Papers by Dewi Purnamasari
Prosiding Industrial Research Workshop and National Seminar, Oct 12, 2018
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ABSTRAK Persaingan bisnis makanan yang semakin ketat saat ini mengakibatkan perusahaan makanan un... more ABSTRAK Persaingan bisnis makanan yang semakin ketat saat ini mengakibatkan perusahaan makanan untuk selalu meningkatkan kualitas makanan dan layanannya. McDonald's merupakan perusahaan yang bergerak dalam bidang jasa dan produk yang menjual makanan cepat saji. Makanan cepat saji banyak diminati berbagai kalangan karna kemudahan untuk mendapatkannya. Tujuan penelitian ini adalah pertama, untuk mengetahui pengaruh technical quality dan functional quality terhadap kepuasan konsumen, kedua, untuk mengetahui apakah ada perbedaaan terhadap variabel technical quality dan functional quality dari sudut pandang gender dan mengetahui variabel yang paling berpengaruh terhadap kepuasan konsumen McDonald's Dago. Kuesioner didistribusikan kepada mahasiswa Polban dengan menggunakan purposive sampling technique. Sebanyak 142 data diperoleh dan digunakan dalam penelitian ini. Regresi berganda dan t-test digunakan untuk menjawab hipotesa penelitian. Hasil penelitian menunjukkan bahwa technical quality dan functional quality memiliki pengaruh yang significant terhadap kepuasan konsumen McDonald's Dago. Untuk itu pegelola McDonald's Dago dapat meningkatkan kinerja layanannya dengan meningkatkan technical quality dan functional quality karena hal ini akan meningkatan kepuasan konsumen
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Despite many studies have examined the influence of country-of-origin towards customer buying dec... more Despite many studies have examined the influence of country-of-origin towards customer buying decision, a few research has evaluated the indirect influence of country-of-origin towards customer buying decision in low-involvement consumer product (ice cream). This research compares the effect of product attributes and brand equity toward brand loyalty across domestic and international brand. This study predicts that international brand is perceived as superior compared to local brand. The sample of this study (574 students) was collected from Bandung, Indonesia. The result shows that product attributes, equity, and loyalty of domestic brand product are significantly different from that of international brand product. The finding of this research confirms that international brand is perceived as superior than local product in terms of product attributes and brand equity. Lastly, related to loyalty, this study reveals that both product attribute and brand equity are important determinants of brand loyalty for international brand, while for domestic brand only brand equity affect significantly brand loyalty.
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Drafts by Dewi Purnamasari
This research was conducted for 1) Identify the brand equity from Wall’s and Campina, 2) Identify... more This research was conducted for 1) Identify the brand equity from Wall’s and Campina, 2) Identify the product attributes from Wall’s and Campina, and 3) Identify the influence of brand of origin from Wall’s and Campina. Population in this research is university students in Bandung especially the students who have ever bought Wall’s and Campina ice cream. This research use 573 respondents that collected by using random sampling method. The data was collected by questionnaire that spread through google form application. Reliability test (Cronbach α) and Validity test using Bivariate Correlation were tested to examine the consistency and accuracy methods from the data that have been spread. Data analysis that used in this research are Independent t-test and multiple regression. The result from this research found that 1) brand equity from Wall’s significantly different with Campina, just one indicator (consumer mind) was similar 2) Product Attribute (quality product, price, flavour variant, product variant and packaging) owned by Wall’s significantly different with Campina, then 3) brand of origin have indirect influence against quality owned by Wall’s compared with Campina.
Keyword: Product Attribute, Brand Equity Compare Wall’s and Campina Product, and Country of Origin.
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Papers by Dewi Purnamasari
Drafts by Dewi Purnamasari
Keyword: Product Attribute, Brand Equity Compare Wall’s and Campina Product, and Country of Origin.
Keyword: Product Attribute, Brand Equity Compare Wall’s and Campina Product, and Country of Origin.