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IMPACT OF ARTIST ELEMENT ON LOYALTY AND PURCHASE INTENTION CONSUMER IN MUSIC INDUSTRY (CASE STUDY : BANDUNG-JAKARTA MUSICIAN)
No full textNowadays, there are many musicians who want to represent their work and obtain the revenue and profitability from their product, either come from live concert ticket sales, physical product sales, digital product sales, live concert streaming sales, branding sales from endorsement, partnership and other product, with variety of different music genres. The revenue and profitability come from loyalty and purchase intention of music enthusiast, either listener, musician, and manager as the consumer.This research is using quanitative and qualitative methods for processing the data. Quantitative method is used by instrumentation test such as validity and reliability, classic assumption test like normality, heteroscedasticity, multicollinearity, autocorrelation, hypothesis test such as t-test and path analysis. To determine the significant influence of independent variable to dependent variable, researcher divided into three model. Qualitative method is used by interviewing method, to obtain the confirmation from the result of data process.From the quantitative result, based on first model, researcher obtain that branding has significant influence to music enthusiast’s loyalty. On second model, researcher obtain that branding, live concert, and physical product have significant influence for music enthusiast’s purchase intention. On third model, music enthusiast’s loyalty has significant influence for music enthusiast’s purchase intention. According from the result of data process, researcher purposed several recommendations to the musician, manager of musician, and record label to develop their revenue and profitability.Keywords: Quantitative, qualitative, t-test, path analysis, musicia
A Study of The Perceptions on Customer Behavioral Intention Of Buy Online Pick Up In Store Services In Convenience Store Industry
No full textThe Omnichannel adoption strategy in Indonesia is still low. After the Covid-19 pandemic, many companies are implementing Buy Online Pick Up in Stores. The purpose of this study is to assess the relationship customer acceptance perception factors on Buy Online Pick Up In Store of KlikIndomaret and Alfagift towards Behavioral Intention. The author used the UTAUT2 Theory. In this study the author uses a mix method approach. In-depth interviews and netnography and analyse it using manual coding and the quantitative approach using questionnaires.The descriptive analysis using Multiple Linear Regression (MLR), Cross Tabulation and Chi-square. The result of this study is the significant positive effect of the customer perception on the intention to use Buy Online Pick Up In Store service was only for Performance Expectancy, Compatibility,Trust, Service Effectiveness and Problem Handling. Other factors have a negative effect of intention to use Buy Online Pick Up In Store service. The demographic also plays important roles especially Age, gender and experience has a positive effect on Trust. In this study, the strategy was obtained which can be used as a benchmark for companies.Keywords : Customer Perception; Behavioral Intention; Buy Online Pick Up In Store; UTAUT2 Theory; Mixed method; Multiple Linear Regression (MLR
Analyzing Consumer Perceived Value on MOBA Mobile Games To Increase Mobile Game Loyalty And In-App Purchase Intention
No full textThe meteoric rise of the mobile gaming industry is not paired with the ability of its developer to induce its players’ loyalty and ultimately purchase intention. Understanding the influential factors of what makes a customer loyal and making a purchase is important for the developers as it would increase the profit margin. The purpose of this study is to investigate the customer’s perceived value that influences mobile game loyalty and in-app purchase, or purchase made within the game, for MOBA (Multiplayer Online Battle Arena) mobile game players. The data gathered in order to fulfill the research objective is done by both conducting qualitative preliminary research and distributing quantitative online questionnaires (which successfully gathered 205 respondents, mostly male and undergraduate students) on various social media platforms. It was then analyzed through PLS-SEM analysis, and results of the analysis shows that the customer perceived value that significantly influences mobile game loyalty are reward, access flexibility and playfulness, while good price and mobile game loyalty are the significant influential factors that drive in-app purchase intention. Additionally, recommendations from the researcher based on the influential factors that have been found in this research have been described as well, and future practitioners might look at it as a consideration for their research or business strategy as well.Keywords: Customer Perceived Values, Indonesian MOBA In-app Purchase Intention, Indonesian MOBA Mobile Game Loyalty, MOBA Mobile Gam
Pengaruh E-Service Quality terhadap E-Loyalty Melalui E-Satisfaction pada aplikasi Jenius di Indonesia
No full textPenelitian ini bertujuan untuk menganalisis hubungan antara e-service quality, e-satisfaction, dan e-loyalty pada aplikasi Jenius di Indonesia dengan latar belakang persepsi pelanggan terhadap aplikasi Jenius menunjukkan masih banyaknya keluhan dan ide untuk peningkatan kualitas Jenius e-service quality di bidang layanan teknis dan fitur. Sampel yang digunakan dalam penelitian ini adalah masyarakat dengan rentang usia di atas 17 tahun yang berjumlah 250 responden. Penelitian ini menggunakan metode analisis deskriptif dan analisis jalur. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner yang kemudian dianalisis dengan SPSS v25. Penelitian ini menggunakan variabel e-service quality, e-satisfaction, dan e-loyalty. Hasil penelitian ini menunjukkan bahwa e-service quality berpengaruh positif signifikan terhadap e-satisfaction. E-service quality berpengaruh positif signifikan terhadap e-loyalty. E-satisfaction berpengaruh positif signifikan terhadap e-loyalty. E-satisfaction tidak mampu memediasi hubungan antara e-service quality dan e-loyalty. Kajian ini memberikan hasil bagi perusahaan yang harus mempertimbangkan, memahami, dan segera membenahi peningkatan kualitas e-service karena penyelesaian masalah teknis erat kaitannya dengan kepuasan e-customer.Kata Kunci: e-service quality, e-satisfaction, e-loyalty, perangkat telepon, bank digita
PROPOSED MARKETING STRATEGY TO INTEGRATED MARKETING COMMUNICATION OF BANK SYARIAH MANDIRI
No full textThe Banking Industry is the Financial Services Industry with the largest assets in Indonesia. This then makes this industry in a fierce competition. Based on its principles in Indonesia, the banking system is divided into 2 (two) forms, namely Islamic banks and conventional banks. Bank Syariah Mandiri (BSM) is a Sharia commercial bank with the largest market share in Indonesia. However, BSM as a Sharia commercial bank has not become the top choice. This can be seen from the small market share of Islamic banks in the industry.Keywords: Sharia Bank, Marketing Mix, Marketing Strateg
Proposed Marketing Strategy For CN235-220 Aircraft to Enter Latin America & Africa Region
No full textIn the last five years PT Dirgantara Indonesia (PTDI) has experienced a decline in its military aircraft business portfolio, the problem is that PTDI is very dependent on the Ministry of Defense's strategic plans and focused to penetrate the Asia Pacific Region. On the other hand, many CN235 aircraft operating in Latin America and Africa are already aging and are likely to be replaced with PTDI products. In addition, other problems come from the marketing mix, limited marketing & sales manpower and the absence of monitoring and evaluation. To formulate the right strategy, the author uses internal analysis, namely VRIO analysis, STP (Segmenting, Targeting, and Positioning) and Marketing Mix. In addition to external analysis, the authors use CAGE distance, PESTEL analysis (Political, Economic, Sociocultural, Technological, Ecological, and Legal), Porter's 5 Forces analysis, competitor analysis, and customer analysis. From the whole analysis, the marketing strategy to enter Latin America can be started from Chile, the global strategy is to use the Global Standardization Strategy with a joint venture entry vehicle, the proposed marketing strategy, for the product starts from support excellent product support and provides maintenance and modification for the CN235 aircraft in Latin America after that PTDI can offer to sell aircraft products. For Price, PTDI can offer a financing scheme, for Place PTDI can collaborate/joint venture with local companies, for Promotion, PTDI can participate in aviation exhibitions, make marketing events with vendors, make presentations, and collaborate with the Indonesian Embassy and Athan in Latin America . For Africa, can starting from Morocco, the proposed strategy for the product is to be able to sell CN235 aircraft with the same business scheme as Senegal, serve aircraft services, develop new configurations for CN235-220 aircraft. For Price, PTDI can offer financing schemes and conduct countertrade schemes, for Place PTDI can strengthen collaboration with existing resellers and open cooperation with marketing representatives in potential countries, and build maintenance center facilities. For promotion, PTDI can participate in aviation exhibitions, roadshows to African governments, and collaborate with the Indonesian Embassy and Athan. The implication of those PTDI global strategy, the suitable organizational structure is Multidivisional structure.Keywords: Military aircraft, global standardization strategy, joint venture, marketing strateg
R. SOMA Main Clinic Operation Management Process Optimization to Reduce Patient's Waiting Time
No full textClinic is one of the places to offer health services to its users. To be able to provide good service, every place that offers health services is required to provide good service so as to provide satisfaction to patients. R. Soma Clinic is one of the psychiatric/rehabilitation clinics in Bandung established in 2018 that treats 200-250 patients each month. The problem occurs because the waiting time expanded every time a patient come up to the clinic. This is a qualitative research paper carried out using Business Process Analysis and Root Cause Analysis to determine the core problem and solved through developing clear cut Standard Operating Procedures. R. Soma Clinic has no clear SOP especially in registration and medical record function as the biggest contributor in expanding patient’s waiting time. Therefore, a clear workflow of activities and responsibilities of registration and medical record staff takes priority in reducing patient’s waiting time before thoroughly develop an integrated SOPs for other R. Soma Clinic’s stakeholders.Keywords: Business Process Analysis, Operations management, Root Cause Analysis, Standard Operation Procedures
PROPOSED MARKETING STRATEGY FOR FASHION SOCKS COMPANY TO ENTER THE GLOBAL MARKET THROUGH INTERNET (A CASE STUDY : YOUR SOCKS)
No full textYour Socks is one of the wholesale socks companies located in Bandung since 2013. The concept of the brand is to fulfill all the needs and desires of customers about socks and pack them in a dozen with many variations in patterns and colors. Your socks already have a large market and a sales performance of Your Socks is very good in Indonesia and Your Socks want to expand market overseas. This research was conducted to find the best strategy how to enter the global market through the internet. This study applies several concepts such as, STP analysis, 4P marketing mix, root-cause analysis, House of quality and TOWS matrix analysis. After further analysis, it can be seen that business problems faced by companies are non-specific target markets in global markets, lack of knowledge about global markets, poor international promotion and low distribution channels. To overcome the problems as described, several strategies are made. Re-analyzing STP using data collection from market research and improving production and promotion performance in global markets can increase brand awareness, increase sales, and more easily enter global markets. Business implementation that focuses on redesigning new products according to consumer desires, packaging, increasing production activities, conducting several promotional activities, brand collaboration, charity collaboration, and developing new distribution channels and building the latest market place, such as joining retail stores in Europe. To answer research questions, descriptive quantitative methods are carried out.Keywords : Socks, Global Market, Marketing mix, Internet, ST
BUSINESS STRATEGY TO MAXIMIZE NON-AERONAUTICAL REVENUE FROM RETAIL BUSINESS CASE STUDY: SOEKARNO – HATTA INTERNATIONAL AIRPORT
No full textSoekarno Hatta International Airport concessions and rental income must be increased by strong retail performance trough managing the shopping experience of passengers as well as collaboration between concessionaires, airports, and airlines. The proposed strategy is derived from Porter’s Generic Strategy that Soekarno Hatta International Airport in retail business should implemented the integrated cost leadership and differentiation strategy to control the prices but still maintaining the quality of the services, and TOWS matrix analysis are used to define the appropriate strategy and developing the capabilities and core competencies of retail business development to keep sustaining in the retail business at airport.The implementation in this final project will guide company to reach the target portion of non-aeronautical revenue. PT Angkasa Pura II's non-aeronautical revenue maximum target plan by implementing the strategy is IDR3,965,478,878 that represents 52% of PT Angkasa Pura II's non-aeronautical revenue in the coming years with the composition of contributing revenue from retail business in Soekarno Hatta International Airport approximately IDR815.581.726 by the end of 2023.Keywords: Airport, Business strategy, Non-aeronautical revenue, Retail busines
PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE PURCHASE INTENTION OF MANDALIKA TOUR DESTINATION IN ONLINE TRAVEL MARKETPLACE
No full textThe growth of tourism industry has been rapidly increased proven by the increased amount of foreign tourist visit to Indonesia. Indonesian government recently prepares ten new tourist destination area called “10 Bali Baru”, including Mandalika as one of the priority tourist destination. PT HolaHalo is a new start up in online travel marketplace allowing travel agents and potential customers to meet and have transaction on tour destination packages. PT HolaHalo actively communicates Mandalika promotional video in its digital platform. However, the purchase of Mandalika tour package is still very low; and consumers and travel agents still do not trust to online travel market platform of PT HolaHalo. Hence, the objective of this research, to investigate the extent to which promotional video of PT HolaHalo could influence consumer positive response toward Mandalika tour package; to investigate significant factors that influence consumer intention to purchase Mandalika tour package; to develop marketing communication strategy to increase purchase intention. The researcher uses mix method of quantitative survey and qualitative interview in collecting internal and external data of PT HolaHalo. The external analysis of PESTEL, Five Porter Forces, and competitor analysis generates findings of opportunities and threats from external environment. Consumer analysis generates findings of significant factors that influence purchase intention, i.e. promotional video, trust toward PT HolaHalo, attractiveness of Mandalika, and consumer emotions. The internal analysis of STP, RBV, VRIO, Marketing mix generates findings of strengths and weaknesses of PT HolaHalo. Then the root causes of low purchase intention are identified, i.e. online travel marketplace business model of PT HolaHalo is easy to imitate; travel agents’ distrust to PT HolaHalo, video promotion do not arouse consumer positive emotions; consumer do not aware of PT HolaHalo; consumer distrust to PT HolaHalo, and HolaHalo do not utilize the attractiveness of Mandalika. This study generates alternative business solutions by conduction TOWS Matrix and Porter Business Strategic analysis. Then, five business solution is chosen by considering root cause of problem. Specifically, this study creates marketing communication strategy that is able to increase the purchase intention of Mandalika tour destination.Keywords: Tourism, Mandalika, online travel marketplace, marketing communication strateg