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All Journal Jurnal Manajemen dan Agribisnis Business Review and Case Studies Jurnal Pusat Inovasi Masyarakat
Febriantina Dewi
IPB University
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STUDI EKSPERIMENTAL PENGARUH PENCITRAAN VISUAL IKLAN LABEL DESAINER TERHADAP SIKAP MENYUKAI IKLAN DAN NIAT BELI Inda Premordia; Agus Maulana; Febriantina Dewi
Jurnal Manajemen & Agribisnis Vol. 5 No. 2 (2008): Vol. 5 No. 2 Oktober 2008
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (861.441 KB) | DOI: 10.17358/jma.5.2.98-111

Abstract

The current focus of this thesis is to determine, using the Stimulus-Organism-Response theory, (1) which type of user imagery (embodied imagery or static imagery) leads the consumer to greater hedonic and behavioral responses;  (2) whether usage imagery intensifies this relationship; and (3) what strategies are best to designer label ads communication effectiveness on fashion magazine. 40 female consumers of fashion magazine and designer label were recruited to participate voluntarily in the study. Methodologically, participants were required to answers a series of questions after being exposed a stimuli of pictures. Influence variables evaluated in the model included: Imagery responses (Quantity, Vividness, Ease); Emotion as mediator; Advertising liking; Purchase intention; and Individual Characteristics. Consist of two study, study 1 of this thesis served as a pre-test to build the experimental material. Whereas, study 2 served as an experimental study that addresses the current focus of this thesis. Analyzed with series of Manova, results indicated that when presented independently of usage imagery, embodied user imagery can enhance consumer’s hedonic impressions and affect purchase intention. Usage imagery however failed to prove any influences. When presented together, such combinations of brand imagery as embodied user imagery and usage imagery as well as static user imagery and usage imagery didn’t bring the consumer to greater hedonic impressions and purchase intention. The findings could be used to predict purchase intention of designer label’s product. Retailers and marketers of designer labels or interested researchers could use the model based on consumer attitude and behavioral intentions.
DIGITAL MARKETING CHANGES OF MICRO-SMALL ENTERPRISES BEFORE AND DURING COVID-19 PANDEMIC IN BOGOR, INDONESIA Alfa Chasanah; Siti Jahroh; Febriantina Dewi
Business Review and Case Studies Vol. 2 No. 1 (2021): BRCS, Vol 2 No 1, April 2021
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.2.1.1

Abstract

The advance of information technology has opened up the digital marketing which spreads and is adopted fast. Micro-small Enterprises (MSEs) has also adopted this technology, especially during the Covid-19 pandemic due to the restricted movement policy. This paper aims to analyze digital marketing used by MSEs during this Covid-19 pandemic in Bogor, Indonesia. Specifically, the objectives are (1) to identify digital marketing used by MSEs before and during Covid-19 pandemic, and (2) to analyze the obstacles and challenges in utilizing digital marketing by MSEs in Bogor, Indonesia. Questionnaire survey was conducted online to MSEs in Bogor in August-September 2020 with 27 respondents filled up the form. The respondents of MSEs in this study realized the importance of digital marketing, which the majority has already utilized, and its use has even increased during the pandemic. The results of this study showed that firstly, the majority of MSEs utilized social media and WhatsApp group as their digital marketing before and during the pandemic, in which around 11 percent of respondents started to utilize digital marketing to increase their sales during the pandemic. Secondly, the respondents were aware of their limited time and skills in presenting good content marketing in their social media. However, they realized digital marketing offers an opportunity to expand their market. Keywords: content marketing, information technology, social media, WhatsApp group
Peluang, Potensi, dan Pengembangan Bisnis Bersama Komunitas Masyarakat Cinta Bogor melalui Seminar Kewirausahaan dan Pengenalan Produk Fadhila Akmaliyah; Siti Jahroh; Lokita Rizky Megawati; Achmad Fadillah; Anita Primaswari Widhiani; Popong Nurhayati; Alfa Chasanah; Retnaningsih Retnaningsih; Febriantina Dewi
Jurnal Pusat Inovasi Masyarakat (PIM) Vol. 2 No. 2 (2020): April 2020
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (364.677 KB)

Abstract

One of the sectors that can be developed in the economic improvement of Indonesia is small and medium enterprises (SME) sector. Strengthening several important aspects that must be applied in business activities such as digital advertising, marketing strategy, accounting and taxation. The purpose of this activity is to encourage participants who do not have a business to be motivated and increased business for those who already have a business. The event was held with the business school and partnered with the Bogor Love Society (MCB). Through this activity, it is expected to motivate partners to encourage local products to be the flagship product of Bogor. Furthermore, there has been an increased motivation for participants and partners to entrepreneurship and improve the quality of their products. Keywords: business, economy, products, UKM
Co-Authors Achmad Fadillah Agus Maulana Alfa Chasanah Anita Primaswari Widhiani Fadhila Akmaliyah Inda Premordia Popong Nurhayati Retnaningsih Siti Jahroh