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All Journal Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage Jurnal Ekobis : Ekonomi Bisnis & Manajemen
Fatimah Abdillah
STIE Pandu Madania
Humanities Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Efektivitas Marketing Public Relation dalam Membangun Citra Merek Perusahaan Jasa Telekomunikasi Fatimah Abdillah
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 1, No 1 (2017): Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (341.739 KB) | DOI: 10.31294/jeco.v1i1.1565

Abstract

ABSTRAKPersaingan di bidang telekomunikasi termasuk merek jasa pelayanannya telah berada pada tingkat internasional. Perusahaan penyedia jasa broadband Internet di Indonesia yaitu PT Smartfren Telekomunikasi harus siap menghadapi berbagai tantangan dalam pasar saat ini salah satunya adalah tingkat pendidikan masyarakat yang menjadi sasaran dan target penjualan dari produk tersebut. Strategi pemasaran marketing public relation (MPR) merupakan alternatif cara untuk memperoleh kesetiaan pelanggan khususnya melalui kegiatan yang bersifat pendidikan. Penelitian bertujuan mengukur peranan MPR dan hubunganya terhadap citra merek Smartfren, dimana berbeda dengan penelitian lainnya peranan MPR diukur berdasarkan persepsi kelompok pelanggan berpendidikan cukup baik. Signifikansi dari penelitian ini adalah memberikan kontribusi bagi pengetahuan bahwa bagian kegiatan dari MPR yang efektif digunakan bagi komunitas berpendidikan yaitu publikasi. Penelitian ini dilakukan melalui metode survei. Pemilihan responden dilakukan melalui purposive sampling pada 100 mahasiswa yang berasal dari Fakultas Ekonomi Universitas Ibnu Khaldun Bogor. Hasil membuktikan bahwa publikasi Smartfren adalah kegiatan MPR yang memperoleh respon terbaik. Selanjutnya, telah terbukti bahwa Smartfren adalah merek CDMA yang menjadi top of mind dalam persepsi konsumen dimana kegiatan MPR memiliki peranan khusus. Penelitian ini selanjutnya dapat diaplikasikan untuk menentukan strategi pemasaran yang paling tepat bagi kelompok masyarakat dengan pendidikan yang cukup baik.Kata kunci: Marketing Public Relation (MPR), citra merek, persepsi konsumen ABSTRACTCompetition in telecommunications field keep increasing today including all its brands at international level. PT Telekomunikasi Smartfren, a broadband Internet service provider in Indonesia must be prepared to face the challenges of recently market which is education level of the community target. Marketing public relations (MPR) as marketing strategy is an alternative way to gain customer loyalty, especially through educational activities. The study aimed to find an empirical relationship between MPR and brand image of Smartfren within specific target responden from well-educated community. The significance of this study is contributing the knowledge that an effective way of marketing public relation that can retain educated customers by giving interested publications. This study was conducted through survey method. Sample size of respondents for research selected through purposive sampling constitutes from 100 respondents and these respondents were students from Faculty of Economics at Ibnu Khaldun Bogor University. The results revealed that the publication activities of Smartfren obtain the best response. Furthermore, it has been proven that Smartfren CDMA is a top of mind brand in the perception of consumers affected by the activities of MPR. This study can be applied to next research in determining successful strategy for educated community.Keywords: Marketing Public Relations (MPR), brand image, consumer perceptions
LOOKING FOR ALTERNATIVE ONLINE PROMOTION STRATEGY IN VIRTUAL STORE BALERINA BEAUTY SHOP: AN APPLICATION OF ANALYTIC HIERARCHY PROCESS Fatimah Abdillah
SAMPURASUN Vol 5 No 1 (2019): Sampurasun Vol. 5 No. 1 - 2019
Publisher : Lembaga Penelitian Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (489.364 KB) | DOI: 10.23969/sampurasun.v5i02.1534

Abstract

Technology through the internet changes human lifestyle and culture. Ease access to the internet is major support for developing the e-commerce industry. However, in some online companies, not only the internet but also other supporting factors are needed to grow, such as alternative marketing strategies. In the case of Balerina beauty shop, the decreasing number of its visitors for months became the main concern. The company chooses promotional focus as the strategy to deal with visitor problems. Previous research in e-business and analytical hierarchy processes (AHP) issues have not been a concern to promotion strategy, so this study aims to explore the application of analytical hierarchy processes (AHP) in virtual stores and find elements that support online promotion strategies. This study uses a qualitative and quantitative approach. The results of the study indicate that the company has implemented an online promotion strategy such as web promotion with the CPC system, price discounts, social networking systems, smartphone applications, and online group discussions. Actors who play a main role in the company when making strategic decisions are directors, marketing managers, and IT departments. The marketing strategy of the company purposes to increase sales, consumers' awareness, competition, and information dissemination. AHP results show that alternative strategies for the progress of the company, based on priority ranking, are markets, search engine optimization, web advertising, and direct mail. For further development in performance, giving priority to the development of IT skills can be applied.
PENGARUH MOTIVASI INTRINSIK DAN EKSTRINSIK TERHADAP KINERJA PENGEMUDI GRABBIKE Hamdani Hamdani; Rita Yuni Mulyanti; Fatimah Abdillah
Jurnal Ekobis : Ekonomi Bisnis & Manajemen Vol 9, No 2 (2019): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen
Publisher : STIE Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37932/j.e.v9i2.53

Abstract

This study aims to analyze the empirical evidence of the influence of intrinsic and extrinsic motivation on the performance of grabbike drivers operating in Bogor cities and districts. The population in this study were all Grabbike City and Bogor Regency drivers. Sampling is done by non probability sampling technique. Data were collected using a questionnaire and analyzed by multiple linear regression. The results showed that intrinsic motivation had a positive and significant effect on the performance of grabbike drivers in the city of Bogor. Extrinsic motivation influences the positive and significant performance of grabbike driver performance in the city of Bogor. The results also showed that the better intrinsic and extrinsic motivation of driver performance would increase.
Co-Authors Hamdani Hamdani Rita Yuni Mulyanti