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2013-05-08 08:51:40
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2013-05-08 08:51:25
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2013-05-08 08:50:53
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Publikasi Penelitian Dosen


The rapid progress of the banking world makes the community as a consumer banking services have a large selection of banking companies that can be selected according to their needs. Equality of products, features, or service convenience makes banking into a homogeneous industry, to excel in a homogeneous industry, one way is to provide different types and quality of service between a bank and another bank. The banking world recognizes the importance of obtaining and maintaining customer confidence for the success of the bank business and the benefits of each product offered by the bank requires a marketing strategy, this is done so that the public knows and has the interest to buy the benefits of the products offered in accordance with their needs and desires. This study uses four variables, namely service quality, trust, marketing mix and buying interest. The purpose of this research is to analyze the strategies to increase buying interest through service quality and marketing strategy through customer trust. The method used is descriptive and causality method, data collection techniques are done by giving questionnaires to 250 customers who have done transactions in the BCA Cash office in Depok area and in the analysis using Structural Equation Modeling (SEM) Amos 21. The results showed that service quality had a positive influence on trust, but did not have a positive influence on purchasing intention, and marketing mix has a positive effect on trust and purchasing intention 


Pesatnya kemajuan dunia perbankan membuat masyarakat sebagai konsumen jasa perbankan memiliki banyak pilihan perusahaan perbankan yang dapat dipilih sesuai dengan kebutuhan mereka. Persamaan produk, fitur, atau kemudahan pelayanan menjadikan perbankan menjadi industri yang homogen, untuk unggul dalam industri yang homogen, salah satu cara adalah menyediakan jenis dan kualitas pelayanan yang berbeda antara suatu bank dengan bank yang lain. Dunia perbankan menyadari betapa pentingnya memperoleh dan mempertahankan kepercayaan nasabah bagi keberhasilan bisnis bank dan keunggulan setiap produk yang ditawarkan bank membutuhkan strategi pemasaran, hal ini dilakukan agar masyarakat mengetahui dan memiliki minat membeli manfaat dari produk yang ditawarkan sesuai dengan kebutuhan dan keinginannya. Penelitian ini menggunakan empat variabel, yaitu kualitas layanan, kepercayaan, bauran pemasaran dan minat pembelian. Tujuan dari penelitian ini adalah menganalisis strategi untuk meningkatkan minat beli melalui kualitas layanan dan strategi pemasaran melalui kepercayaan nasabah. Metode yang digunakan adalah metode deskriptif dan kausalitas, tehnik pengumpulan data di lakukan dengan cara memberi kuisioner kepada 250 nasabah yang telah melakukan transaksi di BCA kantor Kas di wilayah Depok dan di analisis menggunakan Structural Equation Modeling (SEM) Amos 21. Hasil penelitian menunjukkan bahwa kualitas pelayanan mempunyai pengaruh positif terhadap kepercayaan, Jnamun tidak mempunyai pengaruh positif terhadap minat pembelian, serta bauran pemasaran mempunyai pengaruh positif terhadap kepercayaan dan minat pembelian. 


Keywords: Service Quality, Marketing Mix, Trust, Purchase Intention 

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 30 x



The development of business strategy is an important aspect to achieve corporate goals. It requires accurate strategy planning in developing a company or business. This study was conducted on PT. Alpindo Mitra Baja (PT AMB), one of the steel plate manufacturer companies in West Java. The high challenge faced by the companies forced their top management to think harder in determining the strategies to be applied. The uncertain business climate and the recovering condition of the company were the factors that must be identified. This study used the SWOT analysis method which was developed by weighting over IFA (Internal Factor Analysis) and EFA (External Factor Analysis). It required an analytical technique to test the model and the relation generated by the SWOT. The analytical techniques used in this study was Analytic Network Process or ANP. The use of ANP analysis tools was also aimed to find the priority strategy. Using ANP, based on the weighted sequence of the largest, it can be seen that the sequence of strategies is "increase the working capital especially for new projects" by 1,0000000, "strengthen the HRD system to discipline employees" by 0,746776 "conduct employee competency training Amounting to 0,488718, "improving production quality" 0,244288, "creating SIM to expand foreign and domestic market of 0,153744" and implementing ISO-certified management system "of 0,097903. 


Keywords: Business Development Strategy, SWOT, ANP (Analytic Network Process). 

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

Enhancing the Competitive Advantage of SMEs through Innovation: The Role of Market and Entrepreneurship Orientation, Learning Organizations

Purpose – Increasing environmental uncertainty continuous changes and many challenges in the world, especially ASEAN.Small Medium Enterprises (SMEs) striving to stay in the competitive environment and adapt to the rapid development of the environment. This study was conducted in order to know how the market orientation and entrepreneurship orientation, and learning organization have an effect on SMEs innovation development, so as to build a competitive advantage that successfully penetrated ASEAN Economic Community with its culinary business.

Design/methodology/approach – This research is conducted by survey method to SME entrepreneurs engaged in the culinary services industry. The sample is determined by purposive sampling of 100 SMEs culinary entrepreneurs in Depok, West Java.

Findings – There was an influence of market orientation, entrepreneurship orientation and organizational learning to innovation on SMEs culinary industry. The application of market orientation and entrepreneurship has not been optimal yet, in achieving competitive advantage, but they continue to work on organizational learning. With the seriousness then it is expected to be able to experience competing in the ASEAN market.

Research limitations/implications – This research was conducted in the region and the limited sample of SMEs culinary services industry located in Depok City, West Java alone, so that it can not be generalized its findings. The study does not cover other sectors, which also play a vital role in economic development.

Practical implications – The development of the culinary industry requires the support and cooperation between scholars, business and government, and civil society through their respective roles. Such support to achieve competitive advantage can be achieved through creativity activities that foster innovation ability.

Social implications – This study encourages SMEs to become a major driver of creative economic growth. Thus it will potentially create new economic growth, create new jobs, and reduce poverty.

Originality/value – The SMEs competitiveness was developed with market orientation and entrepreneurship through application as a learning organization throughout the course of the business.

Keywords: Market Orientation, Entrepreneurship Orientation, Innovation, Learning Organization, Competitive Advantage 

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 31 x


The aim of this research is to analyze the influence of brand image, product design and price perception to purchase decision of the consumers of SPECS sports shoes in Indonesia. This study used verificative method to know the influence of a variable to others. The sample of this study was determined purposively to 100 college students wear SPECS sports shoes at the Faculty of Economics and Business University of Pancasila Jakarta. The data collected through the library by maximally utilize related literarues and questionnaire speraded to the respondents. The findings reveals that the variable brand image, product design and price perception of SPECS sports shoes significantly influence consumer purchase decision. Familiarity, design and the low price of the SPECS shoes stimulated the consumer’s decision on the purchase. Product design helps consumer to get the highest benefit and satisfaction, while the money spent to pay the price of the SPECS sports shoes fits the consumer and suits the quality of the product.

KeywordsBrand image, product design and price perception and buying decision 

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 45 x


With the rise of green-economic awareness in recent years, Indonesian companies need to constantly seek to introduce new green-concept products to the world market to gain a larger market share in the future. Indonesian green consumers can be different compared to western consumers, and thus, many Indonesian companies need to further investigate their perceived differences in green products. A comprehensive study of the Indonesian consumers’ purchase intentions for green products needs to be explored and developed into a suitable strategy. This study assesses the variables that influence consumers’ purchase intention of green products. Structured questionnaires were administered in various locations in Indonesia. These determinants of green purchase were classified as ‘Subject Norms’, ‘Belief’, ‘Awareness’, and ‘Perceived Behaviors’. Through AMOS-SEM analysis, this study sets up a substantial relationship display for purchase intention of green products and distinguishes the main influence paths. The results revealed that ‘Subject Norms’, ‘Belief’, and ‘Perceived Behaviors’ on the ‘Purchase Intention’ of Indonesian green consumers are highly related. The information on what are the factors that influence consumers’ purchase intention serves as the information used by the green product industry to explore and develop the suitable strategy that is able to enlarge the market size. 

Keywords: Purchase Intention, Subject Norms, Belief, Awareness, Perceived Behavior, Green Product 

Penulis : SRI WIDYASTUTI, DR, S.E., M.M., M.SI, [PDF File] didownload : 31 x

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