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iBuss Management
Published by Universitas Kristen Petra Surabaya
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
iBuss Management is a student journal of International Business Management program of Petra Christian University.
Arjuna Subject : -
Articles 305 Documents
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The Impact of Perceived Advertising Spending and Price Promotion on Brand Equity:A Case of ABC Brand Kevin Edward Nurcahya
iBuss Management Vol 2, No 2 (2014): iBuss Management
Publisher : iBuss Management

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Abstract

Intense competition in Indonesian beverage industry lead many corporations to spend trillion rupiah on marketing communication, such as advertising and price promotion with the hope of increasing brand equity. However,  the question is whether promotional activities in this industry amplify or attenuate the brand equity of a product. Therefore, this paper aims to model the impact of perceived advertising spending and price promotion on brand equity, measured through consumer perceptions, specifically in the case of ABC brand brand. This study includes explanatory research with the samples taken for one of  PT XYZ’s flagship products,  ABC brand. All of the respondents are Surabaya people, altogether 123 respondents. The sampling method used was simple random sampling. A quantitative approach was employed, using 25-item, 5-point Likert scale questionnaires. Multiple regression analysis methods in SPSS 21 program were used to examine the result. The result has several conclusions. First, perceived advertising spending has significant effect on brand equity and three out of for brand equity dimensions, namely perceived quality, brand awareness and brand loyalty. Second, price promotion also has significant impact on brand equity and three out of four dimensions of brand equity: brand loyalty, perceived quality and brand association.   Keywords: Perceived advertising spending, price promotion, brand equity, Surabaya
Factors Influencing the Purchase Decision towards Hair Color Products Michael Probosutejo
iBuss Management Vol 1, No 2 (2013): iBuss Management
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Abstract

In the last 4 years, Indonesia’s hair color industry has consistently grown even reaching IDR 2.75trillion in 2011–2012. This has created more intense competition within the market, in which the producers utilize various ways to attain more customers. Competing in the B-to-C class market, L’Oréal’s Matrix division has just launched a new brand called So Color. It is created to replace the existing brand, So Color Beauty, which is not well sold in the market. Unfortunately, the sales of this new brand has shown a constant decrease from October to December 2012. Thus, researcher conducts this research to identify the factors influencing the purchase decision towards hair color products and thereby, to solve the problem of So Color. Gathering the primary data from 231 respondents and processing it using factor analysis, the researcher finds that there are 11 newly formed factors, which influence the purchase decision towards hair color products.Keywords: Hair Color Product, Purchase Decision, So Color, External and Internal Factors
The Impact of the MSME’s marketing to the Customer Satisfaction in Micro, Small, and Medium Restaurant in Surabaya Ivana Patricia
iBuss Management Vol 6, No 2 (2018): iBuss Management
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Abstract

The MSMEs have long been recognized as the most important agent of the economic growth as they cover 99% of total Indonesia’s business, and provide more than 97% of Indonesia’s total full employment. As the second biggest city in Indonesia after Jakarta, the micro, small, and medium enterprises in Surabaya are mostly dominated by restaurant businesses which contribute more than 40% to Surabaya economy.However as the number of restaurants in Surabaya is always increasing every year, hence scholar suggests that the restaurant businesses, especially the micro, small, and medium ones should carefully formulate and implement their marketing strategies in order to sustain. This study supports the view that due to the unique characteristic and the limited resources that MSMEs are facing, it is inappropriate to assume that MSMEs can adopt the same marketing practices as the large enterprises. Research suggests that MSME’s marketing consists of four elements namely personal branding, perseverance, practice and co-production.Data that have been gathered and analyzed from the respondents showed that MSMEs marketing significantly influences the customer satisfaction in the micro, small, and medium restaurants in Surabaya. Keyword:MSMEs marketing, Customer Satisfaction, personal branding, perseverance, practice and co-production
Relationship between Brand Experience, Brand Personality, Consumer Satisfaction, and Consumer Loyalty of DSSMF Brand Margie Zerlina Kwong; Ivan Candinegara
iBuss Management Vol 2, No 2 (2014): iBuss Management
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Abstract

PT XYZ  is one of the market leaders of Indonesia’s tobacco market with domination in almost all segments of cigarette. However, PT XYZ is still considered unsuccessful in capturing the market of Full Flavor Machine Made Cigarette (known as SKM FF). This is proven by insignificant performance of DSSMF as PT XYZ’s product under SKM FF segment, especially in Javanese market. This research is aimed to analyze the relationship of brand experience, brand personality, consumer satisfaction, and consumer loyalty of DSSMF. Furthermore, this research attempts to examine the role of brand personality as mediating variable between DSSMF brand experience and consumer loyalty. This research used  simple random sampling method. Moreover  simple and multiple linear regressions were  used as themethods of data-analysis. In gathering the data, the writers used online questionnaire with DSSMF consumers domiciled in Java as the targeted respondents and successfully gathered 94 respondents. These research findings indicate that consumer satisfaction is the only variable significantly impacting DSSMF consumer loyalty. Brand experience and brand personality variables are found to be insignificant to consumer loyalty of DSSMF. Consequently, brand personality is proven not to be the mediating  variable between brand experience and consumer loyalty of DSSMF.  Keywords: Brand experience, brand personality, consumer satisfaction, consumer loyalty.
The Impact of Marketing Mix, Consumer’s Characteristics, and Psychological Factors to Consumer’s Purchase Intention on Brand “W” in Surabaya Aristia Rosiani Nugroho; Angela Irena
iBuss Management Vol 5, No 1 (2017): iBuss Management
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Abstract

This research is conducted to find out the impact of marketing mix, customer’s characteristics, and psychological factors toward consumers’ purchase intention in cosmetic industry. The object of this research is Brand “W”, the biggest player in Halal cosmetic market in Asia Pacific. This research will focus on marketing activities conducted by Brand “W” to arouse consumers’ purchase intention. However, unlike other researches, this research will not only use marketing theory, but also consumer behavior theory to complement and strengthen the research’s accuracy. From marketing theory, marketing mix are used with the attributes of product, price, promotion, and place. From consumer behavior theory, consumer’s characteristics (i.e. cultural, social, and personal influences) and psychological influences are used.Multiple regression analysis is used to analyze the response from 138 respondents. The sampling method used is probability sampling, especially simple random sampling. From the analysis, marketing mix, consumer’s characteristics, and psychological factors have simultaneous significant impact toward consumer’s purchase intention on Brand “W”. However, partially, only product, culture influences, and psychological influences have significant impact toward consumer’s purchase intention on Brand “W”. Keywords: cosmetics, marketing mix, consumer behavior, purchase intention
Exploring the Impact of Brand Equity, Corporate Reputation, and Product Quality on Customer Loyalty toward a National Newspaper in Surabaya Merlin Cecilia
iBuss Management Vol 2, No 2 (2014): iBuss Management
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Abstract

National and local newspaper competes for gaining more market share. It is also happened with XYZ newspaper. XYZ newspaper  as the biggest national newspaper in Indonesia tends to have low market share in other area outside Jakarta, especially in Surabaya.  Previous researches showed that brand equity, corporate reputation, and product quality are able to influence customer loyalty which can lead to increasing number ofcustomer and market share. Therefore, this research is conducted to examine the influence of brand equity, corporate reputation, and product quality on customer loyalty toward XYZ newspaper in Surabaya. Quantitative method is used and multiple regression is chosen as the analytical method. With 95 samples collected through simple random sampling method, the result of the research shows that brand equity, corporate reputation, and product quality simultaneously have significant influence on customer loyalty toward XYZ newspaper in Surabaya. Also, corporate reputation and product quality individually have significant influence on customer loyalty toward  XYZ newspaper  in Surabaya. But, brand equity as individual has no significant influence on customer loyalty toward  XYZ newspaper  in Surabaya. Based on this fact, author concludes that  XYZ newspaper  should focus on improving corporate reputation and product quality, while also enhances its brand equity in order to increase the customer loyalty.  Keywords: Brand Equity, Corporate Reputation, Product Quality, Customer Loyalty, Newspaper
The Effect of Nine Facets of Job Satisfaction for Creative Employees in Creative Agency Sumedho Sumedho
iBuss Management Vol 3, No 1 (2015): iBuss Management
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Abstract

The goal of this research is to find if Nine Facets of Job Satisfaction by Spector (1997) can explain job satisfaction for creative employee in Creative Agency. This research is inspired by the conclusions from The Orange Economy by Howkins and Indonesia’s Long-Term Development Plan 2005-2025 by the Ministry of Tourism and Creative Economy that creative economy has unlimited growth possibilities. The author is interested to find what exactly satisfies creative employees for future improvements in Creative Agency. Binary logistic regression is used to analyze the significance/insignificance of Nine Facets of Job Satisfaction to predict job satisfaction of creative employees. The research subjects are the population of creative employees in Creative Agency, which are 37 in total. Result of this research shows that Nine Facets of Job Satisfaction as a whole can predict job satisfaction of creative employee in  Creative Agency, but not individually.  Keywords: Creative employee, Nine Facets of Job Satisfaction, Job Satisfaction, Binary logistic regression
Strategic Purchasing Plan: Canned Fruit Product Category in Australia and New Zealand Tania Aveline Tanujaya
iBuss Management Vol 5, No 1 (2017): iBuss Management
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Abstract

To strive as being the leader in the food and beverages industry, multinational companies have been continuously improving its efficiency to optimize its operations and to maximize its profitability. This research focusses on the role of a global procurement co-pack department, which deals with the buying of finished goods from external contract manufacturers. Currently, the sourcing process of Company X’s canned fruit products in Australia and New Zealand is being done ad-hoc. This brings an opportunity to do a research on what is the best sourcing strategy for this product category in order to bring cost savings and operational benefits for the company. This research is conducted in a qualitative method, mainly using the primary and secondary sources from company’s internal archival data, interviews with the global procurement co-pack team, complemented with desk research from the internet. From the research, it shows that company X should leverage competition among suppliers by using the tendering approach. By implementing this strategy, Company X is expected to gain financial benefit for around 10% of the total spending. As for the operational benefits, the company is expected to have less operational issues from suppliers, economies of scale benefits, and less knowledge spillover. Keywords: Purchasing, Procurement Strategy, Contract Manufacturers, Tendering
The Impact of Reward/Pay, Communication, Working Condition, Nature of Work, Supervisory Support, Promotion, and Coworker toward Employee Turnover with Job Satisfaction as Mediator Kenny Santoso
iBuss Management Vol 6, No 2 (2018): iBuss Management
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Abstract

This research is conducted to determine the factors that are influencing employee turnover and also to test whether there are significant influences of job satisfaction as mediator towards employee turnover.This research uses quantitative method with 120 respondents participating in the research. The researcher use simple random sampling and distribute it online through google form and offline directly approaching the respondent. Multiple linear regression with path analysis is used as the statistical method for the analysis. This research shows that reward/pay, communication, working condition, nature of work, supervisory support, promotion, and coworker influencing employee turnover simultaneously. Individually, there are only three variables that significantly influencing employee turnover, which are, reward/pay, working condition, and supervisory support. As for the mediating variable which is job satisfaction, proven to have no significant influence as the mediating variable between reward/pay, communication, working condition, nature of work, supervisory support, promotion, and coworker toward employee turnover. Keywords: Job Satisfaction, Employee Turnover, Mediating Variable
The Impact of Celebrity Fan Club towards the Willingness to Stay at Hotel XYZ Armando Armando
iBuss Management Vol 2, No 2 (2014): iBuss Management
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Abstract

Tourism industry is one of the most important industry in Indonesia. In Jakarta, five-star hotel has been one of the most promising business. This research is done to know the impact of Celebrity Fan Club campaign towards the willingness to stay at  Hotel XYZ. The four source models, which are source credibility model, source attractiveness model, product match-up model and meaning transferability model, are elements that are used to measure the campaign which will impact the willingness to stay. The sample that the author use is anyone who has experienced staying in five-star hotels. There are 76 samples that was gathered in this research using simple random sampling method. The analysis technique that is used in this research is multiple linear regression to  know  the relationship between the Celebrity Fan Club which is a celebrity endorsement towards the willingness to stay. The research result shows that Celebrity Fan Club significantly impact the willingness to stay.  Keywords: Source, Celebrity Endorsement, Willingness to Stay, Celebrity Fan Club and Branding.

Page 16 of 31 | Total Record : 305

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