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All Journal Jurnal Bina Manajemen
Oktafalia Marisa M
Universitas Bunda Mulia
Economics, Econometrics & Finance

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Journal : Jurnal Bina Manajemen

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PENGARUH BRAND IMAGE, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEMBALI PADA PRODUK HIGH END MAKE UP AND SKIN CARE PADA GENERASI MILLENIAL JAKARTA Oktafalia Marisa M; Janny Rowena
Jurnal Bina Manajemen Vol 7 No 2 (2019): Jurnal Bina Manajemen Vol.7 No.2 Maret 2019
Publisher : STIE Wiyatamandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (377.347 KB)

Abstract

Y generation or also called as Millenial Generation are group of the people who born in 1980 – 2000. Milenial life very closes with digital technology or we can call them tech savvy by the nature. One of their distinguished habbit was the frequency of using social media. Aside from culinary, this Millenial Generation also closed with make up and skin care products. Style and appearance become very important for this generation. This habbit also lead them to become very narcissistic and post everything about their life in social media. This research will discuss about Brand Image, Price and Product Quality influence to Repurchase Decision for high end make up and skin care product. The scope of this research is only in Jakarta. The subject of this research is 30 consumers that repeatedly buy the make up and skin care product for their lifestyle. The independent variables are Brand Image, Price and Product Quality. And for dependent variable is Repurchase Decision. This model analyzed using multiple regressions. Purpose of this research is to observe the influence of culture effect, social, personal and psychological aspect to purchase decision of the high end make up and skin care products. Result that obtained in this research is culture effect, social, personal and psychology aspect has influenced to purchase decision of high end make up and skin care product for Millenial Generaion.
PENGARUH JIWA KEWIRAUSAHAAN, NILAI KEWIRAUSAHAAN TERHADAP PERILAKU KEWIRAUSAHAAN DAN KEBERLANGSUNGAN USAHA PADA SEKTOR UMKM Oktafalia Marisa M
Jurnal Bina Manajemen Vol 7 No 2 (2019): Jurnal Bina Manajemen Vol.7 No.2 Maret 2019
Publisher : STIE Wiyatamandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (391.796 KB)

Abstract

Role of UMKN in National Economic was very important. About 99.9% of National Economic contributed by UMKM sector and it also contributed to create employement. UMKM also contributed 60.34% of GDP. And there is also potency to keep increasing as long as the number of entrepreneurship still growing. Government also takes it seriously to develop national entrepreneurship and boast up the potency of UMKM in Indonesia through BEKRAF. The problem is the internal aspect of the entrepreneur still lack of competency (entrepreneurship competency and social competency). Entrepreneurship competencies consist of some components which root deep inside the entrepreneur background such as the traits, characters, attitude, social role and self-image. Some external factors also contribute to developing entrepreneuship skill such as training, education and working experience. Entrepreneurship spirit was the soul of the entrepreneurship itself. And the entrepreneurship value was the prerequisite factors that develop the entrepreneuship behavior. This research takes 67 samples from UMKM young entrepreneur in West Jakarta. Result of this research concluded there is influence of Entrepreneurship Soul and Entrepreneurship Value to Entrepreneurship Behavior. And furthermore Entrepreneurship Behavior also has its influence to business sustainability of UMKM in West Jakarta.
Co-Authors Rowena, Janny