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All Journal Jurnal Manajemen dan Bisnis Sriwijaya JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT Indonesian Journal for Social Responsibility
Suhartini Karim
Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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Journal : JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN

 1 
PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ANDROID SAMSUNG DI KOTA PALEMBANG Erresalia Fatriana; Suhartini Karim; Dian Eka
JEMBATAN Vol 13, No 1 (2016)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v13i1.4016

Abstract

The purpose of this research is to find variable brand image having influence Purchase Decision of Smartphone Android Samsung in Palembang City both in partial and simultaneous. The theory that is concerned with image was Brand Image, which includes 3 things that are Favorability of Brand Association, Strength of Brand Association, and Uniqueness of Brand Association. Samples taken are 100 people which is users of Smartphone Android Samsung, any kind of type, male and female, aged approximately 17-60 years old, and living in Palembang with data collection method is interview. The instrument of analysis used to answer the purpose research in the top is multiple linear regressions. Simultaneously the result of the research is variable brand image affect on Purchase Decision. Partially, this research result indicates thatStrength of Brand Association is significantly on purchase decision. The findings which were found is that there is no significant influence between Favorability of Brand Association and Uniqueness of Brand Association againts Purchase Decision. Keywords : Brand Image, Favorability of Brand Association, Strength of Brand Association, and Uniqueness of Brand Association, Purchase Decision
ANALISIS BAURAN PEMASARAN RITEL TERHADAP POSITIONING LOTTE MART WHOLESALE PALEMBANG (STUDI KASUS PERBANDINGAN ANTARA LOTTEMART WHOLE SALE DENGAN INDOGROSIR PALEMBANG) Matias Andrianus S; Suhartini Karim; Dian Eka
JEMBATAN Vol 10, No 1 (2013)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbt.v10i1.3567

Abstract

This research aims to determine the positioning of Lotte Mart Wholesale Palembang compared to other competitor by analyzing the result of the questionary that is already been spread towards 100 people as the respondents. Techniques of analysis is using the qualitative and quantitative techniques including validity test, reliability test, frequencies test, descriptives test, crosstab test and then look for the perception maps through correspondence analysis using SPSS for Windows version 17.0. Based on the result of correspondence analysis, it shows two superiorities owned by Lotte Mart Wholesale Palembang which affected it’s strategy of positioning, those are the price of product and location of Lotte Mart itself. Hence, positioning strategy that can be done is positioning strategy based on image differentiation. Last but not least, in order to increasing performance and competitiveness of Lotte Mart Wholesale Palembang, researcher suggesting to maintain performance of price and location indicator, also to keep comunicating those superiorities to consumers. Afterward, there is necessary to increase performance of the most important indicators before consumers, such as product quality and servicing indicator.Keywords: Positioning, Map Perception and Wholesaler.
Co-Authors Aslamia Rosa Dessy Yunita Dian Eka Dian Eka Dian Eka Eko Mohammad Fitrianto Erresalia Fatriana Iisnawati Iisnawati Iisnawati Matias Andrianus S Taufik Saggaff UMAR HAMDAN AJ, UMAR Welly Nailis Yulia Hamdaini Putri Yunisvita, Yunisvita Yunita, Dessy