Pantri Heriyati
Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Senayan, Jakarta 12120

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A CASE STUDY OF STRATEGIC PARTNERSHIP PT. ERANDRA SURYA MANUNGGAL WITH SMALL POTENTIAL CMT Yustinus, Erick; Heriyati, Pantri
Journal of Business Strategy and Execution Vol 4, No 1 (2011): Publish on November 2011
Publisher : Bina Nusantara University

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Abstract

PT. Erandra Surya Manunggal (PT. ESM) manufactures children's clothing, ranging from 0-1 year old infants to children aged 2-14 years. Clothing market in Indonesia is strongly influenced by holidays and festivals, to accommodate the demand of the market PT. ESM selected several small potential CMTs for cooperative agreement to provide the necessary machines in the production process. PT.ESM made a strategic partnership with small potential CMTs to secure the supply of the products. In this case study, indepth interviews will be conducted in order to have the insight and achieve the comprehensiveness of the problem and the issue related with the case. Interveiews were mostly conducted with Mr. Indra as the CEO of PT. ESM to explore the business process, issues, included how the CEO took the decisions, the risks involved in partnership with the CMTs. This case study is also attempt to discuss the strategy, formulation, determination of the CMTs and the evaluation of partnership with CMTs. It also provides insight on the production process and how the interconnection and how the partnership between PT ESM and CMTs. There are some forms of research design. The field research, library research and based on knowledge and imagination of the author describe the condition and environment.
ANALISIS PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA HANDPHONE NEXIAN Heriyati, Pantri; Septi, Septi
Journal of Business Strategy and Execution Vol 4, No 2 (2012): Publish on June 2012
Publisher : Bina Nusantara University

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Abstract

Nexian is a popular local brand mobile phone among Indonesian people. Nexian’s popularity may be caused by the increasing use of mobile internet and social media. Through Nexian mobile phone, user can browse internet, play music, watch TV, watch video, receive and send email, use facebook and twitter beside text message and call. The main object of this study is to analyze the influence of brand image and product quality on consumer purchasing decisions of Nexian mobile phone. Research was conducted on 110 respondents of Nexian mobile phone users who live in Jakarta. The results of this study stated that brand image have a significant influence on purchasing decisions. Meanwhile product quality only have a little impact on consumer purchasing decisions on Nexian mobile phone, which might be expected because consumers do not consider Nexian as a qualified mobile phone. Research Methodology that used to collect the data is survey questionnaire and multiple regression for analyze the data.
Offensive and Defensive Competitive Marketing Strategy: The Development of Construct & Measurements Heriyati, Pantri; Heruwasto, Ign; Wahyuni, Sari
ASEAN Marketing Journal Vol. 2, No. 2
Publisher : UI Scholars Hub

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Abstract

Malaysia is opening parts of its services to greater foreign participation due to globalisation. Local banks have since consolidated a decade ago and foreign banks expanding their businesses in local markets have intensified the competition. As a result, credit card adoption is getting more challenging to marketers. Hence effective marketing strategies are important. The theoretical model of the paper is based on the buyer behaviour model by Kotler and Armstrong (1999). The model identifies the major factors which influence consumer buyer behaviour and how buyer decision process affects the buyer behaviour. The paper aims to examine the effectiveness of marketing strategies in enhancing credit card adoption. A survey was conducted on 251 respondents using a survey instrument. The data collected was analyzed using a series of statistical techniques. The results of the analysis are discussed and the findings revealed that social status is an important factor associated with customers’ behaviour. This factor is also associated with sales promotions. Findings also revealed that credits cards that create social admiration are preferred