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Eko Fitrianto
Universitas Sriwijaya
Decision Sciences, Operations Research & Management

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Tema Humor Pada Iklan Serta Pengaruhnya Terhadap Pemahaman Pesan Iklan dan Buying Readiness Stages Dessy Yunita; Eko Fitrianto; Nofiawaty .
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 15, No 2 (2017): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v15i2.5700

Abstract

Tujuan penelitian – Penelitian ini bertujuan untuk menguji pemilihan tema iklan humor serta pengaruhnya terhadap tahap proses pembelian.Desain/Metodologi/Pendekatan – Penelitian ini menggunakan desain konklusif dengan single cross sectional. Jumlah sample sebanyak 200 responden merupakan orang yang pernah menonton iklan yang menjadi objek penelitian ini. Tema iklan, sikap, pemahaman serta buyer readiness stages digunakan untuk membahas hasil penelitian.Temuan – Tema humor mampu mempengaruhi sikap dan perilaku, sementara sikap dan perilaku tersebut mampu mempengaruhi pemahaman terhadap pesan iklan serta buyer readiness stages. Namun, pemahaman terhadap pesan iklan tidak mampu mempengaruhi buyer readiness stages.Keterbatasan penelitian – Tema humor menjadi fokus pada penelitian ini, dimana terdapat beberapa tema iklan lain yang dapat digunakan, seperti tema keluarga, olahraga, dan lain lain. Penelitian lanjutan dapat dilakukan pada tema lain dan penggunaan media selain media televisi.Originality/value – Penelitian ini mencoba menjelaskan secara komprehensif mengenai hubungan penggunaan tema iklan, pemahaman pemirsa terhadap iklan dan pengaruhnya terhadap buyer readiness stages.
Analisis Segmentasi Hypermarket dikota Palembang Ahmad Nazaruddin; Islahuddin Daud; Eko Fitrianto
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 14, No 2 (2016): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v14i2.4008

Abstract

Heterogeneity of consumers make the company needs to adapt to serve optimally. Grouping customers based on similar characteristics are the company's efforts to win the competition. This study attempts to categorize the hypermarket’s visitors in the city of Palembang. This study attempts to categorize visitors of hypermarket in the city of Palembang. There are 200 people was participated in the study which is the visitor one of the 3 different hypermarkets. There are 3 brand of hypermarket was studied, namely: Carrefour, Hypermart and Giant. To obtain consumer clusters, cluster analysis selected for the analysis technique. Results from this study is there are 3 segments (clusters), and each segment has different characteristics. Segment 2 has the greatest number of members and they importance of all variable items compared to two other segments. By knowing the market segment, the company can develop specific marketing strategies to win competition
BRAND POSITIONING PADA HYPERMARKET DI KOTA PALEMBANG Eko Fitrianto; Nazaruddin Ahmad; Islahuddin Daud
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 14, No 4 (2016): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (769.46 KB) | DOI: 10.29259/jmbs.v14i4.4515

Abstract

Heterogenity consumer induces companies do segmented marketing. Perception on brand also needs appropriate mapping to know the market position. This research aims to cluster the consumer according to their important attributes and creates perceptual mapping brand. The gained through the collection of primary data, with the total of 200 participants of hypermarket visitor in Palembang. The result show 3 clusters that are created with unique and varietetd at characteristics. Futhermore, the perceptual mapping shows that each hypermarket has their unique position compared to others. It could concluded that, when cluster of consumer and perceptual mapping are known, producers can serve consumer better
Types of Endorsers and its Effect on Consumer Behavior of Convenience Goods (Case study: Student in Palembang, Indonesia) Eko Fitrianto; Islahuddin Daud; Welly Nailis
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 15, No 4 (2017): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v15i4.5718

Abstract

Research objective – There are four main types of endorsers that can be used to deliver marketing communications, the types are: celebrities, ordinary people, expert, and corporate president. Each type has its own characteristics and selecting the right type endorser can influence consumer behavior on using productDesign/Metodhology/Approach – There are three factors used to test the effect of endorsers, namely: attractiveness, trustworthiness and expertise. This study is conclusive research by collecting primary data from 100 participants. Each participant was involved is the user of product and knowing every ad starring by endorser that using in this research. We use SEM analysis as technique to examine the effect between types of endorsers and consumer behavior.Findings – There is a different result on each type of endorser and its effect to their consumer behavior. On the attractiveness factor, only CEO type has affected (sign 0.008). While on trustworthiness factor, all factor has affected with expert type has the highest impact (0.016). And last, on the expertise factor, none of type of endorser that influence consumer behavior.Limitation – This research focused on how the consumer responds the ad at convenience goods. In consumer goods, emotional response caused by endorser more possible. Further research needs to explore how the consumer responds to shopping goods.Originality/value – This study compares four different types of endorsers, in which each endorser has its own characteristics, and is associated with consumer behavior
Co-Authors Ahmad Nazaruddin Islahuddin Daud, Islahuddin Nazaruddin Ahmad Nofiawaty . Welly Nailis Yunita, Dessy