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"ABSTRAKDalam kondisi lingkungan dinamis dan cenderung turbulent, perusahaan harusbertahan dan memimpin pasar dengan sustainable competitive advantage.Dikarenakan turbulensi, perubahan pasar semakin sengit, cepat dan terkadangunpredictable. Dengan demikian, perusahaan memerlukan tingkat marketorientation yang tinggi untuk memahami pasar. Secara internal, seluruh anggotaperusahaan perlu mengembangkan Entrepreneurial Attitude Orientation yangseringkali dianggap hanya ada di perusahaan start ups. EAO dapat pula muncul diperusahaan besar dalam bentuk yang berbeda. Interface kewirausahaan denganpemasaran dikenal dengan Entrepreneurial Marketing (EM). Ada dugaan bahwatingginya kadar MO dan tingginya EAO akan mengakibatkan EM yang tinggipula. Penelitian ini dimaksudkan menggali hal tersebut.

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ABSTRACTIn dynamic and turbulent environment, company needs to survive and lead themarket by achieving sustainable competitive advantage. Due to the turbulence,changes in market become severe, faster, and sometimes unpredicted. Thus,company needs a high market orientation to understand the market. Internally, allcompany members need to improve Entrepreneurial Attitude Orientation which isoften misinterpreted to apply only in startup business ventures. EAO might appearin big companies, in different forms. The interface between entrepreneurial andmarketing is known as Entrepreneurial Marketing (EM). It is suspected that higherMO and EAO level will impact on higher EM. This research intends to dig thismatter."

"ABSTRAKTesis ini membahas mengenai peran atribut consumer durable goods untuk planetary mixer SM-201 dalam menyusun strategi bauran pemasaran. Penelitian ini menggunakan metode penelitian eksploratori (teknik in-depth-interview) dan metode penelitian deskriptif. Penelitian ini dilakukan kepada 100 responden melalui teknik probability sampling. Berdasarkan hasil in-depth interview didapatkan 12 atribut consumer durable goods planetary mixer yang dibagi menjadi 2 kategori yaitu atribut instrinsik (tahan lama, reliabilitas mixer, kemudahan penggunaan, performansi, kemudahan servis, fitur, desain) dan atribut ekstrinsik (harga, merek, negara asal pembuat, garansi dan brand image). 12 atribut ini akan diuji hubungannya dengan karakteristik demografi responden.Penelitian ini menghasilkan 4 cluster pelanggan yaitu cluster 1 (warranty-lover), cluster 2 (durable-lover), cluster 3 (price economic-lover) dan cluster 4 (comfortlover). Strategi bauran pemasaran produk yang akan dilakukan yaitu menerapkan proses produk augmented dan memprioritaskan atribut yang diinginkan pelanggan berdasarkan cluster pelanggan. Strategi bauran pemasaran distribusi dilakukan dengan sistem distribusi hibrid dan terpusat di kantor Jakarta. Strategi bauran pemasaran promosi dilakukan dengan pameran bakery, demo bakery dan sales door-to-door. Strategi bauran pemasaran harga dilakukan dengan pemberian diskon khusus dan pembayaran mesin secara kredit.

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ABSTRACT

This thesis discusses the role of consumer durable goods attributes for planetary mixer SM-201 in developing marketing mix strategy. This research uses exploratory research (technical in-depth-interviews) and descriptive research method. The research is conducted with 100 respondents through probability sampling technique. Based on the results of in-depth interviews found 12 attributes of consumer durable goods planetary mixers are divided into 2 categories: intrinsic attributes (durability, reliability mixer, ease of use, performance, serviceability, features, design) and extrinsic attributes (price, brand, county-of-origin, warranty and brand image). 12 attributes will be tested which are related to the demographic characteristics of respondents.

This research resulted in four clusters, namely cluster 1 (warranty-lover), cluster 2 (durablelover), cluster 3 (price economic-lover) and cluster 4 (comfort-lover). Marketing mix strategy will be applied the augmented product process and prioritize attributes desired based on customer clusters. Marketing mix strategy distribution will be applied with hybrid and centralized distribution system in the Jakarta office. Marketing mix promotion will be applied by the bakery exhibition, bakery demos and sales door-to-door. Price marketing mix will be applied by assigning a special discount and on credit-payment machines."

"Industri penerbangan indonesia merupakan salah satu industri dengan pertumbuhan yang cukup pesat, ditunjukan dengan tren peningkatan jumlah penumpang setiap tahunnya serta bertambahnya jumlah maskapai baru yang melayani rute domestik. Dengan persaingan yang semakin kompetitif maka perlu adanya upaya untuk meningkatkan kepuasan serta mempertahankan pelanggan yang ada salah satunya melalui peningkatan kualitas layanan.Penelitian ini membahas hubungan antara kualitas layanan penerbangan (AIRQUAL) dengan kepuasan pelanggan, Repurchase Intention ,serta Word of Mouth. Jumlah sampel yang digunakan sebanyak 337 responden yang tersebar di jakarta dan diambil secara acak. Selanjutnya data diolah dengan menggunakan SPSS.Hasil yang diperoleh menunjukan bahwa, pada maskapai full service dan LCC kualitas layanan penerbangan dapat menjelaskan hubungan terhadap kepuasan pelanggan, repurchase intention, serta Word of Mouth. Dengan hasil ini maka konsep tersebut dapat dijadikan rujukan bagi industri penerbangan dalam memformulasikan strategi pemasaran yang tepat serta efektif.

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Aviation industry in Indonesia is one of industry with a fairly rapid growth, which is indicated by the increase trend in the number of passengers each year and new airlines company that serving domestic routes. In the competitive situation, it is necessary an efforts to improve customer satisfaction and maintain the existing customers through the improvement of service quality.

This study discusses the relationship between airline service quality (AIRQUAL) with Customer Satisfaction, Repurchase Intention, and Word of Mouth. Total number of samples that used in this research was 337 respondents in Jakarta by random sampling. Furthermore, the data were processed using SPSS.

The results show that, full service and LCC airline service quality may explain the relationship with customer satisfaction, repurchase intention, and Word of Mouth. By this result, it can be used as a reference for the airline industry in order to formulate proper strategy and effective marketing program."

" Tesis ini menganalisis pengaruh trust in a brand for brand loyalty UD setelah rebranding. Rebranding dianalisa menggunakan kerangka corporate rebranding. Evaluasi eksternal setelah rebranding dilakukan dengan mengukur pengaruh trust in a brand terhadap brand loyalty UD Trucks. Pengukuran trust in a brand dilakukan kepada empat variabel independen yaitu brand reputation brand predictability brand compentence dan trust in the company. Penelitian ini mengunakan metode survey yang dilakukan di beberapa kota Jakarta Tangerang Bandung dan Balikpapan. Teknik sampling yang digunakan metode non probability sampling dengan cara purposive sampling. Teknik ini berarti memilih responden berdasarkan kriteria tertentu. Dengan metode regresi linear diperoleh temuan bahwa brand predictability brand competence dan trust in the company berhubungan positif terhadap peningkatan trust in a brand dan peningkatan trust in a brand berpengaruh signifikan terhadap brand loyalty.

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This thesis analyzed the influence of trust in brand for brand loyalty UD Truck in Indonesia after rebranding process. Rebranding analysis use theoretical framework corporate rebranding The external evaluation of rebranding can used to measure the influence of trust in a brand for brand loyalty of UD Trucks. Trust in a brand is measured by four variabel independen brand reputation brand predictability brand compentence and trust in the company.

This study use survey method in Jakarta Bekasi Tangerang Bandung and Balikpapan Technique of sampling will be used is non probability sampling with purposive sampling. This technique of sampling means that responden is choosed based on certain criteria We get summarized by linear regression method that brand predictability brand competence and trust in the company have linear and positive relationship with trust in a brand and will make brand loyalty increased."

"ABSTRAKDewasa ini, perkembangan teknologi semakin pesat. Salah satu produk yang tengah dikembangkan adalah wearable computer. Salah satu bentuk dari wearable computer adalah smart glass yang tergolong dalam dual product, yaitu perpaduan antara utilitarian product dan hedonic product. Smart glass adalah wearable computer yang memiliki fungsi dan fitur yang mirip dengan smartphone. Sebagai perangkat yang tergolong baru, perlu dilakukan penelitian terlebih dahulu terkait penerimaan teknologi tersebut, terutama dilihat dari konstruk perceived usefulness, perceived ease of use, perceived enjoyment, identification, stimulation, perceived mobility, attitude toward smart glass, dan intention to use smart glass. Kedelapan kosntruk tersebut adalah perpaduan dari Balanced TAM dan CAM yang mewakili karakteristik dari smart glass. Dengan stimulus berupa narasi dan gambar, hasil dari penelitian ini adalah tidak ada pengaruh yang signifikan dari attitude toward smart glass terhadap intention to use smart glass. Oleh sebab itu, pemberian rekomendasi dapat dilakukan dengan menganalisis konstruk yang memengaruhi keduanya secara terpisah.

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ABSTRACTNowadays, technology evolves faster and wider. One of the latest technology development is wearable computer which has smart glass as one of its type. Smart glass is classified as dual product and is resemble smartphone. A dual product is a combination of utilitarian product and hedonic product. As a new product, it is a necessary to do a research regarding its acceptance. Factors that can be inferred in having effect to the tehcnology acceptance are perceived usefulness, perceived ease of use, perceived enjoyment, identification, stimulation, perceived mobility, attitude toward smart glass and intention to use smart glass. Those factors were adapted from Balanced TAM and CAM. These two theories has characteristics that appropriate with smart glass. By using narrative and pictures, the finding of this research is there is no significant effect on intention to use smart glass from attitude toward smart glass. Thus, recommendations were done by analyzing constructs that affect them independently."

"Kompetisi dan tantangan pada industri penerbangan semakin ketat, salah satunya akibat semakin banyaknya bermunculan maskapai dengan konsep Low Cost Carrier (LCC) dan kebijakan Open Sky Policy ASEAN pada 2015. Oleh karena itu, tentu sangat perlu bagi maskapai untuk mempelajari hal-hal yang mempengaruhi pelanggannya dalam melakukan pembelian. Melalui metode SEM (Structural Equation Modeling), penelitian ini membahas pengaruh Perceived Quality, dengan variabel mediasi Perceived Equity, Perceived Value, Customer Satisfaction, Expected Switching Cost, & Brand Preference terhadap Repurchase Intention pelanggan maskapai Garuda Indonesia yang beroperasi dengan konsep Full Service Carrier (FSC). Hasil penelitian ini menunjukkan Brand Preference memiliki efek positif secara langsung atas Repurchase Intention, Expected Switching Cost memiliki efek positif secara langsung terhadap Brand Preference, Customer Satisfaction tidak berpengaruh secara langsung terhadap Brand Preference namun berpengaruh terhadap Expected Switching Cost, Perceived Value tidak berpengaruh terhadap Brand Preference namun berpengaruh terhadap Customer Satisafaction, Perceived Equity tidak berpengaruh baik terhadap Customer Satisfaction maupun Perceived Value, sedangkan Perceived Quality Service memiliki pengaruh positif langsung terhadap Perceived Equity Service dan Perceived Value.

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Competition and challenges in the aviation industry is getting tighter, due to the increasing number of airlines with the concept of Low Cost Carrier (LCC) and the Open Sky Policy in 2015. Therefore, it is certainly very necessary for the airlines to learn the things that influence customers in their purchasing decision. Through the method of SEM (Structural Equation Modeling), this study discusses about the influence of Perceived Quality, with mediating variables of Perceived Equity, Perceived Value, Customer Satisfaction, Switching Expected Cost, & Brand Preference towards Repurchase Intention from Garuda Indonesia airline customers that operate with the concept of Full Service Carrier (FSC).

The results of this study showed that Brand Preference has a direct positive effect on the Repurchase Intention, Expected Switching Cost has a direct positive effect on Brand Preference, Customer Satisfaction has no direct influence on Brand Preference but have influence to the Expected Switching Cost, Perceived Value has no effect on Brand Preference but have influence to Customer satisfaction, Perceived Equity has no effect either on Customer Satisfaction or Perceived Value, while Perceived Quality Service has a direct positive effect on Perceived Equity Services and Perceived Value."

"Memetakan pasar secara tepat dan mengaplikasikan program pemasaran secara proporsional kepada bagian-bagian pasar yang telah diketahui adalah salah satu alat kesuksesan pada pasar yang kompetitif. Penelitian ini membahas dan membandingkan consumer decision making styles (CDMS) pada konsumen generasi Y terhadap produk pakaian dan gadget. Penelitian ini mensegmentasi konsumen generasi Y terhadap gaya pengambilan keputusan mereka dan menentukan perbedaan diantara beberapa variabel relatif terhadap gaya pengambilan keputusan mereka. Penelitian empiris dilakukan berdasarkan data yang diperoleh dari hasil penelitian terhadap konsumen generasi Y. Data dianalisa menggunakan koefisien Croncbach Alpha, exploratory factor analysis, one way ANOVA dan Independent Sample T test. Dari hasil penelitian dikonfirmasi sembilan model faktor dari decision making styles untuk masing-masing produk pakaian dan gadget diantara konsumen generasi Y. Untuk produk pakaian, penelitian ini menemukan quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Impulsive, Careless consumers, Confused by Overchoice Consumers dan brand loyal consumer sebagai gaya pengambilan keputusan konsumen generasi Y. Di sisi lain, quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Value for money, Confused by Overchoice Consumers dan brand loyal consumer ditemukan sebagai gaya pengambilan keputusan konsumen generasi Y terhadap produk gadget. Perbedaan signifikan pada jenis kelamin, status perkawinan, tingkat pendidikan, pekerjaan dan usia ditemukan untuk beberapa faktor dari gaya pengambilan keputusan konsumen generasi Y. Strategi pemsaran harus disesuaikan untuk karakter-karakter yang spesifik dari konsumen generasi Y.

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Separating markets precisely and applying marketing programs proportional to the known sections is one of the most important success tools in competitive markets. This study compares and contrasts the consumer decision-making styles (CDMS) of Generation Y towards apparel and gadget product. It segments generation Y consumers by their decision-making styles and determines the differences among segments relative to their decision-making styles. The empirical analysis is based on data obtained from generation Y consumer survey. The data were analyzed using Cronbach alpha coefficients, exploratory factor analysis, One Way ANOVA and Independent Sample T test.

Research results confirmed nine-factor model of decision-making style for each towards apparel and gadget product among generation Y. In apparel section, this study have found quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Impulsive, Careless consumers, Confused by Overchoice Consumers and brand loyal consumer as decision making styles of Generation Y.

On the other hand, quality consciousness, behavioral perfectionist, brand unsconsciousness, Novelty-Fashion unconsciousness, Recreational Conscious Consumers, Price Consciousness, Value for money, Confused by Overchoice Consumers and brand loyal consumer were found as decision making styles of generation Y consumer towards gadget product. Significant gender, marital status, education level, occupation and ages differences were found on several factors of consumer-decision making styles only for apparel products.. Marketing strategies should be tailored to the specific characteristics of consumers generation Y."

"Makanan etnis adalah salah satu bentuk representasi budaya, dan bisnis restoran bertema etnis menunjukkan perkembangan pesat di seluruh dunia. Di Praha, sebuah tujuan utama turis di Eropa Tengah, sembilan restoran Thai beroperasi di pusat kota, dan hanya ada satu restoran Indonesia. Telah banyak studi yang mempelajari efek kualitas servis terhadap loyalitas pengunjung restoran, namun pentingnya serta efek keautentikan di restoran etnis belum sepenuhnya dimengerti. Studi-studi mutakhir atas restoran-restoran etnis di Amerika Serikat menunjukkan bahwa persepsi keautentikan makanan dan atmosfer mempengaruhi loyalitas pelanggan melalui beberapa variabel mediasi. Tesis ini mempelajari pentingnya dan efek keautentikan di antara pelanggan restoran Indonesia di Praha, dibandingkan dengan restoran Thai yang beroperasi di wilayah yang sama. Sampel sebesar 45 responden dari masing-masing restoran memungkinkan riset ini untuk mensurvei opini pelanggan segera setelah pengalaman bersantap. Data dianalisis dengan SPSS untuk menguji pentingnya keautentikan, dan Smart PLS untuk menguji model struktural. Delapan hipotesis diuji, dan empat di antaranya diterima. Pentingnya keautentikan makanan dan atmosfer ditemukan lebih tinggi di antara pelanggan restoran Indonesia, dibandingkan restoran Thai. Efek persepsi keautentikan juga berbeda di antara kedua restoran. Di restoran Indonesia, keautentikan makanan secara positif berpengaruh terhadap behavioral intention melalui positive emotion, sedangkan keautentikan atmosferik berpengaruh positif melalui perceived value. Di restoran Thai, hanya keautentikan atmosferik yang berpengaruh positif melalui positive emotion. Perbedaan hasil tersebut bisa dijelaskan oleh perbedaan tahap eksistensi kedua jenis restoran tersebut di Praha, mulai dari exotic-narrow hingga expanding-mainstream. Dengan demikian, operator restoran etnis di fase exotic-narrow seperti Indonesia perlu lebih fokus pada keautentikan makanan (penampilan, rasa, bahan pembuatan) dan atmosferik (penampilan eksterior, dekorasi, desain interior, kontribusi musik) dibandingkan restoran yang sudah lebih expanding-mainstream seperti Thai. Berbeda dengan studi-studi sebelumnya yang hanya meneliti satu jenis restoran etnis, riset ini telah berhasil membandingkan dua jenis restoran etnis di Praha.

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Ethnic foods are cultural representations, and the business of ethnic-theme restaurants shows a rapid development worldwide. In Prague, a main tourist destination in Central Europe, nine Thai restaurants are operating in the city center, while only one Indonesian restaurant is in business. Many studies have been done to examine the effects of service quality to the loyalty among restaurant goers, but the importance and effects of authenticity in ethnic restaurants are not completely understood. Recent studies on ethnic restaurants in the U.S. revealed that the perceived authenticity of food and atmospherics affected customer loyalty through different mediating variables. This thesis studied the importance and effects of perceived authenticity among the customers of the Indonesian restaurant in Prague, compared to those of a Thai restaurant in the same region. Conveniently sampled 45 respondents from each restaurant allowed the research to survey the customer?s opinion immediately after the dining experience. The data was analyzed using SPSS for examining the importance of authenticity, and Smart PLS for evaluating the structural model. Eight hypotheses were verified, four of which were accepted. The importance of both food and atmospheric authenticities in the Indonesian restaurant customers was found to be higher than that of Thai restaurant. The effects of authenticity also differ between the two restaurants. In the Indonesian restaurant, food authenticity positively affects behavioral intentions through positive emotion, while atmospheric authenticity does through perceived value. In the Thai restaurant on the other hand, only atmospheric authenticity affects positive emotion. The differences can be explained by the difference stages of existence between the two restaurants, ranging from exotic-narrow to expanding-mainstream. Therefore, the operator of a more exotic-narrow restaurant such as Indonesian should be more focused on authenticity of food (appearance, taste, ingredient materials) and atmospherics (exterior appearance, décor, interior design, music contribution), compared to more expanding-mainstream one such as Thai. Different from previous studies that only researched a single type of ethnic restaurants, this study has managed to compare two types of ethnic restaurants in Prague."

"Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap perceived value, perceived positioning dan loyalitas pelanggan Indosat Mentari. Data diperoleh melalui metode survey dengan kuesioner yang menggunakan 265 sampel pengguna kartu Indosat Mentari. Analisa data dimulai dari uji pendahuluan yang mencakup uji validitas dan reliabilitas. Setelah instrumen penelitian dinyatakan lolos uji, dilakukan analisa struktural menggunakan Structural Equation Modelling(SEM). Hasil penelitian menunjukkan bahwa bauran pemasaran memiliki pengaruh yang positif dan signifikan terhadap perceived value, perceived value memiliki pengaruh yang positif dan signifikan terhadap perceived positioning, perceived positioning memiliki pengaruh yang positif dan signifikan terhadap loyalitas pelanggan, serta perceived value memiliki pengaruh yang positif dan signifikan terhadap loyalitas pelanggan Indosat Mentari.

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This research aims to analyze the effect of marketing mix on perceived value, perceived positioning and customer loyalty of Indosat Mentari. The Data obtained through the survey with questionnaire method that uses a sample of 265 users Indosat Mentari card. Data analysis starts from the preliminary test which includes validity and reliability test. After research instruments stated the test passes, the structural analysis is done using Structural Equation Modelling (SEM).

The results showed that marketing mix has a positive and significant impact on the perceived value, perceived value has a positive and significant influence on perceived positioning, perceived positioning has positive and significant influence to customer loyalty, and the perceived value has a positive and significant impact on customer loyalty of Indosat Mentari."

"ABSTRAKKoperasi Trashion Indonesia adalah UKM yang berlokasi di jakarta selatan yang bergerak di bidang daur ulang sampah khususnya sampah plastik rumah tangga. Sampah didaur ulang dan diproduksi menjadi barang-barang fashion yang dapat digunakan sehari-hari seperti tas, payung, dan lain sebagainya. Segmen pasar yang dilayani oleh Trashion sebagian besar adalah orang asing yang berada di Jakarta. Target pasar ini cukup sulit dijangkau karena pemasaran yang dilakukan oleh trashion hanya dengan melalui bazaar yang tidak setiap hari diadakan. Pada UKM ini juga tidak dilakukan pembuatan laporan keuangan sehingga keadaan finansial sulit dianalisis. Pada Tesis ini, akan dibahas strategi pemanfaatan teknologi informasi untuk mengembangkan bisnis Trashion. Strategi pemasaran yang dianjurkan adalah dengan membuat website resmi, penerapan search engine optimization (SEO), dan menggunakan media sosial untuk menjangkau target pasar dan sebagai sarana promosi dan edukasi pasar. Perbaikan lain yang dilaksanakan adalah pembuatan laporan keuangan dan pembukuan menggunakan perangkat lunak akuntansi. Secara keseluruhan, Proses penerapan perbaikan penggunaan website, SEO, dan media sosial telah mencapai 70% dari total proses perbaikan sedangkan penggunaan perangkat lunak akuntansi telah mencapai 37,5% dari total proses perbaikan.

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ABSTRACT

Koperasi Trashion Indonesia is a small business located at South Jakarta which core business is recycling household plastic waste. This SME recycled household trash into daily fashion product such as handbags, umbrellas, etc. Trashion?s Target segment are mostly foreigners who currently in Jakarta. Trashion have difficulties in reaching the segment because trashion only sell their product in event such as bazaar which is not occurred everyday. This SME also do not have financial report so it is difficult to analyze their financial performance. This paper will discuss strategies to use information technology to develop Trashion?s business. The proposed strategy are creating an official website, implementing Search Engine Optimization (SEO), and using social media as a mean of promotion and market education. Other improvements that will be applied are to create a financial report and transaction recording using accounting software. Overall progress of utilization of website, SEO, and Social media has reach 70% while utilization of accounting software overall progress is 37.5%"