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All Journal CommIT (Communication & Information Technology) ComTech: Computer, Mathematics and Engineering Applications
Stephen W. Santoso, Stephen W.
Bina Nusantara University
Computer Science & IT Engineering Mathematics

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The Influence of Customers Communication Behaviour in the Implementation of 21cineplex Viral Marketing Using the Social Networking Site Facebook -, Meyliana; E.W., Henry Antonius; Santoso, Stephen W.
CommIT (Communication and Information Technology) Journal Vol 9, No 1 (2015): CommIT Vol. 9 No. 1 Tahun 2015
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/commit.v9i1.1643

Abstract

Application of viral marketing through social networking sites will greatly help companies in saving high marketing costs since companies do not have to give financial incentive to internet users or customers who voluntarily forward the information about the companies. Good marketing communication strategy will increase the company's branding and enable good interaction between customers and companies. This research to look if the customer communication behavior has a relationship and a significant impact on forwarding online content and whether the curiosity variable has a relationship and a significant impact on the variable of consumption of online content in the application of Viral Marketing. The methodology used is interpersonal communication model adopted from FIRO theory, which consists of the following variables: inclusion-need to belong, inclusion-individuation, affection-altruism, control-personal growth, and consumption of online content, towardthe online content forwarding variable; and also the curiosity variable towards the consumption of online content variable, where the hypothesis was tested by the correlation and regression analysis. The test results based on correlation analysis show that all H1hypotheses (have relation) are received; and based on regression analysis, all H1hypotheses (effect) are received, although the value of r and the effect is less significant (small).
Pengaruh I-Branding pada Website Binus University terhadap Loyalitas Pelanggan Meyliana, Meyliana; E.W., Henry Antonius; Santoso, Stephen W.
ComTech: Computer, Mathematics and Engineering Applications Vol 4, No 2 (2013): ComTech
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/comtech.v4i2.2665

Abstract

Implementing an appropriate branding strategy supports a company in putting its product or service to be customers’ top of mind. Aligned with the development of information technology, especially the Internet, merging branding with internet (i-branding) creates a unique characteristic for a company. It is very helpful for a company in competing in the free market. Therefore, it is important for a company to know information about customer perception in assessing i-branding that has been applied to its website. As an educational institution which is a pioneer in the use of information technology, Binus University concerns much about its branding on the official website (www.binus.ac.id). This study is conducted to assess the i-branding of Binus University on the point of view of its students as customers. This study uses Four Pillars of i-branding consisting the following variables: customer understanding, marketing communication, interactivity, content, and customer loyalty consisting of trust and satisfaction. The hypothesis is tested by correlation analysis and regression analysis. Based on correlation analysis, all hypotheses of H1 (no relation) is received and based on regression analysis,all hypotheses of H1 (bring effects) is received.
Kepuasan Mahasiswa terhadap Implementasi E-CRM pada Binus University Meyliana, Meyliana; W., Henry Antonius E.; Santoso, Stephen W.
ComTech: Computer, Mathematics and Engineering Applications Vol 3, No 1 (2012): ComTech
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/comtech.v3i1.2422

Abstract

Education industry is a service enterprise that has its unique characteristics. Thus, the implementation of e-CRM in education institutions and other service companies is different. The research methodology uses variables Pre-Purchase, At-Purchase, Post-Purchase, e-Trust, e-Satisfaction and e-Loyalty, where the hypothesis was tested by correlation analysis and regression analysis. Besides, it also uses IPA (Importance Performance Analysis) to identify factors to be improved by calculating the gap analysis. The test results obtained show that based on the correlation analysis, all the H1hypotheses (has relationship) are accepted and based on the regression analysis, all the hypotheses H1 (has effects) is accepted. Under the IPA, for both increases in the first priority and second priority, all the variables need to be improved.
Persepsi Pelanggan terhadap Online Branding pada Website Binus University Meyliana, Meyliana; W., Henry Antonius E.; Santoso, Stephen W.
ComTech: Computer, Mathematics and Engineering Applications Vol 3, No 2 (2012): ComTech
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/comtech.v3i2.2312

Abstract

Implementation of e-marketing or digital marketing help companies compete in the free market. For that, the company needs to obtain information about the customer perception in assessing e-marketing or its digital marketing (website). The research uses digital marketing framework method that consists of several variables, such as attract, engage, retain, learn, relate and online branding in which the hypothesis is tested by correlation analysis and regression analysis. Based on correlation analysis, all the hypotheses of H1 is received (related) and based on regression analysis, all the hypotheses H1 is accepted (effectible).
Co-Authors E.W., Henry Antonius Henry Antonius E. W., Henry Antonius Meyliana - Meyliana Meyliana W., Henry Antonius E.