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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen
Tafiprios Tafiprios
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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EVALUASI DESAIN KEMASAN, POPULARITAS MEREK DAN BUDAYA KONSUMEN TERHADAP CITRA MEREK AQUA Tafiprios Tafiprios; Rani Arbi
Jurnal Ilmiah Manajemen dan Bisnis Vol 1, No 3 (2015): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v1i3.580

Abstract

This research aimed to analyze the influence of Packaging, Brand Awareness and Consumer Culture to Brand Image. The object of this research is consumer of Aqua in Jakarta. This research was done to 100 respondents by using accidental sampling technique and using the SPSS 22.00 program as a data processing. The result of this research shows that either simultaneouslyor partially, the variable of Packaging, Brand Awareness and Consumer culture influence the Brand Image of Aqua In Jakarta. It has been proven from the result of (f) simoultant test and the result of (t) partial shows significant point of three independent variables that supports the hipothesys. Therefore, the accepted assumption is, there is influence between Packaging, Brand Awareness, and Consumer Culture to Brand Image of Aqua in Jakarta. Keywords: packaging, brand awareness, consumer culture, brand image.
PERILAKU BRAND SWITCHING PENGGUNA TELEPON SELULER SMARTFREN Tafiprios .; Rina Astini
MIX: JURNAL ILMIAH MANAJEMEN Vol 9, No 1 (2019): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (369.355 KB) | DOI: 10.22441/mix.2019.v9i1.015

Abstract

The purpose of this study was to determine the effect of consumer dissatisfaction, needs to seek variations, and product quality on brand switching behavior from Smartfren mobile phones to other mobile brands. A total of 140 respondents who had used smartfren mobile phones and then switched brands to other cellphones were used in this study. Data collected through questionnaires using a Likert scale. Analysis of this research data using SEM with Lisrel 8.8. The results showed that consumer dissatisfaction did not have a significant effect on brand switching behavior, while the need to seek variation and product quality had a significant effect on brand switching behavior
Co-Authors Rani Arbi Rina Astini