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All Journal Research Report - Social Science Journal of Economic, Bussines and Accounting (COSTING) Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan Abdimas Altruis: Jurnal Pengabdian Kepada Masyarakat
Istiharini .
Universitas Katolik Parahyangan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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PENGARUH ATRIBUT PRODUK, BAURAN PROMOSI DAN HARGA INDOMIE DAN MIE SEDAAP TERHADAP LOYALITAS KONSUMEN INDOMIE Istiharini .
Bina Ekonomi Vol. 10 No. 2 (2006)
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2036.826 KB) | DOI: 10.26593/be.v10i2.665.%p

Abstract

Indofood with lndomie as its brand is the market leader for Indonesian instant noodle. Indomie has been the market leader for instant noodle for the past thirty years. In the beginning of 2003, April 2003 to be exact, WingsFood enter the instant noodle market with Mie Sedaap for its brand. Mie Sedaap imitates lndomie's flavour, packaging color, yet with a slight difference in price. Mie Sedaap is cheaper than lndomie. Mie Sedaap existence threat lndomie. Indofood and WingsFood as the producer compete on product attributes, promotion mix and price to attract consumer to buy. Mie Sedaap new offerings attract consumer, they began to try Mie Sedaap. After trying Mie Sedaap, some of them still loyal to lndomie, some of them consume Indomie and Mie Sedaap and the others like Mie Sedaap and switch buying Mie Sedaap. We can see a declining in Indomie's loyalty.
Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli Natalia Suwarsih; Theresia Gunawan; Istiharini Istiharini
COSTING : Journal of Economic, Business and Accounting Vol 4 No 2 (2021): COSTING : Journal of Economic, Business and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v4i2.2043

Abstract

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z
PELATIHAN MANAJEMEN UNTUK MENINGKATKAN KEMAMPUAN PELAKU USAHA MIKRO DAN KECIL (UMK) BIDANG KULINER DI KOTA BANDUNG Probowo Erawan Sastroredjo; Maria Merry Marianti; Paulina Permatasari; Istiharini Istiharini; Natalia Christi
ABDIMAS ALTRUIS: Jurnal Pengabdian Kepada Masyarakat Vol 5, No 2 (2022): Oktober 2022
Publisher : Universitas Sanata Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24071/aa.v5i2.4559

Abstract

The target of this training is to increase the ability of micro and small entrepreneurs in the culinary field with the knowledge of finance, marketing, and production so that they can improve their business strategies and business management, increase sales and profits of their companies in a sustainable manner, develop and increase the size of their companies especially during COVID-19 pandemic. The training method is carried out online and offline. There are 3 stages carried out, namely: before, during, and after the training. Prior to the training, prospective participants are selected based on the criteria for the type of business and domicile that have been determined, namely in the city of Bandung. After that, training was carried out for 12 meeting sessions with varied topics covering management functions that are often applied in a company. The materials provided are Strengths Weaknesses Opportunities Threats (SWOT) Analysis and Business Model Canvas (BMC), Product Development Strategy and Digital Marketing, Brand and Copyright, Calculating Cost of Production, Making Financial Reports, Making Product Photos, Workplace Management: 5S Program, Health and Work Safety Program, Raw Material Purchase Management, Credit Management, Product Promotion Through Social Media, Product Quality Management. After the training had been completed, the trainers continued to provide regular assistance regarding the application of the knowledge that had been given during the training, as well as providing input on what Micro and Small Enterprises (MSEs) had implemented in their business.
Co-Authors Christi, Natalia Fernando Mulia L. Retno Adriani Maria Merry Marianti Natalia Christi Natalia Christi Natalia Suwarsih Paulina Permatasari Probowo Erawan Sastroredjo Regina Detty Sandra Sunanto Sastroredjo, Probowo Erawan Setiadi Umar Theresia Gunawan