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MEMBANGUN MEREK YANG SUKSES DI INTERNET Jony Oktavian Haryanto
Jurnal Manajemen ##issue.vol## 12, ##issue.no## 3 (2008)
Publisher : Tarumanagara University

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Abstract

Over the past few years, there has been an explosion in the online world – an explosion that is also a harbinger of how business will operate in the future. As such, the internet is having a profound impact on the way business is being conducted in ways that are often disruptive to traditional methods. Internet provides the opportunity for companies to reach a wider audience and create compelling value propositions never possible before, while providing new tools for promotion, interaction and relationship building. The internet also represents a fundamental shift in how buyers and sellers interact, as they face each other through an electronic connection, and its interactivity provides the opportunity for brands to establish a dialogue with customers in a one-to-one setting. As such, the internet is changing fundamentals about customers, relationships, service and brands, and is triggering the need for new brand-building strategies and tools. In the midst of this, aggressive internet starts-ups have emerged, creating strong brands that are putting established brands at risk. As a result, harnessing the reach and interactivity of the internet to build and maintain brands has become extremely important. However, as the need to build brand loyalty online is reaching a peak, there is a growing recognition that traditional methods are no longer suited to this new interactive environment. In light of this, this article seeks to explore how companies should go about building a successful internet brand and to identify the critical factors that must be considered.
ROLE OF PROMOTION IN CREATING INFLUENCE POWER, IMPULSIVE BUYING, AND AUTOBIOGRAPHICAL MEMORY Jony Oktavian Haryanto
Jurnal Manajemen ##issue.vol## 13, ##issue.no## 2 (2009)
Publisher : Tarumanagara University

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Abstract

: Children are unique and also potential market They are unique, because they usually do not spend their own money but they have huge purchasing power. They are potential, because from the number of kids and spending, they are big and promising. Kids market consists of three markets, they are: First, primary markets which is targeting the children itself. Second, influence market which is emphasizing the influence that children assert on family purchases. Third, future market which is considering the future market from the children. Based on the huge market of the children, the author wants to identify the role of promotion as an antecedent of intention to consume for children and its impact on influence power, impulsive buying, and autobiographical memory. Furthermore, it is needed to identify the antecedent of autobiographical memory for children.  
ANALISA PENGARUH PESAN IKLAN, MODEL IKLAN, DAN CERITA IKLAN TERHADAP PERSEPSI PELANGGAN (Studi Pada Iklan XL Bebas Versi Nggak Usah Mikir) Jony Oktavian Haryanto; RatihSulistyorin RatihSulistyorin
Jurnal Manajemen ##issue.vol## 14, ##issue.no## 1 (2010)
Publisher : Tarumanagara University

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Abstract

The competition in telecommunication business has increased significantly due to many products produced by telecommunication companies. PT. Excelcomindo Pratama is the first private telecommunication service provider in Indonesia which promotes XL BEBAS as the cheapest in the industry.  This research is aimed to analyse the antecedents of perception toward the ads of XL BEBAS, i.e. message of the ads, model of the ads, and story of the ads. 200 respondents are taken for this research using purposive sampling.  The results show that message of the ads and story of the ads significantly influence perception toward the ads of XL BEBAS. On the other hand, the model of the ads does not significantly influence perception toward the ads of XL BEBAS. Furthermore, perception toward the ads significantly influences intention to purchase. 
DETERMINANTS OF THE CHILDREN INTENTION TO CONSUME FAST FOOD PRODUCTS Bambang Wiharto; Jony Oktavian Haryanto
MAKARA of Social Sciences and Humanities Series Vol 13, No 1 (2009): Juli
Publisher : Directorate of Research and Public Service, Universitas Indonesia

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Abstract

Children are unique and also potential market because they usually do not spend their own money but they have a hugepurchasing power through their parents. They are potential market, because from the number of kids in the market andtheir spending are big and promising. There are three types of kids market: first, children as the primary markets;second, children as the influencer market which emphasizing on the influence of children assert on family purchases.Third, because the children will grow up, then we can consider children as the future market. Based on the abovedescriptions, the authors intent to identify the determinants of children intention to consume such as productcharacteristics, reference group, retail environment and promotion, and create a questionnaire for the children anddevelop hypothesis using these study findings. The data obtained from the field using survey method was used to test allthe hypotheses empirically. Based on the research findings, we came to conclusion that the promotion has a greater andimportant effect in developing intention of children's consumption. These initial findings will be used intentionally inanother study which is try to find out the relationship between children intention to consume and their commitment tofuture market as they grown up and second objective of this study is to develop an initial and appropriate questionnairefor the children which we realize is different from questionnaire for the adult people. keywords: children market, children intention to consume, children questionnaire
Analysis Effect of Environment Attitude, Health Consciousness and Knowledge in Developing Product Perception and Intention to Buy (A Study on Organic Food Product) Widyasari Widyasari; Jony Oktavian Haryanto
Asean Marketing Journal ##issue.vol## 2, ##issue.no## 2 (2010): December 2010
Publisher : Asean Marketing Journal

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Abstract

This research intends to study the factors that can affect the product perception and consumer intention in buying organic product.The study is necessary in that it explores at least some of the factors that can affect the product perception and consumer intention in buying organic product.The research results indicated that there was a positive influence of health consciousness towards environment attitude, consumer’s organic product knowledge towards organic product perception, environment attitude and consumer’s organic knowledge towards intention to buy organic product. But, there was a negative influence between environment attitude, health consciousness towards consumer’s organic product perception, and consumer’s organic product towards intention to buy organic product. Keywords: Organic product, Product perception, Intention to buy, Health consciousness
PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE DAN PERSEPSI KUALITAS TERHADAP INTENSI PEMBELIAN Magyar Slamet Permana; Jony Oktavian Haryanto
Jurnal Manajemen. Volume 18, Nomor 3, Tahun 2014
Publisher : Jurnal Manajemen.

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Abstract

At present, the development of technology becomes intense among notebook manufacturers. They compete to create advantages in product markets. When people buy a product, consumers do not just look at the advantages it offers, but they also see its brand. Country of origin, brand image, and perceived quality influence people to make decision to buy a product. This study aims to determine the effect of country of origin, brand image, perceived quality on the purchase intentions of the Lenovo notebook. The study involved 150 respondents and the data was tested using structural equation modeling with Lisrel 8.7 software. The result findings showed that country of origin affect brand image, perceived quality and purchase intentions. In addition, this study showed that brand image has an effect on perseived quality. In the future, PT. Lenovo Indonesia as a subsidiary of Lenovo Group Limited needs to build a force to strengthen the Lenovo brand in marketing its product in the Indonesian market.