scholarly journals Pengaruh Strategi Promosi Stikom Interstudi terhadap Peningkatan Ekuitas Merek

InterKomunika ◽  
2017 ◽  
Vol 2 (2) ◽  
pp. 146
Author(s):  
Soebiagdo Soebiagdo ◽  
Poppy Ruliana
Keyword(s):  
Factor Analysis ◽  
Mixed Methods ◽  
Research Design ◽  
Brand Equity ◽  
Mixed Methods Research ◽  
Word Of Mouth ◽  
Two Dimensions ◽  
Sales Promotion ◽  
Purposive Sampling ◽  
Promotional Strategy

The purpose of this study is to determine and analyze the influence of STIKOM InterStudi promotion strategy to increase brand equity. The concept of promotional strategy according to Lamb, Hair, McDaniel (2001: 146), is a plan for optimal use of elements of advertising, public relations, personal sales and sales promotion ". Brand equity, according to David A. Aaker (1991), is "a series of brand assets and liabilities associated with a brand, its name and symbol, which add or subtract the value of a product or service to the company and / or its customer ". Aaker's definition implies that brand equity can be valuable to the company (company-based brand equity) and to the customer (customer-based brand equity). The approach used in this research is quantitative. The method used is explanative, and the type of research is survey. The population of this study are STIKOM InterStudi students as many as 1154 students and 92 sample students referring to Taro Yamane formula with Purposive Sampling technique. The data are processed by using SPSS 20.0 with Factor Analysis Menu, Alpha Cronbach, Descriptive Statistics and Inferential Statistics then presented in frequency table, mean value and regression analysis. Technique of data collecting done in primary and secondary. Primarily conducted through observation, questionnaire distribution, interview. While the secondary is done through literature and documentation. To analyze the data used Mixed Methods (Mixed Methods). Mixed method research is a good design to use if we try to base on the strength of both quantitative and qualitative data. The design of a mixed methods research design is a procedure for collecting, analyzing, "and mixing" quantitative and qualitative methods in a study or series of studies to understand the research problem (Cresswell & Plano Clark, 2011). The results showed that the promotional strategy undertaken by STIKOM InterStudi had an effect on increasing Brand Equity, but the effect was too low, only 14.3%. While the rest, as much as 85.7% influenced by other factors not examined in this study. Dimensions that have a significant influence in Brand Equity improvement are the dimensions of Word of Mouth (X2), while the other two dimensions: Advertising (X1) and Digital Advertising (X3), partially have no significant effect on Brand Equity STIKOM InterStudi. Tujuan penelitian ini adalah Untuk mengetahui dan menganalisis pengaruh strategi promosi STIKOM InterStudi terhadap peningkatan ekuitas merek. Konsep strategi promosi menurut Lamb, Hair, McDaniel (2001 : 146), adalah rencana untuk penggunaan yang optimal dari elemen-elemen periklanan, hubungan masyarakat, penjualan pribadi dan promosi penjualan”. Sedangkan Brand equity menurut David A. Aaker (1991) adalah “serangkaian asset dan kewajiban (liabilities) merek yang terkait dengan sebuah merek, nama dan simbolnya, yang menambah atau mengurangi nilai yang diberikan sebuah produk atau jasa kepada perusahaan dan /atau pelanggan perusahaan tersebut”. Definisi Aaker menyiratkan bahwa brand equity bisa bernilai bagi perusahaan (company based brand equity) dan bagi konsumen (customer-based brand equity). Pendekatan yang diguanakan dalam penelitian ini adalah kuantitatif. Metode yang digunakan eksplanatif, dan jenis penelitiannya adalah survey.  Populasi penelitian ini adalah siswa STIKOM InterStudi sebanyak 1154 siswa dan 92 sampel siswa mengacu pada formula Taro Yamane dengan teknik Purposive Sampling. Data yang diolah dengan menggunakan SPSS 20.0 dengan Factor Analysis Menu, Alpha Cronbach, Statistik Deskriptif dan Statistik Inferensial kemudian disajikan pada tabel frekuensi, nilai mean dan analisis regresi. Teknik pengumpulan data dilakukan secara primer dan sekunder. Secara primer dilakukan melalui observasi, penyebaran kuesioner, wawancara. Sedangkan secara sekunder dilakukan melalui kepustakaan dan dokumentasi. Untuk menganalisis data digunakan  Metode Campuran (Mixed Methods). Penelitian metode campuran adalah suatu rancangan yang baik untuk digunakan jika kita mencoba mendasarkan pada kekuatan data kuantitatif maupun kualitatif. Rancangan penelitian metode campuran (mixed methods research design) adalah suatu prosedur untuk mengumpulkan, menganalisis, “dan mencampur” metode kuantitatif dan kualitatif dalam suatu penelitian atau serangkaian penelitian untuk memahami permasalahan penelitian (Cresswell & Plano Clark, 2011). Hasil penelitian  menunjukkan bahwa strategi promosi yang dilakukan oleh STIKOM InterStudi berpengaruh dalam meningkatkan Brand Equity, namun pengaruhnya terlalu rendah, hanya memiliki 14,3%.  Sedangkan sisanya, sebanyak 85,7% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dimensi yang memiliki pengaruh signifikan dalam peningkatan Brand Equity adalah dimensi Word of Mouth (X2), sedangkan dua dimensi lainnya: Periklanan (X1) dan Digital Advertising (X3), secara parsial tidak berpengaruh signifikan dalam peningkatan Brand Equity STIKOM InterStudi. 

scholarly journals Exploring post-degree employment of recent music alumni

2019 ◽  
Vol 37 (1) ◽  
pp. 142-155 ◽  
Author(s):  
Julia Brook ◽  
Sue Fostaty Young
Keyword(s):  
Mixed Methods ◽  
Research Design ◽  
Mixed Methods Research ◽  
Degree Program ◽  
Music Programs ◽  
Employment Success ◽  
Musical Skills

The purpose of this research was to identify the various types of employment held by music alumni at one university. We also compare the perceptions of alumni who currently work primarily in music with those of alumni who work outside the field. A mixed-methods research design that relied on surveys and interviews was used to gather data. Alumni employed primarily outside the field held a wide variety of roles and many reported incorporating their musical skills in these roles and they continued to engage in a variety of activities within the field of music. Those whose employment was primarily in music were more likely to have reported choosing to enroll in a music degree program with an express intention of gaining music-focused employment. Findings from this study illustrate that while graduates of music programs do find employment success, further investigation is necessary to identify the breadth of roles available, yet untapped, for music graduates and the perhaps entrepreneurial requirements for engagement in them. Our findings also point to the need for music programs to realign curriculum to better reflect the ever-expanding music sector.

Mixed Methods Research Design for Pragmatic Psychoanalytic Studies

2011 ◽  
Vol 59 (5) ◽  
pp. 1023-1040 ◽  
Author(s):  
Jane G. Tillman ◽  
A. Jill Clemence ◽  
Jennifer L. Stevens
Keyword(s):  
Mixed Methods ◽  
Research Design ◽  
Mixed Methods Research

scholarly journals ASSESSMENT OF PROMOTIONAL MIXES PRACTICE OF TIGRAY TOURISM INDUSTRY, ETHIOPIA

2021 ◽  
Vol 36 (2spl) ◽  
pp. 597-602
Author(s):  
Demoz AREFAYNE ◽  
◽  
Leake LEGESSE ◽  
Daniel ALEMSHET ◽  
◽  
...  
Keyword(s):  
Public Relations ◽  
Quantitative Study ◽  
Study Design ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Sales Promotion ◽  
Public Relation ◽  
Regional State ◽  
Promotional Strategy

Tigray Regional State has significant tourism potentials. However, it is unable to exploit the existing tourism products using a promotional strategy. Therefore, the purpose of this study is to assess the promotional practice of the Tourism industry. This study applied a quantitative study design. The data was collected from 180 foreign and domestic tourists. The findings of the study indicated that Tigray tourism office frequently used television and radio promotional Media which are the most traditional, but infrequently used modern promotional tools (Websites, Short Mobile Messages (SMS), word of mouth, public relation). Sales Promotion and Public Relations mixes are mostly applied promotional elements in Tigray tourism sites.

scholarly journals THE USE OF VIDEOCONFERENCE FOR SPEAKING CLASS IN MAHASARASWATI DENPASAR UNIVERSITY: PRACTICE AND PERCEPTION

2021 ◽  
Vol 9 (2) ◽  
pp. 67-74
Author(s):  
N.P.S. Widiastuti ◽  
N.N. Padmadewi ◽  
N.L.P.E.S. Dewi
Keyword(s):  
Mixed Methods ◽  
Research Design ◽  
Teaching Methods ◽  
Mixed Methods Research ◽  
Positive Response ◽  
Online Game ◽  
Research Subjects ◽  
Teachers And Students

The objectives of the research was to investigate and analyze the implementation of videoconference as a method to teach speaking; and to analyze teachers’ and students’ opinion about videoconference. The present research applied a mixed methods research design. The research subjects were 93 students and 2 speaking lecturers. The findings showed that the implementation of videoconference for speaking was seamlessly done.  In the pre-activities, lecturer greeted students, sent link of meeting and attendance list, and did apperception. Main activities were done through various teaching methods and strategies for videoconference, namely focus trios, chain speaking and discussion. In the post-activities the students did online game, summarized the lesson, and did the project. The implementation of videoconference mostly utilized Zoom Meeting and others supporting systems, such as: WhatsApp Group, Quizizz,  and many more. Lastly, the results of the questionnaire showed positive response as the participants mostly perceive the advantages rather than disadvantages of videoconference provided.    

Mixed Methods Research Online

2015 ◽  
pp. 411-432
Author(s):  
Theodora Issa ◽  
David Pick
Keyword(s):  
Mixed Methods ◽  
Business Ethics ◽  
Research Methods ◽  
Research Design ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Practical Relevance ◽  
Mixed Methods Design ◽  
Survey Tool ◽  
Sensitive Issues

Contributing to the ongoing debate in research on sensitive issues such as business ethics, this chapter provides a discussion of mixed methods research design, examining the processes and challenges of developing and deploying an online survey tool using technology within an interpretive mixed methods design. This chapter provides pointers on how to deploy this approach through technology to research business ethics using the example of researching ethical mindsets and its components, including spirituality and aesthetics. It is found that mixed methods research is an effective approach because it allows often sensitive issues (i.e. business ethics, aesthetics, spirituality) relating to questioning individuals' inner values and ethical propensities, which are usually subtle and difficult to measure and analyze constructs. While this tool was developed in the Australian context, it has the potential to form a foundation for wider examination and research in business ethics. The chapter contributes to the collective discussion of research methods using a framework that has both practical relevance and theoretical rigor.

Methodological and Conceptual Approach

2019 ◽  
pp. 35-45
Keyword(s):  
Mixed Methods ◽  
Data Analysis ◽  
Boundary Conditions ◽  
Sample Size ◽  
Research Design ◽  
Mixed Methods Research ◽  
Subjective Wellbeing ◽  
Informal Caregivers ◽  
Conceptual Approach ◽  
Mixed Methods Approach

This chapter presents the methodological and conceptual approach, which informed the research design for the study. It is pertinent to reiterate here that the design of this study sought to discern the positive psychological forces that shape subjective wellbeing of informal caregivers. This desire prompted the adoption of a mixed methods research. The rationale for this methodological preference is presented. In addition, advantages of mixed methods approach are elaborated upon. Furthermore, other issues are addressed, including sample size, instrumentation, and research procedures. This chapter also explains, with much detail, the parameters and boundary conditions that constituted the guiding assumptions, limitations, as well as delimitations of the study. It should be noted that the chapter also explains the essential approach to data analysis.

Mixed Methods Research Design

2020 ◽  
pp. 26-52
Author(s):  
Mette L. Baran
Keyword(s):  
Mixed Methods ◽  
Data Collection ◽  
Research Design ◽  
Mixed Methods Research ◽  
Exploratory Research ◽  
Embedded Design ◽  
Strategic Implementation ◽  
Research Questions ◽  
Collection Phase

This chapter introduces the various design choices researchers need to decide on prior to conducting the study. The chapter starts with a detailed description of what research design is, followed by an explanation of descriptive, explanatory, or exploratory research questions. This determines what type of data will be collected. The major strategic implementation methods for quantitative, qualitative, and mixed methods are then discussed. The three strategies for mixed methods research—parallel convergent, sequential, and embedded design—are presented in detail along with the rationale for their use. Finally, in the last section, the strands or sequencing of the data collection phase of the study are explained.

Context and Research Design

2019 ◽  
pp. 48-73
Author(s):  
Isabela Mares ◽  
Lauren E. Young
Keyword(s):  
Mixed Methods ◽  
Social Policy ◽  
Research Design ◽  
Mixed Methods Research ◽  
Political Competition ◽  
Party Systems ◽  
Study Behavior ◽  
Descriptive Information ◽  
Communist Countries

This study examines clientelistic politics in two post-communist countries, Hungary and Romania. Chapter 3 presents descriptive information on the recent evolution of party systems in both countries and the changes in patterns of political competition in recent elections. It examines the most significant policies that provide opportunities for clientelistic manipulation of state resources. In both countries, the main social policy programs that can be subjected to political manipulation are workfare programs. The chapter discusses the main political considerations leading to the adoption of workfare programs characterized by high discretion of mayors over the allocation of policy benefits. It also describes how a mixed methods research design was crafted to study behavior that candidates, brokers, and voters often prefer to hide.

Mixed Methods Research Online

2015 ◽  
pp. 19-40
Author(s):  
Theodora Issa ◽  
David Pick
Keyword(s):  
Mixed Methods ◽  
Business Ethics ◽  
Research Methods ◽  
Research Design ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Practical Relevance ◽  
Mixed Methods Design ◽  
Survey Tool ◽  
Sensitive Issues

Contributing to the ongoing debate in research on sensitive issues such as business ethics, this chapter provides a discussion of mixed methods research design, examining the processes and challenges of developing and deploying an online survey tool using technology within an interpretive mixed methods design. This chapter provides pointers on how to deploy this approach through technology to research business ethics using the example of researching ethical mindsets and its components, including spirituality and aesthetics. It is found that mixed methods research is an effective approach because it allows often sensitive issues (i.e. business ethics, aesthetics, spirituality) relating to questioning individuals' inner values and ethical propensities, which are usually subtle and difficult to measure and analyze constructs. While this tool was developed in the Australian context, it has the potential to form a foundation for wider examination and research in business ethics. The chapter contributes to the collective discussion of research methods using a framework that has both practical relevance and theoretical rigor.

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