Browsing by Author "Rachim, Taufik"

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    CLUSTER ANALYSIS IN THE DETERMINATION OF WIDYATAMA UNIVERSITY STUDENTS SEGMENTS
    (11th Annual SEAAIR Conference, 2011-11-04) Rachim, Taufik; Zulganef
    One of the important thing in the company's activities is marketing strategy. Marketing strategy could be developed through the process of segmenting - targeting - and positioning. This research is part of a development strategy based on Segmenting - Targeting - and positioning process. This study examines the segments that can be used as a base by a university, especially the University of Widyatama in determining the main segmentts), target and position of the university. Through cluster analysis, this research showed that the segment of Widyatama University could be divided into four profile segments, namely: the first profile is consists of variable age, semester, the domicile, and sibling; the second profile is consists of gender; the third profile consists of department, and the fourth profile is consists of parents job status.This research shows that the institution, in this case Widyatama University should considers the 4 segments to make marketing policies, such as product (curriculum), promotion and price. For example, the curriculum should considers gender, and promotion should considers siblings and parents job. The only widyatama students as respondents is a limitation of this research, it should be validate into other university students as respondents.
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    THE EFFECTS OF PRODUCT ATTRIBUTES AND PRICING POLICY TO NETBOOK PURCHASE DECISION (Case Study of Universitas widyatama Students)
    (11th International Annual Symposium on Management, Departement of Management Faculty of Business and Economics Universitas Surabaya, 2014-03-15) Rachim, Taufik; Setiawan, Iwan
    The high competitive situation on netbook industry’s marketing activity, making all of the companies who involve on this industry are on the effort to make user friendly product. Based on the conceptual theory that netbook is a product that came from speciality good which is the buying process, requires more effort and involvement than convenniences. This research aim is to analyze The effect of product attribute performance and price policy to customer buying decision on netbook product. Research methodology that used on this research is descriptive method, by observation, interview and questionnaire as the data collecting technique. The result of this research shows that the product attributes netbooks tend to have been done well . This is evident from the respondents to 4 ( four ) indicators include quality / product quality , product characteristics , product design , and the benefits of a product that puts both categories . Policy pricing measured either . This was seen in the percentage of each indicator in the pricing policy which includes product competitiveness , rebates , and ease of payment method . Although the need to focus on indicators of competitiveness of products in the aspects of the sale price back above the netbook . The test results of the analysis of the performance of the product attributes affect purchase decisions because T hitung 3.936 > TTable at 1,657 . Product pricing policies influence the purchasing decisions of T hitung 6.687 > Ttable1,657 . While the simultaneous performance of product attributes and product pricing policies influence the purchase decision shows the Fhitung 23.138 is greater than F table 3.07 is significant because it shows the influence of sig F 0,00 < 0.05
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    HIGHER EDUCATION STRATEGIC ANALYSIS BASED ON PERCEPTUAL MAPPING OF PROSPECTIVE STUDENTS IN BANDUNG
    (8th Widyatama International Seminar on Sustainability (WISS 2016), Widyatama University, 5 - 8, 2016-09) Zulganef; Rachim, Taufik
    This study aimed to analyze the position of some universities in Bandung, especially the position of Widyatama University. The analysis was conducted through perceptual mapping created through a technique called Multidimensional Scaling (MDS). The position of Higher Education mapped based on 8 attribute and 7 Colleges as references in the perceptual map. Based on 8 perceptual map attribute preferences and the position of each Universities, the authors analyzed competitive advantages and disadvantages, and similarity amongst the universities. Sample size is 750 respondents.The respondents are prospective students of Higher Education. This paper Also Discussed the results of research and made some Recommendations.
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    HUBUNGAN BRAND IMAGE DAN KUALITAS JASA DENGAN LOYALITAS KONSUMEN ELFA MUSIC SCHOOL CABANG ANTAPANI BANDUNG
    (1st National Conference on Business, Management, and Accounting, Universitas Pelita Harapan,, 2015-03-19) Zulganef; Rachim, Taufik; Kusumadewi, Deasy
    This study aims to examine the response of consumers on brand image and service quality on customer loyalty in Elfa Music School of Bandung. Preliminary data of the observation of this study indicate that the number of consumers Elfa Music School (EMS) has increased. Whereas, Elfa Music School (EMS) course prices tend to increase year by year. The condition is contrary to the theory of demand which reveals that "if the price rises, the demand will decrease." Based on gap between the phenomenon and the theory, the authors assumed that the increase in demand, in this case the consumer loyalty in Elfa Music School (EMS) is not affected by the price, but is influenced by other variable, those are brand image and quality of services provided by EMS. The results showed that brand image and quality of services have a relationship with customer loyalty, so it can be said that the increase in consumer EMS does not occur because of the price, but because of the image of the brand and the quality of service provided by EMS. The authors also made some recommendations.
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    THE INFLUENCE OF SERVICE QUALITY AND ADVERTISING MESSAGES ON INTENTION TO USE OF MOBILE BANKING SERVICE (CASE STUDY IN BPR-KS BANDUNG)*)
    (11th International Annual Symposium on Management, Departement of Management Faculty of Business and Economics Universitas Surabaya, 2014-03-15) Zulganef; Rachim, Taufik; Pardede, Eric
    Bank Perkreditan Rakyat Karyajatnika Sadaya (BPR-KS) is a Bank which have made an introduction of mobile banking services in February 2012, the introduction was due to this company faces a trend regarding product marketing services, that is mobile banking. Regarding this mobile banking, the company uses media campaign as a mean to inform the presence of these services to customer. BPR-KS Mobile banking advertising has been done in several media such as "Pikiran Rakjat" - an outstanding newspaper in Bandung, Megatron screen, Brochure and Flyer which are available at every BPR-KS branches in Bandung. However, the performance is not in accordance with management's expectations, after the launching, until 2013, only 1,290 out of 50,000 customers or 0.384% who makes registration and transactions through mobile banking. The Authors assumed that the low of using mobile banking is due to service quality and advertising messages of the mobile banking. This study aimed is to examine the effect of service quality and advertising messages on intention to use mobile banking in BPR-KS. This research shows that Quality of service and advertising messages both together influence the intention to use mobile banking services BPR-KS, but the variance contribution is only 11.22%. The Authors also made some recommendations regarding the research problem identified.
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    PENGARUH BRAND IMAGE DAN PUBLIC RELATION TERHADAP LOYALITAS PASIEN RUMAH SAKIT UMUM HASAN SADIKIN BANDUNG
    (Seminar Nasional, STIE Ekuitas Bandung, 2013-11-06) Rachim, Taufik
    All organizations both profit-oriented and nonprofit faced with the challenge to be able to make their customers remain loyal. There are various efforts done by organizations in order to survive in their industry, one of them is by having a strong image. Theoritically, the image can be formed through public relations activities. Public relations enabled by marketing to help develop the brand image. In addition, some previous research found that brand image as an attitude will affect customer loyalty. Realizing the importance of the image in order to maintain consumer loyalty motivates the authors to analyze the effect of Brand Image and Public Relations on Patient Loyalty at Public Hospital Hasan Sadikin. At this moment, competition in the hospital industry is increase, especially after the government’s openness for the operational of international hospital in Indonesia. This study used patients of public hospital Hasan Sadikin (RSHS) who live in Bandung and more than 2 times had treatment in RSHS as sample. Study result which analyze through the spearman rank correlation showed that there is a strong relationship (rs=0.78) between the brand image and patient loyalty, while the relationship between public relations and loyalty is very low (rs= 0.159). The result shows that the brand image is more influential on patient loyalty of RSHS Bandung rather than public relations. Further, this indicates further that the majority of patiens who visit RSHS Bandung more srongly influenced by the image and reputation of the RSHS Bandung itself rather than public relations efforts undertaken by the hospital.
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    PENYAMPAIAN JASA PRODUK LEBIH PENTING DIBANDINGKAN CITRA MEREK BAGI KONSUMEN PERUM PEGADAIAN (Studi Pada 5 Kantor Cabang Perum Pegadaian Bandung)
    (Jurnal Manajemen Usahawan Indonesia, Fakultas Ekonomi Universitas Indonesia, No.06/Th.XXXIX, 2010) Zulganef; Rachim, Taufik
    One way of understanding consumer behavior is to understand the satisfaction of customers, since customer satisfaction is one of the fundamental goals of the company. This research examines consumer behavior of mortgage loans in Indonesia through the relationship between brand image, services delivery, value for customers, and customer satisfaction at the Pawnshop. Mortgage loan􀀶 chosen because this institution is the oldest institution in Indonesia, which gives money based on the law of mortgage loans to small communities, in order to avoid the practice of lending money at not fair interest. Results showed that the value for the customer has a significantrelationshipwith consumer satisfaction, the presentation of services has significant relationships with value for customers, while brand image has no significant relationship with the value for the customer. This indicates that the existence of more services delivery should be more considered by mortgage loans managers than brand image, meaning service delivery more importance than brand image. The report also made some recommendations for mortgage managers in Indonesia.
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    THE ROLE OF ETNHNOCENTRISM IN HIGHER STUDENTS BEHAVIOR TO CONSUME (The Study of Made in China Fashion Products in Bandung)
    (11th Annual SEAAIR Conference, 2011-11-04) Zulganef; Rachim, Taufik
    Sharma (1987) pointed out that ethnocentrism is more concerned with blindly accepting to his own group and tends to reject things that are outside the group. Based on that definition, this research purpose is to study the consumer ethnocentric tendency of Higher Education Students in Bandung toward Chinese fashion product. This study shows that 53.2% Students in Bandung had high ethnocentrism attitude. The associations between ethnocentrism and the perception of quality fashion products made in China is negative; It means that invasion of Chinese products will not be strongly affected the existence of Indonesian fashion. However, there is one thing to be aware for fashion business in Indonesia, namely the price. This research shows that in spite of ethnocentrism, price is still a major consideration in terms of buying made in China fashion products, since there is a positive relationship between perceptions of price and the intention to buy made in China fashion products. Based on this research, a University as a social development institution could enhance this ethnocentric tendency through curriculum or programs. For example makes an anthropology or nationalism subject in their curriculum as a requirement.
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    THE ROLE OF INTERNAL CUSTOMER’S SATISFACTION AND COMMITMENT IN CREATING WIDYATAMA UNIVERSITY LECTURER PERFORMANCE
    (The Fourth International Conference on Entrepreneurship and Business Management (ICEBM 2015), Universitas Tarumanagara, Universiti Sains Malaysia, Dusit Thani College, Kun Shan University, Universitas Ciputra, 2015-11-05) Rachim, Taufik; Zulganef; Sinta, Minarni
    Faculty members play a vital role in higher education institution..They are the key factor in the success of producing graduates.Various research has been conducted to study the relation of employee attitude and commitment with work performance.The objective of the study is to investigate the internal customer satisfaction and commitment on faculty performance.A survey based descriptive research design was used in this study.In addition, this study used a survey method.The Data used in this research is primary Data Obtained by conducting field research in the form of questionnaires and interviews and secondary Data Obtained by the study of literature.This study used a sample of 132 people. Overall test results show that there is a positive and significant relationship between internal customer satisfaction and organizational commitment to the performance of the main lecturers.Job satisfaction has a significant correlation of 0734 with the job performance, and the study also revealed is that organizational commitment significantly correlate to job performance.This research shows that job satisfaction of internal customers important factor in creating a performance, so then the manager should considers it well.
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    THE ROLE OF SATISFACTION IN MEDIATING TRUST, COMMITMENT AND LOYALTY RELATIONSHIP: AN INTERNAL MARKETING APPROACH TO A UNIVERSITY
    (The Fourth International Conference on Entrepreneurship and Business Management (ICEBM 2015), Universitas Tarumanagara, Universiti Sains Malaysia, Dusit Thani College, Kun Shan University, Universitas Ciputra, 2015-11-05) Zulganef; Yeremia, Eveline; Rachim, Taufik
    Higher Educational institutions in Indonesia, including in Bandung, inspite ofbeing a social organization, it must be able to compete with the foreign higher educational Institutions. Internal Marketing approach is one way to analyze the strengths of Internal Resources owned by a service company. Based on the internal marketing approach, an important element in creating excellence is employees’ satisfaction since the employees’ satisfaction will cause customers’ satisfaction (Lewis, 1996:57). This study is examining the mediating role of satisfaction intrust and commitment relationships with loyalty in a University in Bandung. Sample size is 162 respondents whom taken by self-administered questionnaires from bureau academic staff of Parahyangan Catholic University. This research shows that satisfaction is still a major consideration that cause loyalty, since there is a fully mediating role of satisfaction in trust and loyalty relationship. It means that trust should be elaborated into satisfaction firstly before turn into loyalty. It means that a higher educational institutions in Bandung should developed employees’ satisfaction to survive in the borderless economic competition. The authors also make some recommendations, especially the recommendation that satisfaction is still an important factor in determining loyalty, It means that a higher educational institutions in Bandung should developed employees’ satisfaction to survive in the borderless economic competition. in addition, the authors also citesLigas (2003) to build a trust in an organization as another recommendation.