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Optimalisasi Program Pemasaran Bagi Pelaku Usaha Agrowisata Stroberi Rully Arlan Tjahyadi; A. Rinny Maharsi; Chandra Kuswoyo; Nonie Magdalena; Allen Kristiawan Kristiawan; Ariesya Aprillia; Cen Lu; Kartika Imasari; Agus Aribowo; Kezia Kurniawati; Felicia Abednego; ika Gunawan; Anny Nurbasari; Asni Harianti; Maya Malinda; Nur Nur; Henky L. Suwarno; Yolla Margaretha; Vinsensius Vinsensius; Jessica Agrippina Fedora; Agatha Evania Alanarima
Patria : Jurnal Pengabdian Kepada Masyarakat Vol 1, No 2: September 2019
Publisher : Universitas Katolik Soegijapranata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24167/patria.v1i2.2304

Abstract

Abstrak -  La Fresa sebagai salah satu perusahaan di Lembang memiliki beberapa unit bisnis, salah satu bisnis yang menjadi perhatian khusus adalah wisata stroberi. Hampir semua agrowisata strawberry menawarkan produk dan layanan serupa kepada setiap konsumen. Agar dapat bersaing dan unggul, agrowisata harus mampu berorientasi pada proses pemenuhan keinginan dan kebutuhan konsumen. Oleh karena itu, Jurusan Manajemen Universitas Kristen Maranatha melakukan kegiatan Penelitian dan Pengabdian kepada Masyarakat untuk mengoptimalkan strategi pemasaran La Fresa. Kegiatan ini terdiri dari tiga tahap: (1) identifikasi Segmen, Penargetan, dan Positining (STP), serta bauran pemasaran yang telah dilakukan oleh La Fresa dengan teknik Diskusi Kelompok Fokus (FGD); (2) identifikasi preferensi konsumen untuk agrowisata stroberi dan mengusulkan program pemasaran khusus ke La Fresa dengan teknik distribusi kuesioner; (3) presentasi dan konseling hasil dari FGD dan Riset Pasar.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning Abstract -  La Fresa as one of the corporations in Lembang has several business units, one of the businesses that is of particular concern is strawberry tourism. Almost all strawberry agrotourism offers similar products and services to each consumer. In order to be able to compete and excel, agrotourism must be able to be oriented towards the process of fulfilling consumer desires and needs. Therefore, Departement of Management Maranatha Christian University conducts Research and Community Service activities in order to optimize marketing strategy La Fresa. This activity consists of three stages: (1) identification of Segments, Targeting, and Positining (STP), as well as the marketing mix that has been carried out by La Fresa with Focus Group Discussion (FGD) techniques; (2) identification of consumers' preferences for strawberry agrotourism and proposed specific marketing programs to La Fresa with questionnaire distribution techniques; (3) presentation and counseling of results from the FGD and Market Research.Keywords: Agrotourism, Marketing Mix, Segmentation Targeting Positioning
PENGUKURAN KUALITAS LAYANAN DALAM BIDANG PENDIDIKAN TINGGI Ariesya Aprillia; Nonie Magdalena
Jurnal Manajemen Maranatha Vol. 18 No. 1 (2018)
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (258 KB) | DOI: 10.28932/jmm.v18i1.1092

Abstract

The service industry plays an important role in a nation's economy including higher education services. The performance of the quality of higher education services is determined by the quality of service delivery provided to the students. Quality of service in education is determined by the extent to which student needs and expectations can be met. How well students will later perceive the quality of their educational services will greatly contribute to the continuity of universities in the dynamics of long-term competition. The purpose of this study was to examine and analyze how the quality of service of Maranatha Christian University is viewed from the gap between the service experienced and the expected service. The service quality measurement instrument uses seven factors: contact personnel (faculty/ lecturer), reputation, physical evidence, contact personnel (administration), curriculum, responsiveness, and access to facilities. The technique used is simple random sampling with 418 respondents. Measurement instruments are tested using validity test, reliability test, and Importance and Performance Analysis (IPA). Based on the results of data processing using IPA five things that have not been matched as expected by the student when the five things are considered important by students. These are classroom arrangement, classroom comfort, immediate announcement notice, availability of parking space, and availability of access to nonclassroom learning. Keywords: IPA; Service Quality
Pengujian Efek Kualitas Produk Halal dan Religiusitas Pada Loyalitas Konsumen Produk Wardah Rafdhi Wira Oktavius Pelawi; Ariesya Aprillia
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 4 No 3 (2023): February 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v4i3.2737

Abstract

The market for halal cosmetic products is very large, the majority of cosmetics and other maintenance products are produced by non-Muslim companies in several non-Muslim countries which can lead to an understanding regarding the halalness of various ingredients, due to concerns that many international brands use alcohol or enzymes extracted from pork as a preservative, the cosmetic and pharmaceutical industries have become the focus of research by Muslim scholars. This has led to a negative perception of this industry among Muslim consumers who are looking for Halal products. In a business full of competition, these negative perceptions must be minimized so that the company can survive, one way is to keep consumers loyal. The same circumstance is experienced by the company producing and marketing Wardah products. This study aims to examine the effect of halal product quality and religiosity on consumer loyalty to Wardah products in Bandung by setting the criteria in purposive sampling: the respondents have Islamic religion, buy Wardah products, and live in Bandung, 329 people are obtained as a sample. Moreover, the data obtained are verified for validity and reliability, and models by variance-based structural equation (SEM PLS). The estimation results of the structural equation model with the probability of the t-statistic are 0.001 for β1 = 0.253 and 0.000 for β2 = 0.542. Given that these two probabilities are less than α of 5%, the first and second research hypotheses are accepted. In conclusion, research shows that the quality of halal products and religiosity have a positive effect on consumer loyalty.