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PENGARUH EVENT MARKETING TERHADAP BRAND IMAGE ROKOK DJARUM SUPER MILD PT DJARUM Ellen Madhalena; Syahputra Syahputra
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 4, No 2 (2016): JURNAL ECODEMICA
Publisher : LPPM Universitas BSI

ABSTRACT Cigarette is one of the industry in Indonesia who have an increased annually. From the data obtained for tobacco companies in Indonesia in 2014 may, PT Djarum is in the third position of the tobacco market share in Indonesia based on a survey CNN Indonesia 2014, with low tar nicotine cigarette as a featured product. To achieve company goals, each company uses a strategy of promotion. One of promotion that used is event marketing. Event marketing that implemented by corporate also should be right on target, so that can increasing brand image of the corporate.One of them is Djarum Super Mild. The aim of this study was to determine the influence of event marketing on brand image on Djarum Super Mild. This research is quantitative descriptive data and causal analysiswith multiple linear regression. Respondents surveyed in this study amounted to 100 visitors of event Stage Bus Jazz Tour 2015 with purposive sampling technique. The result of simultaneous showed that event marketing significantly influence brand image of Djarum Super Mild. The result of partially showed that variable of event marketing with dimension involvement has not significantly influence brand, interaction has not significantly influence brand image, intensity significantly influence brand image, individuality has not significantly influence brand image , innovation significantly influence brand image, integrity has not significantly influence brand image. Keywords: Event Marketing, Brand Image, Cigarette ABSTRAK Rokok merupakan salah satu industri di Indonesia yang memiliki peningkatan setiap tahunnya. Dari data yang diperoleh untuk perusahaan rokok di Indonesia pada tahun 2014 bulan Mei, PT Djarum menempati posisi ke 3 pangsa pasar rokok di Indonesia berdasarkan survei dari CNN Indonesia 2014, dengan produk unggulan yaitu rokok low tar nicotine. Untuk mencapai tujuan perusahaan, maka setiap perusahaan menggunakan strategi dalam berpromosi. Salah satu bentuk promosi yang digunakan adalah event marketing. Event marketing yang dilaksanakan perusahaan juga harus tepat pada sasaran agar mengangkat citra merek suatu perusaan bagi konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh event marketing terhadap brand image rokok Djarum Super Mild. Penelitian ini merupakan penelitian kuantitatif dengan analisis data deskriptif dan kausal dengan metode regresi linear berganda. Responden yang diteliti dalam penelitian ini berjumlah 100 pengunjung event Stage Bus Jazz Tour 2015 dengan teknik purposive sampling. Hasil penelitian secara simultan menunjukkan bahwa event marketing berpengaruh signifikan terhadap brand image rokok Djarum Super Mild. Sedangkan secara parsial menunjukkan bahwa variabel event marketing dengan dimensi involvement tidak berpengaruh signifikan terhadap brand image, interaction tidak berpengaruh signifikan terhadap brand image dengan, intensity berpengaruh signifikan terhadap brand image, individuality tidak berpengaruh signifikan terhadap brand image , innovation berpengaruh signifikan terhadap brand image, integrity tidak berpengaruh signifikan terhadap brand image. Kata Kunci : Event Marketing, Brand Image, Rokok

Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Coffee Shop Di Bandung Dita Murinda Katarika; Syahputra Syahputra
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 1, No 2 (2017): Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

ABSTRAKKeanekagaraman kuliner yang semakin berkembang dengan baik memicu potensi wisata kuliner, salah satunya yaitu kopi yang merupakan minuman favorit masyarakat Indonesia khususnya Kota Bandung. Hal ini terlihat dari banyaknya bisnis coffe shop di Bandung. Para pembisnis berlomba-lomba menciptakan suasana yang unik dan nyaman terutama pada Kopi Ireng dan Kopi selasar yang menawarkan pemandangan alam yang indah. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Store Atmosphere terhadap keputusan pembelian pada Kopi Ireng dan Kopi Selasar Sunaryo. Metode yang digunakan adalah metode deskriptif dan kuantitatif. Sampel pada penelitian ini masing-masing 100 responden pada Kopi Ireng dan Kopi Selasar Sunaryo dengan nonprobability(purposive sampling). Teknik analisis data yang digunakan adalah analisis regresi linier berganda. Hasil uji parsial (Uji T) Exterior (X1), General Interior (X2), dan Interior Display (X4) berpengaruh secara positif dan signifikan terhadap keputusan pembelian sedangkan pada Store Layout (X3) berpengaruh positif namun tidak signifikan. Secara simultan (Uji F) diketahui bahwa Store Atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian pada Kopi Ireng dan Kopi Selasar Sunaryo. Berdasarkan hasil uji Mann-Whitney tidak terdapat perbedaan Store Atmosphere pada Kopi Ireng dan Kopi Selasar Sunaryo.Kata kunci : Store Atmosphere, Keputusan Pembelian, Uji Mann-WhitneyABSTRACTThe diversity of culinery keep developing in a positive way which triggering the potential of culinary expirience, one of them was coffee which considered as indonesian favorite drinks especially people in Bandung. This fenomena can be seen by the fact of many coffee shop businesses in Bandung. Many businesses keep competing to one another in order to create uniqueness and creating a comfortable cozy environment particulary Kopi Ireng and Kopi Selasar Sunaryo which offered beautiful natural scenery view. The purpose of this study is to find the influence of store atmosphere toward decision purchase on Kopi Ireng and Kopi Selasar Sunaryo. The Research methodology that being used in this study are descriptive and quantitative methods. The samples that used in this study each require 100 respodents from both Kopi Ireng and Kopi Selasar Sunaryo with a non probability (purposive sampling). This study using analytics multiple linear regression. Result partially (T test) shown that exterior (X1), general interior (X2), and interior display (X4) influential positively and significantly on the purchasing decision, while store layout (X3) influential positively but insignificant. Simultaneously (F test) shown that store atmosphere influential positively and significantly on the purchasing decision at both Kopi Ireng and Kopi Selasar Sunaryo. Based on the results of the mann-whitney test there was no different in terms of the store atmosphere on both Kopi Ireng and Kopi Selasar Sunaryo.Keywords: Store Atmosphere, Purchase Decision, Mann-Whitney test

Coffee Roast Bean Product in Bandung Amanda Nurviyan; Syahputra Syahputra
Jurnal Sekretaris dan Administrasi Bisnis Vol 3 No 1 (2019): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Lifestyle changes especially in big cities of Indonesia make the coffee business grow, upstream to downstream line. Many entrepreneurs not only have coffee shop but also coffee roastery which produces roast beans. One of these is Kopi Dewa. It is an emerging startup facing new competitors every day that make it require new strategy to maintain its existence and win a bigger market. Related to this phenomenon, this study aims to determine the external factors and internal factors of Kopi Dewa in order to survive and thrive. The purpose of this research is to formulate competitive strategy of Kopi Dewa’s roast bean. This research method uses descriptive quantitative method. Data are obtained through interview, observation, questionnaire, and literature studies. These are done through, first, identifying internal and external factors of Kopi Dewa. Furthermore, these factors are shortened and given weights, ratings, and scores on the IFAS matrix and EFAS matrix. The results of both matrix show that Kopi Dewa position is included into first quadrant in the Cartesian SWOT diagram, which means growth strategy is a good strategy for Kopi Dewa in the present. Both matrix components are mapped in the TOWS Matrix and given four alternative strategies. All four alternative strategies are ranked from the most important to be implemented to the least executed. These are Growth Strategy (market penetration), followed by service quality, pause strategy, and market penetration consecutively. Keywords: business strategy, competitive strategy, coffee roast bean product, SWOT analysis

Pengaruh Kualitas Layanan Dalam Masa Adaptasi New Normal Terhadap Kepuasan Pelanggan PT BPR Bank Tulungagung (Perseroda) Oryza Devirili Putri; Syahputra Syahputra
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol 4, No 2 (2021): JIMEK Desember 2021
Publisher : Fakultas Ekonomi Universitas Kadiri

Wabah Coronavirus Disease 2019 (Covid-19) pertama di Indonesia dikonfirmasi pada 2 Maret 2020. Wabah Covid-19 menyerang semua sektor termasuk industri perbankan Indonesia. PT BPR Bank Tulungagung (Perseroda) merupakan salah satu bank dibawah naungan Pemerintah Kabupaten Tulungagung. Penelitian ini bertujuan untuk mengetahui seberapa besar kualitas pelayanan akan mempengaruhi kepuasan nasabah PT BPR Bank Tulungagung (Perseroda) selama masa adaptasi normal baru yang dilaksanakan oleh pemerintah. Alat utama pengumpulan data adalah kuesioner yang pengukurannya menggunakan skala likert. Jumlah responden yang ditentukan dalam penelitian ini adalah 100 orang. Metode penelitian yang digunakan adalah metode kuantitatif dengan menggunakan analisis regresi sederhana. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara variabel kualitas pelayanan (X) dengan variabel kepuasan pelanggan (Y). Pengaruh variabel bebas (bebas) terhadap variabel terikat (variabel terikat) yang diteliti yaitu 42,4% hasil atau sisanya 57,56% hasil dipengaruhi oleh variabel yang belum diteliti atau faktor lain yang dapat meningkatkan kepuasan pelanggan.

DETERMINANT FACTORS OF CONSUMER PREFERENCES IN INDONESIA AIRLINES INDUSTRY Aditya Wardhana; Syahputra Syahputra; Budi Rustandi Kartawinata
Jurnal Bisnis Manajemen Vol 18, No 1 (2017): March 2017
Publisher : Fakultas Ekonomi dan Bisnis Universitas Padjadjaran

Research objectives was to find determinant that determines the preferences of consumers in using flight services in Indonesia and knowing factors priority preferences of consumers in using the flight in Indonesia. Research methodology used the quantitative method and technical data analysis using factor analysis .The size of the population of 91 million passengers with a target population was commercial airlines passengers in Indonesia. The total sample using Slovin formulas on the level of confidence 95 % as many as 400 respondents. The sample collection technique using nonprobability sampling with incidental sampling method. Data collection techniques using a questionnaire, observation, and an interview. The result showed that determinant of consumer’s preferences in using flight services in Indonesia can be grouped in three factors there were arranged based on priority of attributes as follows: (a) tariff consisting of a tariff as attribute, (b) services consisting of attributes such as on-time departure and arrival, safety, reservation and chek-in convenience, airline' crews, flight patterns, cabin services, baggage services, and airplanes, and (c) image of airlines composed of airline image as attribute.

Minat beli skincare: Peran electronic word of mouth di Tiktok Alodia Lastri Dwiputri; Syahputra Syahputra
Jurnal Manajemen Maranatha Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v22i2.6399

Product for taking care of our skin or skincare products, are one of the most traded products internationally and account for 36,1percent of the total cosmetic export and import globally products including to Indonesia. There are many skincare companies that do marketing and utilize electronic word of mouth (e-WOM) using social media. With the aim of determining the influence of e-WOM (quality, quantity, and credibility) in Tiktok on the purchase intention of skincare X products, this study was conducted by collecting research data through the distribution of questionnaires and sampling as many as 445 respondent using the purposive sampling methods. The method that used for analysis is a multiple regression analysis test and is processed by SPSS 26 software. The results of the study for descriptive analysis show that e-WOM quality and credibility are in the good category, while e-WOM quantity is very good. Judging from the data regarding multiple linear regression analysis, simultaneously e-WOM quality, quantity, and credibility have a positive and significant effect on the buying interest of skincare X products, but partially only e-WOM quantity does not have a significant effect. Based on the coefficient of determination test, it shows the influence of electronic word of mouth (e-WOM) quality, quantity, and credibility on purchase intention by 48,5 percent. This research can be used by companies to increase consumer buying interest by promoting with e-WOM and focusing on the quality, quantity, and credibility of e-WOM.

Pengaruh Dukungan Selebriti, Iklan, Dan Citra Merek Terhadap Minat Beli Produk Kecantikan Di Bandung Anida Juliana Putri; Syahputra Syahputra
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 3 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i4.2444

Meningkatnya permintaan konsumen terhadap kosmetik dan skincare membuat produk kecantikan tanah air belomba-lomba menciptakan produk makeup maupun skincare yang berkualitas tinggi. Permintaan tersebut hadir diawali dengan adanya minat beli dari konsumen. Minat beli konsumen sangat dibutuhkan bagi perusahaan untuk mendapatkan konsumennya. Satu diantara cara perusahaan untuk menarik calon konsumen ialah dengan penggunaan strategi marketing yang baik dalam memperkenalkan brand dan produknya kepada konsumen. Penelitian ini berusaha untuk mengetahui pengaruh celebrity endorser, advertising, dan brand image terhadap minat konsumen untuk membeli produk kosmetik X. Dalam penelitian ini, distribusi kuesioner dan analisis data kuantitatif digunakan untuk memperoleh data. Pengambilan sampel non-probabilitas digunakan untuk proses pengambilan sampel. Sebanyak 385 responden dijadikan sampel penelitian. Metode analisis dalam penelitian ini adalah uji analisis regresi berganda, dan mengoperasikan program analisisnya dengan SPSS 26. Dari uji hipotesis simultan dan parsial yang telah dilakukan, diketahui bahwa celebrity endorser, advertising, dan brand image berpengaruh secara signifikan baik secara simultan dan parsial terhadap minat beli produk kecantikan X sebesar 66,2. Beberapa faktor yang tidak diulas dan diteliti dalam penelitian ini berdampak pada sisa sebesar 33,8%. Kesimpulan penelitian ini, pengaruh selebritas, iklan, dan bran image akan minat beli produk kecantikan X sudah masuk kedalam kategori baik, namun hal-hal tertentu masih memerlukan perbaikan oleh perusahaan seperti pemilihan celebrity endorser yang baik, menciptakan inovasi untuk advertising produk, dan meningkatkan brand image perusahaan.

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