Analisis Ekuitas Dan Nilai Merek Perguruan Tinggi : studi pada Perguruan Tinggi Di Jawa Barat

Every year universities in Indonesia continues to increase in number. many universities in Indonesia are located in the region of West Java and Banten provinces, but the number of students in West Java decreased. Moreover, at a time when competition among universities higher, the ranking universities in West Java decreased in the eyes of the world, including in Asia. Some evidence suggests that the brand value of colleges in West Java is still not optimal. The assessment process itself enrich the organization with a much more comprehensive understanding through and understand their customers, markets and channels they operate, the competitive environment, and operational capabilities. This study uses science approach to referral marketing management theory. The method used in this research is descriptive survey and explanatory survey. The data used are primary data and secondary data that were collected through questionnaires and documentation of media. Meanwhile, to measure the influence of brand and marketing mix of educational services to customer-based brand equity and brand momentum and its impact on the brand value of higher education in West Java used Structural Equation Modelling. Results of the study revealed that elements of the brand, marketing mix of education services, customer-based brand equity and brand momentum gave positive effect on the brand value of higher education in West Java. Dimensions of customer-based brand equity, especially the dimension of brand performance should be getting more attention in order to improve performance include: specialized facilities, meeting the needs of students, the speed of service, courtesy, and tuition fee. Setiap tahun perguruan tinggi di Indonesia terus bertambah jumlah dan lokasinya didominasi wilayah provinsi Jawa Barat dan Banten. Meskipun demikian, jumlah mahasiswa perguruan tinggi di Jawa Barat menurun. Selain itu, di saat persaingan antar perguruan tinggi semakin tinggi, peringkat perguruan tinggi di Jawa Barat menurun di dunia dan/atau Asia. Beberapa hal tersebut menunjukan adanya permasalahan yaitu belum optimalnya nilai merek perguruan tinggi di Jawa Barat. Proses penilaian itu sendiri memperkaya organisasi dengan pemahaman yang jauh lebih komprehensif melalui dan memahami tentang pelanggan mereka, pasar dan saluran mereka beroperasi, lingkungan yang kompetitif, dan kemampuan operasional. Penelitian ini menggunakan pendekatan ilmu manajemen pemasaran. Metode yang digunakan dalam penelitian ini adalah descriptif dan explanatory survey. Data yang digunakan adalah data primer dan data sekunder yang dikumpulkan melalui kuesioner dan studi dokumentasi. Untuk mengukur besarnya pengaruh merek dan bauran pemasaran jasa pendidikan terhadap ekuitas merek berbasis pelanggan dan momentum merek serta dampaknya terhadap nilai merek perguruan tinggi di Jawa Barat digunakan teknik analisis SEM (Structural Equation Modelling). Hasil penelitian mengungkapkan bahwa elemen merek, bauran pemasaran jasa pendidikan, ekuitas merek berbasis pelanggan dan momentum merek berpengaruh positif terhadap nilai merek perguruan tinggi di Jawa Barat. Dimensi ekuitas merek berbasis pelanggan terutama dimensi brand performance harus lebih mendapatkan perhatian agar kinerjanya meningkat antara lain: fasilitas khusus, pemenuhan kebutuhan mahasiswa, kecepatan layanan, kesopanan, dan biaya kuliah

E-Promosi untuk Komunikasi pelanggan di Sektor Minuman: Studi Kopi Kenangan

Penelitian untuk mengetahui pengaruh e-promotion pada media sosial terhadap keputusan pembelian konsumen Kopi Kenangan. Variabel yang diteliti yaitu: Personal relevance (X1), Interactivity (X2), Message (X3), dengan variable keputusan pembelian pada konsumen Kopi Kenangan menggunakan model attention, intersert, disire, action. Penelitian ini menggunakan sampel sebanyak 165 responden.  Penelitian ini termasuk ke dalam penelitian deskriptif dan verifikatif dengan menggunakan metode non probality sampling. Teknik pengambilan sampel secara accidental sampling, yaitu cara untuk mendapatkan sampel berdasarkan siapa saja konsumen yang kebetulan bertemu pada saat melakukan penelitian. Uji yang digunakan untuk menguji instrumen penelitian berupa uji validitas dan uji realibilitas. Uji hipotesis menggunakan uji F dan uji t, analisis data yang digunakan adalah regresi berganda.Variabel Personal Relevance (X1) memberikan pengaruh terhadap Keputusan Pembelian (Y) pada kopi kenangan. Variabel Interactive (X2) tidak memberikan pengaruh terhadap Keputusan Pembelian Kopi Kenangan. Sedangkan Variabel Message (X3) memberikan pengaruh terhadap Keputusan Pembelian Kopi Kenangan. Variable yang memberikan pengaruh besar terhadap Keputusan Pembalian (Y) adalah variable Personal Relevance. Kata Kunci: e-promotion, personal relevance, interactivity, message, analisis regresi berganda

Pengaruh Hukum terhadap Lima Kekuatan Persaingan Terkait dengan Perumusan Strategi Bersaing Menurut Michael E. Porter

There are five competitive forces that influence the Industry. Industry competition affects business performance, so companies must adapt to changing environments to maintain a competitive position. One of the ways to win the competition is to use a strategy. Strategy allows organizations to gain a competitive advantage from three different foundations namely: cost leadership, differentiation and focus. Strategic planning can help to develop an early warning system to avoid threats or develop strategies that can turn threats into profits for the company. Thus the strategy can maximize competitive advantage on the one hand, and can minimize the limitations of competing. The question is; How do laws and regulations affect Porter's five competitive forces and the three generic strategies? This research is a qualitative analytical descriptive study using secondary data, and the unit of analysis is the prevailing laws and regulations in Indonesia. The results of this study; consistently statutory regulations (laws) influence the five competitive forces and three generic strategies put forward by Porter

Gamer’s loyalty: the role of co-creation value

This study is a type of investigation into the impact of co-creation value on gamer loyalty. This study aimed to analyze the effect of co-creation value on gamers' loyalty in Indonesia. This case study focuses on the Mobile Legend game players in Indonesia. The survey technique used in data collection was a questionnaire with the measurement using an interval scale. The data collection technique used was purposive sampling, with a total of 345 respondents. The analytical method used in this study was carried out using structural equation modeling (SEM) and partial least squares (PLS) with the help of SmartPLS 3.0 software. The findings show that the co-creation value variable affects gamers' loyalty

Pengaruh Viral Marketing Terhadap Purchase Intention Melalui Brand Equity Pada Kampanye Inclusive Beauty MS Glow For Men

Viral marketing is a tactic used in digital marketing to spread information about a product over the internet. MS Glow For Men uses viral marketing tactics in its inclusive beauty campaign through the hashtag #alljugabisa and appoints brand ambassadors who are considered eccentric. The purpose of this research is to see whether the viral marketing conducted by MS Glow For Men is able to influence consumers' purchase intentions either directly or through brand equity mediation. Data were collected through questionnaires which were distributed to 120 respondents of customers and prospective customers of MS Glow For Men through purposive sampling. The results of data processing show that the direct effect of viral marketing on purchase intention (0.491) is greater than the indirect effect of viral marketing on purchase intention through brand equity (0.399

Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products

This study aims to analyze the effect of Green Perceived Value (GPV) and Green Brand Knowledge on Purchase Intention to Buying Green Products through Attitude Towards Purchasing Green Products. The data was obtained directly through the distribution of questionnaires, Google Docs, and WhatsApp to consumers who have purchased Green Products. The number of respondents in this research was 200 people. Questionnaire results were processed using Smart PLS version 3.29. The results of hypothesis testing show: Functional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Conditional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Social Value that does not affect Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Emotional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Green Brand Knowledge affects Purchase Intention to Buy Green Products with Attitude Toward To Purchase Green Products through Attitude Toward To Purchase Green Products

Dampak Electronic Word of Mouth dan Percieved Value dalam Meningkatkan Online Repurchase Intention pada Platform Tokopedia

With the growth of e-commerce in Indonesia which continues to increase every year, it creates business opportunities, especially in the e-commerce. As a platform with the number one user in Indonesia, Tokopedia, focuses on its sustainability in terms of online repurchase intention. This study aims to describe and measure how much influence Ewom has, perceived value, in increasing online repurchase intention both partially and simultaneously among Tokopedia application users. This type of research is descriptive verification and explanatory survey with random sampling technique, with a total sample of 210 respondents using the Tokopedia application. The analysis technique used is the Structural Equation Model (SEM) method with the Smart PLS 3.0 tool. The results show that the description of each variable is in the high category. There is influence both simultaneously and partially. With a magnitude of influence of 63.9%. For the partial effect of the Ewom it has no effect on Online Repurchase Intention. While the variable Perceived Value partially has a significant influence on Online Repurchase Intention

Driving Digital Transformation in Small Banks With VRIO Analysis

This study evaluates a company's resources and capabilities to determine whether they can provide a sustainable competitive advantage on digital transformation. Using VRIO analysis, the study assesses the value, rarity, imitability, and organization of digital transformation in small banks. The results show that digital transformation is valuable for small banks but is familiar and relatively easy to imitate. Organizational support is critical for successful digital transformation in small banks. Small banks must leverage their strengths and adopt emerging technologies to remain competitive in the banking sector. Result of this study suggest that small banks can achieve competitive parity through a strategic focus on digital. Results on VRIO Analysis on PT. Bank XYZ that human resources, organizational structure, technology, product & services are competitively parity. However, capital resources, information systems, skills, and reputation are competitive advantages. Keywords: digital transformation, resource-based view, VRIO analysis, small banks &nbsp

THE STRATEGY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN UPGRADING SOCIAL MEDIA MARKETING TO CONTENT MARKETING

The era of the internet is moving and developing very fast. The use of social media that had only been used to communicate and socialize turned into a marketing campaign tool. On the other hand, the use of the internet to develop content can also be used as a marketing campaign tool and is known as content marketing. It will be seen how social media marketing is also related to content marketing. The resulting conclusions show how content marketing will complement social media marketing so that it can be used for the development of small and medium businesses

Strategi pengembangan kerajinan anyaman Purun untuk meningkatkan daya saing

This research aims to recognize the ability and formulate a strategy of developing woven handicrafts Purun as the flagship product of Banjarbaru City. The approach is based on Porter's intensive strategy. The population in this study was all craftsmen-woven Purun while the sample was two groups of 45 craftsmen woven Purun in Kampung Purun Banjarbaru City. Data collection techniques with interviews, observations, and documents. Analytical techniques with descriptive analysis and SWOT analysis. The results showed that woven handicrafts Purun in Kampung Purun Banjarbaru city have considerable potential to be developed because it is a superior product. Increasing aspects of production, labor, marketing, capital, business management, and organization is an important aspect in the management of business development woven crafts Purun. While the political and regulatory, social and cultural aspects and technology is an aspect that can be an opportunity for the development of woven handicraft business Purun. Development strategy so that woven craft Purun becomes a superior product and can compete in the market is with incentive strategies, namely market penetration strategies, business strengthening strategies and product development strategies