Gesty Ernestivita
Universitas Nusantara PGRI Kediri, Managemen Pemasaran, Faculty Member
Competition in the business world at this time is very tight, not just goods, services products also can not be separated from marketing. Marketing has become a very important subject in everyday life in line with the development of the... more
Competition in the business world at this time is very tight, not just goods, services products also can not be separated from marketing. Marketing has become a very important subject in everyday life in line with the development of the economy. This study aims to analyze the influence of Place, Promotion and People of the consumer's decision to purchase Equity Brokerage services in PT Sucorinvest Central Gani Kediri either partially or simultaneously. Research variables used are Place, Promotion, People and purchasing decisions. The population in this study are 158 respondents. Samples were determined using purposive sampling number of 35 respondents using characteristics. Data were collected using questionnaires, then analyzed using multiple linear analysis, which is processed with SPSS XVI. The research proves that simultaneous variable Place, Promotion and People positive and significant impact on the purchase decision variable coefficient F count = 4,037> F table (2.88). The results also prove that the variables place positive effect but not significant with a coefficient of 1.820 thitung, Promotion and People variable positive and significant influence on purchasing decisions, with a coefficient of 3.014 and 3.895 tcount Promotion for People variables while ttable amounted to 1,891.
Research Interests:
Tagline is one way to make the customer always remember the product with the catchprase. Teh Botol Sosro is one of the products whose ads have a catchy tagline or catch phrase. In 2000 Teh Botol Sosro replaced his tagline with "Apapun... more
Tagline is one way to make the customer always remember the product with the catchprase. Teh Botol Sosro is one of the products whose ads have a catchy tagline or catch phrase. In 2000 Teh Botol Sosro replaced his tagline with "Apapun Makanannya Minummnya Teh Botol Sosro" .This new line of Teh Botol Sosro creates a new image of the brand. The persuasive effects of this ad tagline are well attached to the Indonesian people. The subjects of this study are students of the Faculty of Economics Force 2014 because it has taken the subject of Marketing Management so it is considered the most appropriate to be a respondent. The sample of this study amounted to 76 students. The effectiveness of Teh Botol Sosro advertisement is very important to be researched and in this research the researcher chose Customer Response Index (CRI) method as its analysis tool. The response elements in CRI are awareness, comprehend, interest, intention, and action. In CRI, these five responses are interconnected and form a level or hierarchy. That is, the ad audience in generating a response is by passing level by response level starting from awareness as the basic response. The conclusions of this study indicate that according to CRI analysis, the Bottom Sosro Tea Bottle tagline version of "whatever the food is drinking sosro bottle tea" is considered very effective because the results show almost 100% valuation. Abstrak Tagline merupakan salah satu cara untuk membuat customer selalu mengingat produk dengan catchprasenya. Teh Botol Sosro adalah salah satu produk yang iklannya memiliki tagline atau catch phrase yang cukup menarik. Pada tahun 2000 Teh Botol Sosro mengganti tagline nya dengan "Apapun makanannya, minumnya Teh Botol Sosro".Tagline baru Teh Botol Sosro ini membuat image baru terhadap brandnya. Efek persuasif dari tagline iklan ini cukup melekat baik di masyarakat Indonesia. Subyek dari penelitian ini adalah mahasiswa Fakultas Ekonomi Angkatan 2014 karena sudah menempuh mata kuliah Manajemen Pemasaran sehingga dianggap paling sesuai untuk dijadikan responden. Sampel dari penelitian ini berjumlah 76 mahasiswa. Efektivitas iklan Teh Botol Sosro sangat penting untuk diteliti dan dalam penelitian ini peneliti memilih metode Customer Response Index (CRI) sebagai alat analisisnya. Elemen-elemen respon dalam CRI adalah awareness (kesadaran), comprehend (pemahaman), interest (ketertarikan), intention (niat), dan action (tindakan). Dalam CRI, kelima respon ini saling berhubungan dan membentuk tingkatan atau hirarki. Artinya, audiens iklan dalam menimbulkan respon adalah dengan melewati tingkat demi tingkat respon mulai dari awareness sebagai respon dasar. Kesimpulan dari penelitian ini menunjukkan bahwa menurut analisis CRI, tagline iklan Teh Botol Sosro versi "apapun makanannya
Research Interests:
This study aims to identify and obtain in-depth data or information about the potential and problems of MSMEs Tenun Ikat in Kediri, so as to determine the right strategy in the framework of its development. The study used primary and... more
This study aims to identify and obtain in-depth data or information about the potential and problems of MSMEs Tenun Ikat in Kediri, so as to determine the right strategy in the framework of its development. The study used primary and secondary data. Primary data was obtained through field survey by giving a questionnaire and conducting interviews to 15 Tenun Ikat businessmen in Kediri. Secondary data is obtained from various sources of publication. Data were analyzed using descriptive analysis and SWOT analysis. The result of SWOT analysis shows that the position of MSMEs Tenun Ikat Kediri is in diagram 3, meaning that MSMEs Tenun Ikat Kediri faces a huge market opportunity to be developed, but on the other hand it faces internal constraints / weaknesses. The focus of corporate strategy is to minimize internal weakness of the company, so as to seize greater market opportunities. Therefore, the weaknesses that currently still become an obstacle to the development of MSMEs Tenun Ikat Kediri need to interfere from several parties, whether entrepreneurs, local government, relevant agencies (Regional Planning Board, Department of Cooperatives and SMEs, Industry and Commerce) Banking and Universities.
Research Interests: Management and MSMEs
Organizing and advancing technology and information, changing changes in consumer behavior in product decisions. The tendency of Indonesian people, especially Millennial, generaly who is active in front of gadgets and interactive through... more
Organizing and advancing technology and information, changing changes in consumer
behavior in product decisions. The tendency of Indonesian people, especially Millennial, generaly
who is active in front of gadgets and interactive through social media, makes social media an
effective strategy to market SME products, one of which is through social media influencers. Social
media influencers provide benefits for consumers, new consumers, wider distances, can reach the
expected target consumers and can determine targets to be directed.
Keyword: Social Media Influencer, Marketing Strategy, SMEs
behavior in product decisions. The tendency of Indonesian people, especially Millennial, generaly
who is active in front of gadgets and interactive through social media, makes social media an
effective strategy to market SME products, one of which is through social media influencers. Social
media influencers provide benefits for consumers, new consumers, wider distances, can reach the
expected target consumers and can determine targets to be directed.
Keyword: Social Media Influencer, Marketing Strategy, SMEs
Research Interests:
Fintech startup companies become viral conversations in Indonesia. Minister of Research, Technology and Higher Education, Mr. Mohamad Nasir in his remarks at the opening of the 2018 Innovation Innovation-Based Technology Innovation Expo... more
Fintech startup companies become viral conversations in Indonesia. Minister of Research,
Technology and Higher Education, Mr. Mohamad Nasir in his remarks at the opening of the 2018
Innovation Innovation-Based Technology Innovation Expo (I3E) in 2018 said that in the last four
years the growth of startups had increased rapidly. According to data from the Minister of Research,
Technology and Higher Education, in 2018 there are 956 startups that are managed from the initial
target of 850 and in 2019 it will develop again (Dailysocial, 2018). Privy.ID is one of the startups
engaged in digital signature and digital identity, the first in Indonesia. The vision of the company is
to present a single identity that universally integrated in the digital works for their users by providing
the most advanced digital signature and digital identity technology. It believed that Trusted Identity
and Digital Signature are the foundations of a healthy online transaction ecosystem. In collaboration
with The Department of Population and Civil Registration, the company provides all the basics data
needed for KYC process. This collaboration is needed to make it easier for the Privy.ID to obtain a
trusted user identity so that it can speeds up the KYC process. Privy.ID obtains data for free because
this collaboration actually benefits the government because it reduces the number of bad loans and
business constraints.
Technology and Higher Education, Mr. Mohamad Nasir in his remarks at the opening of the 2018
Innovation Innovation-Based Technology Innovation Expo (I3E) in 2018 said that in the last four
years the growth of startups had increased rapidly. According to data from the Minister of Research,
Technology and Higher Education, in 2018 there are 956 startups that are managed from the initial
target of 850 and in 2019 it will develop again (Dailysocial, 2018). Privy.ID is one of the startups
engaged in digital signature and digital identity, the first in Indonesia. The vision of the company is
to present a single identity that universally integrated in the digital works for their users by providing
the most advanced digital signature and digital identity technology. It believed that Trusted Identity
and Digital Signature are the foundations of a healthy online transaction ecosystem. In collaboration
with The Department of Population and Civil Registration, the company provides all the basics data
needed for KYC process. This collaboration is needed to make it easier for the Privy.ID to obtain a
trusted user identity so that it can speeds up the KYC process. Privy.ID obtains data for free because
this collaboration actually benefits the government because it reduces the number of bad loans and
business constraints.
Research Interests:
The role MSMEs in the economy is quite large, especially its contribution to gross the domestic product and employment. Although the empowerment of MSMEs still carried out by the government, in fact there are still some obstacles... more
The role MSMEs in the economy is quite large, especially its contribution to gross the domestic product and employment. Although the empowerment of MSMEs still carried out by the government, in fact there are still some obstacles experienced by MSMEs in Kediri, they are (1) lack of managerial capability, (2) lack of motivation, (3) lack of human resources, (4) lack of entrepreneurship competence, (5) high costs, (6) limited market access, (7) mastery of information technology is low and (8) lack of capital. The existence MSMEs is different with SOEs, which have good human resources and obtain full suport of the government, both in terms of facilities, or capital treatment. For that, through the partnership program, the state gives a portion of profits earned to the empowerment of MSMEs as a form of CSR. The purpose of this study is to analyze the performance of MSMEs in Kediri with SOE partnership program as a form of corporate social responsibility.
The object study in this research are the factors that affect the performance of MSMEs through partnership program of SOEs in the form of working capital loans, special loans and coaching. The research was conducted on MSMEs in Kediri. The population in this study covers all MSMEs who had been partnered with SOEs through CSR, whereas the total sample is 35 MSMEs. Data analysis method used is multiple linear regression. The research concludes that there is positive and significant correlation between SOE partnership program in the form of working capital loans, and coaching on the performance of MSMEs in Kediri, whereas the partnership program in the form of special loans has no significant effect on the performance of MSMEs in Kediri.
Keywords: MSMEs Performance, CSR, Partnership Program
The object study in this research are the factors that affect the performance of MSMEs through partnership program of SOEs in the form of working capital loans, special loans and coaching. The research was conducted on MSMEs in Kediri. The population in this study covers all MSMEs who had been partnered with SOEs through CSR, whereas the total sample is 35 MSMEs. Data analysis method used is multiple linear regression. The research concludes that there is positive and significant correlation between SOE partnership program in the form of working capital loans, and coaching on the performance of MSMEs in Kediri, whereas the partnership program in the form of special loans has no significant effect on the performance of MSMEs in Kediri.
Keywords: MSMEs Performance, CSR, Partnership Program
Research Interests:
Micro, Small and Medium Enterprises (MSMEs) management is generally done conventionally, including in marketing the product, so that the product is not widely known and the sales is low. Along with advances in information technology,... more
Micro, Small and Medium Enterprises (MSMEs) management is generally done conventionally, including in marketing the product, so that the product is not widely known and the sales is low. Along with advances in information technology, bringing impact on the development of MSMEs in Kediri, one of which is the use of information technology as a marketing tool or known as digital marketing. If originally products are marketed conventionally with limited market share, by utilizing digital marketing MSMEs can reach a wider market share with efficient cost. For that reason it is necessary to examine the impact of the use of digital marketing to the sales volume of MSMEs products in Kediri. The study was conducted on 30 MSMEs in Kediri who have done marketing through digital marketing. The study design was descriptive observational. Data were collected using structural interviews and in-depth interviews, then the data obtained were analyzed using descriptive statistics and qualitative analysis. The results showed that the use of digital marketing such as e-commerce (Tokopedia, Bukalapak, OLX) and social media (Facebook, Instagram, WhatsApp, BBM, Line, Youtube) made a real contribution in increasing the sales volume of MSMEs in Kediri.
Keywords: Digital Marketing, Sales Volume, MSMEs
Keywords: Digital Marketing, Sales Volume, MSMEs
Research Interests:
Increasing in demand, directly affect the development and innovation in a variety of systems. For example in trading system. We do not necessarily have to go to the store or supermarket to buy product that we need. E-commerce or well... more
Increasing in demand, directly affect the development and innovation in a variety of systems. For example in trading system. We do not necessarily have to go to the store or supermarket to buy product that we need. E-commerce or well known as online shopping site has begun to develop in Indonesia. For Indonesian people who live in remote areas do not need to go to the city to buy a desired product, because online payment system and expedition delivery is now available. Tokopedia is one of the biggest online shopping website Indonesia. Tokopedia can be accessed free either by the seller or buyer. In this study the researchers want to find out the reasons and barriers faced by buyers when transacting in Tokopedia. The study has also been conducted to find out wether there is any relation between age and product variations, age and easy payment, job and product variations, job and easy payment. The data obtained by sending a questionnaire to the respondents via Tokopedia Message. The data which is complete and can be further processed are 447 respondents. To describe the reasons and barriers faced by consumers, the researcher use stastistical descriptive analysis, and for hypothesis testing is by using chi-square.
Keywords: E-Commerce, Online Shoppers
Keywords: E-Commerce, Online Shoppers
Research Interests:
Research Interests:
Sustainable development is a Global will to improve everyone’s quality of life, including that of future generations, by reconciling economic growth, social development and environmental protection. However, definition of quality of life... more
Sustainable development is a Global will to improve everyone’s quality of life, including that
of future generations, by reconciling economic growth, social development and
environmental protection. However, definition of quality of life is very much subjective in
nature and varies from one continent to another, from one region to another, one country to
the next and most importantly one community to another. No single continent, government,
institution or individual, however, can attain the sustainable development goals, because the
nature of the challenges to overcome requires a collective commitment and effort. Achieving
the goals of sustainable development requires widespread community education and a
responsible media committed to encouraging an informed and active citizenry.
Correspondingly media has the most prominent roles to play in changing vistas of
development. Seriousness and initiatives of the media community can be seen by the fact that
every day, a number of new media channels emerge and touch different parts of life
connecting the every creature of this world.
Media has always been a prime source of reform and integration of the society and there has
been a plenty of examples from the history. However, the emergence of new ICT based
media like Social Media has opened-up a plethora of developmental opportunities to the
masses. Cost-effectiveness, availability and connectivity have served as the main drivers of
growth for these ICT based media. Interventions in community engagement, social
development and reforms have been seen across the world, where mobile media and social
media have proved vital. Alongwith this, these new media have helped in bringing citizen
centric services to the masses and contributing in the democratic development. However, the
large scale proliferations of these new media channels have put-up another set of challenges
in terms security and privacy. There has been a number of evidences on the misuse of media
and acts against the society. Thus the engagement models of the media must be seen in order
to overcome these challenges.
This edited volume has contributions from authors of diverse background such as
academicians, researchers, practitioners, business managers and strategists from NGOs and
Government departments. The book has been divided into eight sections, which comprise of
practitioner and research models, case studies, theoretical perspectives as well as the
exemplary interventions of media across the world. Issues related to the strategies,
development, consumption and interventions of media have been taken up. Both the
traditional as well as new media platforms have got equal presence. We sincerely hope that
this edited book shall provide a 360 degree view of the various facets of Media and
Communication to the researchers, students, practitioners and strategist planners. The
discussions from various countries shall serve as a reference to the readers having interest in
the area.
VIKAS KUMAR PAWAN GUPTA
prof.vikaskumar@gmail.com drpawan1976@gmail.com
of future generations, by reconciling economic growth, social development and
environmental protection. However, definition of quality of life is very much subjective in
nature and varies from one continent to another, from one region to another, one country to
the next and most importantly one community to another. No single continent, government,
institution or individual, however, can attain the sustainable development goals, because the
nature of the challenges to overcome requires a collective commitment and effort. Achieving
the goals of sustainable development requires widespread community education and a
responsible media committed to encouraging an informed and active citizenry.
Correspondingly media has the most prominent roles to play in changing vistas of
development. Seriousness and initiatives of the media community can be seen by the fact that
every day, a number of new media channels emerge and touch different parts of life
connecting the every creature of this world.
Media has always been a prime source of reform and integration of the society and there has
been a plenty of examples from the history. However, the emergence of new ICT based
media like Social Media has opened-up a plethora of developmental opportunities to the
masses. Cost-effectiveness, availability and connectivity have served as the main drivers of
growth for these ICT based media. Interventions in community engagement, social
development and reforms have been seen across the world, where mobile media and social
media have proved vital. Alongwith this, these new media have helped in bringing citizen
centric services to the masses and contributing in the democratic development. However, the
large scale proliferations of these new media channels have put-up another set of challenges
in terms security and privacy. There has been a number of evidences on the misuse of media
and acts against the society. Thus the engagement models of the media must be seen in order
to overcome these challenges.
This edited volume has contributions from authors of diverse background such as
academicians, researchers, practitioners, business managers and strategists from NGOs and
Government departments. The book has been divided into eight sections, which comprise of
practitioner and research models, case studies, theoretical perspectives as well as the
exemplary interventions of media across the world. Issues related to the strategies,
development, consumption and interventions of media have been taken up. Both the
traditional as well as new media platforms have got equal presence. We sincerely hope that
this edited book shall provide a 360 degree view of the various facets of Media and
Communication to the researchers, students, practitioners and strategist planners. The
discussions from various countries shall serve as a reference to the readers having interest in
the area.
VIKAS KUMAR PAWAN GUPTA
prof.vikaskumar@gmail.com drpawan1976@gmail.com
Research Interests:
Research Interests:
Penetrasi penggunaan internet di Indonesia meningkat secara drastis sejak tahun 2010. Hal ini menjadi suatu peluang bagi bisnis e-commerce di Indonesia. Salah satu bisnis e-commerce di Indonesia adalah Tokopedia. Pada November 2018... more
Penetrasi penggunaan internet di Indonesia meningkat secara drastis sejak tahun 2010. Hal ini menjadi suatu peluang bagi bisnis e-commerce di Indonesia. Salah satu bisnis e-commerce di Indonesia adalah Tokopedia. Pada November 2018 Tokopedia menempati peringkat ke 3 dengan kriteria jumlah pengguna sebagai top rank StartUp Indonesia (Startupranking.com, 2018) dan menempati urutan kedua menurut CNN. Tokopedia mencoba untuk melakukan diferensiasi produk dengan menawarkan pembelajaan dari dana cashback ke produk paper based asset yaitu Reksadana Online. Dalam penelitian ini bertujuan untuk mengetahui apakah E-comemerce berpengaruh terhadap Reksadana maupun Pembelian Ulang dengan Perilaku konsumen menjadi moderator. Pendekatan penelitian merupakan penelitian kuantitatif dan teknik penelitian diskriptif. Metode pengumpulan data dengan cara menyebarkan kuisioner, yang didistribusikan kepada mahasiswa yang telah melaksanakan perkuliahan pasar modal pada Fakultas Ekonomi Universitas Nusantara PGRI Kediri berjumlah 90 mahasiswa. Teknik analisa data dalam penelitian ini menggunakan Path Analysis. Kesimpulan pada penelitian ini bahwa promo cashback yang lebih diminati oleh konsumen adalah dengan pembelian ulang dibandingkan dengan berinvestasi di reksadana.
Kata Kunci: E-Commerce, Cashback
Kata Kunci: E-Commerce, Cashback
Research Interests:
Increasing in demand, directly affect the development and innovation in a variety of systems. For example in trading system. We do not necessarily have to go to the store or supermarket to buy product that we need. E-commerce or well... more
Increasing in demand, directly affect the development and innovation in a variety of systems. For example in trading system. We do not necessarily have to go to the store or supermarket to buy product that we need. E-commerce or well known as online shopping site has begun to develop in Indonesia. For Indonesian people who live in remote areas do not need to go to the city to buy a desired product, because online payment system and expedition delivery is now available. Tokopedia is one of the biggest online shopping website Indonesia. Tokopedia can be accessed free either by the seller or buyer. In this study the researchers want to find out the reasons and barriers faced by buyers when transacting in Tokopedia. The study has also been conducted to find out wether there is any relation between age and product variations, age and easy payment, job and product variations, job and easy payment. The data obtained by sending a questionnaire to the respondents via Tokopedia Message. The data which is complete and can be further processed are 447 respondents. To describe the reasons and barriers faced by consumers, the researcher use stastistical descriptive analysis, and for hypothesis testing is by using chi-square.