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PESAN IKLAN TELEVISI DAN PERSONAL SELLING: Alat Promosi Untuk Peningkatan Keputusan Pembelian Fortunisa, Ananda; Agassi, Andrew Arief
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 2, No 2 (2012): August 2012 - January 2013
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v2i2.283

Industri rokok adalah salah satu industri dengan tingkat belanja iklan yang tinggi dan penggunaan personal selling terbanyak dalam strategi promosinya. Penelitian ini bertujuan untuk mengetahui apakah iklan yang dibelanjakan dan kegiatan personal selling yang dilakukan oleh salah satu produsen dengan total belanja iklan terbesar yaitu Djarum Black dapat berpengaruh pada keputusan pembelian. Unsur iklan yang akan diteliti adalah pesan iklan yang ada pada iklan televisi Djarum Black versi menyeberangi jalan. Data diperoleh dari kuesioner yang disebarkan kepada para perokok di Cilandak Town Square. Hasil yang didapat pada penelitian ini adalah variabel pesan iklan berpengaruh signifikan terhadap keputusan pembelian. Variabel personal selling juga berpengaruh signifikan terhadap keputusan pembelian. Variabel pesan iklan dan personal selling juga secara simultan berpengaruh terhadap keputusan pembelian, di mana nilai pengaruh personal selling lebih besar daripada pengaruh pesan iklan. Implikasi manajerial dari penelitian ini adalah dikarenakan personal selling yang memiliki pengaruh terkuat untuk keputusan pembelian konsumen, maka produsen rokok dapat melakukan kampanye produknya melalui konsep ini. Konsep ini akan lebih mudah di aplikasikan jika target konsumennya adalah para perokok baru (new comers consumen). Namun dilain pihak, jika target konsumennya adalah mereka yang sudah loyal kepada sebuah merek rokok, produsen akan lebih sulit untuk mempromosikannya dengan konsep personal selling. Kata Kunci: pesan iklan, personal selling, keputusan pembelian. Cigarette industry spent large amount of advertising expenditure and applied massive personal selling strategy compared to other industries. The purpose of this research is to examine the effect of advertising message and personal selling strategy on purchase intention of Djarum Black. The advertisement which was included in this study was TV advertising with theme of “crossing the road”. The data were collected from 150 cigarette smokers at Cilandak Town Square through a survey which used structured questionnaires. The results showed that advertising message and personal selling positively andsignificantly associated with purchase intention, which is personal selling is more affectingthan advertising message. Managerial implications of this study are due to personal sellingthat has the strongest influence on consumer purchasing decisions; the cigarette manufacturers can perform their products through the personal selling concept. This concept will be easier to apply if the target customers are the new smokers (new comers’ consumen). But on the other hand, if your target customers are those who are loyal to abrand of cigarettes, manufacturers will be more difficult to promote it through the concept of personal selling. Keywords: advertising message, personal selling, purchase decision. To cite this article (7th APA style):Fortunisa, A., & Agassi, A. A. (2012). Pesan Iklan Televisi dan Personal Selling: Alat Promosi Untuk Peningkatan Keputusan Pembelian. Journal Communication Spectrum, 2(2), 200-214.

Pengaruh Kompensasi Terhadap Kepuasan Kerja pada Karyawan yang dialihdayakan (Studi kasus pada PT. Bakrie Telecom, Tbk) Fortunisa, Ananda; Febrina, Dina
Business and Management Review Vol 2, No 1 (2011): Desember
Publisher : Universitas Bakrie

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Employee satisfaction is important for a company in creating employment viability, regardless of the type of work. One effort to create high satisfaction of employment is to provide adequate compensation for employees. Lately companies that use outsourced workers or employees who are outsourcing more and more prevalent and it is a challenge for corporate users of outsourcing employees to realize the employee job satisfaction, one way is to provide appropriate compensation. Their are two forms of compensation, direct compensations and indirect compensations, direct compensations are namely salary, incentive and bonus compensations while indirect compensations consists of health support, safety support, holiday allowances, and employee welfare facilities. The purpose of this study was to determine the implementation of compensation given to outsourced employees at PT. Bakrie Telecom, to find out the level of employment satisfaction of outsourced employees, to know the influence of compensation towards employment satisfaction, and the types of employee compensation that have a significant influence on employment satisfaction. This research is uses a descriptive analysis, the variables used in this research are; direct compensation (X1), indirect compensation (X2) and empoyment satisfaction (Y) As for the samples taken for this reasearch consist of 50 respondents. The sampling method used for this reasearch is probability sampling. Based on the calculation the hypothesis test showed that the partial direct compensation variable (X1) adversely affect the Employee Satisfaction variable (Y) and indirect compensation variable (X2 ) has a positive effect on Employment satisfaction variable (Y). The results of the analysis uses a multiple linear Regression method where the R-square obtained is at 0.548. While the variable that has the most significant influence is Indirect Compensation variable, with a value of B (beta) at 0.582. Keywords: Direct Compensation, Indirect Compensation, Job satisfaction

Analisis Gap Kepentingan dan Kepuasan Pelanggan : Suatu Pendekatan Evaluasi Mutu Pelayanan Fortunisa, Ananda
Business and Management Review Vol 1, No 2 (2011): Juni
Publisher : Universitas Bakrie

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The purpose of this paper is to provide same insight (1) service quality evaluation by proposing the importance-performance analysis as valuable tool to ensure multi-perspective evaluation and by customer satisfaction index, then (2) to know what priority attributes have to keep up the good work to achieve customer satisfaction. Data were obtained from 100 Esia customers who use service transactions online payment points wich sampling technique is convenience sampling. Data processed by using Importance Performance Analysis (IPA) methode and Customer Satisfaction Index (CSI). The IPA results showed by cartesius diagram and describes about the attribute fill in each quadran which have different meanings. Analysis of the level of concordance shows that lowest quality of service factors is the emphaty (78.60%), whereas the highest level is tangible dimension (89.45%). Based on the CSI calculations customer satisfaction is 72.17%. Keywords: Customer Expectation, Customer Satisfaction, Service Quality

Category Membership: Suatu Pendekatan Analisis Positioning pada Food Convenience Retail di Jakarta Fortunisa, Ananda; Trihartanto, Bambang
Business and Management Review Vol 3, No 1 (2012): Desember
Publisher : Universitas Bakrie

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Category membership is a brand of excellence and functionality of a closest substitute product. In this case,marketers sort product attributes or benefits into two points, point of parity and point of difference, in order to formthe frame of reference of the product. Frame of reference can help marketers to find out who its competitors are andwhere to position himself in the membership category. This study aims to examine the factors forming the 7-Eleven 'spositioning and to determine 7-Eleven 's category membership in the retail business in Indonesia. Both of these isvery important to investigate, because 7-Eleven is not nor in convenience store neither in food store anyway. Thisstudy uses descriptive method verification, which is implemented through field data collection by distributingquestionnaires to 150 respondents in three outlets, Matraman, Plaza Festival, and Farnan Menteng. Respondentswere selected at 1;andom, and who had been shopping at 7-Eleven. Based on the perspective of the respondents, theresults showed that 7-Eleven is not clearly in the group membership categories, whether in the category ofcommodities business retailer or restaurant services retailer. This is because although 7 -Eleven has a patented foodproduct but 7-Eleven also sells merchandise day-to-day needs. The results suggest that 7-Eleven has to morefocusing in what types of retailer category, so it was able to under,stand who its competitors and how to deal with it.Keyword: category membership, positioning, food-convenience retail DAFTAR PUSTAKA Aaker, D.A., & Shansby, G.J. 1982. Positioning Your Product. Business Horizons, Vol. 25 May/June, pp.56-62. Ander, W.N. and Stern, N.Z. 2005. Winning at Retail. Beijing : Publishing House of Electronics Industry. Anderson, J.R. and Bower, G.H. 1973. Human Associative Memory. Washington DC : Winston & Sons. Collier, David A., and Meyer, Susan M. 1995. A Service Positioning Matrix. International Journal of Operations & Production Management. Vol. 18 No. 12. pp. 1223-1244. Crawford, F. and Matthew, R. 2002. The Myth of Excellence. Beijing: China Citic Press. Deese, J. 1965. The Structure of Associatiations in Languange and Thought. Baltimore. MD : John Hopkins Press. Dillon, W.R., Domzal, V. and Madden, T.J. 1986. Evaluating Alternative Product positioning strategies. Journal of Advertising Research. August/September, pp. 29-35. Fei, Li., Bu, Mi., Gao, Wang., and Xiang, Li. 2010. An Empirical Study on the Positioning Point of Successful Retail Enterprises in China. Nankai Business Review International Vol. 1 No. 2, pp. 152-165. Freud, S. 1924. Collected Papers. London: Hogarth. Fuchs, Christoph., & Diamantopoulos, Adamantios. 2010 Evaluating the Effectiveness of Brand-Positioning Strategies from Consumer Perspective. European Journal of Marketing Vol. 44 No. 11/12, 2010 pp. 1763-1786 . Galton, F. 1880. Psychometric Experiments. Brain. Vol. 2. Pp. 149 – 62. Javalgi, Rajshekhar (Raj) G., Joseph, W. Benoy., and Gombeski, William R. Jr. 1995. Positioning Your Service to Target Key Buying Influences: The Case of Referring Physicians and Hospitals. Journal of Services Marketing Vol. 9 No. 5 1995 pp. 42-52. Kalafatis, P. Stavros., Tsogas, Margos H., & Blankson, Charles. 2000. Positioning Strategies in Business Markets. MCB University Press : Journal of Business & Industrial Marketing, Vol 15 No. 62000, pp. 416-437. Kalra, A., & Goodstein, R.C. 1998. The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity. Journal of Marketing Research. Vol. 35 No.May, pp.210-24. Keller, K.L. & Lehmann, D.R. 2006. Brands and Branding: Research Findings and Future Priorities. Marketing Science, Vol. 25 No. 6, pp. 740-59. Keyt, John C., Yavas, Ugur and Riecken, Glen. 1995. Importance-Performance Analysis A Case Study in Restaurant Positioning. International Journal of Retail & Distribution Management, Vol. 22. No. 5. pp. 35-40 Kotler, Philip & Amstrong, Gary. 2008. Prinsip-prinsip Pemasaran. Edisi 12. Jakarta : Erlangga. Kotler, Philip. 2000. Marketing Management. New Jersey : Prentice Hall. Kotler, Philip. 2003. Marketing Management. New Jersey : 11th ed. Pearson Prentice-Hall. Upper Saddle River. Levy, Michael & Weitz, Barton A. 2007. Retailing Management. New York : McGraw-Hill Irwin. Lusch, Robert., Dunne, Patrick M., & Carver, James R. 2011. Introduction to Retailing. South-Western : Cengage Learning. Marsden, P. 2000. The Werther Effect. Doctoral Thesis. Brighton: University of Sussex. Nasir, Moh. 1999. Metode Penelitian. Cetakan Keempat. Jakarta: Ghalia Indonesia. h 63. Pham, M.T., & Muthukrishnan, A.V. 2002. Search and Alignment in Judgment Revisions: Implications for Brand Positioning. Journal of Marketing Research, Vol. 39 No.1, pp.18-30. Philip., Keller, Kevin Lane., Koshy, Abraham., Jha, Mithileshwar. 2010. Crafting the Brand Positioning. http://www.mdi-marquity.com [diakses 12 Juli 2011]. Ries, A.L. and Trout, J. 1986. Positioning: The Battle for your Mind. London : McGraw-Hill. Simamora, Bilson. 2004. Riset Pemasaran: Falsafah, Teori, dan Aplikasi. Jakarta : PT. Gramedia Pustaka Utama. h 88 – 120 dan 231. Szalay, L. and Deese, J. 1978. Subjective Meaning and Culture: An Assessment through Word Associations. Hillsdale, NJ : Lawrence Erlbaum Associates. Wagner, W., Valencia, J. and Elejabarrieta, F. 1996. Relevance Discourse and The ‘Hot’ Stable Core of Social Representations: A Structural Analysis of Word Associations. British Journal of Social Psychology, Vol. 35, pp. 331-52. http://corp.7-eleven.com/NewsRoom/2009. 7-Eleven, Inc. Partners with PT. Modern Putraindonesia in Master Franchise for 7 Eleven® Stores in Indonesia. [7 Maret 2011]

PROGRAM REBRANDING PRODUK LOKAL UNGGULAN YANG BERORIENTASI EKSPORT DI INDONESIA SEBAGAI UPAYA STRATEGI MARKETING PADA PASAR GLOBAL Fortunisa, Ananda
Indonesian Journal of Social Responsibility Vol. 1 No. 01 (2019): June 2019
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v1i01.9

Pengembangan merek (rebranding) yaitu strategi pemasaran dengan cara memperbaharui atau pun merubah total nama, tagline, simbol, desain yang diciptakan untuk merek dengan tujuan pengembangan dan pembaharuan di benak konsumen, investor dan pesaing. Rebranding adalah suatu upaya atau usaha yang dilakukan oleh perusahaan atau lembaga untuk merubah total atau memperbaharui sebuah merek yang telah ada agar menjadi lebih baik, dengan tidak mengabaikan tujuan awal perusahaan yaitu berorientasi profit. Manfaat rebranding, Larslong (2004) dalam Liminto (2010:37) adalah branding bukan hanya sekedar desain dari sebuah logo perusahaan. Branding merupakan sebuah hubungan antara konsumen dan perusahaan, antara konsumen dan produk atau antara konsumen dan jasa. Kegiatan ini mempunyai maksud meningkatkan daya saing produk Indonesia melalui penguatan dan pengembangan merek agar lebih marketable dan mampu meningkatkan citra serta kepercayaan terhadap produk Indonesia di pasar Internasional. Tujuan kegiatan ini adalah memberikan pemahaman kepada para pemangku kepentingan akan pentingnya pengembangan merek sebagai bagian dari upaya peningkatan daya saing dan nilai jual suatu produk, serta memfasilitasi pelaku usaha membangun mereknya dalam bentuk penataan indentitas merek (logo), aplikasinya dalam bentuk materi promosi dan kemasan produk. Lokasi kegiatan di 6 kota, Bandar Lampung, Ambon, Jogyakarta, Pekalongan, Sukabumi, dan Bandung dilakukan pada semester kedua tahun 2018.

PELATIHAN MANEJEMEN KOMUNIKASI MEREK KEPADA PELAKU USAHA DALAM MENDUKUNG CITY BRANDING CIREBON Suharyanti, Suharyanti; Hanathasia, Mirana; Fortunisa , Ananda
Indonesian Journal of Social Responsibility Vol. 1 No. 02 (2019): December 2019
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v1i02.14

Pada 2017 Pemerintah mentargetkan sebanyak 8 juta usaha mikro, kecil, dan menengah (UMKM) Indonesia sudah berjualan online pada 2019.  Untuk mewujudkan hal tersebut berbagai pelatihan digital diberikan kepada para pelaku UMKM di Indonesia. Salah satunya kepada pelaku UMKM di Kota Cirebon, Jawa Barat. Terdapat sekitar 1698 pelaku UMKM di Kota Cirebon. Jika dulu pelaku UMKM di Kota Cirebon banyak yang menjajakan produk yang dikaitkan dengan ciri khas kotanya sebagai Kota Udang seperti kerupuk udang, terasi, dan juga batik  dan lukisan kaca khas Cirebon, kini muncul pelaku UMKM yang mengembangkan produk-produk baru yang kedepannya mungkin bisa menjadi ciri khas Kota Cirebon yaitu bawang goreng, relief logam, sabun, dan sebagainya. Namun permasalahannya banyak para pelaku UMKM yang kurang paham menyusun strategi komunikasi pemasaran.  Untuk dapat mengembangkan usaha pelaku UMKM kota Cirebon, perlu dilakukan pelatihan manejemen komunikasi merek seperti pemilihan tema yang menarik untuk dikomunikasi melalui kemasan produk ataupun media promosi online dan membuat simulasi strategi perencanaan media online untuk mempromosikan produk. Dengan komunikasi yang tepat tidak hanya dapat mengkomunikasikan produk kepada konsumen namun juga dapat mendukung city branding Kota Cirebon.

THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY Fortunisa, Ananda; Elsyah, Riska Dwinda
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 12, No 1 (2022): February-July 2022
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v11i2.2245

Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy. Many startup companies in Jakarta are adopting this strategy internally to increase employee engagement with the brand. This article further analyzes the brand community strategy in human resource management, which has been very little discussed by previous research. By hypothesizing that internal corporate communication is a factor that increases brand community strategy activities for employees, this study examined the relationship between internal corporate communication and brand community for millennial employees at digital startup companies in Jakarta. An online survey was conducted by distributing questionnaires to startup millennial employers and got 107 responses. SEM test analyzes the relationship between internal corporate communication (independent variable) and brand community (dependent variable). The dimensions used in this study's internal corporate communication variables refer to brand message effectiveness, brand feedback, and communication channels. In contrast, brand community variables' dimensions refer to the experience of information, socialization, human-machine interaction, and entertaining activity. This study's results indicate the company's internal communication management's strong influence on brand community activities. As novel insights, the results of this study are the first quantitative research to explain the relationship between internal corporate communication and the brand community, especially in the human resource management communications sphere. To cite this article (7th APA style): Fortunisa, A. & Elsyah, R. D. (2022). The Influence of Internal Corporate Communication on Brand Community. Journal Communication Spectrum: Capturing New Perspectives in Communication, 12(1), 57-67. https://doi.org/10.36782/jcs.v12i1.2245

Pengaruh Komunikasi Organisasi Dan Kompetensi Terhadap Kinerja Karyawan Frontliner Call Center Perusahaan Maskapai Penerbangan Di Indonesia Fortunisa, Ananda
Journal of Entrepreneurship, Management and Industry (JEMI) Vol 4, No 3 (2021): Juli - September 2021
Publisher : Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jemi.v4i3.2241

Karyawan frontliner memiliki peran penting sebagai perantara antara internal perusahaan dengan eksternal seperti konsumen. Masalah yang kerap dialami diindustri maskapai penerbangan seperti keterlambatan, pembatalan penerbangan, buruknya pelayanan, serta penanganan citra negatif maskapai di masyarakat menuntut frontliner call centre mampu memberikan kinerja terbaik dalam menangani masalah yang terjadi secara langsung kepada penggunanya. Penelitian ini dilakukan guna menganalisa faktor internal dan eksternal diri karyawan terhadap kinerjanya. Faktor eksternalnya yaitu hubungan antara komunikasi organisasi terhadpa kinerja, dan faktor internalnya adalah kompetensi terhadap kinerja karyawan frontliner call centre pada sebuah perusahaan penerbangan komersil di Indonesia. Komunikasi organisasi yang diukur dalam penelitian ini yaitu komunikasi dari atas kebawah, komunikasi dari bawah keatas, dan komunikasi antar rekan kerja. Kompetensi dalam penelitian ini merujuk pada knowledge, skill dan attitude. Kinerja diukur melalui hasil kerja, perilaku kerja dan sifat. Metode penelitian ini menggunakan deskriptif kuantitatif untuk menguji hipotesis penelitian. Adapun data penelitian diperoleh dari 100 jawaban responden penelitian yang merupakan karyawan frontlineryang telah mengisi kuisioner penelitian. Hasil penelitian ini menemukan bahwa terdapat pengaruh signifikan antara komunikasi organisasi dan kompetensi terhadap kinerja karyawan frontliner call centre diperusahaan penerbangan. Saran bagi peneliti selanjutnya agar menguji variabel motivasi, bahagia bekerja, dan atau kepuasan kerja sebagai veriabel mediator terhadap kinerja.

The Impacts of Employee Mental Health in The Workplace: A Literature Review Ananda Fortunisa
Journal of International Conference Proceedings (JICP) Vol 5, No 3 (2022): 2022 BICAB International Conference Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v5i3.1734

Previous research has described a lot about how to manage the mental health of employees in the workplace. However, there is no comprehensive understanding the impact of the role of employee mental health on work learning systems, participatory practices, gratitude and employee emotions. The purpose of this study was to examine the impact of employee mental health. The research method is by reviewing 50 articles selected and screened based on key findings. This research reveals that mental health and gratitude are understood in a variety of ways. Mental health is primarily defined as mental health experiences and responses, and workplace learning primarily refers to learning through participatory practices. In addition, this study describes the relationship between mental health and learning in the workplace. Most studies focus on the active role of mental health in supporting and/or hindering learning in the workplace. Some research shows mental health in the workplace is negatively affected by gratitude. This research also reveals that mental health affects employees' emotions at work. This study suggests that companies can maintain their employees’ mental health through various human resource management strategies, and for further research, it is recommended to describe trends and gaps in this field.

Pengembangan Ekosistem Kewirausahaan melalui Kemitraan dengan Dunia Usaha dan Industri Ananda Fortunisa
Indonesian Journal for Social Responsibility Vol. 4 No. 02 (2022): December 2022
Publisher : LPkM Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/ijsr.v4i02.129

Economic cycle, such as employment, monetary cycle, local product, and other aspects of the economy in Indonesia are currently decline due to low entrepreneurial growth from the community. The purpose of this community service activity is to accelerate the level of literacy about the sustainability of entrepreneurship which is influenced by the surrounding business ecosystem, such as cooperation or partnership programs built from all actors or stakeholders. Therefore, this community service activity is carried out by seminars and online literacy enrichment methods to increase awareness and skills of entrepreneurial and business stakeholders to map, design, and build business partnership concepts, so that the entrepreneurial ecosystem can run sustainably, and win-win solution among stakeholders. The results of this activity, it was found that there was a lack of understanding of the participants to design and build partnerships in their entrepreneurship, so it is recommended that seminars, training and enrichment activities be carried out more often, so that various types of partnership programs can grow and develop. After this activity was carried out, the participants became more skilled in mapping, designing and building their partnership program with all stakeholders.

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