Mudiantono Mudiantono
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro

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STUDI MENGENAI BRAND LOYALTY DALAM MENINGKATKAN BRAND EQUITY KARTU PRABAYAR GSM PT. INDOSAT KOTA SEMARANG Hasanah, Emy Yatul; Mudiantono, Mudiantono; Soesanto, Harry
JURNAL BISNIS STRATEGI Vol 17, No 2 (2008): Desember
Publisher : Magister Manajemen, Fakultas Ekonomika dan Bisnis Undip

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (180.685 KB) | DOI: 10.14710/jbs.17.2.177-196

Abstract

Mobile phone industry is experiencing rapid growth in the last two decades, both in the developed countries or developing. In any mobile phone has changed the map of the telecommunications industry drastically. Various brands appear and compete closely. This raises the question "How Brand Image, Service Quality, Perceived Value into the very important for companies to establish and Brand Loyalty in the end to the increase in the Brand Equity", as in the theory and various journals and also whether there are PT in the telecommunications industry. Indosat is a problem that you want to be inspected in this research.Model studies indicate the existence of 4 (four) hypothetical. -Hypothetical hypothetical example is the brand image have a positive influence on brand loyalty (hypothetical 1), service quality has a positive influence on brand loyalty (hypothetical 2), the perceived value of a positive brand loyalty (hypothetical 3), brand loyalty and positive effect on brand equity (hypothetical 4).Sampling technique in this research carried out by purposively sampling method. This was taken with a sampling technique based on the specific considerations, where the sample is selected with the requirements that have deemed essential features that are relevant to the research. The number of respondents as the sample is determined in this research is 130GSM card customer PT. Indosat. The process of analysis of research carried out on data obtained from 130 respondents. Results of data analysis will be kausalitas explain the relationship between variables that are developed in this research model. The proposed model can be accepted after the assumptions have been met and that is normalitas standardized Residual Covariance <1.96. While the value Determinant of Covariance Matrixnya 102,358.Eksogen measurement model and endogen was tested by using analysis konfirmatori. Measurement model is further analyzed with Structural Equation Model (SEM) to test the model kausalitas relationship between the variables that affect and be affected by brand image, service quality, perceived value, brand loyalty and brand equity meet the Goodness of Fit chi square = 197437 ; probability = 0206; GFI = 0874; AGFI = 0840; cfi = 0995; TLI = 0994; RMSEA = 0026; CMIN / DF = 1085. Based on the results of data analysis can be concluded that the model can be accepted.
PENGARUH PEMAKAIAN ENDORSER DALAM IKLAN TELEVISI MELALUI KEPRIBADIAN MEREK DAN IMPLIKASINYA TERHADAP CITRA MEREK Aula, Maulida; Mudiantono, Mudiantono
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 7, No 3 (2008): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2261.029 KB) | DOI: 10.14710/jspi.v7i3.273-298

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Penelitian ini mencoba  untuk menganalisis  variabel-variabel  yang  berkaitan  dengan  brand Personality. Variabel yang mendukung  penelitian ini diambil dari beberapa jurnal yaitu Roobina,1991; Sri, 2007; David Aaker,  1996; Ouwerssloot dan Tudorica, 2001; Rajagopal,  2005; Magnini et al  2008. Hasil penelitian  diharapkan  dapat menjawab  rumusan  masalah  dalam penelitian ini yaitu apa faktor-faktor yang mempengaruhi peningkatan Brand Personality terhadap brand image. Teknik pengambilan sampel   dalam  penelitian  ini dilakukan  dengan  cara  metode purposive sampling. Cara ini diambil dengan teknik pengambilan sampel dengan berdasarkan pertimbangan tertentu,dimana  sampel dipilih  dengan syarat-syarat yang dipandang  memiliki ci-ciri esensial  yang relevan dengan  penelitian  kriteria Goodness  of Fit yaitu  chi  square=169,574; probability=  0, 108;  GFI = 0,874; AGF1 = 0,838;  CFI=  0,986;  TLI=  0,984;  RMSEA= 0,035;  CMIN/DF =  1, 146.  Berdasarkan  hasiI analisis data  dapat disimpulkan  bahwa model tersebut dapat diterima. 
PENGARUH PEMAKAIAN ENDORSER DALAM IKLAN TELEVISI MELALUI KEPRIBADIAN MEREK DAN IMPLIKASINYA TERHADAP CITRA MEREK TOLAK ANGIN (Studi Kasus pada Remaja di Kota Semarang) Aula, Maulida; Mudiantono, Mudiantono; Soesanto, Harry
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 8, No 1 (2009): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (265.293 KB) | DOI: 10.14710/jspi.v8i1.56-79

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Nowadays, sense of competition in the marketing world is tight enough and encourage producers to compete in communicating their product that they offer in the best way. Using endoser consider as one of effective way in communicating products. That is why the compatibility of endorser and product is a crucial thing. This raise question, “How Attractiveness, Trusworthiness in Endorser Personality become the crucial thing in transforming process of meaning Brand Personality to increase Brand Image later? As in various theories and journals and whether those thing become a case in Tolak angin advertisement will be discuss in this research.The Model of this studies indicate the existence of 3 (three) hypothetical. The hhypothetical are the Attractiveness have a positive influence on Brand Personality (hypothetical 1), Trustworthiness have a positive influence on Brand Personality (hypothetical 2) and Brand Personality have a positive influence on Brand Image (hypothetical 3).Sampling technique in this research carried out by purposive sampling method. This was taken with a sampling technique based on the specific considerations, which the sample is selected with the requirements that have deemed essential features that are relevant to the research. The number ofrespondents as the sample is determined in this research is 120 of teenager in Semarang City.Technical analysis is used to analyze and interpreted the data in this research is the engineeringStructural Equation Model (SEM) of the software Amos 4 and Amos 16. The process of analysis of research carried out on data obtained from 120 respondents. Results of data analysis will be causalityexplain the relationship between variables that are developed in this research model. The proposedmodel can be accepted after the assumptions have been met and that is normality standardized Residual Covariance <1.96. While the value Determinant of Covariance Matrix 72,486.Eksogen measurement model and endogen was tested by using analysis confirmatory.Measurement model is further analyzed with Structural Equation Model (SEM) to test the modelcausalities relationship between the variables that affect and be affected by Attractiveness,Trustworthiness, Brand Personality, and Brand Image meet the Goodness of Fit chi square =169,574;probability = 0,108; GFI = 0,874; AGFI = 0,838; CFI = 0,986; TLI = 0,984; RMSEA = 0,035; CMIN/DF =1,146. Based on the results of data analysis can be concluded that the model can be accepted.
ANALISIS PENGARUH SEGMENTASI PASAR, PERIKLANAN, EKUITAS MEREK, DAN KEUNGGULAN KOMPETITIF TERHADAP KINERJA PEMASARAN (Studi Empiris Pada lndustri Rokok Kretek Di Provinsi JawaTengah) Purnomo, Bambang Agus; Mudiantono, Mudiantono
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 4, No 2 (2005): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1572.813 KB) | DOI: 10.14710/jspi.v4i2.173-192

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Upaya meningkatkan kinerja pemasaran dapat secara optimal dicapai apabila perusahaan memiliki keunggu/an bersaing. Untuk memperoleh keunggulan bersaing, perusahaan membutuhkan pengetahuan mengenai segmentasi pasar, periklanan dan ekuitas merek. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh segmentasi pasar. periklanan. ekuitas merek dan keunggulan kompetitif terhadap kinerja pemasaran. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM). Berdasarkan hasil penelitian, dari keempat variabel yaitu segmentasi pasar, periklanan, ekuitas merek, dan keunggulan kompetitif dalam penelitian ini secara signifikan berpengaruh meningkatkan kinerja pemasaran. Dengan demikian hasil penelitian ini telah menunjukan bahwa variabel-variabel tersebut perlu lebih diperhatikan oleh pihak manajemen di perusahaan rokok kretek yang meliputi: (1) usaha untuk melakukan segmentasi pasar yang terarah, (2) usaha memperkuat periklanan, (3) usaha untuk membangun ekuitas merek, (4) usaha untuk memperkuat keunggulan kompetitif dan (5) usaha untuk meningkatkan kinerja pemasaran.
ANALISIS PENGARUH KREATIVITAS DISPLAY, DAN PROMOSI STORE AID TERHADAP CUSTOMER DELIGHT DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN Studi pada Aneka Jaya Perum Sambiroto Semarang Dora, sylvia Terra; Sugiarto, Sugiarto; Mudiantono, Mudiantono
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 15, No 3 (2016): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (494.604 KB) | DOI: 10.14710/jspi.v15i3.181-192

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The purpose of this research is to test the influences of display creativity and store promotional aid on customer delight to improve purchasing decisions. Using these variables, the usage of these variables are able to solve the arising problem in the branch of Aneka Jaya departement store Semarang city.The samples size of this research is 114 buyer of Aneka Jaya Departement store Semarang. Using the Structural Equation Modelling (SEM), the result shows that the display creativity and store promotional aid have influence on customer delight in order to improve purchasing decisions.The effect of display creativity on customer delight are significant; the effect of store promotional aid on customer delight are significant; The effect of display creativity on purchasing decisions are significant; the effect of store promotional aid on purchasing decisions are significant; and the effect of customer delight on purhasing decisions are significant.
STUDY TENTANG KEPUASAN PELANGGAN DAN MINAT MEMBELI ULANG Ma'mun, Muhammad; Widiyanto, Ibnu; Mudiantono, Mudiantono
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 13, No 3 (2014): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (120.542 KB) | DOI: 10.14710/jspi.v13i3.259-277

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The purpose of this research was to test the influences of employee hospitality, SPBU image,complete fascility toward customer satisfaction to increase rebuying intention. The usage ofthese variables was able to solve the arising problem within SPBU Alvia Brother’s SampangMadura.The samples of this research consisted of a hundred customers on SPBU Alvia Brother’sSampang Madura. The analysis technique used here is multiple regression with the leastsquare difference and hypothesis test using t-statistic to examine partial regression coefficientand f-statistic to examine the mean of mutual effect with level of significance 5%. In addition,classical assumption was also performed including normality test, multicolinearity test, andheteroscedasticity test.The result of the analysis showed that employee hospitality, SPBU image, complete fascilityan positive influence, which is significant to customer satisfaction and rebuying intention. Theempirical result indicated that to increase rebuying intention of SPBU Alvia Brothers SampangMadura, management need to pay attention on factors like employee hospitality, SPBU image,and complete fascility, because that is the factors that effect high or low level of rebuyingintention.
ANALISIS PENGARUH BRAND IMAGE, SERVICE QUALITY, DAN PERCEIVED VALUE TERHADAP KEPUASAN PELANGGAN YANG BERDAMPAK PADA BRAND LOYALTY (Studi pada Pengguna Kartu Prabayar Indosat di Kota Semarang) Aji, Galih Putro; Mudiantono, Mudiantono
Diponegoro Journal of Management Volume 3, Nomor 4, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (480.899 KB)

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This study aims to determine whether Brand Image, Service Quality, PerceivedValue, Customer Satisfaction which affect the impact on Brand Loyalty Prepaid Card Users Indosat Semarang. This study was conducted by questionnaire to 100 respondents were users of Indosat products obtained using non-probability sampling techniques. This type of sampling is purposive sampling. The population in this study is the consumer who uses the product of PT. Indosat more than 2 years and living in the city of Semarang at least 17 years old. Methods of data analysis in this study are: validity and reliability, the classic assumption test, multiple regression analysis, hypothesis testing with the t test and F test, and test analysis of the coefficient of determination (R2). Based on the analysis of test results, obtained by the regression equation as follows: Y1 = 0,228X1 + 0,614X2 + 0,154X3  and Y2 =   0,953Y1 Brand  Image  Variable  has  the  effect  of  customer  satisfaction  0.228,  then  the variable service quality has the effect of 0.614 to customer satisfaction, and perceived value of 0.154 to influence customer satisfaction. As for the effect of customer satisfaction on brand loyalty 0.953. Testing hypotheses were performed using the t test showed that these variables at the top of the Brand Image (x1), Service Quality (x2), Perceived Value (x3), positive and significant effect on customer satisfaction (y1). Then the Customer Satisfaction (y1) and a significant positive impact on Brand Loyalty (y2). The next test f test conducted showed that the variable Brand Image, Service Quality, Perceived Value feasible to test customer satisfaction variable as the dependent variable, and the variable customer satisfaction as a moderating variable declared eligible for the test variables of brand loyalty. Adjusted R Square indicates that the brand image, service quality and value perseived in explaining variation in the dependent variable of customer satisfaction is96.5% and the remaining 3.5% is influenced by other variables. As for the ability of customer satisfaction in a position as a moderating variable in explaining variation in the dependent variable is the Brand Loyalty is 90.8% and the remaining 9.2% is influenced by other variables.
ANALISIS PENGARUH PROMOSI, EMOSI POSITIF DAN STORE ENVIRONMENT TERHADAP PERILAKU IMPULSE BUYING (Studi Kasus Pada Pelanggan Swalayan Tong Hien di Kota Semarang) Putra, Brian Permana; Mudiantono, Mudiantono
Diponegoro Journal of Management Volume 3, Nomor 4, Tahun 2014
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (264.373 KB)

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Research drop was triggered by buying kind of unplanned 2006-2011 always year increased every year.The planned purchase always is decreasing every year.Indonesian consumers buy more interested in the kind of unplanned than planned, by purchase so marketers need appropriate strategy to consumers are interested in purchasing kind of unplanned.The purpose of this research is to find out the influence of a promotion positive emotion and store environment against impulse buying on supermarkets tong hien.Population in this research is a self-service tong hien costumer. Respondents engaged in this study about 100 samples.Linear regression analysis used is doubleThe result of multiple regression analysis already done obtained the result that is, y = 0,490 (x1) + 0,239 (x2) + 0,207 (x3).Independent variable most influential against the dependent variable is variable promotion ( 0,490 ) followed by variable positive emotion ( 0,239 ) and last is variable store environment ( 0,207 ).Results test t prove that all variables indenpenden ( promotion, positive emotion, and store environment ) has a positive influence against the dependent variable namely impulse buying.And coefficients of determination ( adjusted r² ) is result of 0,730.It means that 73 % decision purchase affected by variable promotion positive emotion, and store environment.And the rest is 27 % affected by another variable.
UPAYA MENINGKATKAN KINERJA PEMASARAN MELALUI ORIENTASI PASAR DAN ORIENTASI KEWIRAUSAHAAN DENGAN INOVASI SEBAGAI VARIABEL INTERVENING (Studi Empiris pada Usaha Mikro Kecil dan Menengah Kota Semarang) Mulyaniida, Ida Tri; Mudiantono, Mudiantono
Diponegoro Journal of Management Volume 4, Nomor 3, Tahun 2015
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (161.658 KB)

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Micro, Small and Medium Enterprises (MSMEs) have an important role for the growth of the national economy. In the first quarter of 2014, the number of MSMEs in Central Java increased, reaching 53.951 business units. However, in line with the increasing number of MSMEs and increasing turnover generated by SMEs in Central Java until 2013, when analyzed the average turnover per MSMEs by dividing turnover per year divided by the number of SMEs, it is known that the average turnover per MSMEs in Central Java in 2013 actually decreased, which decreased by 0.0102 billion from the year 2012. The purpose of this research was to determine the factors that can improve the marketing performance of MSMEs. Empirical studies conducted in this research is on Micro, Small and Medium Enterprises (MSMEs) of Semarang City. The reason is because Semarang is Capital City of Central Java and MSMEs of Semarang contribute most to the GDP of Central Java province.      This study uses four variables: Market Orientation, Entrepreneurship Orientation, Innovation and Marketing Performance. Research hypothesis testing using the data of 120 respondents MSMEs in Semarang City. The analysis technique used in this research is Structural Equation Model (SEM) of 21.0 AMOS program.            The research proves that in order to improve marketing performance on MSMEs can be via 4 process. However, the most influential on the increase marketing performance in MSMEs is to innovate on products that are supported by market-oriented.
Analisis Pengaruh ERP Dan Orientasi Pasar Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Serta Pegaruh Lingkungan Industri Dan Orientasi Pasar Terhadap Kinerja Pemasaran Melalui Strategi Pemasaran (Studi Pada UMKM Di Kota Semarang) Kurniawan, Erick Bagas; Mudiantono, Mudiantono
Diponegoro Journal of Management Volume 8, Nomor 2, Tahun 2019
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (460.987 KB)

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This research was conducted to examine how much influence Enterprise ResourcePlanning (ERP), Market Orientation, Industry Environment, Competitive Advantage,Marketing Strategy to Marketing Performance. This study uses three independentvariables and also three dependent variable that consist of two variables have a role asintervening variableThe sample used in this study amounted to 207 MSMEs in Semarang City in 2019.Samples were taken using the Random Sampling method. The analysis used in this study isdata normality test, confirmatory test and hypothesis testing using the Structural EquationModeling (SEM) model.The results of this study indicate that ERP has a positive effect on competitiveadvantage significantly, market orientation has a positive effect on competitive advantage,market orientation has a positive effect on marketing strategies, industrial environment hasa positive effect on marketing strategies, competitive advantage has a positive effect onmarketing performance and influential marketing strategies positive for marketingperformance.