PENGARUH KESADARAN MEREK, ASOSIASI MEREK DAN KESAN KUALITAS TERHADAP KEPUTUSAN MEMBELI PONSEL MEREK NOKIA (STUDI PADA MAHASISWA UNIVERSITAS TRUNOJOYO)

ABSTRAK

Succesfully firm to create a strong brand will be impact to consumer’s buying decision reinforcement. From the empirical study, Lake (2010) argue that strong brand will be push a consumer’s to increase a product purchase. That indicator will use to define a strong brand can be identified from the brand equity. Conceptually, there are four component which forming brand equity , that is Brand Awareness, Brand Association, Brand Image dan Perceived (Aaker, 1991).

The aims of the research is to test the influence of brand awareness, brand association and perceived quality to purchase decision on Nokia Handphone. The subject of research conducted to Trunjoyo University student which used a Nokia Product Brand. Total sample that used to this studi is 100 respondent, determined by using non probability purpossive sampling. Primary data were collected and analyzed by using the technics of Multiple Regression Analysis.

The result of this research indicates that brand awareness variable (X₁) brand assosiation variabel (X₂) and  perceived quality variabel (X₃) simultaneously has significant affect to purchase decision. From the partial test, each variables show has a significant effect to purchase decision. From the analisys also found that the dominant variable which influence to purchase decision is brand awareness.

Key Word :           Brand Awareness, Brand Association, Brand Image dan Perceived Quality, Purcahse Decision 

A Theoritical Review Of Entrepreneurship; The Effect Of Religiousity To The Performance

Abstract

This article will examine about entrepreneurial field in relation to the achievement of the performance from the perspective of the study of literature. During this time, the study literature illustrates that entrepreneurship is explained by normative perspective, where development is done more emphasis on attitude components, processes and behavior of self-employment. On one hand, the concept of entrepreneurship can be explained by the variety of perspectives that can be explained with the perspective of the economics, sociology, social psychology, anthropology and economic geography. This gap led to the concept of entrepreneurship can be developed by tracing other determinants that may affect the achievement of the performance. Therefore, this article is trying to develop the concept of entrepreneurship by using the perspective of religiosity. Thus, the purpose of this study is to explore entrepreneurship in relation to implementation of religiosity in achieving performance.

Keyword  : Entrepreneurship, Religiosity, Performance 

The Effect Of Entrepreneurial Orientation On The Firm Performance Through Strategic Flexibility : A Study On The SMEs Cluster In Malang

Abstract

In the globalization era, the competition faced by all companies can not be avoided, as happened to small businesses in the city of Malang. Globalization will lead to the environment becomes increasingly complex and changing. To cope with the ever-changing environment changes, so SMEs need to increase the EO to improve firm performance. The purpose of this study was to determine the effect of EO on the firm performance.The population in this study are the owners or managers of SMEs cluster in Malang. Quantitative approaches were used to data collecton from 140 SMEs cluster and data was analyzed by using AMOS 16. The results indicate that the significance of the direct effect of EO on firm performance is reduced when the indirect effect of EO through strategic flexibility is included in a total effect model. Consequently, EO is positively related to firm performance, and strategic flexibility plays a mediating role in this relationship.

Keyword : Entrepreneurial Orientation, SMEs, Organizational Performance

The Developing Framework On The Relationship Between Market Orientation And Entrepreneurial Orientation To The Firm Performance Through Strategic Flexibility; A Literature Perspective

Abstract

This paper develops a conceptual framework for an intended study which will examine the relationship between market orientation and entrepreneurial orientation on the firm performance. Previous study has shown that market orientation and entrepreneurial orientation is directly related to organizational performance. However, another studies indicate that the significance of the relationship between variables must be mediated by other variables. Some authors argue that environmental dynamics play a important role in the achievement of the firm performance. Therefore, this article try to fills a gap that exists on the relationship between market orientation and entrepreneurial orientation on the firm performance. In developing framework, we integrate strategic flexibility as a variables which mediates that relationship. This paper provide recommendations for entrepreneurs of how their market orientation and entrepreneurial orientation related with firm performance through strategic flexibility. The limitations and implications are discussed.    

Keywords: Market Orientation, Entrepreneurial Orientation, Strategic Flexibility, Firm Performance

Spiritual Manajemen ; Sebuah Refleksi Dari Pengembangan Ilmu Manajemen

Abstract

Management practise have been long underway, but formal study of knowledge management is relatively new. Initial thought about management theory (Hodgets, 1979) has evolved since Sumarian (3000 BC) in which there is religious doctrine that human sacrifice shown by the God through the exchange of material. This article considers the characteristics of the development of management science based on the spiritual aspect. Perspective of spirituality is very interesting to study because at present the development of management theory has moved towards the practises that emphasize the values of culture. The values of culture held by individuals will control the behavior and further change the status of a worship. Thus, the values of culture will be strengthen individual spirituality which owned, so it can create an organization competitive advantage.

Keyword ; Spirituality, Management, Culture, Competitive Advantage

The Role of Entrepreneurial Orientation on the Firm Performance Through Strategic Flexibility ; A Conceptual Approach

Abstract

In the dynamic environment, organization should always have and develop a greater competitive advantage against its competitors. To cope with the ever changing environment, a firms need to increase Entrepreneurial Orientation (EO) conducted flexibly to improve firm performance. This article attemps to develop a conseption of the relationship between EO to firm performance by mediationg variable strategic flexibility. Although some previous studies have shown that EO is directly related to firm performance, but other studies indicate that the significance of the relationship between variables must be mediated by other variables. The argument developed in this article is relatively still very few studies that use strategic flexibility as a mediating variables of the relationship between EO to firm performance. Thus, the purpose of this article is to explain the relationship between EO to firm performance through strategic flexibility as a mediating variable.

Keyword: Entrepreneurial Orientation, Strategic Flexibility, Firm Performance