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Pengetahuan Produk dan Dampaknya terhadap Perilaku Mencari Variasi Tjiptodjojo, Kartika Imasari
Zenit Vol 4, No 2 (2015)
Publisher : Zenit

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Basically, consumers have a level of product knowledge that can be used in decision making and behavior. Knowledge of consumer products is divided into tiers, from the most abstract to themost concrete. Consumers who have high knowledge about a particular product usually have complete information about a product that will make it easier for them to seek a variation of theproduct. This study used 100 samples with the criteria for the use and purchase of mobile phones (Smartphones or Tablets) Samsungâs brand.Keywords: Product knowledge, Variety Seeking Behavior, mobile phones

Brand Element: Brand Name and Consumer Buying Behavior Setyawan, Surya; Tjiptodjojo, Kartika Imasari
Zenit Vol 4, No 3 (2015)
Publisher : Zenit

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Merek adalah salah satu strategi perusahaan untuk memperkenalkan produk kepada konsumen. Melalui penyediaan nama merek yang tepat, produk dapat diterima dan diingat oleh konsumen ketika berperilaku dan mengambil keputusan dalam pembelian. Penelitian ini mengambilsampel dari 30 responden yang tahu dan pernah melakukan pembelian produk merek "Samsung" setidaknya satu kali . Hasil penelitian menggambarkan bahwa sebagian besar responden setuju bahwa nama merek “Samsung” mudah untuk dipahami, diingat dan disukai. Hal ini juga memberikandampak pada perilaku yang ditunjukkan oleh konsumen, dimana nama merek “Samsung” yang mudah dipahami, dimengerti dan disukai menjadi salah satu faktor bagi konsumen dalam memutuskan untuk melakukan pembelian produk “Samsung”Keywords: brand element, brand name, consumer buying decision

ANALISIS HUBUNGAN GENDER DAN PEMBELIAN KOMPULSIF Lisan Suwarno, Henky; Abednego, Felicia; Tjiptodjojo, Kartika Imasari
Proceeding SENDI_U 2017: SEMINAR NASIONAL MULTI DISIPLIN ILMU DAN CALL FOR PAPERS
Publisher : Proceeding SENDI_U

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Pembelian kompulsif merupakan topik penelitian yang sangat menarik untuk diteliti. Perilaku ini merupakan suatu penyakit dalam perilaku pembelian konsumen, pelakunya melakukan tindakan tersebut oleh karena ingin mengatasi perasaan atau kejadian negatif yang dialaminya, dilakukan secara berlebihan dan terus menerus serta dapat menimbulkan masalah baik psikologis maupun keuangan. Penelitian ini bertujuan untuk menguji apakah terdapat perbedaan dalam hal perilaku pembelian kompulsif antara pria dan wanita. Metoda yang digunakan dalam penelitian ini adalah metoda survei, yang mana penulis memberikan pertanyaan-pertanyaan kepada 444 responden yang berada di wilayah Jakarta dan Bandung. Hasil penelitian menunjukkan bahwa terdapat perbedaan perilaku pembelian kompulsif antar pria dan wanita. Wanita lebih memiliki kecenderungan berperilaku pembelian kompulsif dibandingkan dengan pria. Wanita memilih produk fashion dan kecantikan sebagai produk yang favorit untuk dibeli sedangkan pria lebih memilih produk fashion, elektronik dan otomotif. Peneliti juga menemukan adanya pengaruh besaran uang saku dan pengeluaran per bulan terhadap pembelian kompulsif. Kata Kunci: Pembelian Kompulsif, Gender, Uang Saku, Pengeluaran

ANALISIS HUBUNGAN GENDER DAN PEMBELIAN KOMPULSIF Lisan Suwarno, Henky; Abednego, Felicia; Tjiptodjojo, Kartika Imasari
Proceeding SENDI_U 2017: SEMINAR NASIONAL MULTI DISIPLIN ILMU DAN CALL FOR PAPERS
Publisher : Proceeding SENDI_U

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Pembelian kompulsif merupakan topik penelitian yang sangat menarik untuk diteliti. Perilaku ini merupakan suatu penyakit dalam perilaku pembelian konsumen, pelakunya melakukan tindakan tersebut oleh karena ingin mengatasi perasaan atau kejadian negatif yang dialaminya, dilakukan secara berlebihan dan terus menerus serta dapat menimbulkan masalah baik psikologis maupun keuangan. Penelitian ini bertujuan untuk menguji apakah terdapat perbedaan dalam hal perilaku pembelian kompulsif antara pria dan wanita. Metoda yang digunakan dalam penelitian ini adalah metoda survei, yang mana penulis memberikan pertanyaan-pertanyaan kepada 444 responden yang berada di wilayah Jakarta dan Bandung. Hasil penelitian menunjukkan bahwa terdapat perbedaan perilaku pembelian kompulsif antar pria dan wanita. Wanita lebih memiliki kecenderungan berperilaku pembelian kompulsif dibandingkan dengan pria. Wanita memilih produk fashion dan kecantikan sebagai produk yang favorit untuk dibeli sedangkan pria lebih memilih produk fashion, elektronik dan otomotif. Peneliti juga menemukan adanya pengaruh besaran uang saku dan pengeluaran per bulan terhadap pembelian kompulsif. Kata Kunci: Pembelian Kompulsif, Gender, Uang Saku, Pengeluaran

PENGARUH MEDIA PERIKLANAN TERHADAP PENGAMBILAN KEPUTUSAN SISWA SMU UNTUK MENDAFTAR DI UNIVERSITAS KRISTEN MARANATHA: SIKAP KONSUMEN SEBAGAI VARIABEL MODERASI (STUDI KASUS SISWA SMU DI BANDUNG) Kartika Imasari; Cen Lu
Jurnal Bisnis dan Ekonomi Vol 17 No 2 (2010): Vol. 17 No. 2 September 2010
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Stikubank

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Advertising is one of the indicators to build a brand image in consumers' minds. Advertisingcan evolve through feedback or consumer attitudes toward advertising displayed and the brandimage the company itself. Consumer’s acceptance or rejection of advertising will be veryinfluential on the goods or services offered. Advertising is used as a stimulus to bring the responsefrom consumers. Response referred in this research is the consumer attitude. In this case can beseen that the advertising is basically intended to build an customer’s attitude (affective andcognitive). Purpose of this research is to view the relationship between the effectiveness ofpromotions that have been conducted Maranatha Christian University with purchasing decisionsof high school students in Bandung, which is moderated by consumer attitudes. The resultsobtained show that high school students' attitudes toward advertising and Maranatha ChristianUniversity itself have a good results as well as feelings of respondents toward advertising showsthat advertising is able to remind, made an impression and encouraging respondents to continuetheir education at Maranatha Christian University.Keywords: advertising attitude, consumer attitude, purchasing decision, marketing mix,advertising media

Optimalisasi Program Pemasaran Bagi Pelaku Usaha Agrowisata Stroberi Rully Arlan Tjahyadi; A. Rinny Maharsi; Chandra Kuswoyo; Nonie Magdalena; Allen Kristiawan Kristiawan; Ariesya Aprillia; Cen Lu; Kartika Imasari; Agus Aribowo; Kezia Kurniawati; Felicia Abednego; ika Gunawan; Anny Nurbasari; Asni Harianti; Maya Malinda; Nur Nur; Henky L. Suwarno; Yolla Margaretha; Vinsensius Vinsensius; Jessica Agrippina Fedora; Agatha Evania Alanarima
Patria : Jurnal Pengabdian Kepada Masyarakat Vol 1, No 2: September 2019
Publisher : Universitas Katolik Soegijapranata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/patria.v1i2.2304

Abstrak - La Fresa sebagai salah satu perusahaan di Lembang memiliki beberapa unit bisnis, salah satu bisnis yang menjadi perhatian khusus adalah wisata stroberi. Hampir semua agrowisata strawberry menawarkan produk dan layanan serupa kepada setiap konsumen. Agar dapat bersaing dan unggul, agrowisata harus mampu berorientasi pada proses pemenuhan keinginan dan kebutuhan konsumen. Oleh karena itu, Jurusan Manajemen Universitas Kristen Maranatha melakukan kegiatan Penelitian dan Pengabdian kepada Masyarakat untuk mengoptimalkan strategi pemasaran La Fresa. Kegiatan ini terdiri dari tiga tahap: (1) identifikasi Segmen, Penargetan, dan Positining (STP), serta bauran pemasaran yang telah dilakukan oleh La Fresa dengan teknik Diskusi Kelompok Fokus (FGD); (2) identifikasi preferensi konsumen untuk agrowisata stroberi dan mengusulkan program pemasaran khusus ke La Fresa dengan teknik distribusi kuesioner; (3) presentasi dan konseling hasil dari FGD dan Riset Pasar.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning Abstract - La Fresa as one of the corporations in Lembang has several business units, one of the businesses that is of particular concern is strawberry tourism. Almost all strawberry agrotourism offers similar products and services to each consumer. In order to be able to compete and excel, agrotourism must be able to be oriented towards the process of fulfilling consumer desires and needs. Therefore, Departement of Management Maranatha Christian University conducts Research and Community Service activities in order to optimize marketing strategy La Fresa. This activity consists of three stages: (1) identification of Segments, Targeting, and Positining (STP), as well as the marketing mix that has been carried out by La Fresa with Focus Group Discussion (FGD) techniques; (2) identification of consumers' preferences for strawberry agrotourism and proposed specific marketing programs to La Fresa with questionnaire distribution techniques; (3) presentation and counseling of results from the FGD and Market Research.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning

Peranan Kepuasan dalam Meningkatkan Loyalitas Pelanggan (Studi pada Pelanggan manfaat Atribut Produk Simpati) Kezia Kurniawati; Kartika Imasari Tjiptodjojo
Jurnal Manajemen Maranatha Vol. 14 No. 2 (2015)
Publisher : Universitas Kristen Maranatha

Intermediate level consumers (churn) in the telecommunications industry were high currently, causing the company always strives to improve the quality, provide value, attract new customers and retain existing customers. Loyalty means consumers back to business transactions (purchases) repeatedly, although perhaps a product of the company is not the best product on the market or have the lowestprices. Consumer behavior can be explained by a view that customers are satisfied, generally will be loyal to the products offered and finally, the high level of satisfaction and loyalty of customers, will be able to reduce the level of chumhappened. This research uses sampling method is based on specific criteria or considerations, where the criteria or considerations used are user simPATIzone and a resident of the city of Bandung. This research also uses the simple regressionmethod to Testing and processing of data. The results showed that customer satisfaction on product attributes benefit’s simPATI effect on customer loyalty by 48.6%Keywords: Customer Satisfaction, Product Attributes and Customer Loyalty.

Sikap, Periklanan dan Attitude toward Advertising Kartika Imasari
Jurnal Manajemen Maranatha Vol. 9 No. 2 (2010)
Publisher : Universitas Kristen Maranatha

Advertising addresses to create consumers' affection and cognition; besides, affect buying behaviour. Advertising also used to create long-term image's product or to trigger sales. It can be formed if we can understand costumer's behaviour which created the advertising itself. The advertising consumer's approval will be influential to goods or services offered.Keywords: attitude, advertising, attitude toward advertising

Odd Price: Harga, Psikologi dan Perilaku Konsumen dalam Purchase Decision Making Kartika Imasari Tjiptodjojo
Jurnal Manajemen Maranatha Vol. 11 No. 2 (2012)
Publisher : Universitas Kristen Maranatha

Price is one important component in marketing as well as in creating of customer value. Determination of an appropriate pricing strategy will not only affect consumers' perception of the level, but will bring the consumers to the point of purchase. Odd Price is one of the company's strategies to create the impression in the minds of consumer’s low price. This strategy is considered quite successful in influencing consumer psychology in deciding to buy the product or service offered by the company.

Life skill program in business and entrepreneurship Rony Setiawan; Ariesya Aprillia; Ika Gunawan; Surya Setyawan; Ida Ida; Kartika Imasari Tjiptodjojo; Felicia Abednego; Robby Tan
Community Empowerment Vol 7 No 3 (2022)
Publisher : Universitas Muhammadiyah Magelang

Universities must take an active role in providing services to their communities, particularly to the youth. The Faculty of Economics at Maranatha Christian University and the Christian Education Agency Penabur collaborated to host an online webinar on a life skills program in business and entrepreneurship. Participants in the program are high school students from Generation Z, who value encouragement, practicality, and financial stability in their time. This program aims to make every participant willing and capable of seeing, knowing, understanding, and being motivated to engage in business and entrepreneurial practices such as personal finance management, small business development, and capital market investing. Distance learning, which is done online and includes interaction and discussion, is the method used. More than 70% of those who took part in the three-day virtual learning activities expressed positive attitudes and intentions. They are commonly very enthusiastic about attending future webinars on investment, business, and entrepreneurship.

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