Analisis Faktor yang Berkontribusi dalam Pengembangan Wisata Halal dari Sudut Pandang Wisatawan di Jabodetabek

Halal product trends are expanding from food to lifestyle, namely halal tourism. The development of halal tourism is driven by the large Muslim market in the world. Indonesia as the country with the largest Muslim population. The halal tourism authority, CrescentRating, awards Indonesia as the first best halal tourist destination in the OIC category. Jakarta is the fourth best halal tourist area in Indonesia, which in its development has a coordination chain with the surrounding areas, namely Bogor, Depok, Tangerang and Bekasi. Jabodetabek contributes greatly to the country's economy so that there is a need for the development of tourism in Jabodetabek. Therefore, it is necessary to adjust the needs of tourists in order to increase tourist attraction. This study aims to identify the characteristics of tourists and analyze the factors that contribute to the development of halal tourism through 46 indicators of halal tourism. Data were analyzed using a factor analysis tool through SPSS software. The results showed that there were 11 new factors formed from the point of view of archipelago tourists and 14 new factors formed from the point of view of foreign tourists so that there were differences between tourists in the practice of halal tourism

Pengaruh Entrepreneurial Marketing dan Internet Marketing Pada UMKM Bawang Goreng Kabupaten Kuningan Terhadap Daya Saing

This study aims to analyze the effect of internet marketing and entrepreneurial marketing on the competitive advantages of fried onion MSMEs in Kuningan Regency. The analytical method used is descriptive analysis and structural analysis with the PLS-SEM (Partial Square Least-Structural Equation Modeling) approach. The results of this study indicate that the characteristics of fried onion business actors are dominated by women as much as 67 percent, the age of the majority of business actors is in the productive age range of 30-40 years, and in general, they have a high school / vocational / MA education level and their initial job before starting a business is never or not working or housewives. The majority of business actors have the reason that the business they run follows in the footsteps of their parents/relatives and the majority of the businesses they run are 1-10 years old. SEM analysis indicates that internet marketing has a positive influence on entrepreneurial marketing and competitive advantages, as well as entrepreneurial marketing which has a positive influence on competitive advantages. Managerial implications that can be carried out by business actors are participating in skills development training using digital technology and actively using the internet to expand marketing reach. For the government by making skills development training using digital technology for marketing. Keywords: competitive advantages, entrepreneurial marketing, internet marketing, SEM PLS, SME

Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa Di Bogor)

Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people\u27s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers\u27 minds. The objective of this research is to analyze Pocari Sweat\u27s brand equity. It covers several elements: brand awareness, brand association, brand\u27s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn\u27t have a strong brand loyalty yet

Strategi Periklanan Kosmetik Efektif Untuk Generasi Y Menggunakan Celebrity Endorsement

Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. It is also important to explore whether different categories lead to different responses. The aim of the study was to analyze the effect of differences in endorser familiarity and product categories on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is a 2x2 factorial experimental study using Multivariate Analysis of Variance (MANOVA). There were 2 stages of the research, the first stage was the pre-test with 30 research participants to select celebrities and the second stage was the main test with 156 participants who were divided into 4 experimental groups. The results of the study stated that differences in celebrity familiarity had no effect on compatibility with products and attitudes towards brands, but had an effect on attitudes towards advertisements and purchase intentions. Differences in product categories and interactions between familiarity and categories show insignificant results. Celebrity endorsers with high or low familiarity currently both have the same potential and each endorser has its own market. Companies should increase consumer product involvement by repeating information. Keywords: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention, product categorie

Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention

Analisis Efektivitas Program Promosi IMOVSES Terhadap Tingkat Penggunaan Produk Microsoft Berlisensi Pada Sivitas IPB

Institut Pertanian Bogor (IPB) Microsoft Open Value Subcscription for Education Solution atau IMOVSES merupakan program promosi Microsoft yang dikelola oleh IPB dalam rangka memperkenalkan sekaligus meningkatkan penggunaan produk Microsoft berlisensi kepada sivitas akademika IPB dengan cara menawarkan produk Microsoft berlisensi dengan potongan harga yang signifikan. Tujuan penelitian ini adalah untuk mengidentifikasi karakteristik sivitas IPB terkait keputusan penggunaan software berlisensi, menganalisis respon sivitas IPB terhadap program promosi IMOVSES, serta menganalisis efektivitas penganggaran biaya program promosi IMOVSES. Metode yang digunakan untuk mengidentifikasi karakteristik sivitas IPB adalah chi square, untuk menganalisis respon sivitas digunakan EPIC Model dan Direct Rating Method, sedangkan untuk menganalisis efektivitas penganggaran promosi digunakan analisis regresi. EPIC Rate yang dihasilkan adalah sebesar 3,15, yang menunjukkan bahwa promosi berada pada rentang cukup efektif. Nilai direct rating (ǧ) diperoleh sebesar 64,14, yang menunjukkan bahwa promosi masuk dalam kategori baik. Persamaan regresi yang diperoleh adalah “Jumlah sivitas = 27,2+0,000027 Biaya promosi” yang menunjukan bahwa apabila biaya promosi ditambah sebesar Rp100.000,- akan menambah jumlah sivitas sebanyak 3 orang. Dibutuhkan setidaknya biaya sebesar Rp127.300.000,- untuk menjadikan program promosi efektif secara penjualan

Analisis Pencapaian Peran Wanita dan Entrepreneurial Marketing terhadap Pengembangan Usaha Mikro Kecil Menengah di Jepara

Usaha Mikro, Kecil, dan Menengah (UMKM) mempunyai peran penting bagi ekonomi Indonesia, tidak hanya  menjadi tulang punggung dalam menggerakkan roda ekonomi, akan tetapi UMKM  juga berperan sebagai pencipta lapangan kerja, keberlanjutan ekonomi, dan inovasi. Pendekatan pemasaran dengan menggunakan entrepreneurial marketing, merupakan pendekatan yang tepat yang bisa diterapkan pada UMKM, Entrepreneurial marketing dapat membuat UMKM lebih terarah sesuai dengan tujuan apa yang telah ditetapkan. Metode dalam penelitian ini menggunakan analisis deskriptif kuantitatif dan analisis transformasi indeks. Hasil penelitian menunjukkan bahwa karakteristik wanita wirausaha secara umum memiliki tingkat pendidikan menengah atas, mayoritas responden berada, pencapaian peran wanita dalam mengelola usaha konfeksi di Desa Sendang Kecamatan Kalinyamat dan Desa Pancur Kecamatan Mayong Kabupaten Jepara secara umum mencapai 78.14%. Pencapaian tersebut menunjukkan bahwa kemampuan peran wanita dalam menjalankan usaha konfeksi sudah baik. Pencapaian entrepreneurial marketing secara umum mencapai 83.19%. Hal tersebut menunjukkan bahwa kemampuan Entrepreneurial Marketing oleh wanita wirausaha sudah sangat baik. Kemampuan ini mampu memberikan peluang pada UMKM agar usaha konfeksi dapat berkembang di kemudian hari. Pencapaian dalam pengembangan usaha mencapai 63.69%. Pencapaian tersebut menggambarkan bahwa kemampuan pengembangan usaha yang dimiliki oleh para pelaku usaha cukup baik. Hal ini mengindikasikan bahwa UMKM belum memiliki rencana pengembangan usaha untuk menjangkau pasar yang lebih luas

The Effect of Interaction and Website Environment Qualities Towards E-Loyalty: A Case Study of Online Hotel Booking in Indonesia and Thailand

Online hotel booking is a method of renting a place through the internet. Today, people are becoming users of online rental properties as a necessity and lifestyle. Indonesia and Thailand as tourist destinations indicates a large population that have potential for the online property rental business. This study will analyze the effect of interaction quality, website environment quality that have an impact on customer loyalty toward this product. In this study, data was collected by a questionnaire that has been given, the authors used Structural Equation Modeling - Partial Least Square (SmartPLS) for analysis method. This method is used to determine the number of online hotel booking users so that it will be seen how the effect of interaction quality and website environment quality has an impact on e-Loyalty. In both countries, the quality of interaction has a positive and significant effect on e-loyalty. The coefficient value of the interaction quality parameter in the Indonesian model has a value of 0.544. The results of the significance test showed that the website environment quality variable had a positive and significant effect in both countries with T-statistical test results > 1.96 and P-values less than 0.05. This study examines the direct relationship between the interaction quality and website environment quality variables on e-Loyalty. This research can be additional knowledge related to the determinants of loyalty found in online businesses. In addition, the research also provides a new picture of the online lodging service business in two countries, namely Indonesia and Thailan

THE INFLUENCE OF TECHNOLOGY READINESS ON BEHAVIORAL INTENTION (CASE STUDY OF ONLINE TRANSPORTATION IN INDONESIA AND THAILAND)

One of the popular technology-based services is online transportation. The company provides transportation services that can be accessed through an application on a smartphone. Therefore, the technology readiness of consumers needs to estimate the perception and behavior of the consumer. This research compared online transportation in Indonesia and Thailand by identifying the characteristics and technology readiness of online transportation consumers and the influence of technology readiness towards behavioral intention. This research was conducted in Indonesia and Thailand by a survey on 500 university students who were the online transportation consumers. The study used descriptive analysis and Partial Least Squares (PLS) analysis. Data processing used Mirosoft Excel 2010 software and SMART PLS. The results showed that consumer’s perception in Indonesia and Thailand was no different. In hypothesis test found that two accepted hypotheses, H1: optimism affected behavioral intention, and H5: favorableness affected behavioral intention. Keywords: behavioral intention, favorableness, online transportation, SEM PLS, technolgy readiness Abstrak: Salah satu layanan berbasis teknologi yang populer adalah transportasi online. Perusahaan menyediakan layanan transportasi yang dapat diakses melalui aplikasi pada smartphone. Oleh karena itu, kesiapan teknologi konsumen perlu dilihat untuk memperkirakan persepsi dan perilaku konsumen. Penelitian ini akan menganalisis perbandingan transportasi online di Indonesia dan Thailand, di mana tujuannya adalah untuk mengidentifikasi karakteristik dan kesiapan teknologi transportasi online konsumen di Indonesia dan Thailand dan untuk menganalisis pengaruh kesiapan teknologi terhadap niat perilaku pada konsumen transportasi online. Penelitian ini dilakukan di Indonesia dan Thailand dengan menggunakan kuesioner kepada 500 mahasiswa yang merupakan konsumen transportasi online. Metode yang adalah analisis deskriptif dan analisis Partial Least Squares (PLS). Pemrosesan data menggunakan bantuan perangkat lunak Mirosoft Excel 2010 dan SMART PLS. Hasil penelitian menunjukkan bahwa persepsi konsumen di Indonesia dan Thailand memiliki hasil yang tidak jauh berbeda. Dalam pengujian hipotesis ditemukan dua hipotesis yang diterima, H1 yang menyatakan bahwa optimisme berpengaruh pada niat perilaku dan H5 yang menyatakan bahwa kesukaan berpengaruh pada niat perilaku. Kata kunci: behavioral intention, favorableness, online transportation, SEM PLS, technolgy readines

Analisis Brand Equity Pocari Sweat Dalam Persaingan Industri Minuman (Studi Kasus: Mahasiswa di Bogor)

Isotonic drink is a new kind of product in Indonesian consumer goods. This kind of product entered Indonesian market in mid-80s. However, isotonic drink industry is growing up along with the increase of people’s welfare and awareness of body health. One of isotonic drinks marketed in Indonesia is Pocari Sweat, produced by PT Amerta Indah Otsuka, which is the market leader in Indonesian isotonic drink industry. High level of competition put more burdens on the producer. PT Amerta has to ensure that Pocari Sweat get a strong position on consumers’ minds. The objective of this research is to analyze Pocari Sweat’s brand equity. It covers several elements: brand awareness, brand association, brand’s perceived quality and brand loyalty. In order to see the overall competition among isotonic drinks, this research also involves several other brands such as ProSweat, Mizone, Aqua, and Coca-Cola. This research is conducted in three universities in Bogor; Bogor Institute of Agriculture (Institut Pertanian Bogor), Pakuan University and Ibnu Khaldun University. The result shows that in the element of brand awareness, Pocari Sweat is the most memorized brand. The association of brand image in brand association element shows that Pocari Sweat has two brand images: safe for health and fresh taste to kill thirst. Analysis on perceived quality with biplot method shows that Pocari Sweat has several attributive characteristics namely benefit, safe for health, eliminates dehydration and recharge stamina. Meanwhile, analysis in brand loyalty shows that Pocari Sweat doesn’t have a strong brand loyalty yet