Browsing by Author "Nurunnisha, Gina Apryani"

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    BRAND IMAGE AND CONSUMER INTERNAL FACTORS IN DETERMINING PREFERENCES OF MALE'S MAKE-UP ARTIST IN BANDUNG
    (Solid State Technology Volume: 63 Issue: 3, 2020) Nurunnisha, Gina Apryani; Pratiwi, Thifany Dea
    This study aims to determine the extent to which consumers’ internal factors and imagery influence the preferences of male's makeup artists in Bandung. The research method used is descriptiveverification method. The sample used was 120 people living in Bandung. Data processing is done namely validity test, reliability test, descriptive test, hypothesis test, t test, f test. Data collection method is done through interviews and questionnaires. Data were analyzed by path analysis through the SPSS program. The result showed that consumer’s internal factors did not significantly influence the preferences of Male's Makeup Artists in Bandung. Therefore, Male’s Makeup Artists need to increase their attractiveness to potential customers who can generate interest in using their services.
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    THE IMPACT OF BRAND IMAGE, PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS IN MEMOS TRAVEL
    (Solid State Technology, 2020) Rizkiyanti, Reva; Andika, Memo Yudha; Saskya, Annisa Putri; Wijaya, Andre; Nurunnisha, Gina Apryani
    The goal of this research is to determine the brand image, price, quality of service, and purchase decisions on Memos Travel and to find out how the effect of brand image, price, and quality of service on purchasing decisions partially or simultaneously on Memos Travel purchasing decisions. Brand image is one of the factors considered to have an impact on the purchase decision of a customer while purchasing an airplane ticket. In the minds of customers, Memos Travel is believed to have a strong reputation. In addition to the brand image, the next aspect that is considered to influence customer buying decisions maybe price. Memos Travel provides premiums for plane tickets that are significantly lower than the prices of rivals. Service quality is the next aspect that can affect purchase decisions. The bulk of customers are pleased with the Memos Travel service. But while it has been helped by these three factors, due to a decline in customer purchase decisions to buy airplane tickets on Memos Travel, it is currently unable to raise the revenue received by Memos Travel. The method of analysis used is descriptive and verification techniques. Consumers who would buy airplane tickets are the population and the sample in this report. Purposeful sampling was the sampling approach used. Using multiple linear regression, correlation coefficient analysis, coefficient determination analysis, and hypothesis testing, data processing was done. Based on the research findings, it can be inferred that there is an effect on purchase decisions at Memos Travel between brand image, price, and service quality either partially or concurrently.
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    THE IMPACT OF BRAND IMAGE, PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS IN MEMOS TRAVEL
    (Solid State Technology, 2020) Rizkiyanti, Reva; Andika, Memo Yudha; Saskya, Annisa Putri; Wijaya, Andre; Nurunnisha, Gina Apryani
    The goal of this research is to determine the brand image, price, quality of service, and purchase decisions on Memos Travel and to find out how the effect of brand image, price, and quality of service on purchasing decisions partially or simultaneously on Memos Travel purchasing decisions. Brand image is one of the factors considered to have an impact on the purchase decision of a customer while purchasing an airplane ticket. In the minds of customers, Memos Travel is believed to have a strong reputation. In addition to the brand image, the next aspect that is considered to influence customer buying decisions maybe price. Memos Travel provides premiums for plane tickets that are significantly lower than the prices of rivals. Service quality is the next aspect that can affect purchase decisions. The bulk of customers are pleased with the Memos Travel service. But while it has been helped by these three factors, due to a decline in customer purchase decisions to buy airplane tickets on Memos Travel, it is currently unable to raise the revenue received by Memos Travel. The method of analysis used is descriptive and verification techniques. Consumers who would buy airplane tickets are the population and the sample in this report. Purposeful sampling was the sampling approach used. Using multiple linear regression, correlation coefficient analysis, coefficient determination analysis, and hypothesis testing, data processing was done. Based on the research findings, it can be inferred that there is an effect on purchase decisions at Memos Travel between brand image, price, and service quality either partially or concurrently.
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    PROMOTION AND PRODUCT QUALITY IN DETERMINING PURCHASE DECISION SMARTPHONE XIAOMI
    (International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02, 2020) Nurunnisha, Gina Apryani; Pratama, Rio Wira; Asikin, Bachtiar
    This study revealed a gap between the lack of promotion and poor quality of Xiaomi smartphone products, but Xiaomi smartphone sales increased significantly from 3 percent to 25 percent in the Indonesian market. This study aims to determine whether promotion and product quality affect purchasing decisions of Xiaomi smartphones. The factors tested in this study were promotion and product quality as an independent variable, while purchasing decisions as the dependent variable. The research method used is descriptive method, with data collection techniques through observation and questionnaire distribution. The population of this research is Widyatama students who use Xiaomi smartphones, the research sample is 150 respondents. Data analysis uses multiple linear regression analysis at a significant level of 5 percent. The program used SPSS 25 and Lisrel 8.80. The results showed two independent variables namely promotion and product quality did not significantly influence the purchasing decisions of Widyatama students who used Xiaomi smartphones.
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    PROPOSED BRAND LEVERAGE WITH ONE VILLAGE ONE PRODUCT (OVOP) APPROACH CASE STUDY: KALUA IN CIWIDEY
    (8th Widyatama International Seminar on Sustainability (WISS 2016), Widyatama University and IEEE, 2016-09-05) Nurunnisha, Gina Apryani
    One Village One Product (OVOP) is a community-based program development, with a market- based approach to economic development, firstly initiated by Dr. Morihiko Hiramatsu. In terms of marketing, it can be regarded as a brand with leveraging the existing brand equity approach. Ciwidey is a tourist area, such as Kawah Putih, Situ Patengan, Hot Spring Water Walini, and Rancaupas Campgrounds in South Bandung, which has a huge potential. Development is being encouraged to help the development of this area by leaps and bounds. The existence of Kalua as one of typical food of Ciwidey increases tremendous business opportunities in this area. Although Kalua has been on the market for 15 years, tourists are still not familiar with Kalua, and it has not been regarded as a product associated with Ciwidey. Another issue is that Kalua is not seen as an interesting product. This research was conducted in one company, namely Kalua Jeruk Ponyo as a model, in order to be more focused in analyzing marketing mix, internal company, customers, and suppliers. This research was done by analyzing the marketing mix product, analyzing the situation with 5C analysis, as well as corporate demand calculation in order to determine the root causes that lead to business issues described previously. This study was conducted on potential customers who visited Kawah Putih and consumers shopping in Kalua Jeruk Ponyo, by conducting in-depth interviews, questionnaires, and food testing. From the result study, based on the analysis of potential consumers and their consumption patterns, it is known that their product awareness was low and they were not interested in the product due to the absence of segmentation, targeting and positioning, lack of product innovation, the absence of marketing communication and SOP for production. Finally, this study generated a form of draft business solution segmentation, targeting, and positioning. The new product proposal was based on the results of food testing, and business-to-customer (B2C) integrated marketing communication strategy was applied to build relationships with other business partners. The main objective of the proposed business solution is to increase awareness and ultimately the market share. Moreover, the collaboration with government to make this OVOP program succeed is very important in order to solve the problem, namely increasing the market share of Kalua. Together with historical review of the growth of the OVOP movement led by Oita Prefecture, this paper attempted to identify the unique characteristics of the movement as well as its limitations, and proposed how Japan’s experience with the movement may be applied in Ciwidey. As Ciwidey OVOP is already known as a nearly- born movement, this study did not only focus on the comparison between two areas; but also learnt a good lesson from Japan, and discovered suitable practical application in order to apply them to the Indonesian context.
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    PROPOSED BRAND LEVERAGE WITH ONE VILLAGE ONE PRODUCT (OVOP) APPROACH CASE STUDY: Kalua in Ciwidey
    (Journal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issue, 2019) Nurunnisha, Gina Apryani; Saudi, Mohd Haizam Mohd
    One Village One Product (OVOP) is a community-based program development, with a market-based approach to economic development, firstly initiated by Dr.MorihikoHiramatsu. In terms of marketing, it can be regarded as a brand with leveraging the existing brand equity approach. Ciwidey is a tourist area, such as KawahPutih, Situ Patengan, Hot Spring Water Walini, and Rancaupas Campgrounds in South Bandung, which has a huge potential. Development is being encouraged to help the development of this area by leaps and bounds. The existence of Kalua as one of typical food of Ciwidey increases tremendous business opportunities in this area. Although Kalua has been on the market for 15 years, tourists are still not familiar with Kalua, and it has not been regarded as a product associated with Ciwidey. Another issue is that Kalua is not seen as an interesting product. This research was conducted in one company, namely KaluaJerukPonyo as a model, in order to be more focused in analyzing marketing mix, internal company, customers, and suppliers. This research was done by analyzing the marketing mix product, analyzing the situation with 5C analysis, as well as corporate demand calculation in order to determine the root causes that lead to business issues described previously. This study was conducted on potential customers who visited KawahPutih and consumers shopping in KaluaJerukPonyo, by conducting in-depth interviews, questionnaires, and food testing. From the result study, based on the analysis of potential consumers and their consumption patterns, it is known that their product awareness was low and they were not interested in the product due to the absence of segmentation, targeting and positioning, lack of product innovation, the absence of marketing communication and SOP for production. Finally, this study generated a form of draft business solution segmentation, targeting, and positioning. The new product proposal was based on the results of food testing, and business-to-customer (B2C) integrated marketing communication strategy was applied to build relationships with other business partners. The main objective of the proposed business solution is to increase awareness and ultimately the market share. Moreover, the collaboration with government to make this OVOP program succeed is very important in order to solve the problem, namely increasing the market share of Kalua. Together with historical review of the growth of the OVOP movement led by Oita Prefecture, this paper attempted to identify the unique characteristics of the movement as well as its limitations, and proposed how Japan’s experience with the movement may be applied in Ciwidey. As Ciwidey OVOP is already known as a nearly-born movement, this study did not only focus on the comparison between two areas; but also learnt a good lesson from Japan, and discovered suitable practical application in order to apply them to the Indonesian context.