44 research outputs found
Training dan Workshop Untuk Siswa SMA: Building and Raising Brand Awareness
No full textKegiatan pengabdian masyarakat ini berfokus pada peningkatan pemahaman dan keterampilan siswa SMA dalam dunia branding melalui serangkaian training dan workshop dalam acara “Building and Raising Brand Awareness” Acara ini bertujuan untuk menjadi platform eksplorasi dan pengembangan kemampuan branding, serta memperluas relasi di antara individu yang tertarik di bidang branding. Acara ini melibatkan seminar, training, dan workshop interaktif yang dirancang untuk memperkuat konsep dan strategi membangun brand awareness. Kegiatan diselenggarakan pada tanggal 20 – 21 April 2024. Peserta menerima materi komprehensif tentang dasar-dasar branding, teknik membangun brand awareness yang efektif, dan praktik terbaik dalam pengelolaan merek. Melalui workshop, peserta diberi kesempatan untuk mengaplikasikan teori ke dalam praktik dengan bimbingan dari para ahli di bidang branding. Evaluasi dilakukan dengan menggunakan pre-test dan post-test untuk menilai peningkatan pemahaman dan keterampilan peserta, serta melalui umpan balik kualitatif dari peserta mengenai pengalaman mereka selama acara. Hasil evaluasi menunjukkan peningkatan dalam pengetahuan dan keterampilan branding peserta, yang dibuktikan dengan performa mereka dalam tugas-tugas workshop. Selain itu, kegiatan ini juga berhasil memfasilitasi pembentukan jaringan yang kuat di antara para peserta, menciptakan peluang kolaborasi di masa depan. Kegiatan pengabdian masyarakat ini tidak hanya memberikan manfaat edukatif dan praktis bagi siswa SMA yang berpartisipasi tetapi juga berkontribusi pada penyebaran pengetahuan branding di kalangan luas, baik internal maupun eksternal. Temuan dari kegiatan ini menekankan pentingnya integrasi antara teori dan praktik dalam pendidikan branding untuk generasi muda
Determination of Business Strategy with SWOT and AHP
No full textThis study aims to formulate strategic decision-making in the paint industry through the SWOT-AHP hybrid method. The calculated priorities of the SWOT factor can form a management approach to the company's main decisions. The calculated priorities of the SWOT factor can form a management approach to the company's main decisions. From the study results, it is expected to get an overview of the application of strategic analysis using the hybrid SWOT-AHP method based on influencing factors. AHP analysis using expert choice software. The SWOT analysis and AHP method results produce strategy priorities: (1) Build omni channel, (2) Build close relationships with all channels. (3) Build a close relationship with personal values, especially for Pareto stores. (4) Sales collaboration, (5) Start building infrastructure for digital business, (6) Formulate strategies to build collaborative relationships
The Effect of Corporate CSR on Customer Attitudes
No full textThe research aim to analyze (1) the effect of CSR toward corporate image, (2) effect of corporate image toward attitude, (3) effect of CSR toward customer’s perception, and (4) effect of customer’s perception toward attitude of Bank Mandiri. This descriptive study using survey method with quistinaire to data collection. Respondent ini this research are customer’s of bank Mandiri in Jabodetabek area. The analysis approach used in this research in Structural Equation Modeling (SEM). The hyphotheses results obtained indicated that (1) CSR has positively influence significantly towards corporate image, (2) corporate image has positively influence significantly toward attitude, (3) CSR has positively influence significantly toward customer’s perception, and (4) customer’s perception has positively influence significantly toward attitude. CSR has direct and indirect positively influence, through corporate image and customer’s perception, toward customer’s attitude.. Keywords: Attitude, corporate image, CSR, perception , Structural Equation Modeling (SEM) DOI: 10.7176/JMCR/53-0
Optimizing Business Performance Through Relationship Quality and Value Co-Creation
No full textThe relationship between the concept of relationship marketing and performance is a major focus in the management and marketing literature. This research aims to explore and analyze how value co-creation and relationship quality contribute to improving performance in the context of the B2B industry. Using quantitative methods with partial least squares structural equation modeling (PLS-SEM), this study tests the hypotheses linking relationship quality, value creation, and performance. The data was obtained from a survey of 105 retailers (SEM PLS 4) to analyze the data collected from 105 retailers. Respondents consisted of managers and owners who have direct experience in customer relationship management. The analysis results show that relationship quality has a direct and positive influence on value co-creation and performance. In addition, value co-creation was also found to have a direct and positive influence on performance. Most importantly, this study reveals that value co-creation mediates the effect of relationship quality on performance. That relationship quality is an important foundation that is beneficial to the performance achieved through value co-creation between manufacturers and retailers. The theoretical contribution of this study is that it strengthens the understanding in the literature of how relationship quality and value co-creation are interrelated and jointly influence performance in a B2B context. Practically, the findings underscore the importance for firms to not only focus on building strong relationships but also actively engage in value co-creation activities to optimize business performance
Relationship value dan sales collaboration dalam meningkatkan kinerja retailer
No full textRetail channels play an important role in sales and promotion of paints product. The main challenge for paint manufacturers in building partnerships with retailers is how to build mutually beneficial relationships in the long run. Research and practice of marketing channel management has proven the importance of managing relationships between people or organizations that drive the distribution functions. Proper marketing channel management will produce marketing targeted performance. The main objective of this study is to analyze an empirical model of the relationship between marketing channel, principal and retailer, to create relationship value and sales collaboration to increase business performance: marketing performance, financial performance and operational performance.
This research uses descriptive quantitative method that is giving an overview of an event or symptom in a certain place. Unit analysis of this study is building material and paint shop that sells wall paint. The respondent are owners or and managers of paint shop in Java. Processing and data analysis techniques in this study are quantitative descriptive analysis and analyze using the Structural Equation Modeling (SEM).
The results of this study show that to improve business performance is done by building relationship values by creating knowledge value, strategic value, personal value and financial value. Relationship value creates business performance through sales collaboration, relational trust and relational commitment. Its built from sharing values and more value creation between principal-retailers to strengthen relationships. Meanwhile, the relationship age factors are not significant in moderating the influence of relationship value and sales collaboration. Hence, the research indicates that relationship value, relational trust, relational commitment and sales collaboration are important factors in improving retailer performance
Effect of Loyalty from Consumer Decisions Choosing Exterior Wall Paint
No full textThe research aim to analyze the effect of price perception, product quality and brand image towards purchase decision and their impact to customer loyalty of Decorshield, exterior paint manufacture by PT. Propan Raya. This research using survey method with questioner tools as data collection. Respondent in this study are customers who buying Decorshield in Tangerang area. The analysis approach used in this research in Structural Equation Modeling (SEM). Hypothesis results show that price perception and brand image has positively influence significantly towards the decision to buy Decorshield, but there is no significant effect between product quality toward purchase decision. Then there is significant effect between purchase decision toward customer loyalty. Keywords: price perception, product quality, purchase decision, loyalty, Structural Equation Modeling (SEM
Conceptual, Value Chain and Innovation Strategy of Agribusiness Marketing (Agri-Marketing) in Dynamic Industry.
No full textHalal cosmetics and consumer behavior: Insight from Millennials
No full textPurpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.
Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.
Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.
Novelty — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products
WOOD FINISHING TRAINING FOR ENVIRONMENTALLY FRIENDLY MATERIAL EMPOWERING CARPENTER POTENCY IN MERUYA UTARA SUB DISTRICT–KEMBANGAN – WEST JAKARTA
No full textCarpentry industry particularly furniture and interior production have been growing rapidly since any market demand increment is globally opened accessed either national or international. Kembangan, West Jakarta area, typically had many wood industries both furniture and interior. It prompted manpower absorbing from outside of the area to work in this sector by lack of knowledge and skill. Traditional carpenters who would refine their skill in carpentry, especially furniture and interior finishing experience. Training was organized for people whose potency and skill in furniture and crafting by organizing furniture training that focusing on finishing insight highly needed. By the activity, it’s expected to elevate their knowledge and skill in carpentry. The expected output of the activity was partners whose colourful abilities, as the consequence it generates productivity in ‘green’ or environmentally friendly furniture products. By any activities have been shared to partners, and then they expected to create best furniture products for both quantity and quality, and expanded their marketing.
 
How Principal Value and Retailer in the Paint Industry Context in Southeast Asian? A Literature Review
No full textResearch in marketing channel proves that managing relationship between partners, both individuals, and organizations, that manage distribution functions are very important. Successful principals require proper management of distribution channel to provide the best business performance. The management of marketing channel has been widely discussed as an important element in the supply chain and retail trading. Research on distribution channels generally takes economic concepts that explain distribution channels as a flow of goods and services. Interaction between principal and agent is the benefits optimization or minimization of costs, and neglect of non-economic factors. The development of research on channel management leads to non-economic factors which are describe the relationship between channel partners as a new era in principal and retailers relationships. The concept of relationship value is a social exchange theory aims to build long-term and sustainable relationships between partners
