ANALYZING THE IMPACT OF CORPORATE DECISION WITHIN MULYONO’S BRAND COMMUNITY

• Main Author: Aviano Syailendra (NIM 19011198), Alif
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/20947
• Institution: Institut Teknologi Bandung

This final project revolves around the decision making within a Community based event <br /> <br /> organizing brand Mulyono, which at the moment is unable to make a proper decision due to <br /> <br /> the fact that they are a Community Brand that manages shows for Brand Communities. In this <br /> <br /> journal, author explores the possibility to enhance Mulyono’s business through evaluating the <br /> <br /> Brand based on the 7P of Service Marketing mix by Booms, Bernard H., Bitner and Mary Jo <br /> <br /> (1981). Which revolves around Product, Place, Price, People, Promotion, Physical Evidence <br /> <br /> and Process. In this Journal, Author based the research on marketing theories by Kotler (2000), <br /> <br /> regarding Brands, Relationship Marketing and Consumer Behavior. While also taking <br /> <br /> reference to the Journal of Marketing by Gfk MIR (2014) regarding Community brand. Author <br /> <br /> later formulates the 7P within a satisfaction survey and analyze it based on the relevant theories <br /> <br /> will generate the data required to map the Community standpoint regarding the show, which <br /> <br /> required the use of Frequency, Factor and Logistic Regression analysis in the process. The <br /> <br /> result from the Frequency analysis lead to the understanding that the community itself is <br /> <br /> generally satisfied with Mulyono’s performance, that the Community generally supports the <br /> <br /> show’s values, and will cooperate with any decision that the show makes to generate Income <br /> <br /> as long as the show continues to run. The data gained from the research also generated a model <br /> <br /> that shows the significance of Publication, Crew and Performer towards the likelihood of <br /> <br /> satisfaction within the Community. But, the significance of the model generated within the <br /> <br /> Logistic Regression analysis is very low, which may derive from the likely uniform taste within <br /> <br /> the community or the rigidity of the Community’s belief towards the show. Nevertheless, the <br /> <br /> data gained from the research shows that the Community supports the show all the way, and is <br /> <br /> currently waiting for more shows, and Mulyono can also now make the decision to either <br /> <br /> partner up with a corporate brand as a source of income or take an entrance fee from their <br /> <br /> approving Community, which will help the show reach sustainability in the future. <br />