KINERJA PEMASARAN : PERCAYA TAKHAYUL DENGAN NAMA BISNIS

Immanuel Gazali, Adek Adek, Siska Suryadiputra

Abstract


This study aims to determine the existence of a significant influence between takahyul on business names; there is a significant influence between business names on marketing performance; there is a significant influence between superstition on marketing performance; and the existence of a significant influence of superstition influences marketing performance by moderating business names.
This type of research uses quantitative and descriptive, the aim is to provide or describe a situation or phenomenon that is happening now by using scientific procedures to answer the problem in actual terms. The population is a business name superstitious trust entrepreneur. The total sample of 200 respondents was taken by purposive sampling technique. The data collection method uses a questionnaire. The sample analysis method uses purpose sampling with business criteria having a business name and extending the business name in front of its business location and having an average turnover from 0 to Rp. 3,000,000. per day.
The results of this study are that there is a significant influence of business name variables on marketing performance, except superstition on marketing performance

Keywords


takhayul, menandai kinerja, nama bisnis

Full Text:

PDF

References


Buku

Aaker, David A. 2002. Building StrongBrand, New York, The Free Press Koentjaraningrat. 2013. Pengantar ilmu Antropologi, Cetakan ke IX penerbit Aksara Baru, Jakarta.

Hogendoorn, Willem. 1993. Paranormal: Kenyataan dan Gejala dalam Kehidupan, Dahara Prize, Semarang

Kotler, Philip dan Keller Kevin Lane. 2012. Manajemen Pemasaran (Edisi ketiga Belas), Cetakan Ketiga: PT. Indeks. Jakarta.

Jurnal

Evgeny, A. Antipov dan B Elena Pokryshevskaya, (2015). Are Buyers of Apartments Superstitious? Evidence from the Russian real estate market, Journal of Judgment and Decision Making. 10(6): 590-592

Fortin, Nicole M, Andrew J. Hill, dan Jeff Huang. (2014). Superstiton in the Housing Market, economic Inquiry 52(3): 974-993

Frösén, Johanna; Henrikki Tikkanen; Matti Jaakkola, dan Antti Vassinen. (2013). "Marketing Performance Assessment Systems and the Business Context", European Journal of Marketing 47(5/6) : 715 – 737

Grønholdt L dan Martensen, A. (2006). Key Marketing Performance Measures. The Marketing Review, Vol. 3, pages 243- 252

Gunawan, Andy; Hatane Semuel, dan Diah Dharmayanti.2013. Analisi Pengaruh Store Name, Brand Name dan Price Discounts Terhadap Purchase Intention konsumen Infnite Tujuangan Plaza,

Jurnal Strategi Pemasaran 1(1)

HairJr, J.F Anderson, R.E Latham, R.E, dan Black W.C (2014) Multivariate Data Analysis with Reading. New Jersey :

Prentice Hall, Inc

Hamsani D.F; A. ALias; S.J.L. Chua dan S.M Zaid . (2014). Psychologically Impacted Houses-Superstitions and Marketability Problems, Journal of Building Performance. 5(1): 34-48

Kaur, Jaspreet dan Chawla, Roopkamal. 2016. Impact Of Culture on Marketing Strategies, Imperial Journal of Interdisciplinary Research (IJIR) 2(3)

Kramer, Thomas dan Lauren, Block. 2008. The effect of superstitious beliefs on performance expectations. Journal of

Academy of Marketing Science, Vol 37 pages 161-169

Sen, Mehmet dan Ezgi Yesilyurt. (2014). The Development of Paranormal Belief Scale (PBS) for Science Educationin the Context of Turkey. InternationalJournal of Education in

Mathematics,Science and Technology, 2(2): 107-115.

Shum, Matthew; Wei Sun dan Guangliang Ye. 2013. Superstition and Lucky apartements; Evidance from transaction- level data, Journal of Comparative Economics 42(1): 109- 117.

Wang, Jian Yong; M.D Hernandez; M.S. Minor dan Jie Wei. (2012). Superstitious Belief in Consumer Evaluation of Brand Logos. Europen Journal of Marketing 46(5): 713-732.




DOI: https://doi.org/10.32502/jimn.v8i2.1814

Refbacks

  • There are currently no refbacks.


Creative Commons License
Jurnal Ilmu Manajemen is published by Pascasarjana Management Department. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

INDEXED / ABSTRACTED

Keterangan foto tidak tersedia.   BASE Logo   

Keterangan foto tidak tersedia.  logo Keterangan foto tidak tersedia. 

 Directory of Research Journals Indexing Logo