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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Journal of Regional and City Planning Jurnal Administrasi Kesehatan Indonesia The Asian Journal of Technology Management (AJTM) Binus Business Review Journal of Innovation, Business and Entrepreneurship Jurnal Transportasi Multimoda Journal of Consumer Study and Applied Marketing
Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Social Sciences Transportation

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BRAND AUDIT: A CASE STUDY OF BANGO Subekti, Muhammad Raka Rio Imam; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract.Bango is a soy sauce company originated in Indonesia. Bango was established in 1928. Bango through Unilever Internship Program website has mentioned that they are currently searching for ideas in order to penetrate the millennial generations. This issue is related with Keller’s brand equity measurement goals which is to manage brand overtime. The researcher focused on the brand audit which is the first step of brand equity measurement. A brand audit of Bango’s sweet soy sauce is required to identify the brand associations then have improvement recommendation for Bango. Brand Audit in this research uses brand inventory and brand exploratory. Based on the findings and the analysis from brand audit analysis through brand dynamics and X-SBM, the recommendation is to gain trustworthiness by creating a two way communication with fast response, and also an narrative advertisement showing how trustworthy is Unilever and Bango. Maximizing the usage of Social Media as Bango and utilize to the maximum efforts in order to reach the millennial, because based on the findings by Pew Research Center, millennial tend to use social media. Create an advertisement in YouTube with an easy to understand and meaningful advertisement Keywords: bango, brand audit,  brand exploratory, brand inventory, sweet soy sauce
Analysis of itb students satisfaction level towards ayam geprek ganyang Gumilang, Muhammad Pring Ligar; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 8, No 1 (2019)
Publisher : Journal of Business and Management

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Abstract. The high demand of different culinary taste from younger generation has led to an increasing amount culinary entrepreneurial activity in Bandung City, thus resulted in an intense competition among different types of restaurants. Therefore, it is highly important for culinary businesses to manage customer satisfaction in order to compete in this sector. This study investigates particularly on ayam geprek businesses in Bandung and has taken Ayam Geprek Gayang as the main company sample. In order to analyze the customer satisfaction, four possible factors were predicted to have an affect, for instance; product quality, price, service quality and easiness. With quantitative measurement from primary, this study surveyed 231 respondents and the data are measured using multi-linear regression. The result shows that only product quality and service quality are the possible factors, as it has a significant positive correlation with customer satisfaction. Furthermore, entrepreneurs and businesses are advised to focus more on the product and service quality instead of the price and easiness in order to better improve their business activity in the future.Keywords: Customer satisfaction, product quality, price, service quality, easiness, competition, business.
ANALYZING THE ROLE OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN SHAPING CUSTOMER LOYALTY: CASE STUDY OF SOLARIA MALL KELAPA GADING Natalie, Gabriella; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract.Competition between restaurants has given too many choices for consumers of the products provided as the food industry grows. One of the most fundamental factors to survive in fierce competition is the service provided to the customers. The service provided to the customers leads to customer satisfaction, and further leads to customer loyalty. So that customer loyalty could not be separated from various factors such as perceived service quality and customer satisfaction. This study examines the effect of service quality on customer satisfaction in forming customer loyalty in Solaria Mall Kelapa Gading. Respondents for this research are 100 consumers in Solaria Mall Kelapa Gading, Jakarta. Sampling method used is non-probability sampling with convenience sampling technique. The sampling result is processed by using path analysis technique. According to this study, service quality has a significant influence on customer satisfaction and customer satisfaction also has a significant influence on customer loyalty. Customer satisfaction also plays a mediation role between service quality and customer loyalty.Keyword: service quality, customer satisfaction, customer loyalty.   
ANALYZING THE EFFECT OF EVOLUTIONARY REBRANDING TOWARD FANS LOYALTY AND REPURCHASE INTENTION: CASE STUDY OF JUVENTUS FOOTBALL CLUB LOGO CHANGE Muharrama, Rivadi Ariq; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Nowadays, many brands are modifying their brand element, or better known as evolutionary rebranding. In January 2017, Juventus Football Club, decided to replace their old logo with a new logo that came into use on July 1, 2017. No matter how good the approach to their fans, evolutionary rebranding will surely produce two results, which is either successful or failed. The failure might be due to not all fans will agree with the decision taken by the brand, in this case, by Juventus FC. Because the object of the research is a football club, then the customer referred here is the fans of Juventus itself. The results of this study find out how evolutionary rebranding affect fans loyalty and how fans loyalty affect fans repurchase intention. Also this study discusses about the relationship between fans satisfaction, brand attitude and fans loyalty. A quantitative approach is applied by spreading online questionnaire to Juventus fans and collecting 286 responses. The results will be assessed using structural equation modelling. The findings revealed that all factors that relate with fans loyalty and repurchase intention, direct or indirect have significant effect with one another. Moreover, Juventus evolutionary rebranding positively and significantly has effect on fans loyalty indirectly.Keywords: Evolutionary Rebranding, Fans Loyalty, Repurchase Intention, Juventus FC.
COMPARING ATTITUDES TOWARDS BRAND FOR SPONSORED POSTS AND PAID PARTNERSHIPS ON INSTAGRAM IN INDONESIA Satara, Ashifa; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Background: Digital advertisements are more commonly used in this age of technology, with Native Advertisements being examples of the more popular forms of digital advertising that is usually encountered on social media. Social media has proven itself to be a useful tool for building brand awareness, however, it has a greater risk of damaging the company reputation which can affect overall consumer’s Attitudes towards Brand. The amount of Instagram users has exponentially grown over the past few years and its overall stability compared to other social media platforms shows its potential as an advertising platform. With companies spending more on Native Advertising, especially on social media, it is important to know the advertising value for using Native Ads and its relation and effect on Attitudes towards Brand. Thus, this research aims to explore the advertising value of Paid Partnership and Sponsored Post and its relationship and effect on Attitudes towards Brand. Methods: The most commonly applied theory to measure advertising value and Attitudes towards Brand is the Ducoffe Advertising Theory which is used in this research. Quantitative method is applied by spreading online questionnaire to 350 Instagram users based in Indonesia. The data is analyzed using Partial Least Squares (PLS) method and Paired Sample t-test. Results: The results show that the Ducoffe Advertising Value theory can be applied to Paid Partnership and Sponsored Post on Instagram and there is a significant positive correlation between advertising value and Attitudes towards Brand. Conclusion: While overall results shows that Paid Partnership generates more positive Attitudes towards Brand compared to Sponsored post, only one out of five constructs of attitudes towards brand is statistically significantly different and subsequent analysis using several subsamples obtained in this study shows that several subsamples prefer Sponsored Post over Paid Partnership. So, the decision to choose which method of Instagram advertising should take in several factors: target audience, budget, goal, and duration of the campaign.Keywords: Advertising Value, Attitudes towards Brand, Digital Advertising, Instagram Paid Partnership, Instagram Sponsored Post, Native Advertising
ANALYSIS OF INSTAGRAM ONLINE PROMOTION STRATEGIES FOR BAKSO ACI MASJAY AND BAKSO ACI GANTENG IN BANDUNG Nur Alim, Muhammad Iqbal; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Since 2012, Bandung city has been increasingly visited by people from various regions. It gave a great opportunity for the people of Bandung to run a culinary business. It has an impact on competition in the culinary business is also increasing. To face this issues, every culinary business must be able to maximize the promotion strategy. Promotion is very important for business as a means to building brand awareness, attracting consumers to buy products, and educating consumers. Promotions can be done in various ways, that is offline promotion and online promotion. At present, people are more interested to online promotion on social media because it is easily accessible and can reduce promotional costs. Among the many examples of social media platform, Instagram become the most popular because its users are dominated by younger-demographic users. This pushes the attention of business people to use Instagram as their online promotion strategy. Examples of culinary businesses that use Instagram as an online promotion media are Bakso Aci Masjay, but Bakso Aci Masjay has not utilized their online promotion strategy as maximal, thus making the online promotion strategy of this culinary business to be inferior from the competitor, namely Bakso Aci Ganteng.Keywords: Online Promotion Strategies, Social Media, Instagram, Bakso Aci Masjay, Bakso Aci Ganteng 
THE DISCUSSION ABOUT INFLUENCE OF OTHERS TOWARS CAR PURCHASE INTENTION Tanzil, Devina; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. The increase of number of car ownership contributes to the increase of traffic congestion. Many studies on car ownership intention in Indonesia particularly on the effects of attitudes and norms. Previous research found that subjective norms and attitudes significantly influence someone’s intention to purchase a car. To be specific, reference group such as parents and friends of the respondent significantly influence car purchase intention. However, the previous research did not directly survey them, but only got the result from child perception of their parents. Therefore, to confirm whether parents and friends significantly influence purchase intention, they are also being surveyed. The objective is to diagnose that Parents’ and friends’ attitude is significantly influence respondents’ attitude towards their decision on car purchase intention. Data collected using a quantitative method with convenient sampling technique. The questionnaire was spread online to 200 respondents includes father, mother, and friend. The researcher only asked the respondents about their attitudes towards car, socio-demographic, and the intention to own a car for the future. Then, the data is analyzed using principal component analysis, linear regression, and ordinal regression. The result shows that several factor of parents’ and friends’ attitude significantly influence respondent attitude towards car purchase intention. Background: Belgiawan et al. (2017) found that attitudes significantly influence someone’s intention, they also found similarly that the parents of their respondent significantly influence car purchase intention. However, their research and mostly other research inline (Casaló and Escario 2016; Flay et al., 1994) did not ask directly to the significant others, they only got the result from child perception of their significant others. These might indicate a bias since the information of influence is only a proxy for what might be the actual influence. Therefore, it is also important to understand influence from the perspective of the influencers themselves. Methods: The data for this research was collected using Quantitative Method approach through online questionnaire to 200 respondents includes mother, father, and friend which means there are 50 sets of family. This study, adopt the Principal Component Analysis, Linear Regression, and Ordinal Regreesion to see the relationship between significant others to ones’ attitudes and one’s decision to purchase a car. Results: From the calculation using SPSS, researcher got five factors of child attitude towards car but only several factor of significant others’ attitude result are significant influence child’s attitude. Beside, from six varibles there are four variable that have a significant relationship between significant others advice and hope on one’s decision to purchase a car. Conclusion: The purpose of this paper is to analyze the significant others (father, mother, and friend) are influence one decision or not and to diagnosing the significants’ other attitude is significantly influence one’s attitude or not. But this paper is focusing on car purchase intention. This research found that parents’ attitude towards car is significantly influence childs’ attitude and this result can be used to strengthen the previous research result who said that parents attitude is significantly influence one’s attitude by asking the parents’ and friend directly, since the previous research only rely on childs’ perception towards their parents attitude. Because of the purpose of this paper is analyzing one’s attitude towards car, so the result can be used by car company to increase or improve the purchase intention and can create a good marketing communication.Keywords: Attitudes, Cars Company, Significant Others, Perception, Purchase Intention.
THE INFLUENCE OF SMS BASED ON LOCATION TOWARD PURCHASE INTENTION Intariani, Diah Dewi; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. There is 308,2 million mobile subscribers in Indonesia (2015) that made the delivery ofmessages by mobile phone with purpose to promote their brand through mobile phone is become the interesting one. Mobile Advertising allows the delivery of information is done by personally and to many people in the same time that make more efficient and hit the right target. Beside that, communication through mobile phone is easy and can be adapted easily by consumer. This study discusses the influence of SMS based on Location towards Purchase Intention. The features of SMS location-based advertising (entertainment, credibility, intrusiveness, informativeness, permission, and customization) have on consumer attitudes and will affect their purchase intentions to the product. This study is a conclusive research with the descriptive design. A quantitative approach is applied by spreading online questionnaire to the closest friends and collecting 300 respondents. The result of this research will be asses using confirmatory factor analysis and structural equation modelling, The findings revealed that all the variable, Customization, entertainment, credibility, informativeness, intrusiveness and permission features have significant effects on creating an attitude towards SMS location-based advertising. In addition, when consumers show a positive attitude towards SMS location-based advertising, it also significantly influences their intention to purchase.Key Words: Attitude, Location-Based Advertising, Purchase Intention, SMS 
BRAND ANALYSIS AND EVALUATION OF YOFORIA BANDUNG Samardhya, Kalyana Anjani; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. In December 2016, Yoforia entered the yogurt market with the thought of banishing a paradigm on how drinking yogurt is feminine. This study aims to implement brand audit analysis by Kevin Lane Keller toward Yoforia to remove any gap between what Yoforia wanted to deliver and what its audience think about Yoforia. This research used qualitative research method by interviewing the manager of Yoforia and a few of its target market. This research also used quantitative research method using online questionnaire spread to the intended target market. Brand Dynamics Model is used to analyze quantitative results. The gap between these two perspectives toward the brand will be shown in Gap Analysis and indicates a low performance of Yoforia in branding. Brand performance in customer’s perspective was analyzed using Extended Strategic Brand Mapping analysis and to measure brand equity, this research uses Brand Dynamics Model. After all of the analysis has been done, the research suggests the manager to start forming and redefine a brand-building program for its brand elements along with the content and then creating a marketing communication strategy based on the findings to solve the gap and improve the branding and content marketing strategy of Yoforia. Keywords: Brand Audit, FMCG, RTD, Yogurt Drink, Yogurt Industry
DISCUSSION ABOUT THE INTENTION TO USE CREDIT CARD Anggiana, Hanna; Belgiawan, Prawira Fajarindra
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract.Credit card is the commonly used and popular type of payment method in the digital era. However, compare to other Southeast Asia countries’ credit card penetration rate of usage, Indonesia is comparatively low. The aim of this study is to discuss the intention of Indonesian towards credit card. This research uses the combination of technology acceptance model, theory of planned behaviour, and perceived risk. Important variables used to assess intention on using credit cards are subjective norms, perceived usefulness, perceived behavioral control and perceived risk. A previous study in Vietnam has addressed the same issue, and this research follows the same framework by implementing it in Indonesia. We used the quantitative approach with the total of 200 respondents from Jakarta and Bandung. For data analysis, descriptive statistic and Multiple Linear Regression are used. The result for the intention to use credit cards shows that subjective norms and perceived usefulness have a positive significant, perceived risk have a negative significant influence, however, perceived behavioral control does not have a significant influence. Studies about intention toward credit card itself are still limited particularly in Indonesia. This research can give insight to the credit card market and to get a better understanding on Indonesian view of a credit card.Keywords: Credit Card Intention to Use, Perceived Risk, Technology Acceptance Model, Theory of Planned Behavior   
Co-Authors Akhmad Rizal Arifudin Anggiana, Hanna Annisa Rahmani Qastharin Anzy Indrashanty Arsallia, Sheryta David Cariera Dedy Cahyadi Dedy Sushandoyo Dirgoaji, Chrisnanda Mukti Elviana R. Simbolon Fitri Aprilianty Gumilang, Muhammad Pring Ligar Harimukti Wandebori Hasriwan Putra Herawati Herawati Herma Juniati Idham, Idham Ikhsani, Nadine Maura Ikhsani, Nadine Maura Intariani, Diah Dewi Irawati Andriani Liane Okdinawati Lidia Mayangsari Listantari Listantari Maria Magdalena Marlia Herwening Mohamed Yusuf Faridian Wirayat Muhamad Abdilah Ramdani MUHAMAD RIZKI Muhammad Rafi Fathurahman Muharrama, Rivadi Ariq Mursyid Hasan Basri Mustika Sufiati Purwanegara Natalie, Gabriella Nur Alim, Muhammad Iqbal Oktofa yudha Sudrajad Putri, Christina Ari Pramono Putri, Navissa Syahnindita Raden Aswin Rahadi Ramadhan, Mochamad Reslyana Dwitasari Reza Ashari Nasution Rita Pasaribu Salsabila, Unik Hanifah Samardhya, Kalyana Anjani Satara, Ashifa Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sugiyanto Sugiyanto Tanzil, Devina Tri Basuki Joewono Umiyatun hayati Triastuti Utari, Beatrice Amabella Wardhana, Sokha Win Akustia Yessi Gusleni Yudha, Jerry Pima Yusuf Afif Ramadhan yuveline aurora