Brand knowledge of Lexus According to the Younger Segment Group

Abstract - Lexus is the luxury vehicle brand, owned by Toyota Motor Corporation, which values the products and experiences that offer luxury, comfort, and innovation. Lexus was introduced in Indonesia 2007, and now they plan to expand their market segment by launching their new product for younger age, soon. Since they are considered as a new brand on the luxury car market, it has to compete with those well-known European luxury brands. It is a tight competition, because the competitors have already had strong brand image that had been built years before. So this research was aimed to find out younger generation’s perception towards Lexus, through the brand awareness and brand image. Those findings are collected by a qualitative research through the free association method and picture response technique, which are conducted by the younger generation as the respondents. This research revealed that the brand image of Lexus is well captured by younger generation, because most of respondents have positive images toward Lexus, and already have some knowledge about Lexus. Younger age tends to be lifestyle oriented and aspired to high-end people, and Lexus is considered to be a tool to gain prestige and social recognition. But the awareness of Lexus is still attached with Toyota, which leads to negative association towards the brand itself. Moreover, younger age perceives the luxurious only on the product’s image, whereas Lexus also offers the luxury value through the experiences. By the result of this research, Lexus is suggested to conduct a marketing strategy to loosen the attachment between Toyota and Lexus. Lexus also needs to make an effort in certain direction to strengthen its value, which is the luxury experience, to the younger age. So, the opportunity to approach this new-targeted sub-segment will be more widely open.Keywords: Brand, Brand Image, Brand Awareness, Brand Knowledge, Lexus, Younger Generation, Younger Age

Measurement Customer Satifaction Toward KEUKEN #5 - The City Hall Fairground Culinary Event Using Importance - Performance Analysis (IPA)

Abstract – The main theme of this research is Marketing and focus on measuring satisfaction level from Keuken #5 culinary event that organized by House The House based on Importance Performance Analysis (IPA). The IPA model which showed graphical representation of the data, whereby event organizations can see areas of strength and weakness from event attributes is divided into four quadrants, with importance on the y-axis and performance on the x-axis, according to Martilla and James the resources should be allocate to improve attributes that reside in quadrant I. The result of the  analysis showed the overall visitor satisfaction level for Keuken was scored 3.7 which reported between “Ok†and “Satisfiedâ€. Convenient parking, food/beverages prices, and shopping attributes item are attributes which reside in quadrant I and  considered as main priority for improvement. Local food,  come and go, clean site, attractive environment, event guide, and opening/closing time, are attributes lay in quadrant II which considered as attributes that should be maintained. Entertainment and good local restaurant attributes lay in quadrant IV which are considered as attributes that possibly overkill. Celebrity chef demos, festival souvenir, and cooking demonstration attributes lay in quadrant III which considered as last priority.Keywords: Keuken, culinary event, customer satisfaction, Importance-Performance AnalysisÂ

Strategic Formulation for Small Business Development

Every business journey, heve to face certain condition to be able to get into the seattlement stage and became a sustainable business. For small business, there are a lot more obstacle to obtained the sustainable business. Due to the lack of resources, and a minimal operational system make the small business sometimes not be able to move into the next stage and potentially cause a bankrupcy if they can not overcome the obstacle. Problem in Soto Bening Bu Anik is used as the case study of this research. The root cause analysis showed that the main problem were : the business can not move into the next stage of the business growth and development., due to the lack of operation and managerial system in the business. The possible solution that have been made are : apply the corporate and functional strategies to be implement in the original store, and prepare for opening the new branch to increase the sales. Purposed solutions were examined through analysis based on internal and external situation of the business which combined the STP and SWOT analysis compare to the competitor analysis.Keywords: Small Business Development, Small Business Growth, Culinary Industry, Strategic Managemen

Adoption Behavior of E-Money Usage

Utilization of e-money as efficient and convenience payment method in Indonesia has been introduced since 2007. The growth of e-money card usage increased up to 53% in 2012, but the individual adoption is still low compared to total population of Indonesia. The objective of this study is to examine factors affecting customer adoption behavior of e-money and to examine the difference in intention to use/reuse e-money between adopter and non-adopter. The in-depth interview showed that risk and security were not the main consideration for using e-money; this result contradicts with the result of similar previous research in e-payment. Meaning, that in Indonesia consumers were not afraid of losing money while using emoney for transaction. The questionnaire based on the modification of Technology Adoption Model and indepth interview results. Sample of 143 respondents were taken to test the hypotheses, and analyzed using multivariate analysis methods. The results of the study-enhanced understanding of adoption behavior of emoney by describing perceived benefit as factor that influence intention to use/reuse e-money in Indonesia. This study also contributed in managerial practice that there are differences intention to use/reuse e-money between adopters and non-adopters due to lack of information of the products

Customers Motivation to Purchase Low Cost Green Car in Indonesia

Automotive industry in Indonesia is keep increasing year by year. Many of giant cars manufacturer such as Toyota, Honda, Mitsubishi, and even BMW and Mercedes-Benz have built their own factory in Indonesia. This is indicates the potential of Indonesia automotive industry to have a bright future and promising. Unfortunately, Indonesia is not able to make and develop their own car yet. With this low cost green car program, it is expected that Indonesia could have their own car which built and develop by Indonesian people and also to generate Indonesia automotive industry more evenly. The purpose of this low cost green car program is to provide affordable cars for middle-low class Indonesian people,so it could make them easier to transport. Moreover, with this low cost green car program, it is expected that could develop Indonesia because this car was designed and developed by Indonesian people and must have Indonesian attribute, and also could generates automotive industry more evenly because almost all of the component for this low cost green car is made in Indonesia. The purpose of this research is to get the information the relation between customers knowledge about low cost green car with their motivation to purchase low cost green car in Indonesia. Financially benefit, care to environment health, self-image, social norm and pressure, and interested with new technology is some of the main motivation to purchase low cost green car. This research is using the data which is collected by using questionnaire to  the owner of low cost green car in Bandung and Jakarta. The result of this research indicates that the customers motivation to purchase low cost green car is financially benefit. To analyze the data which is gathered by using questionnaire, this research is using descriptive analysis and crosstabs analysis.Keywords: Motivation, Knowledge, Low Cost Green Ca

Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category

The research was conducted to explore consumer impulsivity and impulsive buying toward beverages product. In addition, in subsequent analysis, it also applies Consumer Decision Journey into impulsive buying behavior on beverage products. The analysis explains which marketing cues acts as most influential factors in such purchase behavior. Questionnaire was designed based on valid scale borrowed from previous research. A total of 105 respondents participated in this research. Questionnaire was distributed directly and by electronic mail. Based on the analysis, consumer only exercises impulsive buying on green tea and ready to drink tea category. Past experience and WOM are the most influencing factors in each step of the customer decision journey. Implications of this research are useful for FMCG marketers in improving marketing cues

Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula

There is abundance of baby formula brand in Indonesia’s market. To capture reasonable share in these lucrative businesses, it is imperative that producers have to remain competitive. Advertisements in a variety of media is being recognized as a method to communicate products to a wider target audience but empirical research also shown that consumers are sceptical of such claims. The purpose of the paper is to identify customer perceptions and attitude towards baby formula and their willingness to pay. The preliminary qualitative study was conducted by focus group discussion and sentence completion technique. The quantitative study is expected to validate the findings. Questionnaires are distributed to total 105 mothers who have baby at 0 – 5 years old, where hypothesis were tested with multivariate analysis. The result shows that growth benefit made by baby formula significantly influence the willingness to purchase baby formula. The mothers stated that baby formula is considered as substitute for breast milk only, giving nutrition for baby but does not build baby’s intelligence as claimed in many advertisements. The implication of this research is valuable for marketer to understand consumer preferences and perspective on baby formula purchase