Nurrochmat, Dodik Ridho
Departemen Manajemen Hutan, Fakultas Kehutanan, Institut Pertanian Bogor

Published : 3 Documents
Articles

Found 3 Documents
Search

Pengaruh Bauran Pemasaran, Ekuitas Merek Terhadap Keputusan Pembelian Benih Cap Kapal Terbang di Jawa Barat Supriatna, Dodi; Nurrochmat, Dodik Ridho; Fahmi, Idqan
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol 3, No 3 (2017): JABM Vol. 3 No. 3, September 2017
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.3.3.341

Abstract

Marketing tools known as the marketing mix, interacts with the brand equity in influencing consumer purchasing decisions. This study aims to analyze the level of marketing mix and brand equity and analyze the effect of the marketing mix with dimensions of brand equity. Presentation techniques and data analysis used in this research is descriptive analysis and Structural Equation Model (SEM). Research using depth interview technique. The experiment was conducted in West Java province with the number of respondents 137 vegetable farmers. Research shows that the product and the price has no effect on all dimensions of brand equity. Meanwhile, marketing channels and promotion effect on perceived quality, each with a loading factor of 0.516 and 0.715. Brand awareness and brand association has no effect on the decision. Only perceived quality influence on purchase decisions with a value of loading factor of 0.516. The study concluded that, perceived quality influences purchase decisions. Channel marketing and promotion affect perceived quality.Keywords: brand equity, distribution channel, marketing mix, perceived quality, purchasing decision, SEMAbstrak: Instrumen pemasaran yang dikenal sebagai bauran pemasaran (marketing mix), saling berhubungan dengan ekuitas merek dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh bauran pemasaran dengan dimensi ekuitas merek dan menganalisis pengaruh ekuitas merek dengan keputusan pembelian. Teknik penyajian dan analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis Struktural Equation Model (SEM). Penelitian menggunakan teknik interview mendalam dilaksanakan di propinsi Jawa Barat dengan jumlah responden 137 orang petani sayuran. Produk dan harga tidak berpengaruh terhadap semua dimensi ekuitas merek. Penelitian menunjukan bahwa saluran pemasaran dan promosi berpengaruh terhadap perceived quality, masing-masing dengan loading faktor 0,516 dan 0,715. Brand awareness dan brand association tidak berpengaruh terhadap keputusan. Hanya perceived quality berpengaruh terhadap keputusan pembelian dengan nilai loading faktor 0,516. Penelitian disimpulkan bahwa, perceived quality memengaruhi keputusan pembelian. Saluran pemasaran dan promosi memengaruhi perceived quality.Kata kunci: ekuitas merek, saluran distribusi, bauran pemasaran, perceived quality, keputuan pembelian, SEM 
Pengembangan Model Bisnis Dan Strategi Pelayanan Kesehatan XYZ Nurhakim, Ardian surya; Suparno, Ono; Nurrochmat, Dodik Ridho
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol 4, No 2 (2018): JABM Vol. 4 No. 2, Mei 2018
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.4.2.251

Abstract

XYZ is a company engaged in the field of health care. Companies that grow and develop require the right business model in order to achieve their visions and missions. One business model that successfully changed the complex business concept to be simple and understandable is the Business Model Canvas (BMC) developed by Alexander Osterwalder and Yves Pigneur. The objectives of this research were to analyze business models of XYZ organization through business model canvas approach, to identify key factors as strengths and weaknesses affecting the operational of XYZ organization, to formulate a strategy design required for the development of XYZ organization. Out of the nine elements of BMC, four elements were selected as top priorities for the company to improve its business strategy i.e. the elements of key activities, customer relationships, customer segments, and revenue streams. The results of BMC also show that the management needs to improve its business model and strategy for future development of XYZ organization e.g. by adding outlets in strategic places, forming a marketing team, as well as holding periodic training of human resources to optimize HR function.Keywords: business model, health care, HR, BMCAbstrak: XYZ merupakan perusahaan yang bergerak di bidang pelayanan kesehatan. Perusahaan yang bertumbuh dan berkembang membutuhkan model bisnis yang tepat guna mencapai visi dan misi perusahaan. Salah satu model bisnis yang berhasil mengubah konsep bisnis yang rumit menjadi sederhana dan mudah dipahami adalah Business Model Canvas (BMC) yang dikembangkan oleh Alexander Osterwalder dan Yves Pigneur. Tujuan dari penelitian ini adalah menganalisa model bisnis organisasi XYZ melalui pendekatan model bisnis kanvas, mengidentifikasi faktor-faktor kunci yang menjadi kekuatan serta kelemahan yang berpengaruh dalam operasional organisasi XYZ, merumuskan rancangan strategi yang diperlukan untuk pengembangan organisasi XYZ. Hasil dari sembilan elemen BMC dipilih empat elemen yang menjadi prioritas utama perusahaan XYZ untuk memperbaiki strategi bisnisnya yaitu pada elemen key activities, customer relationships, customer segments, dan revenue streams. Hasil BMC juga menunjukan bahwa perusahaan perlu melakukan perbaikan model bisnis dan strategi guna pengembangan organisasi XYZ kedepannya, seperti menambah gerai outlet di tempat yang dianggap strategis, membentuk tim marketing, serta melakukan pelatihan SDM secara berkala untuk mengoptimalkan fungsi SDM.Kata kunci: model bisnis, pelayanan kesehatan, SDM, BMC
Strategi Pengembangan Bisnis Rental Mobil Wiralodra 27 dengan Pendekatan Model Bisnis Kanvas Agustiadi, Andi; Syarief, Rizal; Nurrochmat, Dodik Ridho
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol 4, No 1 (2018): JABM Vol. 4 No. 1, Januari 2018
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.4.1.138

Abstract

Wiralodra 27 rental car is a car service provider in Bogor city. Due to the high potential market in this industry, the car rental company requires an appropriate business model and new strategies in the face of competition. The objectives of this research are 1) to identify present business model of the company using the canvas business model approach; 2) to analyze each element that becomes the strength, weakness, opportunity and threat that affect the business model of the company; 3) formulate strategies to improve the canvas business model; and 4) to make recommendations for the improvement program of the business development of Wiralodra car rental 27. The method used in this research included the canvas business model and SWOT analysis as a tool of analysis. The respondents of this research consisted of 5 members of the Board of Director of the company and one senior employee. In addition, there were also twenty four customer respondents who were selected with purposive sampling. The research results showed recommendations for the improvements of all key elements of the canvas business model. The main priority scales of the improvements are the elements of customer segment, key partnership, revenue stream for associated risk factors of the business. The second priority scales of the improvements are the elements of value propositions, channel, customer relationship, key resources, key activities, and cost structure.Keywords: canvas business model, rental car services, SWOT, Wiralodra