Journal of Business and Management
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THE BEHAVIOR ANALYSIS OF DIGITAL VIDEO STORYTELLING ADVERTISEMENT AUDIENCE
No full textDigital or social media advertising is becoming trends in the world recently. The intense competition in industry is getting bigger, companies compete to get customer attention by creating advertisement that most of them have similar message. Therefore, in social media people see advertising as annoying things that will be skipped. One of the solutions is storytelling advertising which is have persuasive effect to influence consumer though storyline. So, this study aims to identify the behavior of the video storytelling advertisement audience in digital media especially social media where in the previous research shows that the story plays with consumer emotions and also influences consumer attitude and perception toward an object. Also, uses a quantitative approach through online questionnaires as tools to collect the the total sample use in this study is 419 samples. The results show that storytelling advertising can eliminate the negative emotions and generate more favorable emotional responses such as warm feelings compared with factual advertising. Humor and stories about daily life with meaningful messages are the type of storytelling advertising that get the most attention from viewers.Keywords: Video Storytelling advertisement, Behavior, Digital media, Customer emotion, Quantitativ
Developing marketing strategy for family tourist attraction (case study: the heritage palace)
No full textAbstract: Opened on 9 June 2018, The Heritage Palace is the first tourist attraction to offer 3D trick art museum, transport museum, vintage furniture museum, reverse house and classic art-deco-style outdoor garden in the same building. In the development, The Heritage Palace faced many marketing obstacles that were ineffective and unsuitable. This research aims to establish a successful marketing strategy for The Heritage Palace. Internal data from Porter's Value Chain Analysis whereas external data from PESTLE analysis and Porter Five Forces. SWOT analysis conducted to summarize external and internal factors affecting company efficiency, particularly in marketing effort. Additionally, data collection was conducted through interviews with Heritage Palace 's marketing head and social media evaluations (Instagram analysis using Socialbakers and Facebook Audience Analysis). Researchers use the problem tree method to formulate root cause problems based on SWOT data from the organization. Marketing strategies proposed for The Heritage Palace are increasing awareness ofrented facilitation, create a tactical pricing strategy for group visitors, make a discount on ticket prices on the opening day, make a social media campaign about COVID-19 and hire a social media content creator to increase the attractiveness of @theheritagepalace Instagram content.Keywords: COVID-19, Marketing Strategy, The Heritage Palac
The Effect of Personality Traits on Generation Z Financial Literacy
No full textAbstract. In the most recent decade, financial literacy has become the main issue, government agencies and financial institutions have gotten financial literacy as one of their primary focuses in the policy aspects. There is an incredible worry that customers tend to lack financial concepts and don\u27t have the apparatuses they have to settle on budgetary choices. Individuals around the globe are confronted with financial decisions on a daily basis. With the evolving information technology landscape, financial information is more abundant than ever before (Killins, 2017). The improvement of financial literacy is required to contribute to a more stable financial system and reduce financial fragility. As a Generation Z that started entering the young adult stage, they faced phenomenal money related and complexity in today\u27s demanding financial environment. As they begin getting older, they should make choices on their own regarding the retirement funds, insurance, debt, and home loans. The financial decision that they make today could have a high effect towards the long term economic and social aspects (Montoya and Scott, 2011). Personality traits have been found to be a factor that affect an individual’s subjective well-being. This study intends to fill such gap in the literature and provides academics and practitioners with a new understanding of how personality traits influence one’s ability to digest and implement the financial information provided to them. This research purpose is to identify the relationship between personality and financial literacy using the Big Five personality traits and Locus of Control. Data for this research was gathered using online questionnaires and analyzed using Ordinary Least Square. Data analysis shows that from seven personality factors, only Openness and Conscientiousness that not have a significant relationship towards financial literacy.Keywords: Personality Traits, Financial Literacy, Generation
Analysis Effectiveness of On-The-Job Training in Improving Performance of Marketing Division at Koja Trade Mall
No full textAbstract. Koja trade mall has experienced an insolvency phase that causes income decreased also impacted their paying ability of the employees that continuously affect the employee’s performance. Therefore, the company conducted on-the-job training to increase an employee’s performance which is coaching and job rotation for the marketing division. But the on-the-job training impact did not last long on the employee so it is considered as ineffective. Therefore, this research was to determine what factors that cause ineffective on-the-job training in marketing division of Koja Trade Mall. The results of on-the-job training effectiveness show that based on four-level of Kirkpatrick training effectiveness, there are some levels that not fulfill by the marketing division of Koja Trade Mall. The research recommended to use the external parties in conducting the speciality training for the employees to improve their knowledge.Keywords: marketing division, on-the-job, training, training effectiveness, Koja Trade Mal
On the regression analysis of menu price presentations toward customer buying decision in restaurant setting
No full textAbstract. Every restaurant must have competitive advantage to win and survive in the market and developing menu is one of the ways. Menu Price Presentation (MPP), one component in menu, can influence customer’s Willingness to Pay (WTP) mediated by Customer’s Price Perception (CPP). Odd or even price ending will create a different price perception. The use of numerical salience format and currency signs also carry semantic salience, a key factor in determining price perception. Then, the CPP will influence customer’s WTP as the customers have a tendency to use it in making a purchase decision. This study has a purpose to analyze the effect of numerical salience format, the inexistence of currency sign and the use of 0-price ending toward customer’s WTP. This study used quantitative approach through questionnaire with the characteristic of respondents: live in Bandung, have eating out frequency minimum two times a week and have a status of high school or college students. The data were analyzed using mediation regression analysis. The result is MPP significantly influence customer’s WTP fully mediated by CPP. The numerical salience format, the inexistence of currency sign and the 0-price ending will create a valuable perception and increase customer’s WTP.Keywords: Menu Price Presentation, Customer’s Price Perception, Customer Willingness to Pay, Restaurant’s Menu, Price Ending, Semantic Salienc
Analyzing effects of green marketing mix towards brand image and purchase decision of starbucks
No full textAbstract. Every year public awareness increases toward the problem of plastic waste in Indonesia. Several company quickly accepted eco-friendly concepts, such as an environmental management system and waste minimization, and has also integrated environmental problems in all company activities. One of the companies that is already concerned about the plastic waste problem is Starbucks. Starbucks sells many eco-friendly items in their store and uses green marketing mix strategies which aim to make a positive brand image and generated purchase decisions. Despite the prospect of green consumers who are aware of environmental problems, by implementing green marketing mix the company is also constrained by financial problems because the cost of implementing green marketing mix is more expensive. This research aims to analyze the effect of green marketing mix towards brand image and purchase decision of Starbucks. The research was conducted using a quantitative approach to 351 respondents and the data will be analyzed using PLS- SEM method. The finding from this result shows that green marketing mix has a positive impact on brand image and purchase decision. Outcomes from this research expected can give insight to Starbucks and other companies that implemented green marketing mix to maintain the green marketing mix that has been done and find new innovations regarding green marketing mix. Keywords: green marketing, brand image, purchase decision, structural equation modelin
Social entrepreneurship study of sakola motekar ciamis
No full textAbstract. In conducting social entrepreneurship, it is inseparable from community participation in the area where the social entrepreneurship is located. One example is Sakola Motekar which is in the Ciamis area. Sekola Motekar itself has only been established for two years, but from preliminary observations the researcher shows that the people there are very motivated to participate in the activities held by Sakola Motekar. In contrast to other social entrepreneurs who encounter problems in society who are less enthusiastic. This research wanted to find out what motivated the people there to articipate in the activities of Sakola Motekar. Researchers used a qualitative approach in this study. When collecting data, the researcher used the ethnographic method by observing participation and interviewing the surrounding community who participated in the Sakola Motekar activity for eight days. Researchers also conducted interviews with the founder of Sakola Motekar. In analyzing the data, this study used a case study method. The result of this research is that the community is motivated to take part in Sakola Motekar activities because they feel that these activities can help them meet their needs or solve their problems. Furthermore, Sakola Motekar also applies a guidance system with a humanistic approach so that people feel comfortable in participating in Sakola Motekar activities. The founder of Sakola Motekar also wants to actualize himself by running Sakola Motekar according to the author's analysis. In the future, it is hoped that there will be future research that will be able to examine more deeply the motivation of the community to participate in social entrepreneurship activitiesKeywords: social entrepreneurship, motivation, self-actualization, rural communit
Trading Volume and Stock Return Relationship in Indonesia Stock Exchange (IDX) 2013-2017
No full textRecently, Indonesia has been classified as a country with a large return in capital market over the year. There are many literatures discussing dynamic relationship between trading volume and stock return. This study is focused to find stock returns and trading volume relationships in Indonesia Stock Exchange (IDX) at 2013 – 2017. This study was conducted quantitatively and qualitatively. The data is collected as secondary data from IDX Annual Statistic and Yahoo finance.com. Furthermore, this study runs on three analysis: Descriptive analysis, Correlation test, and Ordinary Least Square (OLS) regression test. The study reveals adjusted R square for stock return towards trading volume is 0. 0.159 while trading volume against stock return is 0.009. That means stock return has bigger contribution to explain trading volume rather than trading volume against stock return. The study also found a significance positive contemporaneous relation between stock return and trading volume. Finally, the study shows both trading volume and stock return is not showing normal with leptokurtic curves and asymmetry data which is consistent with mixture of distributions (MDH).Keywords: Trading Volume, Stock Return, IDX, Contemporaneous Relationshi
MEASURING THE SERVICE QUALITY OF UPNORMAL RESTAURANT
No full textUpnormal has become one of the most successful restaurant companies in Indonesia and keep growing into something more as innovations keep coming abundantly. Upnormal started as MSE (micro and small enterprises) back in 2015 and managed to grow into more than 100 branches just in 5 years. MSE plays a very important part in Indonesia’s economic growth, data suggest that there are more than 62,928,077 units in 2017 and that is 99,9% of total business units in Indonesia. But, it also has become well known that many of them are struggling to survive, let alone to grow bigger, according to a data by Indonesia’s Ministry of MSE in 2020. Previous studies have revealed that good service quality leads to high customer satisfaction and more satisfied customers lead to higher profit. A research was conducted among Upnormal’s customers, using the modified SERVQUAL method which focuses on assessing restaurant quality of services and by using IPA (Importance Performance Analysis) through an online questionnaire with 276 respondents across Indonesia. The aim of this study is to find out which services of Upnormal that perform the best and whether those services meet the expectations of Upnormal’s customers or not The result reveals that the services of Upnormal that perform the best are dominated by the cleanliness dimension. Although overall, Upnormal’s customers mostly feel dissatisfied with 28 attributes of services out of 29 with the gap between average perception and average expectation is -0.6. The result also hints that all attributes of cleanliness and reliability are having high expectations from the customers. The attributes that customers agreed to be the least satisfying of all are dominated by reliability and responsiveness attributes which highly suggests that Upnormal need to focus in improving the service quality on those sectors.Keywords : service quality, customer satisfaction, profit, restaurant, MSE, IPA (Importance Performance Analysis), customer’s perception, customer’s expectatio
Analyzing and Redesigning the Recruitment and Selection Process at AIESEC Bandung
No full textAIESEC Bandung is a non-profit organization run by youth in a volunteer system to develop the leadership skills of young people in Bandung Raya. Currently, AIESEC Bandung is experiencing problems with its members, indicated by the decline in performance and the low level of member retention. After conducting initial data collection by doing interviews with AIESEC Bandung is LCVP as a key informant and by doing observation as a member at AIESEC Bandung, it was found that recruitment and selection are factors that play a role in member performance and retention rates. Therefore, conducting further research on the recruitment and selection process is expected to help AIESEC Bandung improve member performance and increase retention rates by knowing the cause of bad recruitment and selection processes. In carrying out a more in-depth investigation, the interview process with the respondents from four current members and four ex-member AIESEC Bandung, and document analysis were carried out to provide a broader picture of the root cause, assisted by the data contained in the related documents. This research succeeded in finding problems in recruitment, especially problems in job descriptions. Then managed to find problems in the selection, especially problem in the interview part. Thus, this research will provide recommendations for the recruitment and selection process for AIESEC Bandung.Keywords: Non-Profit Organization, Recruitment and Selection Evaluation, Volunteer Member Performance, Volunteer Member Perceptio