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Wacana, Jurnal Sosial dan Humaniora
Published by Universitas Brawijaya
ISSN : 14110199     EISSN : 23381884     DOI : https://doi.org/10.21776/ub.wacana
Core Subject : Economy, Humanities, Social,
Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences
This journal has a focus on inter and multidisciplinary studies of social sciences and humanities. The scope is the socio-cultural phenomenon, the history, and transformation of society, changes, and stagnation of socio-political institutions, actor orientation, and behavior, the performance of political regimes and socio-economic structures. The scope is not limited by state, nation, temporal duration, certain ideas, and narrow beliefs. This journal is open to various approaches, theories, methodologies, research methods carried out by scientists, academics, researchers and practitioners in the fields and disciplines: economics, social, political science, government studies, international relations, sociology, anthropology, demography, history, religious and cultural studies, philosophy of science, communication science, and development studies.
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ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN (PEMBELI) DI PASAR KOTA MALANG Mugiono - -; Djasly - By; M Syafiie - Idrus
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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ABSTRAKS Kualitas pelayanan (service quality) merupakan suatu strategi yang sangat penting bagi perkembangan dan keberhasilan organisasi bisnis. Konsep kualitas sering dianggap sebagai ukuran relatif kebaikan suatu produk atau jasa yang terdiri dari atas kualitas desain dan kualitas kesesuaian. Konsep kualitas pelayanan terdiri dari lima variabel yaitu: Variabel Bukti Langsung, Variabel Kehandalan, Variabel Daya Tanggap, Variabel Jaminan, Variabel Emphati yang berasal dari variabel kualitas pelayanan pedagang pasar (X) dan kualitas pelayanan Dinas Pasar (V). Konsep kepuasan terdiri satu variabel Kepuasan konsumen/pembeli (Y).Dengan menggunakan metode Proporsional Sampling, ditetapkan jumlah responden 190 orang, yang diproporsikan untuk masing-masing pasar yang diteliti sebagai berikut: pasar kelas utama sebanyak 34 orang, pasar kelas I sebanyak 126 orang, pasar kelas II sebanyak 18 orang dan pasar kelas III sebanyak 12 orang. Analisis dilakukan dengan menggunakan analisa faktor (untuk mereduksi komponen-komponen penelitian), analisis regresi linier berganda (untuk mengetahui pengaruh variabel bebas terhadap variabel terikat melalui pendekatan langsung) dan analisis jalur/path (untuk mengetahui pengaruh variabel bebas terhadap variabel terikat melalui pendekatan tidak langsung). Variabel penelitian difokuskan pada: variabel bukti langsung/Tangibles (X1 dan V1), kehandalan/Reliability (X2 dan V2), daya tanggap/responsiveness (X3 dan V3), jaminan/assurance (X4 dan V4), empati/emphaty (X5 dan V5) sebagai variabel bebas dan kepuasan pembeli (Y) sebagai variabel terikat. Berdasarkan koefisien determinasi dan koefisien korelasi regresi berganda variabel pedagang pasar dan dinas pasar membuktikan bahwa semua variabel independen yang diajukan merupakan variabel yang dipertimbangkan oleh pembeli dalam menilai kualitas pelayanan. Sedangkan berdasarkan Uji F dan Uji t dan Uji Path membuktikan bahwa variabel independen yang terdiri dari variabel bukti langsung/Tangibles (X1 dan V1), kehandalan/Reliability (X2 dan V2), daya tanggap/responsiveness (X3 dan V3), jaminan/assurance (X4 dan V4), empati/emphaty (X5 dan V5) secara simultan ataupun parsial mempengaruhi tingkat kepuasan konsumen (pembeli) di pasar kota Malang melalui pendekatan langsung ataupun tidak langsung. Koefisien beta terstandarisasi menunjukkan variable kehandalan pedagang pasar dan dinas pasar memiliki pengaruh yang paling kuat terhadap tingkat kepuasan pembeli di pasar kota Malang. Hasil penelitian menunjukkan variabel kualitas pelayanan pedagang pasar dan dinas pasar berpengaruh terhadap kepuasan konsumen (pembeli) di Kota Malang. Konsekuensinya, Dinas Pasar Kota Malang harus lebih memperhatikan variabel-variabel tersebut dalam upaya meningkatkan kepuasan pelanggan.   Kata kunci: kualitas pelayanan, kepuasan konsumen     ABSTRACTS   Service quality is a very important strategy for the development and the successful of business organization. The concept of quality is often consider as a relative measure of the goodness of a product or service that is consist of design quality and fit quality.the concept of service quality consist of five variables: tangibles varable, reliability variable, resposiveness variable, assurance variable, emphaty variable that comes from service quality of market merchant (X) and service quality of market district office (V). The concept of satisfaction consist of one variable Consumer/buyer satisfaction (Y). With the method of Proportional Sampling, the respondent is 190 people which divided for each market: main class market 34 people, first class market 126 people, second class market 18 people, and third class market 12 people. The analysis used factor analysis (to reduce experiment component), regresion analysis (to understand the influence of independent variable to dependent variable through direct approach), and path analysis (to understand the influence of independent variable to dependent variable through indirect approach). Research variables was focused into tangibles (X1&V1), reliability (X2&V2), responsiveness (X3&V3), assurance (X4&V4), emphaty (X5&V5) as independent variables, and consumer satisfaction (Y) as dependent variable. The coefficient of determinant and the coefficient of correlation of market merchant and market district office proved that all independent variable as variable that was considered by buyer in judging service quality. F test, T test and Path analysis proved that independent variable that consist of tangibles (X1&V1), reliability (X2&V2), responsiveness (X3&V3), assurance (X4&V4), emphaty (X5&V5) simultaneously or partially influence consumer (buyer) satisfaction in Malang market trough direct and indirect approach. Coefficient Betha on reliability variable for market merchant and market district office proved that variable has the strongest influence to consumer satisfaction in Malang market. The result of the research shows that service quality of market merchant and market district office influence consumer (buyer) satisfaction in Malang. The consequences is that Market Departement of Malang has to pay more attention on those variables on the effort to increase consumer’s satisfaction.   Keywords: service quality, consumer satisfaction
ANALISIS PENGARUH FAKTOR BAURAN PEMASARAN TERHADAP PERTIMBANGAN NASABAH DALAM MEMILIH BANK SYARIAH DI KOTA MEDAN Firman - Yulianto K; Agung - Yuniarinto; Surachman - -
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRACT   The expansion of syari’ah bank in Indonesia recently can be concluded to have a significant development, it also take a large number of attention from the Indonesian goverment though Indonesian central Bank, Bank Indonesia in monitoring the development of syari’ah bank industry. Consumers behaviour toward syari’ah bank, which is shown by a variety respon. Consumer consideration in choosing syariah bank, has become a very interesting topics to be discuss in knowing the information on how far does Indonesian people interest with syari’ah bank and what kind of factors can affect  the community to deal with syari’ah bank by being the customer of syariah bank. One of the factors is marketing mix strategy which the company, syari’ah bank, has formulated. The purpose of this research is to analize the effect of marketing mix, which are product, price, promotion, place, people, process, and physical evidence, towards customer consideration in choosing syariah bank. And also to inform which the most dominant factor from the all seven factors to be consider by customer. The field research is the city, Medan, with population all of Medan’s syariah bank  individual customer, through, Bank Syariah Mandiri, Medan Branch Office; Bank Muamalat Indonesia, Medan Branch Office; BNI Syariah, Medan Branch Office, using purposive sampling method, with 100 number of respondents in finishing the survey. Hypothesis examination involves mutiple regression analysis. Result indicates only three of seven marketing mix factors, which are product, place, and people has significantly affect customer consideration in choosing syariah bank in Medan. The other four factors, price, promotion, process, and physical evidence does not significantly affect customer consideration. The one factor gives the most dominant consideration is the product.   Keywords: marketing mix factors, customer consideration
PENGARUH GAYA KEPEMIMPINAN TERHADAP KINERJA DAN KEPUASAN KERJA KARYAWAN Herdiyanti Rise P; Margono - Setiawan; Umar - Nimran
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRAKS   Penelitian ini mengkaji kepemimpinan efektif yang ditinjau dari konsep gaya kepemimpinan yang berorientasi tugas dan karyawan terhadap kinerja dan kepuasan kerja karyawan. Penelitian ini bertujuan untuk : (1) Untuk mengetahui pengaruh yang signifikan antara gaya kepemimpinan yang berorientasi tugas dan karyawan terhadap kinerja karyawan, (2) Untuk mengetahui pengaruh yang signifikan antara gaya kepemimpinan yang berorientasi tugas dan karyawan terhadap kepuasan kerja karyawan, dan (3) Untuk mengetahui pengaruh secara signifikan antara gaya kepemimpinan yang berorientasi tugas terhadap kinerja dan kepuasan kerja karyawan baik secara maupun tidak langsung. Penelitian ini merupakan jenis penelitian survey. Individu sebagai unit analisis terdiri dari para karyawan PT. Semen Gresik (Persero) Tbk. dengan jumlah sampel 68 karyawan dari populasi 212  karyawan. Uji hipotesis dilakukan analisis jalur. Hasil penelitian menunjukkan bahwa (1) gaya kepemimpinan yang berorientasi tugas dan karyawan mempunyai pengaruh secara signifikan terhadap kinerja, (2) gaya kepemimpinan yang berorientasi tugas dan karyawan mempunyai pengaruh secara signifikan terhadap kepuasan kerja karyawan, dan (3) gaya kepemimpinan yang berorientasi tugas dan karyawan terhadap kinerja dan kepuasan kerja karyawan. Berdasarkan hasil penelitian tersebut, menunjukkan bahwa gaya kepemimpinan yang berorientasi tugas secara dominan berpengaruh terhadap kinerja dan kepuasan kerja karyawan. Kami menyarankan pihak perusahaan lebih memperhatikan kepentingan karyawan juga untuk mencapai tujuan mereka.   Kata Kunci: Gaya kepemimpinan, kepuasan kerja     ABSTRACTS   The study perceives the effectiveness of leadership  from the effect of leader`s style that orientation task and employee on the employee`s job performance and employee`s job satisfaction. The study aims at : (1) finding out significantly effects of the leader`s style that orientation task and employee on employee`s job performance, (2) finding out significantly effects of the leader`s style that orientation task and employee on  employee`s job satisfaction, and (3) ) finding out significantly effects of the leader`s style that orientation task and employee on employee`s job performance and employee`s job satisfaction directly and indirectly. This is a survey research involving the employees of PT. Semen Gresik , at the analysis unit, with sample of 68 from 212 employees a quastionaire was used. Hipothesis testing was done by path analysis. The result of study showed that : (1) leader`s style that orientation task and employee are significantly affected the employee`s job performance, (2) leader`s style that orientation task and employee are significantly affected the employee`s job satisfaction, and (3) leader`s style that orientation task and employee are significantly effected the employee`s job performance and employee`s job satisfaction. Based on the finding, therefore, it is suggested that the leder`s style on orientation task  is basically dominant variable in influencing the employee`s job performance and employee`s job satisfaction. We also suggested that the organization pay more attention to their employee`s need to get their goals.   Keywords: Leadership, job satisfaction
ANALISIS KOMPONEN REVERSE MEAN PADA HARGA SAHAM MELALUI PERSPEKTIF EKONOMI MAKRO DI BURSA EFEK JAKARTA Aster Indah Widowati; Atim - Djazuli; M. Syafi’ie - Idrus
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRACTSReverse mean reversion and predictability of stock return is probably the most well researched topic in the empirical research of financial economics. Numerous empirical studies have been unable to reject the hypothesis that return unpredictable and that stock price follows a random walk or martingale process. The essence of the mean-reversion hypothesis is that the stocks price contains a temporary component. Thus, the market value of stock deviates from the fundamental value but will revert to its mean. The objective of this study is to test the mean reversion hypothesis in Indonesian capital market, by investigate the size and significance of mean reversion component of stock prices at the Jakarta Stock Exchange, for the period of January 1990 through December 2003, and to investigate the size of the forecast error variance decomposition for real stock prices which is caused by permanent innovation and temporary innovation for a horizon of 2, 3, 4, 6, 12 and 24 months. By placing appropriate structural restrictions on a vector auto-regressive system estimated for the period of January 1990 through December 2003, it was found that the temporary component in the stock prices at the Jakarta Stock Exchange has significant size. From this, it can be inferred that the pattern of share price movements at the Jakarta Stock Exchange has a temporary component which will gradually disperse or undergo reverse mean. This evidence supports the mean reversion hypothesis that stock price are not pure random walks and predictability of stock return and reject the random walk hypothesis. Keywords: Reverse mean component, Macroeconomic Perspective
BUDAYA KORPORAT DAN PRODUKTIVITAS KERJA KARYAWAN PT. BANK RAKYAT INDONESIA (PERSERO) CABANG TULUNGAGUNG Ema Desia Prajitiasari; Thantawi A.S - -; Armanu - Thoyib
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRACT In the continuously operational management context and particularly on the long term perspective, human resources have an important role in creating and  realizing business opportunity. Producing high level of integrity among professional employee demands called corporate culture for all participants of the company rely on the base while achieving the task. Competitive advantage of a company is productivity. The objective of this research to analyze effects of the corporate culture variables (integrity, professionalism, customer satisfaction, pattern, and reward to human resource) simultaneously and partially, on employee’s work productivity. Other analysis emphasizes on the dominant influential variables of corporate culture on employee’s work productivity. Method of Stratified Random Sampling was applied at the PT. Bank Rakyat Indonesia (Persero) Branch Office Tulungagung and select for 118 respondents. Hypothesis examination involves multiple regression analysis. The result of this research indicate that integrity, professionalism, customer satisfaction, pattern, and reward to human resource simultaneously and partially have positive influence on employee’s work productivity. This research result also shows that pattern has the dominant influence on employee’s work productivity.   Keywords: corporate culture, employee’s work productivity.
FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM PEMBELIAN KAIN DONGGALA DI KOTAMADYA PALU Benyamin - Parubak; Armanu - Thoyib; Agus - Suman
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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ABSTRAK Kain Donggala merupakan kain tradisional hasil kerajinan masyarakat Kaili yang mencerminkan ciri khas daerah Sulawesi Tengah. Kain ini selain digunakan untuk upacara-upacara adat, juga untuk pakaian sehari-hari. Industri Kain Donggala ini terus dikembangkan untuk mempertahankan ciri khas daerah sebagai bagian yang tak terpisahkan dari upaya melestarikan seni budaya daerah sebagai asset nasional. Tujuan penelitian adalah untuk mengetahui faktor-faktor yang dipertimbangkan konsumen didalam melakukan pembelian Kain Donggala di Kotamadya Palu. Penelitian ini juga bermaksud untuk mengetahui apakah faktor-faktor yang dipertimbangkan tersebut juga berpengaruh terhadap keputusan pembelian konsumen. Tehnik yang digunakan untuk menentukan sampel adalah metode Purposive Sampling dan Accidental Sampling. Purposive dalam menentukan toko dan sentra industri Kain Donggala, karena di Kotamadya Palu terdapat banyak toko dan sentra industri yang menjual produk tersebut. Dan Accidental sampling digunakan untuk menentukan responden yang dijadikan sampel. Jumlah sampel yang diambil adalah sebanyak 153 orang. Alat analisis yang digunakan dalam penelitian ini adalah Analisis Faktor dan Analisis Regresi Linier Berganda. Dengan analisis faktor diperoleh hasil bahwa terdapat 7 faktor yang dipertimbangkan oleh konsumen didalam melakukan pembelian Kain Donggala. Ketujuh faktor tersebut adalah : (1) faktor budaya, ekonomi, dan psikologis, (2) faktor gaya hidup, (3) faktor mutu, (4) faktor promosi, (5) faktor reperensi, (6) faktor harga, dan (7) faktor produk. Dari tujuh faktor yang dipertimbangkan tersebut, dengan menggunakan alat analisis regresi berganda diperoleh hasil bahwa terdapat satu faktor yang berpengaruh signifikan terhadap keputusan pembelian konsumen pada a = 1%. Faktor tersebut adalah faktor 1 (budaya, ekonomi dan psikologis). Hasil penelitian ini menunjukkan bahwa faktor yang signifikan berpengaruh secara positif terhadap keputusan pembelian merupakan faktor eksternal (nilai budaya) dan faktor internal (persepsi dan sikap) konsumen terhadap Kain Donggala. Hasil ini terkait erat dengan jenis produk yang diteliti yang penggunaannya terkait dengan aspek-aspek budaya dan psikologis konsumennya. Kata kunci: faktor-faktor yang dipertimbangkan, keputusan pembelian       ABSTRACT   The Donggala cloth is a traditional handicraft of the Kaili people of Central Sulawesi. The cloth is used for traditional ceremonies and daily activities. This industry has been developed to maintain the area's special characteristics as a national asset. The study was aimed at determining the factors considered by the local consumers in purchasing the Donggala cloth in the Palu, municipality and whether the factors influence the consumers purchasing decision. Purposive sampling and accidental sampling were used as the sampling methods. Purposive Sampling was used in determining the stores and industry centers offering the Donggala cloth, considering the many stores and industry centers offering the product. Accidental sampling was used in determining the samples. There were 153 respondents chose has samples. Factor analysis and multiple regression analysis were used as the analysis instruments. By factor analysis it was found that 7 factors, among the 15 variables selected from the 19 examining variables, were positively considered by consumers in purchasing the Donggala cloth. They were: (1) culture, economy and psychology; (2) life style; (3) quality; (4) promotion; (5) reference; (6) price; and (7) product.From those factors, multiple regression showed that the culture,  economy and psychology factors significantly influence (a = 1%) the consumer purchasing decision. The result showed the significant factors which positively influenced the purchasing decision were both the internal and external factors. It seemed that the results were closely related to the examined product, of which the  utilization was closely related to its consumers culture and psychology aspects. Keywords: the factors considered, the consumers purchasing decision
ANALISIS FAKTOR–FAKTOR YANG DIPERTIMBANGKAN KONSUMEN KOSMETIKA DALAM KEPUTUSAN PEMBELIAN PRODUK PEMUTIH WAJAH Indarti - -; Margono - Setiawan; Thantawi A.S - -
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRAK   Penelitian ini dilatar belakangi oleh keinginan wanita tampil lebih cantik dengan kulit yang putih dan bersih, sehingga muncul produk kosmetika pemutih wajah. Dengan munculnya banyak produk pemutih wajah ini maka konsumen dihadapkan pada berbagai faktor untuk pengambilan keputusan pembelian produk kosmetika pemutih wajah. Adapun tujuan dari penelitian ini yaitu: Tujuan pertama adalah untuk mengetahui faktor-faktor yang menjadi pertimbangan konsumen dalam mengambil keputusan pembelian produk kosmetik pemutih wajah. Tujuan Kedua adalah untuk mengetahui pengaruh faktor kelas sosial, kelompok referensi, keluarga, sikap, motivasi, dan persepsi terhadap keputusan pembelian kosmetik pemutih wajah. Tujuan Ketiga adalah untuk mengetahui faktor dominan yang mempengaruhi konsumen dalam mengambil keputusan pembelian kosmetik pemutih wajah. Penelitian ini dilakukan pada tanggal 02 Agustus 2002 sampai dengan 15 Oktober 2002. Responden yang diambil dari penelitian ini adalah mahasiswi yang sudah menggunakan produk kosmetik pemutih wajah sampai dengan saat ini. Teknik pengumpulan data menggunakan teknik purposive sampling dan accidental sampling. Pengambilan data dilakukan dengan menggunakan kuesioner. Analisa yang digunakan dalam penelitian ini adalah Analisa Faktor dan Analisis Regresi Berganda. Variabel-variabel yang digunakan dalam penelitian ini ada 18 variabel yaitu tingkat sosial, tingkat pendapatan, tingkat selera, pengalaman teman kampus, pengalaman tetangga, pengalaman sahabat karib, peran ibu, saudara kandung, famili, merek baru, merek sama, keamanan, trend atau mode, kepercayaan, kecantikan, kemasan, kualitas dan harga. Kesimpulan yang diperoleh dari penelitian ini adalah: 1) Terdapat 6 faktor yang dipertimbangkan oleh mahasiswi dalam memutuskan membeli kosmetik wajah. Keenam faktor yang dipertimbangkan adalah faktor keluarga dan sikap yang meliputi keamanan, merek baru, peran ibu dan saudara kandung;  faktor motivasi meliputi kemasan, harga, dan kualitas; faktor motivasi meliputi mode dan kepercayaan; faktor kelompok referensi meliputi pengalaman tetangga dan sahabat karib; faktor kelas sosial meliputi tingkat selera dan tingkat sosial, faktor kecantikan meliputi keamanan dan merek lama. 2) Hasil regresi berganda menunjukkan bahwa ke enam faktor yaitu faktor keluarga dan sikap, faktor persepsi, faktor motivasi, faktor kelompok referensi, faktor tingkat sosial faktor kecantikan secara simultan berpengaruh terhadap keputusan pembelian produk kosmetik pemutih wajah. 3) Secara parsial faktor yang berpengaruh terhadap keputusan pembelian kosmetik pemutih wajah adalah faktor sikap dan keluarga  (F1), faktor persepsi (F2), faktor motivasi (F3), faktor kelas sosial (F4). Dari keempat faktor tersebut yang paling dominan pengaruhnya terhadap keputusan pembelian kosmetik pemutih wajah adalah faktor persepsi, secara operasional ditunjukkan oleh kemasan (X16), kualitas (X17), dan harga ( X18).                 Mengingat besarnya proporsi atau sumbangan variabel bebas terhadap variabel terikat sebesar 84,80% dan sisanya masih terdapat sebesar 15.20% variabel bebas yang tidak ikut diteliti, maka bagi peneliti selanjutnya diharapkan dapat mengembangkan variabel yang lebih luas misalnya memasukkan faktor sensitif kulit, kesehatan kulit dan sebagainya.   Kata kunci: faktor-faktor yang dipertimbangkan, keputusan pembelian   ABSTRACT   The women’s desire to be more beautiful in their appearance with clean and clear and white skin, thus it is supported by the emerged of facial whitening series. As many as these facial whitening series, the customers were facing certain directions I order to making decision of facial whitening series products. Purposes of this study are: first, to know what kind of factors that are related to customer’s consideration on buying the cosmetics product of facial whitening series. Second, to know the relationship among social groups, references group, family, attitude, motivation, and perception toward the decision of buying the cosmetics product of facial whitening series. Third, to know the dominant factor, this mostly has influenced customer on buying the cosmetics product of facial whitening series. The survey was done on August 2, 2002 until October 15, 2002. The respondents were university students who have used the cosmetics product of facial whitening series as far as nowadays. The data was collected by using purposive sampling methods and accidental sampling.           Data were taken by using questionnaire. This paper using factors analysis and double regression analysis. There are 18 variables, they are: social level, income level, taste level, college friend experiences, neighbour experience, best friend experience, mother roles, womb sister, relatives, new brand, same brand, safety, trend or mode, trust, beauty, packaging, quality, and price. It is concluded that (1) there are 6 factors, which were considered by university students on buying the cosmetics product of facial whitening series. Those six factors are family and attitude, including safety, new brand, mother roles and womb sister; motivation, including mode and trust; references group, including taste level and social level; beauty factor, including safety and old brand. (2) The result of double regression showed that those six factors, they are family and attitude perception, motivation, references group, social level, and beauty factors simultaneously influenced the decision of buying the cosmetics product of facial whitening series. (3) Partially, the influenced factor toward the decision of buying the cosmetics product of facial whitening series is attitude and family (F), perception (F2), motivation (F3), and social level (F4). From those four factors, the dominant one is perception, and operationally it was shown by packaging (X16), quality (X17), and price (X18). Reminding how bigger the proportion or contribution of independent variables to dependent variable for 84.80% and still 15.20% independent variables which are not surveyed, thus for the future research, it is suggested to develop the variables widely, such as included the skin sensitivity or skin health, and so on. Keywords: the factors considered, the consumers purchasing decision
ANALISIS SIKAP KONSUMEN TERHADAP ATRIBUT SABUN MANDI (Studi Pada Sabun Mandi Merek Lux dan Giv Di Kota Malang) Hence Izhar; Sumiati - -; Moeljadi P. - -
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRACT   The study has as its rationale the fact that there are numerous  brands of bath soap in the market. The changes of consumer behavior, which influenced by the economy crisis occurred in the Indonesia, has suppressed the producers to readjust their marketing programs. It is crucial for the firms to recognize the consumer attitudes on their marketing program. Moreover, consumer attitude is dominantly used in predicting the consumer behavior, in estimating the future demand of product, and in developing the appropriate marketing programs. The study aimed at understanding : (1). The consumer attitudes on the bath soaps (i.e, Lux and Giv brands) attributes, (2). The influence of the consumer’s social environment toward the subjective norm in making the purchasing decisions on the Lux and Giv, (3). The differential of consumers attitudes on the Lux and Giv. Interview and questionnaire were used to collect data, by using the semantic differential scale method. Fishbein model and Wilcoxon’s signed rank test were applied to the study’s results. The result of research indicate that : (1) There was a positive attitude of consumer on both the Lux and Giv. Attribute "Prestige" owning lowest positive score value for the brand of Lux and Giv, (2) Social environment from consumer influence consumer subjective norm of consumer in making the purchasing decisions of the Lux and Giv. “Family Members” was the dominant variable of both the Lux and Giv, (3) Do not there are difference by significant attitude from consumer to product. Later, then different test to every attribute, do not there are difference by significant consumer attitude to product attribute. Based on the study results and empirical evidences supported by the statistical testing, it is showed that the two bath soap brands have dominated the consumer’s mind. Nevertheless, in making their purchasing decisions, the consumers have the difference attitudes is assessing those two brands depends on their desires. Thus, it is suggested that the firms need to have variation and to differentiate their products to maintain the consumers loyalties, to develop some promotional strategies involving the sellers, to create the advertisements that strongly conspicuous the prominent attributes of the product, and to choose the ads media that can reach all consumer levels. Keywords : attitude consumer, attribute toilet soap
ANALISIS INVESTASI DALAM MENENTUKAN PORTOFOLIO OPTIMAL DI BURSA EFEK JAKARTA Heru Setiawan; Lukman - Syamsudin; Umar - Nimran
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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Abstract

ABSTRACT   This research is an effort to show how to analyse an investment by diversificating in order to minimize the risk and to gain expected profit through Simple Criteria for Optimal Portfolio Selection (SCOPS) method supported by Capital Asset Pricing Model (CAPM) method as a comparative factor. Data were taken from Index LQ 45 which having the bigest capitalization and liquid in trading frequency. Sampling with drawal was done with certain creterians and 27 selected from 45 population. Results of this research indicates that beta as a risk measurement reffecting less influence on market. 27 from selected samples 5 of them become optimal portfolio candidates among others Lippo Land Devlopment (LPLD), Astra International Inc (ASII), Telkom (TLKM), Lippo Bank (LPBN), and Barito Pacific Timber (BRPT) with each Excess Return to Beta (ERB) 2.2576, 2.0407, 0.5102, 0.4576 and 0.2801 which is higher than cut off rate (C*) namely 0.1106. The proportion of invested funds on each share 16.65 % for LPLD, 56.91 % for ASII, 14.82 for TLKM, 5.20 % for LPBN, and 6.42 % for BRPT with return portfolio ( ) 0.0406 and portfolio risk ( ) 1.5839. It is concluded that SCOPS method has been functioned in line with this research of which the selected shere become optimal portfolio candidate is the best diversification although the resnlt of test corelation is not significant.   Keywords : Investment, diversificating   ABSTRAK   Penelitian ini bertujuan mengungkapkan bagaimana menganalisis suatu investasi dengan cara diversifikasi  agar dapat meminimisasi risiko dan mencapai keuntungan yang di harapkan, melalui metode Simple Criteria for Optimal Portfolio Selection (SCOPS) didukung oleh metode Capital Asset Pricing Model  (CAPM) sebagai bahan pembanding. Data saham diambil dari Indeks LQ 45 yang memiliki kapitalisasi terbesar dan likuid dalam prekwensi perdagangan, dilakukan dengan kriteria tertentu terpilih 27 saham sebagai populasi, kemudian dilakukan sensus. Hasil penelitian menunjukan bahwa beta sebagai ukuran risiko kurang mencerminkan pengaruh terhadap pasar. Return saham Indeks LQ 45 berdasarkan hasil perhitungan konsep Capital Asset Pricing Model (CAPM) diperoleh hasil pengembalian berdasarkan tingkat risiko beta saling bertolak belakang dimana saham-saham yang memiliki return tinggi memiliki beta yang rendah dan sebaliknya return yang rendah memiliki beta yang tinggi. Dari 27 saham terpilih 5 saham yang menjadi kandidat portofolio optimal diantaranya : Lippo Land Development (LPLD), Astra International Inc (ASII), Telkom (TLKM), Lippo Bank (LPBN), dan Barito Pasifik Timber (BRPT) dengan Excess Return to Beta (ERB) masing-masing 2.2576, 2.0407, 0.5102, 0.4576, 0.2801 yang lebih tinggi dari Cut off Rate (C*) yaitu 0.1106. Proporsi dana yang di investasikan pada masing-masing saham 16.65 % untuk LPLD, 56.91 % untuk ASII, 14.82 % untuk TLKM, 5.20 % untuk LPBN dan 6.42 % untuk BRPT dengan return portofolio (Rp) 0.0396 dan risiko portofolio (Bp) 1.5839. Melihat hal tersebut sham- saham  yang   membentuk   portofolio   optimal   berhasil   meningkatkan   return  sebesar 51.61 % walaupun harus diikuti sedikit peningkatan risiko sebesar 13.88 %, dengan demikian secara tidak langsung diversifikasi saham  berhasil mengurangi risiko sebesar 37.73 %. Dari hasil uji simulasi alternatif portofolio optimal secara keseluruhan terbukti bahwa pasangan portofolio yang terseleksi dengan model Simple Criteria Portfolio Optimal Selection (SCOPS) merupakan pasangan terbaik diantara pasangan alternatif lainnya, Walaupun hasil uji korelasi return antar saham portofolio optimal menunjukan hasil yang tidak signifikan, hal tersebut dikarenakan sulit sekali mencari pasangan portofolio yang benar- benar ideal apalagi lingkup penelitian ini terbatas hanya pada Indeks LQ 45 saja. Berdasarkan hasil penelitian tersebut dengan segala kelemahan yang ada, dapat penulis sarankan sebagai berikut : (1) Kiranya perlu dilakukan penelitian ulang mengenai hal ini dengan menambah jumlah sampel yang lebih Presentatif serta periode pengamatan yang lebih panjang, lebih jauh dari itu hendaknya data saham pada pasca pertengahan tahun 1997 harus di teliti guna mengetahui dampak dari  krisis ekonomi terhadap pembentukan portofolio optimal. (2) menambah hasil referensi penelitian yang mendukung terutama dari lembaga yang melakukan hal serupa. (3) Data analisis secara kuantitatif hendaknya didukung oleh data yang menggunakan pendekatan subjective judgement yang bersifat kualitatif dari berbagai ahli bidang tersebut, guna melengkapi dan menyempurnakan hasil penelitian.   kata kunci : Investasi, diversifikasi
ANALISIS SIKAP KONSUMEN TERHADAP ATRIBUT SABUN MANDI BIASA DI KOTA YOGYAKARTA (Studi Pada Merek LUX dan GIV) Ibrahim - -; Agus - Suman; Ubud - Salim
Wacana Journal of Social and Humanity Studies Vol. 13 No. 4 (2010)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (249.184 KB)

Abstract

ABSTRACT   The study has as its rationale the fact that there are numerous brands of bath soap in the market. The changes of consumer behavior, which influenced by the economy crisis occurred in Indonesia, has suppressed the producers to readjust their marketing programs. It is crucial for the firms to recognize  the consumer attitudes on their products in making their marketing programs. The study was aimed at understanding: (1) the consumer attitudes on the bath soaps’ (i.e., Lux and Giv brands) attributes, (2) the influence of the consumer’s social environment toward the subjective norm in making the purchasing decision on the Lux and Giv, (3) the differential of consumers attitudes on the Lux and Giv. Interview and questionnaire were used to collect data, by using the semantic differential scale method. Fishbein model and Wilcoxon’s signed rank test were applied to test the study’s results. Results of the study showed that: (1) there was a positive attitude of consumer on both the Lux and Giv. “Aroma”, whereas “prestige” had the lowest positive score for the Giv; (2) the consumer’s social environment influenced the subjective norms of consumer in making the purchasing decision of the Lux and Giv. “Family members” was the dominant variable of both the Lux and Giv; (3) there were the differences in the consumer attitude between the Lux and Giv brands. By the differential test for each attribute, then, it was showed that there were the significant differences in the consumer attitude on the product’s attributes,  except for the “packaging”. Based on the study results and empirical evidences supported by the statistical testing,  it is showed that the two bath soap brands have dominate the consumer’s mind. Nevertheless, in making their purchasing decision, the consumers have the difference attitudes in assesing those two brands depends on their desires. Keywords : consumer behavior, bath soap attributes

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