JURNAL MANAJEMEN BISNIS

Volume 1, Nomor 1 Januari 2008. ISSN: 1978−8339
Daftar Artikel :
1. Faktor-Faktor yang Meningkatkan Peluang Survive Perusahaan Kesulitan Keuangan
2. Pengaruh Atribut Produk terhadap Sikap Konsumen pada Green Product Cosmetics
3. Analisis Persepsi Pasien Partikulir tentang Kualitas Pelayanan terhadap Tingkat Loyalitas
4. Performance Appraisal pada BPRS
5. Pembelajaran Organisasi: Strategi Membangun Kekuatan Perguruan Tinggi


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ANALISIS EFEKTIVITAS IKLAN SEBAGAI SALAH SATU STRATEGI PEMASARAN PERUSAHAAN PERCETAKAN DAN PENERBITAN PT RAMBANG DENGAN MENGGUNAKAN METODE EPIC MODEL

Author : YUDI FAROLA BRAM

ABSTRAK

This research entitled Analysis of Commercial Effectiveness as One of Printing and Publishing Company’s Marketing Strategies of of PT Rambang by using EPIC Model Method was aimed at investigating the effectiveness of PT Rambang’s Advertisement by using an analysis based on EPIC Model (Empathy, Persuasion, Impact dan Communication). The Object this research was the customers of PT. Rambang who ever saw, heard, or read PT Rambang’s ads especially those who lived in Palembang city. There were 300 respondents involved in this research The sampling technique used was convinience sampling wit survey method. The effectiveness of PT Rambang’s advertisement could be seen from dimensions of Empathy, Persuasion, Impact dan Communication with crossed tabulation analysis and linier regression in which the measuring rod was the selling volume. Reviewed from the EPIC dimensions, it was found that PT Rambang’s ads were effective enough to influence customers living in Palembang city. Among the four dimensions, communication was the most dominant factor which can be seen from figure 4.1.2. (PT Rambang’s EPIC Model Ads on printed media). Based on linier regression analysis, it was found that commercial expenditure had significantly affected the selling volume of PT Rambang. Therefore, it was suggested that the information delivered through advertisements on printed media could give information about the products offered to its customers or prospective customers.

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PEMAHAMAN TERHADAP SEGMENTASI PELANGGAN: SUATU USAHA UNTUK MENINGKATKAN EFEKTIFITAS PEMASARAN JASA PENERBANGAN

Author : Diah Natalisa

ABSTRACT

According to the purpose of journey, there are 3 segments of customers in airline industry: business traveler, leisure traveler, and visiting friends & relatives.Research done by Natalisa (1999) found that the level of customers’ satisfaction/dissatisfaction at the three segments (business, leisure and visiting friends & relatives traveler) were differentiated by customers’ perception of service quality. The business traveler has a higher focus on service quality and on time performance factors. In addition, the price factor was not the differentiating variable in the level of satisfaction/dissatisfaction for customers of leisure (vacation) and visiting friends & relatives segments.

In conclusion, giving too much emphasis on discount policy (pricing strategy), which is now as a major strategy used by airline companies in Indonesia, must be wisely implemented. Based on the data from airline industry in United States, many companies using low-fare strategy are facing bancruptcy.

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PENGARUH KEPUASAN KONSUMEN DAN INSENTIF TERHADAP PERILAKU WOM (WORD-OF-MOUTH) KONSUMEN JASA ANGKUTAN PENUMPANG BIS ANTAR KOTA ANTAR PROPINSI KELAS EKSEKUTIF DI BANDUNG

Author: Erida

Abstract

This research purposes to identify consumer satisfaction, their response toward incentives program, and effect of consumer satisfaction and incentives on word-of-mouth behavior at intercity bus service executive class in Bandung. The research was carried out on 152 intercity bus service executive class consumers at five Bus Firms serving Bandung-Palembang as research samples by using Judgment Sampling Technique. The data gathered using questionnaire also used interview and observation. Data collected is valued by using seven point scales and were analyzed with method of ‘Factor Variance Analysis.’ The result of research indicated that, on the average, servicing provided by five intercity bus service executive class firms, especially served Bandung-Palembang were satisfy the consumers. Same as, incentives program obtained positive responses from the consumers. There were significant main effect for satisfaction on likelihood to generate WOM (L-WOM, Fh = 10,808), the favorability of WOM generated (F-WOM, Fh = 316,832), and the likelihood to make purchase recommendation (Recommend, Fh = 214,205). While, there were significant main effect of incentive on L-WOM (Fh = 76,049), F-WOM (Fh = 126,509), and Recommend (Fh = 101,329). Incentive main effect on WOM tested based on consumer’s response toward incentives program, strengthen conclusion that incentive alone has effect on word-of-mouth behavior. A further finding is the significant interaction effect between satisfaction and incentive on L-WOM (Fh = 6,887), F-WOM (Fh = 9,975), and the likelihood to make purchase recommendation (Fh = 11,381). Incentives were shown to be an effective catalyst to decrease negative WOM behavior of dissatisfied consumers, and to increase positive WOM behavior of satisfied consumers.

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Manajemen Pemasaran Sekolah Sebagai Salah Satu Kunci Keberhasilan Persaingan Sekolah

Author :  Henry Sumurung Octavian

Abstrak

Saat ini istilah efektif dan efisien merupakan istilah yang sering digunakan sehubungan dengan pola persaingan yang semakin ketat. Tidak terkecuali dunia pendidikan termasuk sekolah merasakan tuntutan kondisi lingkungan tersebut. Banyak perubahan yang harus dilakukan khususnya menyangkut pola-pola manajemen sekolah selama ini. Sebagai organisasi nirlaba maka sekolah seharusnya berusaha melakukan terobosan akibat berkurang atau bahkan hilangnya insentif yang diterima lembaga pendidikan. Sekolah sebagai lembaga penyedia jasa pendidikan perlu belajar dan memiliki inisiatif untuk semakin meningkatkan kepuasan pelanggan karena pendidikan merupakan proses yang sirkuler yang saling mempengaruhi dan berkelanjutan. Inisiatif sekolah dimulai dari mencari tahu (riset pasar) kondisi pasar pendidikan. Dari berbagai macam segmen yang ada di pasar, selanjutnya sekolah menetapkan strategi pemasaran yang sesuai dengan pasar sasaran. Dalam pemetaan pasar yang tersegmen, penyedia jasa pendidikan (sekolah) akan secara fokus menetapkan atribut-atribut kepentingan sesuai dengan karakteristik segmen yang dipilih. Lebih dari itu gap keseimbangan antara jumlah penyelenggara sekolah dan jumlah siswa akan semakin kecil akibat sekolah secara komprehensif mengukur sumber daya dan kondisi pasar.

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