137 research outputs found
MENINGKATKAN KEUNGGULAN BERSAING USAHA KECIL DAN MENENGAH (UMKM)
No full textThe economy of Sukabumi Regency from year to year is heavily influenced by development of Small and Medium Enterprises (SMEs). The SMEs are in the sector of service, trade and manufacture. Each year, the SMEs in Sukabumi Regency keep increased and can even be absorbing labor big enough. SMEs in the Regency of Sukabumi have proven resilience when it occurred Economic Crisis of 1998. Only the SME sector that survived from the collapse of the economy, while the bigger sectors were broken by the crisis. However, the creation of employment by the SMEs in Sukabumi Regency and the amazing of the SMEs in defending themselves from the economic crisis, not accompanied with quality increase of their development mainly in the case of competitive advantage. Competitive advantage of SMEs in Sukabumi Regency generally operates experiencing problems. The problems are subscription with inefficiency of the cost, products without the unique which have the effect on the lack of competitiveness, and lack of concentration on the certain segments. The study provides findings that SMEs are business cultivated by many people, and SMEs become one of many hopes of society for improving their economical welfare. Thus, SMEs must have a competitive advantage in order to achieve solution to fix the economy of society. SMEs will have a competitive advantage if notice of at least 4 (four) elements namely: cost efficiency, product differentiation, rapid response and market focus. the components can be sorted based on the priority, as follows: product differentiation, market focus, cost efficiency and rapid response.The economy of Sukabumi Regency from year to year is heavily influenced by development of Small and Medium Enterprises (SMEs). The SMEs are in the sector of service, trade and manufacture. Each year, the SMEs in Sukabumi Regency keep increased and can even be absorbing labor big enough. SMEs in the Regency of Sukabumi have proven resilience when it occurred Economic Crisis of 1998. Only the SME sector that survived from the collapse of the economy, while the bigger sectors were broken by the crisis. However, the creation of employment by the SMEs in Sukabumi Regency and the amazing of the SMEs in defending themselves from the economic crisis, not accompanied with quality increase of their development mainly in the case of competitive advantage. Competitive advantage of SMEs in Sukabumi Regency generally operates experiencing problems. The problems are subscription with inefficiency of the cost, products without the unique which have the effect on the lack of competitiveness, and lack of concentration on the certain segments. The study provides findings that SMEs are business cultivated by many people, and SMEs become one of many hopes of society for improving their economical welfare. Thus, SMEs must have a competitive advantage in order to achieve solution to fix the economy of society. SMEs will have a competitive advantage if notice of at least 4 (four) elements namely: cost efficiency, product differentiation, rapid response and market focus. the components can be sorted based on the priority, as follows: product differentiation, market focus, cost efficiency and rapid response
MENINGKATKAN KEUNGGULAN BERSAING USAHA KECIL DAN MENENGAH (UMKM)
No full textThe economy of Sukabumi Regency from year to year is heavily influenced by development of Small and Medium Enterprises (SMEs). The SMEs are in the sector of service, trade and manufacture. Each year, the SMEs in Sukabumi Regency keep increased and can even be absorbing labor big enough. SMEs in the Regency of Sukabumi have proven resilience when it occurred Economic Crisis of 1998. Only the SME sector that survived from the collapse of the economy, while the bigger sectors were broken by the crisis. However, the creation of employment by the SMEs in Sukabumi Regency and the amazing of the SMEs in defending themselves from the economic crisis, not accompanied with quality increase of their development mainly in the case of competitive advantage. Competitive advantage of SMEs in Sukabumi Regency generally operates experiencing problems. The problems are subscription with inefficiency of the cost, products without the unique which have the effect on the lack of competitiveness, and lack of concentration on the certain segments. The study provides findings that SMEs are business cultivated by many people, and SMEs become one of many hopes of society for improving their economical welfare. Thus, SMEs must have a competitive advantage in order to achieve solution to fix the economy of society. SMEs will have a competitive advantage if notice of at least 4 (four) elements namely: cost efficiency, product differentiation, rapid response and market focus. the components can be sorted based on the priority, as follows: product differentiation, market focus, cost efficiency and rapid response.The economy of Sukabumi Regency from year to year is heavily influenced by development of Small and Medium Enterprises (SMEs). The SMEs are in the sector of service, trade and manufacture. Each year, the SMEs in Sukabumi Regency keep increased and can even be absorbing labor big enough. SMEs in the Regency of Sukabumi have proven resilience when it occurred Economic Crisis of 1998. Only the SME sector that survived from the collapse of the economy, while the bigger sectors were broken by the crisis. However, the creation of employment by the SMEs in Sukabumi Regency and the amazing of the SMEs in defending themselves from the economic crisis, not accompanied with quality increase of their development mainly in the case of competitive advantage. Competitive advantage of SMEs in Sukabumi Regency generally operates experiencing problems. The problems are subscription with inefficiency of the cost, products without the unique which have the effect on the lack of competitiveness, and lack of concentration on the certain segments. The study provides findings that SMEs are business cultivated by many people, and SMEs become one of many hopes of society for improving their economical welfare. Thus, SMEs must have a competitive advantage in order to achieve solution to fix the economy of society. SMEs will have a competitive advantage if notice of at least 4 (four) elements namely: cost efficiency, product differentiation, rapid response and market focus. the components can be sorted based on the priority, as follows: product differentiation, market focus, cost efficiency and rapid response
ANALYZE BRAND EQUITY AND COMPETITIVE ADVANTAGE ON MARKETING PERFORMANCE
No full textThe purpose of this study is to analyze brand equity and competitive advantage on marketing performance. The method used in this research is descriptive method and associative method with a quantitative approach. The type of sampling technique used in this study is using a non-probability sampling approach. The data analysis technique used is multiple linear regression analysis, including the coefficient of determination test, multiple correlation coefficient, and partial test (T test). The results of the study, using the coefficient of determination test seen from the value (Adjusted R2) of 0.619, this means that the influence of brand equity and competitive advantage on marketing performance is 61.9%, the remaining 38.1% is influenced by other factors not explained in this study. . From the results of the correlation coefficient test, it can be seen that the R value of 0.787 indicates a strong relationship between brand equity and competitive advantage on marketing performance
The Analisis Ekuitas Merek Dan Komunikasi Pemasaran Terpadu Terhadap Keputusan Pembelian Smartphone Samsung
No full textThe research was aimed at describing brand equity, integrated marketing communications and purchase decisions. The research was also conducted to analyze the influence of brand equity and integrated marketing communications towards purchase decisions for Samsung smartphones in Sukabumi. The methods applied in the research were descriptive and associative research methods with quantitative approach. Moreover, by using non-probability sampling method with purposive sampling technique, questionnaires were distributed to 398 respondents who were Samsung smartphone users in Sukabumi city. The techniques of analyzing data used by the researcher were multiple linear regression, determination coefficient, and hypothesis testing. The results of the research show that the correlation coefficient analysis is amounted to R-0.777 which has a strong interpretation. Subsequently, the determination coefficients of brand equity and integrated marketing communications toward purchase decisions is aggregated to 60.3%, while the rest of 39.7% is influenced by other factors not included in the research. The result of the simultaneous test (F-Test) indicate that brand equity and integrated marketing communication influence purchase decisions altogether. Moreover, the result of the partial test (t-test) obtain the value of sig. < 0.050 so it states that there is a significant and positive influence between brand equity toward purchase decisions and there is an influence from integrated marketing communication towards purchase decisions.
Keywords: Brand Equity, Integrated Marketing Communication, Purchase Decision
Pengembangan Sumber Daya Manusia Dan Penempatan Kerja Terhadap Kepuasan Kerja Karyawan (Studi Empiris Pada PT Marga Maju Mapan Cabang Divisi Proyek Bekasi)
No full textThe purpose of this study was to determine the magnitude of the influence of human resource development and job placement on job satisfaction of employees of PT Marga Maju Mapan Bekasi Project Division Branch. The method used in this research is descriptive and associative research with a quantitative approach. The sampling technique in this study used saturated sampling, the samples taken in this study were 38 employees. The data analysis technique used validity and reliability tests, multiple linear regression including correlation coefficients, determination, research model testing and research hypothesis testing. The results of the study using the coefficient of determination (R2) showed that the development of human resources and work placement on employee job satisfaction was 67.4% while the remaining 32.6% was influenced by other factors outside of this study. Based on the multiple correlation coefficient test, it can be seen from the R value of 0.674 which means that there is a very strong relationship between human resource development and job placement on employee job satisfaction. The results of the F test, namely the value of Fcount 14,584>3,26 indicates that Fcount is greater than Ftable. The variables of human resource development and work placement have a positive and significant effect on employee job satisfaction.
Keywords: Human Resource Development, Job Placement, Employee Job Satisfactio
CELEBRITY ENDORSEMENT AND CONTENT INSTAMARKETING OF PURCHASE INTENTION BEAUTY PRODUCTS
No full textInstagram is a social media that is widely used by people to find information. Pixy Cosmetics company uses Instagram and using celebrity endorsement as a spokesperson to create purchase intention. The research was aimed at determining the effect of celebrity endorsement and content marketing toward purchase intention on Pixy Cosmetics products. The data analysis technique used in this study is multiple regression analysis techniques including multiple correlation coefficient tests and hypothesis testing partial (t-test). The results of the study used multiple correlations with an R Square value of 0.563 or 56.3%, this indicates that celebrity endorsement and content marketing can explain the purchase intention of 56.3% and 43.7% explained by other variables. While the R-value is 0.75 and the interval coefficient is between 0.60-0. 799 which shows the level of a strong relationship between the celebrity endorsement variable and content marketing on purchase intention. The results obtained from the partial test (t-test) of the celebrity support variable obtained tcount value of 5.218 ≥ ttable 1.65, meaning that the celebrity endorsement variable can have a positive effect on purchase intention. And for the content marketing variable, tcount value of 6.668 ≥ ttable 1.65, meaning that the content marketing variable can have a positive effect on purchase intention
PENGARUH RELIGIUSITAS DAN PRODUK HALAL TERHADAP KEPUTUSAN MEMILIH KOSMETIK PADA KONSUMEN MUSLIM
No full textThe purpose of this research was conducted to determine the effect of religiosity and halal products on the decision to choose cosmetics on muslim consumer. The variables in this research are Religiosity (X1), Halal Products (X2) and Purchase Decisions (Y). The research usesnon probability sampling techniques with the type of purposive sampling. Analysis of the data research is multiple linear regression. Primary data collection techniques applied by distributing questionnaires to 97 muslim women. The results of the research shows the coefficient determination obtained an R square value of 0,781 or 78,1% on the purchase decision (Y), and the remaining value is 21,9% another factor that is not examined in this study. Based on the results of hypothesis shows a religiosity variable has a significant influence on the purchase decision, and the halal product variable has a significant on the purchase decision
ANALISIS KAPABILITAS TEKNOLOGI INFORMASI DAN PEMASARAN DIGITAL TERHADAP KEUNGGULAN BERSAING
No full textThis study aims to determine the description of Information Technology Capability and Digital Marketing on the Competitive Advantages of UMKM Bakery and Pastry in Sukabumi City, to know Information Technology Capabilities to Competitive Advantages, to Know Digital Marketing to Competitive Advantages. The results in this study using the coefficient of determination test seen from the value (R Squire) that the effect of Information Technology Capability and Digital Marketing on Competitive Advantage is 0.653, while Information Technology Capability on Competitive Advantage is 0.718 The amount of Digital Marketing on Competitive Advantage is 0.743 the effect of Information Technology Capability and Digital Marketing on Competitive Advantage 65.3% and the remaining 34.7% is influenced by other variables not examined. From the results obtained from the hypothesis test (F test) it can be seen that Information Technology Capability affects Competitive Advantage and Digital Marketing influences Competitive Advantage. The results of the partial hypothesis test (T test) show that Information Technology Capability has a significant positive effect on Competitive Advantage and Digital Marketing has a significant positive effect on Competitive Advantage
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