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All Journal International Journal of Science and Applied Science: Conference Series MANAJERIAL Jurnal BISNIS & KEWIRAUSAHAAN The International Journal of Business Review (The Jobs Review) Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Jurnal Pendidikan dan Pembelajaran Ekonomi Akuntansi Holistik Manajemen Jurnal Manajemen EDUCARE Jurnal Pengabdian Tri Bhakti Jurnal Bisnis dan Kewirausahaan
Euis Eka Pramiarsih
Universitas Langlangbuana
Religion Humanities Chemistry Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Journal : Jurnal BISNIS

 1 
ASIMILASI DAN KONTRAS DALAM BRAND DAN EVALUASI PRODUK : IMPLIKASI UNTUK PEMASARAN Pramiarsih, Euis Eka
Jurnal BISNIS & KEWIRAUSAHAAN Vol 6 No 3 (2017): Jurnal BISNIS & KEWIRAUSAHAAN
Publisher : Jurnal BISNIS & KEWIRAUSAHAAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (295.585 KB)

Abstract

This study describes a framework according to which the same piece of information may elicit assimilation or contrast in the evaluation of a target. Thus, a brand extension may either help or hurt the brand and vice versa, a top-of-the-line product may increase or decrease the attractiveness of other models of the product line. Whether contrast or assimilation occurrs is not solely determined by the features of the stimuli as other models would predict. We show how marketing strategies may moderate the impact of a stimulus and determine whether, for example, the top-of-the-line-model helps or hurts its younger siblings. That the perception and evaluation of stimuli is influenced by the context in which we perceive and evaluate them is common knowledge and almost trivial. What makes context effects, nevertheless, interesting is that contextual influences may take quite opposite forms. For example, we may wonder whether an average car looks more expensive when displayed in a range of up-scale cars or whether it looks cheaper. The former assimilation effect, a shift in the evaluation of a target towards the context evaluation, may be plausible (among other accounts) because we perceive the target car as part of the range. The latter contrast effect, a shift in the evaluation of the target away from the context evaluation, may be plausible because the up-scale range provides a standard of comparison against which the target car looks less posh. Clearly, the question that has been intriguing psychologists and other scholars alike is: What determines whether a context stimulus elicits assimilation or contrast in a target evaluation? The present paper gives a very short review of the basic mechanisms underlying assimlation and contrast effects (for a more detailed review see Schwarz & Bless, 1992a). Following this, we will present an overview of several studies in the marketing domain, which demonstrate how marketers can use these basic processes in order to elicit specific brand or product evaluations.
PENGARUH ELEMEN JASA TERHADAP KEPUASAN KONSUMEN DAN NIAT UNTUK SETIA ATAU BERGANTI PENYEDIA JASA Pramiarsih, Euis Eka
Jurnal BISNIS & KEWIRAUSAHAAN Vol 4 No 2 (2015): Jurnal BISNIS & KEWIRAUSAHAAN
Publisher : Jurnal BISNIS & KEWIRAUSAHAAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (501.578 KB)

Abstract

Service quality is not quality of what is delivered (core quality). However , the quality of how the service is delivered (relational quality) can be put into service quality dimensions. Other respect that could be considered by costumers to make a decision to choose which service that they would use was perceived value. Costumers always compare what they had to pay with what they received. And it could impact to behavioral intentions. this research investigated the relationship between three elements-core service quality, relational service quality and perceived value –and customer satisfaction and future intentions in service industry . Using structural equation modeling, result of this research revealed that three service elements were important drivers of customer satisfaction further, show that perceived value was the most important driver of customer satisfaction, and relational quality was more important driver of customer satisfaction than core quality. It related with a kind of the service that was used in this research , high contact service. Beside that, a direct link between customer satisfaction and future intentions was established . A major conclusion was that both perceived value and service quality dimensions should be incorporated into customer satisfaction models to provide a more complete picture of drivers of satisfaction.
ASIMILASI DAN KONTRAS DALAM BRAND DAN EVALUASI PRODUK : IMPLIKASI UNTUK PEMASARAN Pramiarsih, Euis Eka
Jurnal BISNIS & KEWIRAUSAHAAN Vol 6 No 3 (2017): Jurnal BISNIS & KEWIRAUSAHAAN
Publisher : Jurnal BISNIS & KEWIRAUSAHAAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (295.585 KB)

Abstract

This study describes a framework according to which the same piece of information may elicit assimilation or contrast in the evaluation of a target. Thus, a brand extension may either help or hurt the brand and vice versa, a top-of-the-line product may increase or decrease the attractiveness of other models of the product line. Whether contrast or assimilation occurrs is not solely determined by the features of the stimuli as other models would predict. We show how marketing strategies may moderate the impact of a stimulus and determine whether, for example, the top-of-the-line-model helps or hurts its younger siblings. That the perception and evaluation of stimuli is influenced by the context in which we perceive and evaluate them is common knowledge and almost trivial. What makes context effects, nevertheless, interesting is that contextual influences may take quite opposite forms. For example, we may wonder whether an average car looks more expensive when displayed in a range of up-scale cars or whether it looks cheaper. The former assimilation effect, a shift in the evaluation of a target towards the context evaluation, may be plausible (among other accounts) because we perceive the target car as part of the range. The latter contrast effect, a shift in the evaluation of the target away from the context evaluation, may be plausible because the up-scale range provides a standard of comparison against which the target car looks less posh. Clearly, the question that has been intriguing psychologists and other scholars alike is: What determines whether a context stimulus elicits assimilation or contrast in a target evaluation? The present paper gives a very short review of the basic mechanisms underlying assimlation and contrast effects (for a more detailed review see Schwarz & Bless, 1992a). Following this, we will present an overview of several studies in the marketing domain, which demonstrate how marketers can use these basic processes in order to elicit specific brand or product evaluations.
PENGARUH ELEMEN JASA TERHADAP KEPUASAN KONSUMEN DAN NIAT UNTUK SETIA ATAU BERGANTI PENYEDIA JASA Pramiarsih, Euis Eka
Jurnal BISNIS & KEWIRAUSAHAAN Vol 4 No 2 (2015): Jurnal BISNIS & KEWIRAUSAHAAN
Publisher : Jurnal BISNIS & KEWIRAUSAHAAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (501.578 KB)

Abstract

Service quality is not quality of what is delivered (core quality). However , the quality of how the service is delivered (relational quality) can be put into service quality dimensions. Other respect that could be considered by costumers to make a decision to choose which service that they would use was perceived value. Costumers always compare what they had to pay with what they received. And it could impact to behavioral intentions. this research investigated the relationship between three elements-core service quality, relational service quality and perceived value ?and customer satisfaction and future intentions in service industry . Using structural equation modeling, result of this research revealed that three service elements were important drivers of customer satisfaction further, show that perceived value was the most important driver of customer satisfaction, and relational quality was more important driver of customer satisfaction than core quality. It related with a kind of the service that was used in this research , high contact service. Beside that, a direct link between customer satisfaction and future intentions was established . A major conclusion was that both perceived value and service quality dimensions should be incorporated into customer satisfaction models to provide a more complete picture of drivers of satisfaction.
Co-Authors Alvin Wiharja Bella Anantha Sritumini Bella Annantha Sritumini Deasy Rahmawati Iwan Gunawan Lisnawati, Cucu Ludi Hermawan Masril Rya Mia Andini Nanda Ardhia Regita Nano Sukmana Ria Herdhiana Rina Maryani Rita Zahara Solihatul Fadila Sri Rahayu Yuyus Suryana