmental disclosure (Environmental disclosure score), social disclosure (social disclosure score) and governance disclosure (government disclosure score) then firm value is measured by price book value ratio (PBV). While profitability is proxied through Return on Assets (ROA). The sample used in this study is a manufacturing company listed on the Indonesia Stock Exchange in the 2017-2021 with purposive sampling nonprobability using secondary data obtained from Bloomberg. Data analysis in this study used the Partial Least Square (PLS) approach with the Structural Equation Modeling (SEM) using SMART-PLS 4 software. The results of this study indicate that the Social Disclosure (Social Disclosure Score) influences firm value positively and significantly. Meanwhile, the variables Environmental Disclosure (Environmental disclosure score) and Governance (government disclosure score) have a negative and significant effect on firm value. Profitability is not able to strengthen the influence between the variables of Environmental Disclosure (Environmental disclosure score), Social Disclosure (Social disclosure score) on firm value but is able to moderate the influence of Governance (Governance disclosure score) on firm value
MAXIMIZING THE EFFECTIVENESS OF SOCIAL MEDIA FOR EVENT MARKETING (Study Case: XYZ Business Fair) Prameshti, Delifaysa Dyah; Cahyaningratri, Cahyaningratri
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

ABSTRACT The XYZ Business Fair is an event organized by X’s to bridge between the Netherlands and Ghana in the Business, Agriculture, Healthcare, Real Estate, and Renewable Energy sectors. Since 2018, the XYZ Business Fair has used social media to market and promote its event. The purpose of this research is to thoroughly analyze potential strategies that the XYZ business fair may employ to optimize the efficacy of social media in enhancing brand recognition and expanding the reach and engagement of prospective or past participants. This study provides an overview of the backdrop, theoretical framework, participant characteristics, and the utilization of social media for event marketing. The research findings are recommended, providing valuable insights for future events. The research findings indicate that social media platforms have established protocols for optimizing their usage, hence maximizing their effectiveness and efficiency. The organizers of the XYZ Business Fair should carefully consider the strategic approach they wish to use for utilizing social media. Additionally, numerous methods exist for effectively managing and sustaining a social media presence.
PENGARUH SENSORY BRAND EXPERIENCE DAN PERCEIVED VALUE TERHADAP BRAND LOYALTY DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (PADA PERUSAHAAN SUBSCRIPTION VIDEO-ON-DEMAND (SVoD) NETFLIX) Maulana, M. Rizky; Kusumawardhani, Amie
Diponegoro Journal of Management Volume 13, Nomor 1, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT This research aims to determine the influence of Sensory Brand Experience and Perceived Value on Brand Loyalty with Brand Trust as a mediating variable (at the Netflix Video-OnDemand (SVoD) Subscription Company). This research involved 200 Netflix user respondents in the Jakarta area, where the sampling was determined based on a purposive sampling technique. The instrument used in this research was a questionnaire with a Semantic Differential scale. Data analysis in this research is divided into two analyses, namely descriptive statistics and inferential statistics. In inferential statistics, data is processed using AMOS software version 25. The research results show that: (1) Sensory Brand Experience has a direct, positive and significant effect on Brand Trust, (2) Perceived Value has a direct, positive and significant effect on Brand Trust. (3) Sensory Brand Experience has a direct, positive and significant effect on brand loyalty. (4) Perceived value does not have a significant direct influence on brand loyalty. (5) Brand trust has a direct, positive and significant effect on brand loyalty. (6) Sensory brand experience has a significant effect on brand loyalty through brand trust. (7) Perceived value has a significant effect on brand loyalty through brand trust.
PENGARUH PEMASARAN MEDIA SOSIAL, KEINOVATIFAN, DAN PERSONALISASI TERHADAP EKUITAS MEREK DENGAN KETERLIBATAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Mie Sedaap) Gunawan, Vanessa Cahyani; Sukresna, I Made
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT The FMCG products, particularly in food industry is one of the competitive fields. With Indonesia's continued growth, resilience and opportunities, many brands are competing in this sector. One of them is the brand Mie Sedaap. Based on a number of data, Mie Sedaap has never been the first choice for Indonesians in the instant noodle category. In addition, based on brief interviews with 10 Mie Sedaap customers, it was found that the loss of competition for Mie Sedaap occurred due to the lack of brand equity of Mie Sedaap compared to competitors, namely Indomie. The brief interview also revealed a number of factors that influence brand equity, namely social media marketing, innovativeness, personalization, and customer engagement. This study aims to investigate the factors that influence brand equity. With the quantitative research method, a sample of 105 questionnaire respondents with criteria had consumed Mie Sedaap and people aged 17-55 years who had seen Mie Sedaap social media campaigns or marketing. This data is then analyzed with SEM-PLS with SmartPLS application version 4. The results showed a positive and significant relationship between innovativeness and personalization with customer engagement, but social media marketing had an insignificant relationship with customer engagement. Where, personalization with flexibility indicators has the most powerful role in influencing customer engagement. Furthermore, customer engagement has a positive and significant influence on brand equity.

Page 134 of 141 | Total Record : 1401

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