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INDONESIA
Proceeding Fakultas Ekonomi
Published by Universitas Stikubank
ISSN : -     EISSN : -     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Arjuna Subject : -
Articles 179 Documents
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THE DIFFERENCE IN CONSUMER RISK PERCEPTION BETWEENCELEBRITY ENDORSER AND EXPERT ENDORSER IN COLLEGE ADVERTISEMENTS Euis, Soliha; Naila, Zulfa
Proceeding Fakultas Ekonomi 2009: 2009
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This research aims to examine the difference in consumer risk perception between celebrity and expert endorserin advertisement. We proposed two hypothesis, H1: There is a difference in consumer risk perception between an expertendorser and celebrity endorser in college advertisement. H2: There is a difference in consumer risk perception betweenan expert endorser and a celebrity endorser in college advertisement, which is moderated by the consumer productknowledge.Experimental design was employed in this study with Statistical Experimental- Completely RandomizedDesign. This was conducted on three groups to test H1 and six groups to test H2. To test H1, the participant of eachgroup was given full color print ads using celebrity endorser, expert endorser and nonendorser in advertisement. We gofurther splitting each group with high and low consumer product knowledge to test H2. The participants of thisresearch are 200 students of SMA 7 Semarang.We use One Way Anova to test H1 and two ways Anova to test H2. Our findings showed that there is adifference in consumer risk perception between an expert endorser and celebrity endorser in college advertisement. Wealso found that there is no difference in consumer risk perception between an expert endorser and a celebrityendorser in college’s advertisement, which is moderated by the consumer product knowledge. We also found that thereis difference in consumer’s perceived performance risk, consumer’s perceived financial risk and consumer’ssocial risk between an expert and celebrity endorser in College advertisement. On the other hand, we found there isno difference in consumer perceived psychological risk between an expert and celebrity endorser in College advertisement.Keywords: celebrity endorser, expert endorser, consumer risk perception, consumer product knowledge.
PENGARUH PERERANGKAAN PESAN PADA PERSEPSI RISIKO KONSUMEN DENGAN MOTIVASI SEBAGAI VARIABEL PEMODERASI* Euis, Soliha; BM., Purwanto
Proceeding Fakultas Ekonomi 2012
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study examines the effect of message framing on consumer risk perception moderated byconsumer motivation. Between groups, 2x2 factorial design is employed to test the hypotheses. Messageframing is the independent variable and is manipulated into positive and negative message framing.Consumer motivation and consumer risk perception are measured variables. Consumer motivation is amoderating variable and categorized into rational and emotional motivation. The results of the studyshow that: (1) there is significant difference in consumer risk perception between that with positivemessage framing and that with negative message framing and (2) consumer motivation moderate theeffect of message framing on consumer risk perception.Keywords: message framing, motivation, rational motives, emotional motives, consumer risk perception
Membangun Merek melalui Strategi Komunikasi Pemasaran Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Marketing communications is an important thing that must be considered by marketers. The purpose of marketing communications of which this is to inform, persuade, and influence consumers to buy or use products that are offered. To communicate effectively, marketers need to understand the nine elements of the underlying fundamentals of effective communication that involves: (1) sender, (2) encoding, (3) message, (4) media, (5) decoding, (6) receiver, (7) response, (8) feed back, and (9) noise (Kotler and Keller, 2009: 514-515). Kotler and Keller (2009: 512) says there are eight kinds of marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word-of-mouth marketing, as well as private sales.Brand is a major issue in product strategy. Under conditions of increasingly fierce competition, the brand plays a very important. For marketers, the brand is important to differentiate themselves from competitors. If a product or service that has a brand, product or service then it would be easy to distinguish from competitors. Marketers need to consider how appropriate communication strategy to build its brand in the eyes of consumers. Companies must realize that the market power it will be owned by companies with brand building. The brands that have been developed well will dominate the market and it will always be remembered by consumers. Brand is also a communication tool between the company and its customers. Through consumer brand then reveals his consciousness, identity, and choice. Brand later appeared as objects of consumer culture and ideology. Entanglement is not always the consumer with the brand again in a managerial perspective (economic) alone but also involves emotional aspects. It should be noted that marketers is how to communicate this brand to a company´s reputation or image can be constructed with a strong brand.Keywords: marketing communications, promotion, message, advertising, brand
MESSAGE FRAMING AND SOURCE CREDIBILITY IN FUNCTIONAL FOOD ADVERTISEMENTS Euis, Soliha; Basu Swastha, Dharmmesta; B.M., Purwanto
Proceeding Fakultas Ekonomi 2012
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study sought to investigate the influence of message framing and source credibility on consumer risk perception on functional food products. See the inconsistencies in previous studies, the problems in this study were a) Which is more effective positive or negative message framing in a functional food product advertising; b) Which is more effective high or low source credibility in the functional food product advertising? The general objective of this study was to analyze the use of message framing and source credibility of the right to use in functional food product advertising. Research strategy used by researchers is the experimental method. In this study selected participants were adults. Participants were chosen voluntary. In the selection of group experiments was with randomized assignment. Testing hypotheses 1 and 2 with one way ANOVA, while the third hypothesis testing with two ways ANOVA. So the overall testing of the hypothesis can be concluded that in the functional food products, a more effective used is a negative message framing. Consumers feel less risk perception in functional food advertisements with a negative message framing. Source credibility is more effectively used in functional food products is high source credibility. Consumers feel less risk perception in functional food advertisementsdelivered by endorser with high source credibility.Keywords: functional food, message framing, source credibility, consumer risk perception 
DESAIN EKSPERIMEN DALAM PENELITIAN PEMASARAN Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

In the field of marketing research, researchers can choose what research strategy to be used. Whether the researchers will use quantitative or qualitative methods? Whether the researcher will use survey methods or experiment? At this time in the field of marketing research, many researchers switched to using design of experiments. If we look at the survey and experiment turns each have advantages and disadvantages. Is the design of this experiment could solve marketing research? Experimentation is the objective observation of phenomena that are made to happen in a very controlled situation in which one or more factors left to vary while the other factors held constant. Experimental design has the advantage of having high internal validity, but instead a low external validity. This paper attempts to review how the experimental design, especially in marketing research.Keywords: marketing research, experimental design, survey, internal validity, external validity
ANALISIS PENGARUH MOTIVASI TERHADAP MINAT MAHASISWA AKUNTANSI UNTUK MENGIKUTI PENDIDIKAN PROFESI AKUNTANSI (PPAK) Andi, Kartika
Proceeding Fakultas Ekonomi 2007
Publisher : Proceeding Fakultas Ekonomi

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Abstract

The discriminative condition in acquiring accountant titte and unfair professionalism level at work market had caused Ikatan Akuntan Indonesia (Indonesian Accountant Association) and DEpartemen Pendidikan dan Kebudayaan (Education and Culture Department) to holf PPAk. The Succes of PPAk should be motivated by accounting student intention in order to improve quality of accounting profession in globalization era. Object in this research were junior and senior students at private universities and state university in Semarang which have >700 student. This research tried to analyzed if motivation might influence accounting student intention to join PPAk programme. Sample in this research amounted 212 questionatre result and it used double linier regression, determinant coefficient, t Test and F test, calassical assumption test, t Test independent test analyze tools. The data analyze gave double regreesion formula, which was: Y=0.154 X1 + 0.150 X2+ 0.103 X3. Quality motivation and career motivation were the most significant factor that influenced accounting student intention to join PPAk that had been tested by t test. Economic motivation did not influence accounting student intention to join PPAk that had been tested by t Test. The F test was used to test overall motivation on student intention which showed that motivation influenced accounting student intention to join PPAk programme. Thre was significant difference between junior students and senior students intention that had been tested by t Test independent test.
ANALISIS PENGARUH MOTIVASI TERHADAP MINAT MAHASISWA AKUNTANSI UNTUK MENGIKUTI PENDIDIKAN PROFESI AKUNTANSI (PPAK) Andi, Kartika
Proceeding Fakultas Ekonomi 2007
Publisher : Proceeding Fakultas Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (3596.51 KB)

Abstract

The discriminative condition in acquiring accountant titte and unfair professionalism level at work market had caused Ikatan Akuntan Indonesia (Indonesian Accountant Association) and DEpartemen Pendidikan dan Kebudayaan (Education and Culture Department) to holf PPAk. The Succes of PPAk should be motivated by accounting student intention in order to improve quality of accounting profession in globalization era. Object in this research were junior and senior students at private universities and state university in Semarang which have >700 student. This research tried to analyzed if motivation might influence accounting student intention to join PPAk programme. Sample in this research amounted 212 questionatre result and it used double linier regression, determinant coefficient, t Test and F test, calassical assumption test, t Test independent test analyze tools. The data analyze gave double regreesion formula, which was: Y=0.154 X1 + 0.150 X2+ 0.103 X3. Quality motivation and career motivation were the most significant factor that influenced accounting student intention to join PPAk that had been tested by t test. Economic motivation did not influence accounting student intention to join PPAk that had been tested by t Test. The F test was used to test overall motivation on student intention which showed that motivation influenced accounting student intention to join PPAk programme. Thre was significant difference between junior students and senior students intention that had been tested by t Test independent test.
DESAIN PRODUK PIGURA MENGGUNAKAN MULTIMEDIA CARD (MMC) STUDI PADA KELOMPOK PENGRAJIN PIGURA "JOHAR" DAN "KLIWON" DI KECAMATAN KOTA KABUPATEN KUDUS Zuliyati, Zuliyati; Lie, Liana
Proceeding Fakultas Ekonomi 2012
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Abstract

Pengrajin pigura merupakan salah satu usaha kecil dan menengah (UKM) di Kota Kudus yang menghasilkan berbagai produk pigura dengan salah satu diversifikasi produk “ pigura suara “ yang telah dipasarkan sampai luar pulau Jawa. Permasalahan muncul ketika barang yang dikirim mengalami kerusakan karena komponen yang dipakai rentan akan goncangan dan terjadi retur penjualan, sehingga perlu biaya ekstra untuk perbaikan dan pengiriman kembali. Adapun tujuan kegiatan ini adalah menghasilkan desain produk “ pigura suara “ berkualitas dengan metode pelatihan komputer dan bimbingan teknologi (bintek) pengenalan alat produksi yang berbasis mesin. Hasil yang diperoleh adalah luaran produk “ pigura suara “ dengan menggunakan multimedia card (MMC) serta proses produksi yang efektif dan efisien. Desain produk yang berkualitas menjadikan ermintaan barang meningkat sehingga pendapatan pengrajin juga meningkat. Kata Kunci: pengrajin pigura, multimedia card, pigura suara
INDONESIAN PRINTING INDUSTRY TRENDS, CURRENT TECHNOLOGY AND FUTURE DEVELOPMENT Adi, Susanto; Lie, Liana; Antono, Adhi
Proceeding Fakultas Ekonomi 2013: 2013
Publisher : Proceeding Fakultas Ekonomi

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Abstract

The objectives of this project are to introduce Indonesian Printing  industry from business opportunity, trend technology and development . In this project there were 3 section of explanation also with SWOT analysis.  Currently Indonesian Printing Industry was growth significantly in all sectors  since the last of 10 years. Investor make many investment in this in technology and  high tech printing machineery.  Unforttunately the growth of technology  and machinery Indonesian printing industries lack of competen  human resource that expert in this industry. since Indonesian Goverment concerning in this industry, they give chance to many school and university  create kind of the program that support industry, This project descibing about Indonesian Printing Industry  needs development and business opportunity brieflyy. Based on the survey result, the industry  needs competent human resource is fist priority.  Aty Indonesia education  for printing  in bachelor degree or management level is rare, here education degree for printing only vocational degree (high school and diploma) which their program prepared for operator and executant. now for managerial level is highly needed in order to balance  the growth of technology printing. Here we established some strategies in order to increase the quality of Indonesian Human Resource in Printing business and future development decription.keywords: printing, printing industry, human resources, printing education 
STANDING CROSSCARD BAGI KELOMPOK PENGRAJIN PIGURA Zuliyati, Zuliyati; Liana, Lie
Proceeding Fakultas Ekonomi 2013: 2013
Publisher : Proceeding Fakultas Ekonomi

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Abstract

ASEAN Free Trade Area (AFTA) dan ASEAN Framework Agreement on Services (AFAS) yang diberlakukan pada 2015 akan semakin meningkatkan persaingan diantara para pengusaha maupun tenaga kerja. Hal ini menuntut para pelaku Usaha kecil dan Menengah (UKM) untuk melakukan proses produksi secara lebih produktif dan efisien, sehingga dapat menghasilkan produk yang berkualitas dengan harga yang terjangkau. Hanya saja sampai saat ini terindikasi banyak UKM yang masih menggunakan alat–alat konvensional. Kelangkaan dan keterbatasan sumber daya alam juga mengharuskan UKM untuk mencari alternatif, dimana yang pada awalnya menggunakan bahan yang mengandalkan alam yang bersifat terbatas dan langka menuju bahan alternatif yang mudah didapatkan dengan kualitas yang tidak jauh berbeda. Pengrajin pigura merupakan bagian dari pelaku UKM yang menghasilkan souvenir atau cenderamata, pigura kaligrafi, lukisan yang menjadi andalan UKM. Mitra dalam kegiatan pengabdian ini adalah Kelompok Pengrajin Pigura Tembiring di Kabupaten Demak dan Kelompok Pengrajin Pigura Johar di Kabupaten Kudus, dimana Demak dan Kudus merupakan Kabupaten yang menjadi kluster Pariwisata Jawa Tengah Destinasi Semarang – Karimunjawa, dengan potensi sumber daya manusia yang perlu dikembangkan. Produksi pigura ini walaupun masih merupakan industri kecil, namun sudah mampu berperan memenuhi kebutuhan untuk Wisata “Wali Songo“. Bahkan sudah mulai merambah ke luar Jawa bahkan ke luar negeri, walaupun dalam kapasitas yang masih relatif kecil. Metode kegiatan yang dilaksanakan adalah pelatihan dan bimbingan implementasi IPTEK melalui pengenalan sistem produksi tepat guna. Kemudian dilanjutkan dengan rancang bangun gergaji khusus untuk pemotongan bahan pigura serta penggunaan bahan pigura fiber sebagai substitusi bahan pigura kayu yang semakin langka. Hasil yang dicapai adalah rancang bangun gergaji “Standing Crosscard“, yaitu gergaji khusus untuk pemotongan pigura. Hasil tersebut diharapkan mampu meningkatkan proses produksi secara lebih efektif dan efisien, sehingga kualitas pigura meningkat. Hasil tersebut diharapkan pula mampu meningkatkan peran industri mikro dalam pembangunan daerah, penciptaan lapangan kerja, peningkatan pendapatan Kelompok Pengrajin Pigura pada khususnya, serta pendapatan daerah dan negara pada umumnya.  Kata Kunci: Pengrajin Pigura, UKM, Standing Crosscard, Pariwisata , Souvenir

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