Celebrity endorser is one of marketing communication. The use of endorser is to lift more famous product?s brand. Generally use an endorser as a celebrity is to invite people to always remember the brand on their mind. So is needed a appropriate selection of celebrity endorser with the product to be brought. It is expected to affect the brand image of a product. The purpose of this study was to determine the effect of celebrity endorser selection of brand image. To find out is to find out how a good selection of celebrity endorser and appropriate so as to produce a positive brand image of a product. Research on the author is in STIE Kesatuan Bogor. By using quantitative descriptive method and causality. The result and discussion showed that Pantene celebrity endorser selectively chose the sight of the commitment of their endorser, her profession is evident in each of their carrier success. The selection process of Anggun C. Sasmi to endorse Pantene is need a quite long. This affects the Pantene?s brand image as a market leader in the position of hair science which gained several awards. Celebrity endorser selection of indicators source credibility, source attractiveness, meaning transfer, and celebrity product congruence. Source credibility of Anggun C. Sasmi was not much influence on brand image of Pantene shampoo. While a celebrity product congruence has a positive influence, dominant, significant. Value of r or the correlation coefficient between the celebrity endorser?s selection of celebrity endorsers (X) with the brand image (Y) of 0,663 means that the relation between these variables is strong. It means that if X then Y up one unit will respond by 66,3%. So, the celebrity endorser?s selection which have a right process will affect the brand image of Pantene shampoo products. Keywords: celebrity endorser, brand image, Shampoo
In effort to prevent HIV/AIDS, condom is an alternative to prevent HIV transmission from sexual relations. As a prevention tool, condom has not been 100% safe yet. Moreover, there is a controversial information about porous condom.In marketing the product, that is condom, particularly for high risk group, Himpunan Abiasa applys social marketing strategy. In addition to knowing which marketing strategy is applied, the author can find out the volume of Kondom Sutra sales marketed via social marketing during the period 2009 ? 2010. The research method used is Descriptive Analysis and SWOT Analysis. Data utilized are primary data and secondary data: looking for and collecting data from Himpunan Abiasa, NAC (National AIDS Commision), company profile, books, and literatures related to the study; besides that, by interviewing four experts having competence in their field. By using SWOT analysis, the researcher gets internal matrix score : 2626 and external matrix score : 2677. It shows that the company has growth and stabilization, the company keeps be able to maintain existing business in continuity. This writing is a form of acknowledgement and appreciation to the company on what it has been applied. Besides that, the author gets benefit by the fact that he can enlarge knowledge concerning the application of social marketing as a strategy of HIV-AIDS prevention program. Keywords: marketing strategy; social marketing; sales volume
The purpose of this study was to determine how much influence the facility support, service performance and customer satisfaction have on the word of mouth R. S. Sentra Medika Cibinong. The method of analysis in this study uses multiple regression analysis and correlation to test the significance of the relationship between variables with a quantitative approach. The data source of this research is primary data obtained by interview using online questionnaire instruments to 100 respondents. The results of this study indicate that all independent variables have a positive effect on word of mouth. However, customer satisfaction variables that significantly influence word of mouth.Keywords: FACILITY SUPPORT, SERVICE PERFORMANCE, CUSTOMER SATISFACTION, AND WORD OF MOUTH.
Marketing strategy conducted by the company in stimulating the companyâs good perception shaping is by developing product and its attributes comprising brand, package, phisical being et cetera which can be evaluated by consumers in harmony with value system, belief, and consumers experience as users.
The goal of this research is to find out how are consumers perception toward the objects (company, product, or brand) and marketing strategy conducted by the company company, its product and its attributes.
The result of the research shows that Honda brand motor product of dominant vario genre has influence (score on an average 4,16), its found that consumers perception to the attribute of Honda brand motor product of vario genre is âgoodâ (score on an average 4). Regression analysis result shows that function y = 46.694 + 0.326 (x), it can be used to predict if the grade of product attribute variable is 5, then it can be predicated that consumers perception is 48,324. Thereby it can be found out from correlation coefficient analysis result that motor product attribute has significant correlation to the perception of society with moderate and positive correlation (score 0,405) and the attribute product has contribution as high as 16,403 percent in influencing the perception of society.
Keywords : Product attribute; Consumers Perception.
The purpose of this research is to find out training frequency done by a firm to increase selling volume and how far the influence of training to selling volume, and what obstacles the firm faces in increasing salesmans quality. The result of this research shows that training frequency done by the firm has low influence to selling volume. It can be proven by low correlation score, that is 0,426. From regression counting result, it can be found out Y = 231,87 + 49,47 X. It means, if training influence (X) moves up to 1 unit, selling volume will move up to 49,47 units. If there is no training, selling volume is 231, 87. Statistical test works in t-test. T-count score = 1,333 and t-table score = 1,860. Because of t-count score is lower than t-table score (1,333 < 1,860), the influence of training frequency to selling volume is not significant.
Keywords: Training; Selling volume.
The purpose of matrix IE (Internal-External) model is to formulate the company strategy for corporate level to more detail. The result of research indicates that company position is in quadrant V at Matrix IE, that means in the âgrowth and being stableâ position. The EFASâ score is 2,422 and the increasing in market demand is the biggest opportunity factor to achieve by the company. The IFASâ score is 2.719 with inventory control system as a dominant factor (score: 0.452). Thereby the strategy for the company level that can be extended is âdefending and developing strategyâ to increase the volume of sales and companyâs profit...
Keywords: Marketing strategy, Distribution network.
Hedging is enterprise or entrepreneurâs step to minimize loss as result of exchange rate fluctuation. There are two implemented hedging techniques, namely Forward Contract Hedging Technique and Money Market Hedging Technique. The goal of this research is to find out how far the utilizing of the two hedging techniques will be able to minimize loss degree as result of exchange rate fluctuation compared with using non-hedging techniques (open position), thereafter comparing which of the two hedging techniques has lower cost. Analysis outcome indicates that the enterprise that does not make use of hedging techniques (open position) to ward foreign currency produces loss risk of exchange rate fluctuation for the enterprise.
Keywords : Hedging; Forward Contract Hedging; Money Market Hedging
The purpose of the research is to find out the Strategy of product packing development implemented by the company at present.
PT Indomilk obviously is able to compete with other companies although they still need to improve the packaging, because the position of the competitor is above PT Indomilk. PT Indomilk is in the position of stabile development so that it can survive and is developing the strategy product packing to increase sales volume. To determine the strategy they use correlation analysis to analyze how far the relation between packing development and the rate of sales volume.
Key words: Packaging Development; Sales Volume
To find out correlation between hotel services and consumersâ satisfation degree, the author used regression analysis, correlation coefficient, and determinant coefficient.
From hypothesis result, ho was rejected and has was accepted because t stat.>t table. It means between hotel service (variable of x) and consumersâ satisfaction degree (variable of y) influence each other. To be found out regrresion result as y=24,46 + 0,60X. It mans if rate of x increases, rate of y increases 0,60 times. Correlation coefficient 0,598 show that variable of x and variable of y are significant and having positive correlation (getting close to r = +1). This fact has proven that services raising will afford satisfation to consumers. To be gotten determination coefficient rate 35,76 %; it means that hotel services contributes 35,76 % to consumersâ satisfaction degree, whereas the rest of 64,24% could be other factorsâ contribution.
KeyWords : Management Strategy;