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All Journal Journal of Social Science Studies (JOS3) Journal of Trends Economics and Accounting Research
Abdul Rahman
Universiti Tun Hussein Onn Malaysia
Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Diri, Kepribadian Merek, dan Kelompok Acuan terhadap Kualitas Hubungan Merek Ella Anastasya Sinambela; Cici Cici; Didit Darmawan; Rahayu Mardikaningsih; Abdul Rahman
Journal of Trends Economics and Accounting Research Vol 2 No 3 (2022): March 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (334.157 KB)

Abstract

Saat ini konsumen tidak hanya ditawarkan produk yang beragam namun juga merek yang beragam. Konsumen dihadapkan pada pilihan dari berbagai jenis merek yang memiliki kelebihan tersendiri. Manajemen pemasaran mengharapkan adanya hubungan berkelanjutan antara konsumen dan merek. Peningkatan kualitas hubungan merek itu perlu ditingkatkan dan dikembangkan terus. Tujuan penelitian untuk mengetahui pembentukan kualitas hubungan merek melalui citra diri, kepribadian merek, dan kelompok acuan. Penelitian kuantitatif ini dengan populasi adalah konsumen Milo yang ada di Kota Johor Bahru Malaysia. Peneliti menggunakan 100 responden sebagai sampel penelitian dan dianalisis menggunakan teknik regresi. Hasil penelitian menunjukkan adanya peran nyata citra diri terhadap pembentukan kualitas hubungan merek. Selanjutnya kepribadian merek memiliki peran nyata pada kualitas hubungan merek. Kualitas hubungan merek juga dipengaruhi signifikan oleh kelompok acuan. Ketiga variabel secara simultan berperan nyata membentu kualitas hubungan merek.
Conventional Traders' Survival Strategies in the Middle of Online Shop Development (Case Study of Clothing Selling) Mohamad Khairi; Abdul Rahman
Journal of Social Science Studies (JOS3) Vol 2, No 2 (2022): July 2022
Publisher : metromedia.education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56348/jos3.v2i2.23

Abstract

Currently internet users are increasing. Starting from parents to teenagers use the internet. The use of the internet is not only carried out by the upper levels of society. All levels of society can now access the internet easily and at affordable prices. The development of the internet has created a new lifestyle for people. People choose to do all activities using the internet, including shopping. Nowadays people prefer online shopping instead of coming directly to the store. This lifestyle change has an impact on conventional traders. The existence of conventional traders is starting to be threatened in the midst of the rise of online traders. To anticipate this, conventional traders need to implement survival strategies that can maintain their business continuity. The strategy carried out is related to product, price, and location aspects. This competitive strategy is carried out in accordance with local conditions and current developments. Suggestions that can be given to conventional traders need to increase their social capital. Having strong social capital can create an advantage over online shopping. Product prices can also compete with online stores that are considered to have low prices. Without having to give more discounts, ordinary conventional traders compete.
Co-Authors Cici Cici Didit Darmawan Ella Anastasya Sinambela Mohamad Khairi Rahayu Mardikaningsih