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IS IT A RELATIONAL MARKETING STRATEGY? CLUSTER ANALYSIS @UNIVERSITASMERCUBUANAJAKARTA FACEBOOK POST AND COMMENT Nugroho, Arissetyanto; Khayati, Tatik Nur; Harwani, Yuli; Sihite, Janfry
MIX: JURNAL ILMIAH MANAJEMEN Vol 5, No 2 (2015): MIX: Jurnal Ilmiah Manajemen
Publisher : MIX: JURNAL ILMIAH MANAJEMEN

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Abstract

Abstract: The objective of the research is to analyze the relational marketing strategy from the application of new media facebook in the private university Facebook account @universitasmercubuanajakarta. 5575 post and comment within the year 2013 collected, 51 irrelevant data excluded from the analysis, and finally there are 1412 post and 4112 comment analyzed. There are 756 accounts generated the post, @universitasmercubuanajakarta post 872 times and there are 84% (633) accounts post 1 time, furthermore there are 97% (735) personal account and 3% (21) organization account. The gender of the 735 personal account are 40% (297) woman and 60% (438) man. There are 2015 account generated the comment, @universitasmercubuanajakarta comments 456 times and there are 90% (1805) accounts comment 1-2 times, furthermore there are 99,99% (2011) personal account and less than 0,01% (4) organization account. The gender of the 2011 personal account are 37% (748) woman and 63% (1267) man. These post and comment interaction confirmed the relational marketing activities @universitasmercubuanajakarta, further cluster analysis conducted and confirmed the application of relational marketing strategy within four main themes which are The Student Achievement, The University External Cooperation, The Employee Class Program & Facilities, and The Information for Prospective & New Students.Keywords: Relational Marketing, @universitasmercubuanajakarta, Facebook Post & Comment, Provalis Research QDA Miner, Cluster Analysis
IS IT A RELATIONAL MARKETING STRATEGY? CLUSTER ANALYSIS @UNIVERSITASMERCUBUANAJAKARTA FACEBOOK POST AND COMMENT Nugroho, Arissetyanto; Khayati, Tatik Nur; Harwani, Yuli; Sihite, Janfry
MIX: JURNAL ILMIAH MANAJEMEN Vol 5, No 2 (2015): MIX: Jurnal Ilmiah Manajemen
Publisher : MIX: JURNAL ILMIAH MANAJEMEN

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract: The objective of the research is to analyze the relational marketing strategy from the application of new media facebook in the private university Facebook account @universitasmercubuanajakarta. 5575 post and comment within the year 2013 collected, 51 irrelevant data excluded from the analysis, and finally there are 1412 post and 4112 comment analyzed. There are 756 accounts generated the post, @universitasmercubuanajakarta post 872 times and there are 84% (633) accounts post 1 time, furthermore there are 97% (735) personal account and 3% (21) organization account. The gender of the 735 personal account are 40% (297) woman and 60% (438) man. There are 2015 account generated the comment, @universitasmercubuanajakarta comments 456 times and there are 90% (1805) accounts comment 1-2 times, furthermore there are 99,99% (2011) personal account and less than 0,01% (4) organization account. The gender of the 2011 personal account are 37% (748) woman and 63% (1267) man. These post and comment interaction confirmed the relational marketing activities @universitasmercubuanajakarta, further cluster analysis conducted and confirmed the application of relational marketing strategy within four main themes which are The Student Achievement, The University External Cooperation, The Employee Class Program & Facilities, and The Information for Prospective & New Students.Keywords: Relational Marketing, @universitasmercubuanajakarta, Facebook Post & Comment, Provalis Research QDA Miner, Cluster Analysis
The Low Cost Airline Consumer Price Sensitivity: An Investigation on the Mediating Role of Promotion and Trust in Brand Sihite, Janfry; Harun, Tabby Wihasari; Nugroho, Arissetyanto
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 7, No 3 (2014): December 2014 - March 2015
Publisher : Universitas Prasetiya Mulya

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Abstract

ANALISIS FAKTOR EKSPLORATORI LAYANAN @SYARIAHMANDIRI Nugroho, Arissetyanto
Jurnal Ekonomi Vol 23, No 3 (2018): November 2018
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v23i3.419

Abstract

The bank competition in Indonesia is high, conventional banks and sharia banks strive to improve competitiveness and gain positioning in the minds of the consumers. Previous research conducted by @bankmandiri compared to @syariahmandiri in 2015 gives the managerial implication that Syariah bank twitter is not as active as a conventional bank. @bankmandiri frequency compared to @syariahmandiri is different. Variety of the service proposition @syariahmandiri is fewer than the variety of service proposition @bankmandiri. The follow-up research is conducted by using the @syariahmandiri tweets data from January to Jul 2016. The data processed with the Provalis Research software, to obtain descriptive frequencies, hashtags, mentions and extracted name entities, cluster analysis, and  to obtain the service proposition of @syariahmandiri. The results show a robust development @syariahmandiri twitter activities, an increasing number of tweet frequencies and varieties of service proposition compare with Jan Des 2015 dataset.
PERAN PROMOSI DALAM MENINGKATKAN LOYALITAS KONSUMEN OJEK ONLINE Nugroho, Arissetyanto
Jurnal Ilmiah Manajemen dan Bisnis Vol 4, No 3 (2018): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v4i3.5609

Abstract

Layanan ojek telah bertransformasi dari ojek yang ada dipangkalan, menjadi ojek yang dapat dipanggil melalui aplikasi teknologi. Fenomena ini yang disebut dengan ojek berbasis online. Melalui aplikasi teknologi, konsumen dapat memperoleh kemudahan dengan memesan dimanapun dan kapanpun saja, konsumen juga memperoleh penanda lokasi yang akan memudahkan driver ojek online untuk mendatangi lokasi konsumen, selain itu juga aplikasi ini memberikan kemudahan interaksi antara perusahaan ojek online, driver, dan juga konsumen. Di dalam penelitian ini, beberapa variabel yang diuji adalah variabel promosi, keamanan, tingkat kepercayaan dalam mempengaruhi loyalitas pelanggan ojek online. Variabel ini dipilih karena aplikasi yang dimanfaatkan oleh ojek online menyampaikan banyak informasi promosi kepada pelanggan melalui sistem yang disediakan dari teknologi tersebut, selain itu karena layanan ini adalah layanan baru maka tingkat keamanan dan kepercayaan dari konsumen merupakan hal yang penting untuk diuji dalam hubungannya terhadap loyalitas pelanggan ojek online. Hasil dari penelitian ini menunjukkan bahwa tiga variabel dependen yaitu promosi, tingkat kepercayaan, dan keamanan memengaruhi loyalitas pelanggan, namun ada variabel sentral yaitu promosi yang memengaruhi keamanan dengan menyampaikan berbagai hal-hal yang dapat meningkatkan pemahaman untuk layanan ojek online. Keamanan ini kemudian merupakan prasyarat untuk bisa meningkatkan kepercayaan konsumen, yang akhirya dapat memengaruhi konsumen mencoba dan kemudian melakukan repeat order atau mau menggunakan layanan tersebut kembali. Data penelitian dilakukan dengan survei kepada 100 responden, selanjutnya data di bootstrap hingga mencapai 500 sampel dan analisa Structural Equation Modelling dilakukan dengan menggunakan Smart PLS. Hasil penelitian menyampaikan bahwa hubungan tidak langsung dari variabel promosi memengaruhi keamanan, memmengaruhi tingkat kepercayaan dan kemudian tingkat kepercayaan akhirnya bisa memengaruhi loyalitas. Jalur ini adalah jalur yang paling signifikan memengaruhi loyalitas pelanggan ojek online.
The Role of Price in Deciding to Purchase Ready-to-Drink Tea Nugroho, Arissetyanto
Jurnal Manajemen Vol 22, No 3 (2018): October, 2018
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (223.507 KB) | DOI: 10.24912/jm.v22i3.428

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The purpose of this research is to test the factors that influence the decision to purchase The Pucuk Harum tea. There are three variables tested: brand image, price and product quality. The questionnaire was delivered to 100 @pucukharumid consumers and bootstrapped for a 500 data sample. The findings support that all factors, i.e. brand image, price and product quality, significantly influence the decision to purchase The Pucuk Harum. The most important factor is the price, and the factor that had the least influence is image. Smart PLS Simultaneous Equation Modelling was conducted to measure the indirect relationship between fourpaths within the model. The results show that the strongest path is the process of prices that affect the image through the product quality. The price is also an antecedent factor that mostly influences the purchase decision through other variables within the model.
DOES THE SOCIAL NETWORK RELATE WITH THE ENTREPRENEURSHIP? AN EMPIRICAL CONTENT ANALYSIS Nugroho, Arissetyanto; Sihite, Janfry
Jurnal Manajemen Vol 19, No 2 (2015): June 2015
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (113.243 KB) | DOI: 10.24912/jm.v19i2.124

Abstract

The aim of the content analysis is to construct social network terminology in entrepreneurship journal. There are 97 journal abstracts that analyzed from six keyword search query in Proquest, the queries are ?Entrepreneur & Behavior?, ?Entrepreneurship & Creativity & Innovation?, ?Entrepreneurship & Social Network?, ?Entrepreneurship & Culture?, ?Entrepreneurship & Marketing? and ?Global Entrepreneurship Monitor?. All the abstracts analyzed with Provalis Research QDA Miner, a Qualitative Quantitative Data Analysis software. QDA miner identified relevant keyword, relate keywords with jaggard coefficient of cooccurrence and the proximity plot. All the relevant keywords being analyzed with Multidimensional Scaling (MDS) and construct the relevant keywords regards to social network. Finally, there are two main findings, the first finding distinquishes the three level of analysis framework which are the individual level, the firm level and the macro level as representation of the continuous process to accumulate  resources. The second finding construct social network as national culture, furthermore the construct of social network closely related with social capital and human capital. Tujuan penelitian ini adalah untuk membangun konstruksi terminologi jejaring sosial berdasarkan jurnal kewirausahaan. Abstrak jurnal yang akan dianalisa diperoleh dengan kata kunci pencarian ?Entrepreneur & Behavior?, ?Entrepreneurship & Creativity & Innovation?, ?Entrepreneurship & Social Network?, ?Entrepreneurship & Culture?, ?Entrepreneurship & Marketing? dan ?Global Entrepreneurship Monitor?, total diperoleh 97 abstrak jurnal yang kemudian dianalisa dengan software analisa kualitatif kuantitatif Provalis Research. Kata kunci yang relevan diidentifikasi, selanjutnya coocurence dan proximity plot kata kunci dianalisa dengan koefisien jaccard. Didalam tahapan akhir semua kata kunci selanjutnya dianalisa dengan Multidimensional Scaling (MDS). MDS membangun konstruksi kata kunci yang berhubungan dengan jejaring sosial. 2 temuan utama didalam penelitian ini adalah: pertama, penelitian ini mendukung kerangka kerja analisa 3 tingkat kewirausahaan yaitu tingkat individual, perusahaan, dan makro sebagai kerangka kerja yang mencerminkan proses berkesinambungan kewirausahaan dalam akumulasi sumber daya. Temuan kedua membangun konstruksi bahwa jejaring sosial berkaitan erat dengan budaya nasional, modal sosial dan modal sumber daya manusia.