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2013-05-08 08:51:40
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Hasil penelitian wajib disertai sosialisasi

Publikasi Penelitian Dosen

Influence from Market Strategy on Customer Relationship Management and Integrated Marketing Communications and for the Brand Image and Customer Buying Decisions and Its Implication on The Performance
Abstrak

Penelitian ini bertujuan untuk memeroleh gambaran preferensi dan persepsi nasabah melalui strategi pasar, gambaran tentang komunikasi pemasaran terpadu, gambaran tentang manajemen hubungan pelanggan, gambaran tentang citra merek Bank Umum Syariah. Juga untuk mengetahui adanya pengaruh yang positif antara strategi pasar terhadap komunikasi pemasaran terpadu dan manajemen hubungan pelanggan, mengetahui adanya pengaruh yang positif antara strategi pasar terhadap citra merek dan keputusan pembelian nasabah, mengetahui adanya pengaruh yang positif antara komunikasi pemasaran terpadu dan manajemen hubungan pelanggan terhadap keputusan pembelian nasabah, mengetahui adanya pengaruh yang positif antara komunikasi pemasaran terpadu dan manajemen hubungan pelanggan terhadap keputusan pembelian nasabah, mengetahui adanya pengaruh yang positif antara komunikasi pemasaran terpadu dan manajemen hubungan pelanggan terhadap citra

merek dan keputusan pembelian nasabah Bank Umum Syariah. Selain itu juga untuk

mengetahui adanya pengaruh yang positif antara komunikasi pemasaran terpadu dan

manajemen hubungan pelanggan terhadap kinerja pemasaran, mengetahui adanya pengaruh yang positif antara citra merek dan keputusan pembelian nasabah terhadap kinerja pemasaran, mengetahui adanya pengaruh positif antara strategi pasar terhadap kinerja pemasaran Bank Umum Syariah di Jabodetabek. Dalam terminologi perbankan syariah dikenal nasabah emosional/spiritual dan nasabah rasional. Perilaku nasabah yang rasional ini menjadi unit analisis pada kajian ini. Untuk mempertahankan kesetiaan palanggan, maka perlu ditingkatkan daya tarik pasar Bank Umum Syariah melalui market force, competitive environment dan market access. Pendekatan yang efektif terhadap segmentasi pasar menjadi salah satu faktor yang paling kritis di dalam mengembangkan dan mengimplementasikan market – driven strategy. Segmen nasabah yang rasional perlu digarap secara serius dengan menggunakan manajemen kerelasian pelanggan yang akan dapat mengetahui apa yang diharapkan dan diperlukan pelanggan, sehingga ikatan emosional mampu menciptakan hubungan yang erat dan terbuka. Melalui kegiatan komunikasi pemasaran terpadu dapat menciptakan jalinan komunikasi dua arah yang dapat mempertahankan kesetiaan pelanggan, sehingga pengembangan dan pemasaran produk serta layanan perbankan syariah dapat lebih optimal. Dengan adanya citra merek yang baik, maka perilaku konsumen dapat diketahui pada tahap keputusan yang diambil oleh nasabah yang memanfaatkan produk dan jasa Bank Umum Syariah sesuai dengan kebutuhan dan motif yang ada padanya. Pada akhirnya hal tersebut dapat berimplikasi pada kinerja pemasaran Bank Umum Syariah.

Keywords: Strategi Pasar, Hubungan Pelanggan, Komunikasi, Citra Merek, KeputusanNasabah, Kinerja Pemasaran.

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 29 x

Pengelolaan Wisata Kumuh Kampung Luar Batang
Abstrak

Perjalanan pariwisata yang mempertontonkan kemiskinan dan kesenjangan sosial yang sebagian besar terdapat pada kota-kota besar di negara ketiga semakin banyak diminati wisatawan. Wisatawan yang umumnya datang dari negara-negara maju sengaja mendatangi dan menyaksikan penduduk miskin tinggal, bekerja, dan berinteraksi. Di satu sisi sektor kepariwisataan menawarkan kesempatan ekonomi yang luas kepada pelaku yang terjun di dalamnya, tapi sekaligus di lain pihak seolah-olah memperjual-belikan kemiskinan. Kegiatan kepariwisataan yang cukup kontroversial ini sering disebut sebagai wisata kemiskinan. Makalah ini bertujuan untuk memberikan pemahaman etika dalam pengelolaa Kampung Luar Batang Penelitian ini menggunakan metode penelitian kualitatif dengan analisis kekuatan atau strength, kelemahan atau weakness, peluang atau opportunity, dan ancaman atau threat (SWOT). Metode pengumpulan data dilakukan dengan cara penyebaran kuesioner, wawancara dan observasi kemudian kuesioner diolah menggunakan skala likert.

Kata kunci : wisata kumuh, kemiskinan, etika 

Penulis : Fahrurozy Darmawan, S.Ikom.,M.PPar [PDF File] didownload : 30 x

Tourist Perception on Historic City: The Case of Kota Tua Jakarta
Abstrak

The objective of this paper is to analyze the atributes of the tourists' perception on historic city by evaluating the relationship between destination image attributes and tourist satisfaction. The conceptual framework model is developed on the basis of existing theoretical and empirical research in the field of destination marketing. Using qualitatives methods, this study proposes a conceptual framework of studying dynamics of tourists perception towards marketing strategies that used by local tourism organization. Tourist Perception constructs has been influenced byservqual aspects such as realibility, responsiveness, assurance, empathy, and tangibles. The outcomes of the study is to give suggestions to local tourism organization to understand which factors are influencing tourist's perception to choose a destination.

Penulis : Fahrurozy Darmawan, S.Ikom.,M.PPar [PDF File] didownload : 28 x

The influence Of Integrated Marketing Communications And Performance of Customer Relationship Management On Brand Image And The Implication On The Customer Equity (Survey On Islamic Commercial Bank In
Abstrak

This study has a specific purpose, namely to reveal the facts about the equity of Islamic bank customers who had only viewed from the side of the bank management, this study will peel from the customer side. In addition this study was to reveal the theoretical framework interms of sharia customer equity marketing concept. Forming variables such as customer equity, brand image, the performance of integrated marketing communications and performance of customer relationship management will be analyzed in this study within the framework of the sharia marketing concept. The findings are targeted to reveal of the facts the influence of performance of integrated marketing communications and performance of customer relationship management on brand imagery and the implications for the customers equity on Islamic commercial banks in Jabodetabek. Sampling techniques to be used in this study is purposive random sampling in proportion to 258 clients in the study area are 62 branches Commercial Bank Syariah as Jakarta, Bogor, Depok, Tangerang and Bekasi. In this study descriptive data will be analyzed using frequency tables and Multi Dimensional Scaling (MDS). Testing of hypothesis verification is done through analysis of the relationship between research variables using SEM

(Structural Equation Modeling ) approach.

 

Keywords: Communication, Customer Relations, Brand Image, Customer Equity

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 29 x

THE STUDY OF WOMEN ENTREPRENEURS ON ETHNICS MINANGKABAU AND BETAWI IN JAKARTA
Abstrak

This research is held to acknowledge the characteristics of entrepreneurship and potential entrepreneurship through questionnaire data and Finger Print method betweenMinangkabau and Betawi businesswomen by comparing the variables of each ethnic group. The research category uses survey method with descriptive and comparative quantitative approach by using sample collecting technique in purposive sampling with the number of sample at least 45 businesswomen for each ethnic group in Jakarta. Research analysis uses the finger print method, descriptive statistics analysis and factor analysis and also Mann Whitney non-parametic analysis, Chi-Square from the data collected by finger print and questionnaire technique. The result of the test shows that there are 4 factors that form the characters of the Betawi businesswomen. They are quality factor ( 31.007%), environment adaptive effort factor

(16.451%), self integrity error factor (13.44%) and purpose orientation error factor (10.451%), while in the Minangkabau businesswomen there are 3 factors that are self commitment character factor (39,29%), self seriousness charatcter factor (13.005%) and self quality characteristics factor (11.987%). The average score of characteristics in the businesswomen from both ethnics is significantly different in Mann Whitney test with average score of 3.9478 for Minangkabau and 3.7873 for Betawi. However, job characteristics potency descriptively can be distinguished having similar distribution to the characteristics of potential workers tendency (Chrocsustic of Occupation) that is the same, investor type. This finding is strengthened by Chi-Square test (X2) that is not significant so that it is found that there is no relation between Chrocsustic of Occupation with the etnic background of both group variables. However, this research gives result analysis factor that the multiple intelligence element in these entrepreneurship groups is formed by different main factor. The ethnic group of Minangkabau has intrapersonal linguistic (44.451%), and intrapersonal (23.213%), while the Betawi has intrapersonal (38,71%) and Art. Linguistic (28.00%).

The result of this research concludes that both groups of businesswomen have different entrepreneurship characters but have a tendency in having similar job potency descriptively (Chrocsustic of Occupation), so that in term of expanding their business, both groups must be different as well.

 

Keywords: Entrepreneurship Characteristics, Entrepreneurship Potency

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 29 x

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