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Juliana, Juliana
School Of Hospitality And Tourism, Pelita Harapan University, Jakarta, Indonesia
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Journal : Indonesian Marketing Journal

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MARKETING MIX STRATEGY FORMULATION AND CREATING VALUE CO-CREATION IN SCHOOL EDUCATION Rudy Pramono; Adi Abdurahman; Juliana Juliana
Indonesian Marketing Journal Vol. 1, No. 1, April 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i1.5105

Abstract

This study aims to describe internal and external factors with the 7P marketing mix concept at SMA Bogor Raya, define the gap between input and output from internal and external factors in the marketing strategy of SMA Bogor Raya, evaluate the 7P services marketing mix concept applied by the marketing unit of SMA Bogor Raya. This approach to study requires extensive relevant searches, business management, and educational databases on value-based marketing and co-creation. This study uses a qualitative research approach. The type of research used in this research is a case study. Subjects in this study were vital informants with a total of 7 informants. The research field of educational marketing, value, and co-creation is still at a relative pioneer stage. Much research is still to be carried out, both from problem identification and a strategic perspective. To increase public interest in school education services, a mixed market strategy can be applied by combining 7Ps consisting of product, price, place, promotion, people, process, and physical evidence. Although there is no master plan for implementing the marketing mix at SMA Bogor Raya, the strategy has been implemented.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk mendeskripsikan faktor internal dan eksternal dengan konsep bauran pemasaran 7P di SMA Bogor Raya, menentukan gap antara input dan output dari faktor internal dan eksternal dalam strategi pemasaran SMA Bogor Raya, mengevaluasi konsep bauran pemasaran jasa 7P yang diterapkan oleh unit pemasaran SMA Bogor Raya. Pendekatan studi ini membutuhkan pencarian relevan yang ekstensif, manajemen bisnis, dan basis data pendidikan tentang pemasaran dan kreasi bersama berbasis nilai. Penelitian ini menggunakan pendekatan penelitian kualitatif. Jenis penelitian yang digunakan dalam penelitian ini adalah studi kasus. Subjek dalam penelitian ini adalah informan vital dengan jumlah informan sebanyak 7 orang. Bidang penelitian pendidikan pemasaran, nilai, dan co-creation masih pada tahap perintis relatif. Banyak penelitian yang masih harus dilakukan, baik dari identifikasi masalah maupun perspektif strategis. Untuk meningkatkan minat masyarakat terhadap layanan pendidikan sekolah, strategi pasar campuran dapat diterapkan dengan menggabungkan 7P yang terdiri dari produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Meski belum ada masterplan penerapan bauran pemasaran di SMA Bogor Raya, namun strategi sudah diterapkan.
UNDERSTANDING CUSTOMER LOYALTY IN INDONESIA QUICK SERVICE RESTAURANT INDUSTRY Juliana Juliana; Amelda Pramezwary; Dhana Calista Oktaviani; Felicia Tania E; Michelle A. Benly
Indonesian Marketing Journal Vol. 1, No. 2, September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/imj.v1i2.5104

Abstract

In the restaurant industry, customer loyalty has become the most important strategic goal. The impact of service quality dimensions on customer loyalty is investigated using the SERVQUAL scale's dimensional structure in fast food restaurant service environments. Pizza Hut is a well-known fast-food chain that appeals to people of all ages, from children to the elderly. Pizza Hut has locations throughout the city as well as internationally. Each branch's level of service is unquestionably different. Pizza Hut Indonesia will be the subject of this study. A sample of 100 respondents is used to create and test research hypotheses. Quantitative research is the form of research that we used in this study. A questionnaire was used to collect data from everyone who has ever visited Pizza Hut Indonesia. PLS-SEM was utilized to perform the data analysis. According to the data, total consumer loyalty is 44,8 percent. As a consequence of this research, consumer loyalty at Pizza Hut Indonesia is substantially influenced by service quality.
Co-Authors Abdul Samad Arief Abigail Valencia Sutjipto Adi Abdurahman Agatha Nirmala AGUS PURWANTO Agus Purwanto Albert Albert Aldo Marcolino Ali Syah Putra Alicia Alicia Amanda Vania Amelda Pramezwary Amelia Lindy Antonio, Ferdi Anugerah Agungputranto Arifin Djakasaputra Arifin Djakasaputra Arifin Djakasaputra Arifin Djakasaputra Arifin Djakasaputra Arifin Djakasaputra Asbari, Masduki Asep Saepullah Assaly, Arifin Beanardo, Marchell Felix Bella Devita Bestadrian Prawiro Theng Billy Eagan Birgitta Stella Calen Calen Carmen Lunabelle Susanto Caroline Putri CAROLINE WIDJAJA CARROLINE . Carven Carven Carven Carven Catherine Catherine Catherine Catherine Catrine Carina Charles Yap Cherry Darmawan Cheryl Jocelyn Cheryl Riji Maretha Chika Yacinta Rahardjo Christabella Viana Austine Christella Andrea Limawan CHRISTIAN GUNAWAN Cicilia Angelisca Daphne Sweet Chandra Daria Aryutami M. Selasa Daria Daria Deandra Ashtyn Pakasi Deandra Asthyn Pakasi Deandra Pakasi Delila Pramesti Demson R H Goeltom Desideria Lumongga Dwihadiah Dhana Calista Oktaviani Diansanto Prayoga Diena M.Lemy Edwan Tanyauw El Glory Nathalie Elsa Virginia Elvina Dewi Budiono Elvina Rosalie Elyzabeth , Elyzabeth Emanuel Agung Wicaksono Emmanuel Fernando Emmanuel Fernando Ennelis Ennelis Eric Ricardo Tedja Erina Widianti EUGENE MARSANO Evangeline Wongjaya, Lauren Eveline Eveline Eveline Eveline Evelyn Wijaya Fachrurazi Febryola Indra Feidora Jovanca Putri Felia Felicia Felicia Evelyn Beguiristen Felicia Felicia Felicia Tania E Felix Leonardi Fenny Fenny Fina Sopyana Florensia Irena FRANCISCO JONATHAN Friska Rotua Natalia George Nicholas Gloria Caroline Patras Grace Kezia Josephine Gumarus, Bryan Alexander Gunawan Prabowo Gunawan Widjaja Hans Dhammika Putra Harnjo, Edward Hering, Jessica Nethania Hermawan Dwitama Hotmaria Hertawaty Sijabat Hubner, Ira B. Hutabarat, Linda Rotua I Gusti Agung Anom Yudistira I Ketut Suada Imam Jayanto Imelda Joanna Indah Sentia Indra, Febryola Indriany Sartjie Indriany Sartjie Tanakotta Ingvenna Lioni Hermawan Innocentius Bernarto, Innocentius Ira B Hubner Ira B Hubner Ira B. Hubner Ira Brunchilda Hubner Ira Hubner Irene Jennifer Jacklyn Angelina James Austin Jane Keisya Tandra Jennifer Aurelia Tanuwihardja Jennifer Eve Jennifer, Irene Jeremia Devananda Jeremiah Aldi Suryawan Tanri Jeremy Setiawan Jerry Ong JERRY ONG Jessalyn Tanubrata Jessalyn Tanubrata Jessalyn Tanubrata Jessica Ardania Jessica Nethania Hering Jessica Novia Widjaja Jessica Shaina Wijaya Jessica Virgiana Wijaya Jessie Febriani Jimmy Muller Hasoloan Situmorang Jimmy Muller Hasoloan Situmorang Jimmy Situmorang Jocelyn Roon JOECELIND GABRIELA Johan Johan Johan Jonathan Oei Jonathan Oei Josephine Jane Josephine Josephine Julia Dewi Julita Then July Hidayat July Hidayat Keke Melinda Kenneth Tjandra KEVIN WIJAYA Kharis Dwi Nugraha Klara Klarissa Kok Shiong Pong La Diu Samiu Lauren Evangeline Wongjaya Madeline Madeline Marchell Felix Beanardo Marselina Putri Kanggeyan Martinus Tukiran Maureen Manuela Meita Orlina Meitolo Hulu Michelle A. Benly Michelle Michelle Michelle Oey Mindhie Tama Gosal Misrofingah Misrofingah Monica Widodo Muhammad Hery Santoso Murwani Wulansari Mutiara Lemy, Diena Nadia Cheryl Effendy Nadya Valerie Natalia Paserela Natalie Natalie Nathaniel Nathaniel Nathaniel Ni Nyoman Vinka Utami Niken Sulisetyowati Nofirman Nofirman Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedetta Sitorus Nova Bernedetta Sitorus Nova Irene Bernedeta Sitorus Nove Bernedeta Sitorus Novia A Nukak Novitasari, Dewiana Nurintan Nurintan Nyoman Damien Horn Nyoman Damien Horn Phoebe Emanuella Sulistio Pramono, Rudy Radella Terfinia RENO SUSANTO Reza Adjah Rhoswenlin Rhoswenlin Ricky Ricky Ricky Ricky Rosdiana Pakpahan Rosianna Sianipaar Rosianna Sianipar Rosianna Sianipar Rudianto Rudianto Rudy Rudy Rully Novie Wurarah Rut Susanto Sabrina O Sihombing Sabrina O. Sihombing Sabrina Oktaria Sihombing Saipul Al Sukri Samuel Musa Liha Sandra Maleachi Sandra Maleachi Sandra Maleachi SELLY . Selvi Esther Suwu Sharleen Laurenzia Sharren Meiliana Sheily Triratnasari Tanzil Sherly Sherly Sianipar, Rosianna Silvia Lewinsky Sim Wen Ching Simamora, Javerson Sisilia Chelsye Parera Sitorus, Nova Bernedeta Situmorang, Jimmy Muller Hasoloan Sonny Saputra STEVEN ELROY Steven Elroy Steven Setiadi Suwarto Suwarto Sylena Teresia Andrian Tama Gosal, Mindhie Tania Tanujaya Tarigan, Sri Aprianti Tasha Gracia Haslin Themmy Noval Themmy Noval THEMMY NOVAL Theresia Chandra Theresia Jessica Tiffany Ann Kartoyo Tiffany Meilivia Tjandra, Kenneth Tri Apriyono Ulung Pratama VALENCIA CHATLYN GANI Vallery Valencia Vanessa Wijaya Vasco Adato H Vasco Adato H Goeltom Vasco Adato H Goeltom Vasco Adato H. Goeltom Venessa Daicy Vennia Yurisca Venty Ventyani Veren Patricia Verenia Novelia Christabel Vida Elissa Vincent Setiawan Antony Vincent Setiawan Antony Vitta Natalia Vriandi Hapsara Wijaya, Elyzabeth Wilhelmina Rosse Marisca Gajeng Winnie Winnie Winny Ibe Wowor, Wulan Meiaya Yulius, Kevin Gustian Yustisia Kristiana Zunaidi, Arif