Hatane Semuel
Program Manajemen Pemasaran, Fakultaas Ekonomi, Universitas Kristen Petra Jl. Siwalankerto 121-131, Surabaya

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ANALISIS TINGKAT BRAND LOYALTY PADA PRODUK SHAMPOO MEREK “HEAD & SHOULDERS” Marthin, Johannes; Semuel, Hatane
Jurnal Manajemen Pemasaran Vol 2, No 2 (2007): OCTOBER 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (155.683 KB) | DOI: 10.9744/pemasaran.2.2.

Abstract

This research is to know level of brand loyalty of shampoo Head & Shoulders and pyramid of brand loyalty, which consist of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders. Result of this research up on 1200 respondents indicate that: (1) Shampoo Head & Shoulders have consumer which at most at committed buyer, that is 91.25%, so that concluded nicely. (2) Percentage of switcher buyer, habitual buyer, satisfied buyer, liking of the brand, and committed buyer of shampoo Head & Shoulders successively is 18.50%, 42.08%, 79.67%, 86.60%, and 91.25%, so that pyramid of brand loyalty is like inversed pyramid. This matter indication that brand of Head & Shoulders have strong brand equity. Abstract in Bahasa Indonesia: Penelitian ini bertujuan untuk mengetahui tingkat brand loyalty konsumen atas shampoo merek Head & Shoulders dan mengetahui susunan piramida loyalitas, yang meliputi switcher, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders. Hasil penelitian atas 1200 orang pelanggan menunjukkan bahwa: (1) Shampoo merek Head & Shoulders mempunyai konsumen yang paling banyak pada tingkat committed buyer, yaitu 91,25%, sehingga disimpulkan bagus. (2) Prosentase switcher buyer, habitual buyer, satisfied buyer, liking of the brand, dan committed buyer atas shampoo merek Head & Shoulders berturut-turut adalah 18,50%, 42,08%, 79,67%, 86,60%, dan 91,25%, sehingga susunan piramida loyalitas adalah seperti piramida terbalik. Hal ini mengindikasikan bahwa merek Head & Shoulders memiliki brand equity yang kuat. Kata kunci: brand loyalty, switcher, habitual buyer, satisfied buyer, liking of the brand, committed buyer.
ONLINE CONSUMER ANALYSIS OF INDONESIAN TRADITIONAL BATIK PRODUCTS Semuel, Hatane
Jurnal Manajemen dan Kewirausahaan Vol 22, No 1 (2020): MARCH 2020
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jmk.22.1.11-20

Abstract

This study aims to understand website user behavior and online shopping behavior intentions through website facilities and to address the problems of Indonesian traditional batik SMEs in carrying out online marketing. Web services are seen from the security, navigation capabilities, and visual appeal of the website. The study was conducted on 150 students and 96 SME batik owners who have positioned themselves as potential consumers. The respondents were asked to visit the Legendabatik.com website and then answer the questionnaire in the google form. The results found that all website facilities have a positive effect on intention to use, only visual appeal has a direct positive effect on online behavioral intentions, while intention to use has a strong positive influence on online behavioral intentions. So website management needs to prioritize the visual appeal to increase online shopping behavior intention
DAMPAK RESPON EMOSI TERHADAP KECENDERUNGAN PERILAKU PEMBELIAN IMPULSIF KONSUMEN ONLINE DENGAN SUMBERDAYA YANG DIKELUAKAN DAN ORIENTASI BELANJA SEBAGAI VARIABEL MEDIASI Semuel, Hatane
Jurnal Manajemen dan Kewirausahaan Vol 8, No 2 (2006): SEPTEMBER 2006
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (295.353 KB) | DOI: 10.9744/jmk.8.2.pp. 101-115

Abstract

This research has an aim of examining the influence of emotional responses towards the impulsive buying behavior tendency from the online consumers, as a result of direct advertisement's stimulus. Online Stimulus advertisement is formatted through a kind of audio-visual media format, picture animation, and picture text. The main purpose of this research is focused on the format shape of online medium, however, as a compare, brochures are usually used as one of offline mediums. The format of research use factorial experimental design with the online and offline medium as the factor. Besides, to evaluate indirect impacts of emotional response to the impulsive buying behavior tendency, it has used resources expenditure, recreation and convenience shopping oriented which are intervening variables. The results of this research shows that there are different of stimulus impacts between offline and online medium formats. It has been found that the format of online medium has stronger stimulus effect than the offline one. Although, online format medium has stronger stimulus total effect, but still the format of audio visual medium and text of picture has stronger effect than the form of picture animation. The other finding, The resources expenditures has a positive intervening between emotional responses towards recreation shopping oriented but has negative intervening towards convenience shopping oriented. This can be clearly seen on the format of audio visual and picture animation medium. The result of the same analysis has proven that convenience shopping oriented is a positive intervening between emotional response and impulsive buying behavior tendency but recreation shopping oriented has negative impact. Abstract in Bahasa Indonesia : Penelitian bertujuan untuk menguji dampak respon emosi terhadap kecenderungan perilaku pembelian impulsif konsumen online. Respon emosi dan kecenderungan perilaku pembelian impulsif ditimbulkan karena stimulus dari iklan online. Format media iklan online diformat dalam bentuk audio-visual, animasi gambar, dan teks gambar. Tujuan utama dari penelitian ini, lebih difokuskan pada format media online, namun digunakan media offline brosur sebagai pembanding stimulus media. Penelitian diformat dalam rancangan percobaan faktorial dengan menggunakan format media online dan offline sebagai faktor. Untuk menguji dampak tidak langsung respon emosi terhadap kecenderungan perilaku pembelian impulsif, digunakan sumberdaya yang dikeluarkan dan orientasi belanja konsumen sebagai mediasi. Hasil penelitian menunjukan bahwa terdapat perbedaan pengaruh stimulus antara format media offline dengan media online terhadap respon emosi dan kecenderungan perilaku pembelian impulsif. Ditemukan bahwa stimulus dari format media online memberikan dampak respon emosi dan kecenderungan perilaku pembelian impulsif yang lebih kuat. Dalam kelompok format media online ditemukan juga bahwa bentuk format audio-visual dan teks gambar mempunyai stimulus yang tidak berbeda secara statistik dan lebih kuat dibandingkan format animasi gambar. Hasil temuan lainya. menunjukan bahwa respon emosi mempunyai dampak positip secara langsung terhadap kecenderungan perilaku pembelian impulsif. Selain itu sumberdaya yang dikeluarkan dapat merupakan mediasi positip antara respon emosi dengan orientasi belanja rekreasi, dan negatip untuk orientasi belanja kenyamanan. Orientasi belanja kenyamanan merupakan mediasi positip antara sumberdaya yang dikeluarkan dengan kecenderungan perilaku pembelian impulsif, sedangkan orientasi belanja rekreasi merupakan mediasi negatip. Kata kunci:. pembelian online, pembelian impulsive, media online, orientasi belanja.
PENGARUH SISTEM MANAJEMEN MUTU ISO TERHADAP KINERJA KARYAWAN MELALUI BUDAYA KUALITAS PERUSAHAAN (STUDI KASUS PT. OTSUKA INDONESIA MALANG) Semuel, Hatane; Zulkarnain, Joni
Jurnal Manajemen dan Kewirausahaan Vol 13, No 2 (2011): SEPTEMBER 2011
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (431.898 KB) | DOI: 10.9744/jmk.13.2.162-176

Abstract

Research about the effect of the Quality Management System ISO upon employee's performance through quality corporate culture can be seen from three dimensions. The three dimensions are ISO 9001 certification planning, corporate commitment and procedure implementation. With PT. Otsuka Indonesia Malang as the object and 110 randomly chosen employees as the respondent in collecting the data, this research found the result. According to the employees, ISO 9001 certification planning, corporate commitment, and procedure implementation have been running well. It also gives the significant positive effects upon quality corporate culture. Furthermore, the quality culture also gives the significant positive effects toward employee's performance. However, employees still have perception that quality culture is not too strong because of the empowerment and involvement as well as quality improvement team work which have not run optimally.
ANALISA PENGARUH TRANSACTION-SPECIFIC MODEL TERHADAP LOYALITAS KONSUMEN PADA INDUSTRI RESTORAN DI SURABAYA Tanggara, Alvin; Tanto, Amelia; Semuel, Hatane
Jurnal Hospitality dan Manajemen Jasa Vol 2 (2014): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (78.005 KB)

Abstract

Penelitian ini dilakukan untuk mengetahui kepuasan konsumen dilihat dari dimensi transaction specific model, yaitu ketanggapan, kualitas produk, harga, dan desain fisik serta pengaruhnya terhadap loyalitas konsumen pada industri restoran di Surabaya yang dikhususkan pada kategori restoran keluarga dengan mengambil sampel sebanyak 200 responden. Penelitian ini merupakan penelitian kuantitatif deskriptif dan kausal yang menggunakan teknik Structural Equation Modelling (SEM) dan sistem Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa kepuasan konsumen dilihat dari ketanggapan kualitas produk, harga dan desain fisik memberikan pengaruh signifikan terhadap loyalitas konsumen.
ANALISAH PENGARUH EXPERIENTIAL MARKETING TERHADAP KEPUASAN KONSUMEN HERBS SPA Yunita, Melinda; Semuel, Hatane
Jurnal Hospitality dan Manajemen Jasa Vol 2 (2014): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (78.005 KB)

Abstract

Industri spa saat ini sangat berkembang pesat sehingga menyebabkan persaingan antar spa semakin ketat. Hal ini membuat setiap spa berlomba-lomba untuk memberikan pelayanan yang terbaik. Oleh karena itu, setiap spa harus memiliki strategi pemasaran yang baik untuk membedakannya dengan spa yang lain. Salah satu strategi marketing adalah experiential marketing. Dengan menggunakan analisa regresi linier berganda. Hasil dari analisa regresi linier berganda, menunjukan bahwa sense dan act berpengaruh positif dan signifikan, think dan relate berpengaruh positif namun tidak signifikan, sedangkan feel berpengaruh negatif dan tidak signifikan
CORPORATE SOCIAL RESPONSIBILITY, PURCHASE INTENTION DAN CORPORATE IMAGE PADA RESTORAN DI SURABAYA DARI PERSPEKTIF PELANGGAN Semuel, Hatane; Wijaya, Elianto
Jurnal Manajemen Pemasaran Vol 3, No 1 (2008): APRIL 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (681.554 KB) | DOI: 10.9744/pemasaran.3.1.pp. 35-54

Abstract

This research is done to find out the implementation of Corporate Social Responsibility (CSR) towards purchase intention in some restaurants in Surabaya by using corporate image as an intervening variable. There are 105 respondents who become the customers of some restaurants implementing CSR. CSR is viewed from triple bottom line dimensions, which are economic dimension, social dimension, and environmental dimension. The research shows that Corporate Social Responsibility (CSR) has direct influence on purchase intention as well as corporate impage; whereas corporate image has influenced directly on purchase intention. In this case corporate image serves as an intervening variable between Corporate Social Responsibility and purchase intention.
BRAND EXPERIENCE, BRAND COMMITMENT, DAN BRAND LOYALTY PENGGUNA APPLE IPHONE DI SURABAYA Semuel, Hatane; Putra, Reynaldi Susanto
Jurnal Manajemen Pemasaran Vol 12, No 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (366.202 KB) | DOI: 10.9744/pemasaran.12.2.69-76

Abstract

The development of technology in the era of globalization more rapidly, that causing high competition between companies. Smartphone companies generally strive to maintain survival, gain optimal profit and strengthen the brand in the minds of consumers. To achieve these objectives then the products produced company must be useful, quality and innovative. This research objective to analyze the impact of brand experience – commitment to brand loyalty to Apple IPhone users in Surabaya. This study was carried out by distributing questionnaires to 100 respondents on Apple IPhone users in Surabaya. This type of research uses descriptive causal using data management from SPSS and SmartPLS. The results of this study indicate that the direct influence of brand experience on brand loyalty has no significant effect, while indirect influence on brand experience on brand loyalty through affective commitment has a significant influence
ANALYSIS CRM, KEPUASAN PELANGGAN DAN LOYALITAS PRODUK UKM BERBASIS BAHAN BAKU TERIGU DI JAWA TIMUR Ersi, Dzikiryati Yuni; Semuel, Hatane
Jurnal Manajemen Pemasaran Vol 8, No 1 (2014): APRIL 2014
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (402.801 KB) | DOI: 10.9744/pemasaran.8.1.1-8

Abstract

Customer relationship management (CRM) is part of a marketing strategy to satisfy and maintain customer loyalty. CRM can be a stimulus to customer satisfaction and loyalty, that the right CRM impact on satisfaction and will affect customer loyalty. The study population is the whole wheat flour SME customers in East Java, and a sample of 139 SME owners were selected by convenience sampling technique, and the analysis technique used is model of Structural Equation Modeling (SEM). The research proves that CRM has a positive effect on customer satisfaction and satisfaction has a positive effect on loyalty. CRM does not have a direct influence on customer loyalty.
PENGARUH SIKAP, PERSEPSI NILAI DAN PERSEPSI PELUANG KEBERHASILAN TERHADAP NIAT MENYAMPAIKAN KELUHAN (STUDI KASUS PADA PERUSAHAAN ASURANSI AIG LIPPO SURABAYA) Foedjiawati, Foedjiawati; Semuel, Hatane
Jurnal Manajemen Pemasaran Vol 2, No 1 (2007): APRIL 2007
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (203.567 KB) | DOI: 10.9744/pemasaran.2.1.

Abstract

Research on the effect of attitude, perceived value, and perceived likelihood of successful complaint on customer complaint intention is conducted on 200 custmers of AIG Lippo Insurance in Surabaya. Findings shows that the group of potential customer s come from private company employees, and entrepreneur background with mor than 3.5 million rupiahs of income and more than 2.5 million rupiahs of expenses per month. The result also show that the three variables; attitude, perceived value, perceived likelihood of successful complaint have positive effect on customer complaint intention. Eventhough all variables have positive effect, cost and benefit consideration as indicator of perceived value has stronger effect on customer complaint intention. Abstract in Bahasa Indonesia: Penelitian tentang Pengaruh Sikap, Persepsi Nilai dan Persepsi Peluang sukses terhadap Niat menyampaikan Keluhan dilakukan terhadap 200 pelanggan Asuransi AIG Lippo di Surabaya. Terungkap dari hasil penelitian, kelompok nasabah potensial adalah kelompok pekerja swasta dan wiraswasta dengan pendapatan lebih dari Rp. 3.5 juta per bulan dan pengeluaran lebih dari Rp. 2.5 juta per bulan. Dari hasil pengujian data diungkapkan bahwa ketiga variabel Sikap, Persepsi terhadap nilai keluhan dan persepsi terhadap peluang keberhasilan keluhan berpengaruh secara positip terhadap niat menyampaikan keluhan, Walaupun terdapat pengaruh positip dari ketiga variabel tadi, namun pertimbangan manfaat dan biaya sebagai indikator persepsi nilai mempunyai pengaruh yang lebih kuat terhadap niat menyampaikan keluhan. kata kunci: sikap, perspsi nilai, keluhan.