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Proceeding Fakultas Ekonomi
Published by Universitas Stikubank
ISSN : -     EISSN : -     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Arjuna Subject : -
Articles 5 Documents
 1 
Search results for , issue " 2011: 2011" : 5 Documents clear
Membangun Merek melalui Strategi Komunikasi Pemasaran Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Marketing communications is an important thing that must be considered by marketers. The purpose of marketing communications of which this is to inform, persuade, and influence consumers to buy or use products that are offered. To communicate effectively, marketers need to understand the nine elements of the underlying fundamentals of effective communication that involves: (1) sender, (2) encoding, (3) message, (4) media, (5) decoding, (6) receiver, (7) response, (8) feed back, and (9) noise (Kotler and Keller, 2009: 514-515). Kotler and Keller (2009: 512) says there are eight kinds of marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word-of-mouth marketing, as well as private sales.Brand is a major issue in product strategy. Under conditions of increasingly fierce competition, the brand plays a very important. For marketers, the brand is important to differentiate themselves from competitors. If a product or service that has a brand, product or service then it would be easy to distinguish from competitors. Marketers need to consider how appropriate communication strategy to build its brand in the eyes of consumers. Companies must realize that the market power it will be owned by companies with brand building. The brands that have been developed well will dominate the market and it will always be remembered by consumers. Brand is also a communication tool between the company and its customers. Through consumer brand then reveals his consciousness, identity, and choice. Brand later appeared as objects of consumer culture and ideology. Entanglement is not always the consumer with the brand again in a managerial perspective (economic) alone but also involves emotional aspects. It should be noted that marketers is how to communicate this brand to a company´s reputation or image can be constructed with a strong brand.Keywords: marketing communications, promotion, message, advertising, brand
DESAIN EKSPERIMEN DALAM PENELITIAN PEMASARAN Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

In the field of marketing research, researchers can choose what research strategy to be used. Whether the researchers will use quantitative or qualitative methods? Whether the researcher will use survey methods or experiment? At this time in the field of marketing research, many researchers switched to using design of experiments. If we look at the survey and experiment turns each have advantages and disadvantages. Is the design of this experiment could solve marketing research? Experimentation is the objective observation of phenomena that are made to happen in a very controlled situation in which one or more factors left to vary while the other factors held constant. Experimental design has the advantage of having high internal validity, but instead a low external validity. This paper attempts to review how the experimental design, especially in marketing research.Keywords: marketing research, experimental design, survey, internal validity, external validity
DEMOKRASI PANCASILA SEBAGAI MODEL DEMOKRASI YANG RASIONAL DAN SPESIFIK Eddy Prabowo, Roch
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Demokrasi Pancasila lebih memiliki landasan berfikir yang rasional dan spesifik dibandingkan dengan demokrasi liberal maupun demokrasi rakyat (komunis) Demokrasi liberal lebih meletakkan kebebasan individu sebagai dasar pelaksanaan demokrasi. Falsafah yang digunakan adalah manusia sebagai makhluk individu yang bebas. Demokrasi rakyat meletakkan dasar kemasyarakatan sebagai pola pelaksanaan demokrasi. Falsafah yang digunakan adalah manusia hidup dalam pola struktur persekutuan (commune structure). Demokrasi Pancasila meletakkan hikmat kebijaksanaan (akal sehat) sebagai dasar pelaksanaan demokrasi. Falsafah yang digunakan adalah manusia sebagai makhluk yang berfikir. kata kunci: Demokrasi Pancasila, Demokrasi Liberal, Demokrasi Komunis, Akal Sehat, Rasional, Individualistis, sosialis 
Co-opetition dalam Pengelolaan Bisnis Pariwisata di Indonesia Rizal R, Alimuddin
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This article intended to explain about the concept of co-operation and competition in the tourism industry. Because of the tourism business has the characteristics of interdependent requires to can not be avoid from cooperation at the same time despite having to compete with one another. Therefore, in managing the tourism businesses need a strong basis of collaboration is a positive businessmen conduct, and has a strategic resources/strategic assets which greatly benefits of each business so that the intensity of cooperation that is built to support the creation of synergy between organizations. Competition is raised is how every business can create a unique and "beauty contest" over the entire front end consumers of tourism products are produced. This conceptual study elaborated from theoretical ideas, and a variety of empirical findings about co-opetition and synergy of cooperation that does not mean to infer that the competing hostile, but competing is competing to give the best for the end consumer.
MEMBANGUN LOYALITAS NASABAH MELALUI KUALITAS RELASIONAL BERBASIS PADA MANFAAT-MANFAAT RELASIONAL YANG DIBERIKAN KEPADA NASABAH (Studi Empiris pada BPR Agung Sejahtera Semarang) Rizal R, Alimuddin; Mustthofa, H.; H Prayitno, Teguh
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

med to examine the influence of Social benefits, Special Services benefits, Trust benefits in customer satisfaction, customer satisfoction to the next customer commitment, and how it impacts the customers commitment to positive WoM communication and Customer Loyalty. This study  focused  Rural Semarang, which has been a customer  on the customers credit in the Great Prosperous over a year. Purposive sampling technique was taken on the grounds that: the respondents had sufficient experience with a relationship for  banh so it can answer the questions posed. The number of respondents that can be processed in this study amounted to I2l people. Processing the data using SPSSfor Windows Ver.16. The results showed that there are tvvo hypotheses are rejected, the hypothesis of the impact of the bene;fits of dedicated service to the customer satisfaction (h2) and the impact oJpositive ,t/OM communication to Loyalty (H7). As for  hypothesis: Social Benefits, and Trust in customer satisfaction (hl, h3) proved significant; Effict of Customer Satisfaction on Customer Commitment (h4) also proved significant, and commitment to positive WOM communication(h5) and Loyalty (h6) also proved significant. Each of inJluence between these variables showed a positive direction. So the results of this study prove that loyalty and positive WoM communication can be built from  the Customer Commitment, and Customer Commitment can be achieved if customers are satisfied and is essentially a relational benefits, namely: social benefits and trust benefits perceived by customers.Key word: Relational Benefits, Customer Satisfaction, Customer Commitment, Positive WOM Communication, and Customer Loyalty

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