Article Per Year (5 Year)
p-Index From 2019 - 2024
0.444
P-Index
This Author published in this journals
All Journal Journal of Sustainable Community Development (JSCD) Kajian Branding Indonesia
Hans Nicholas
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Brand Storytelling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate Christabella Odelia Kwandy; Hans Nicholas; Agus W. Soehadi; Freddy Utama; Harriman Samuel Saragih
Kajian Branding Indonesia Vol 3 No 2 (2021): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (535.598 KB) | DOI: 10.21632/kbi.3.2.160-171

Abstract

Perkembangan industri kosmetik di Indonesia dalam beberapa tahun belakangan ini mengalami peningkatan. Hal tersebut tergambar dari ekspor produk kosmetik Indonesia yang mencapai USD 600 juta, lebih tinggi jika dibandingkan dengan tahun 2018 yaitu sebesar USD 556,36 juta. Sampai tahun 2019, Indonesia tercatat memiliki 797 brand industri kosmetik besar dan industri kecil dan menengah (Larissa Huda, 2020). Oleh karena itu, industri kosmetik sangat menarik untuk dijadikan objek penelitian, khususnya untuk brand Secondate, yaitu brand kosmetik lokal yang menggunakan metode brand storytelling dalam kegiatan marketing-nya. Brand storytelling sendiri merupakan salah satu metode terkuat untuk menarik perhatian konsumen (Mossberg dan Johansen, 2006). Penelitian ini bertujuan untuk melihat seberapa besar pengaruh brand storytelling yang dapat mempengaruhi cognitive, sensory, dan affective associations yang kemudian berpengaruh pada brand love sebagai pembentukan brand loyalty dan word of mouth (WOM), khususnya untuk brand Secondate. Penelitian dilakukan secara kuantitatif melibatkan 249 responden yang merupakan konsumen Secondate, brand kosmetik lokal di Indonesia yang menggunakan teknik stortytelling dalam kegiatan aktivasi dan marketing-nya. Data yang didapatkan diuji menggunakan factor analysis dan structural equation model (SEM) di AMOS. Hasil penelitian ini menunjukkan adanya hubungan positif antara brand storytelling terhadap brand associations: cognitive, sensory, dan affective associations, yang mempengaruhi brand love sebagai faktor pembentukan brand loyalty dan word of mouth.
Empowering Business Process Improvement of Kue Basah Ny. Anong in Cianjur, West Java Cynthia Yuni Luis; Winston Purnama; Hans Nicholas; Vincent Jonathan; Arvin Victor Maruli; Abbytha Zweima A.R. Wartono; Albert Hasudungan
Journal of Sustainable Community Development (JSCD) Vol 2 No 2 (2020): Journal Of Sustainable Community Development (JSCD)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/jscd.v2i2.17

Abstract

SMEs in Indonesia have given a significant monetary contribution to the Indonesian economy. In our Community Development case study in Cianjur, some of the community members showed enthusiasm in SME business. In this study, the case was observed through Kue Basah Ny. Anong, which was the business’ brand name. In Indonesia itself, the obstacles of SME businesses were inefficient and ineffective business processes to enhance their business growth. These drawbacks were also found in Kue Basah Ny. Anong. These Community Development activities were held to improve their business process on operational, financial, marketing, and human resource aspects. Firstly, in the operational aspect, the activities were to improve food hygiene and standardization. Secondly, in the financial aspect, this Community Development project provided training and facilitation to make daily financial bookkeeping to monitor their business progress. In the marketing aspect, the assistance was to find other alternative marketing strategies to expand marketing through social media and WhatsApp. This tool was considered effective as the consumers in Cianjur possessed mobile phones. In the human resource aspect, training was provided to Mrs. Anong’s family members to promote their business and products to potential business partners and consumers. From the Community Development intervention, the impact was a better business model canvas and approach toward their customers and partners within six months of this Community Development project (one semester). The period of this Community Development project was from January to June 2020.
Co-Authors Abbytha Zweima A.R. Wartono Agus W. Soehadi Albert Hasudungan Arvin Victor Maruli Christabella Odelia Kwandy Cynthia Yuni Luis Freddy Utama Harriman Samuel Saragih Vincent Jonathan Winston Purnama