Company Brand Research Articles

Analysis Of Staffing Strategies In Startup Companies: A Qualitative Study In Startup Companies In Jakarta, Indonesia

The purpose of this research is to understand the planning, implementation, and evaluation of staffing strategies by startup companies to ensure their success. This study employs a qualitative approach using a case study method. Research data were obtained through observation at one small startup company, namely Investify, and in-depth interviews with 16 informants, including HR staff, HR Managers, and one CEO of a startup company. Data were coded using NVivo 12 software. The research findings reveal that staffing strategies involve several stages, including selecting job posting channels, candidate screening, and offering incentives to potential employees. The limitations lie in the research scope, focused only on startups in Jakarta, and potential bias in data interpretation. Using these research findings, practitioners can enhance workforce management effectiveness by reinforcing the company's brand through cultural communication, exploring diverse recruitment channels, and improving employee selection methods. The originality and value of this research lie in exploring workforce strategies in Jakarta's startup companies, providing insights into recruitment and selection processes that can enhance staffing strategies in startup companies.

Transformation Of Conventional To Digital Marketing: A Study On Increasing Sales Through Digital Marketing

The development of digital technology continues to grow along with the times. Access to the internet is another development that affects people's lives. Similarly, internet access in economic activities also contributes to the development of small and medium enterprises. Micro, Small and Medium Enterprises (MSMEs) utilize information technology in running their business. This study aims to determine the right marketing strategy at Rene Café, the ultimate goal to be achieved is to significantly increase sales and present a good company brand image to consumers. The research method used by researchers in this study is a qualitative method. This type of research is descriptive qualitative, using the methods of observation, interview, and documentation. The results showed that Rene Café has not fully optimized using all social media, but the success of Rene Café in digital marketing through social media is working with influencers or content creators and consumer reviews. By collecting data and information related to marketing through social media and the influence of an influencer in providing information about products. This shows that reviews and influencers play an important role.

The effectiveness of personal branding in forming a company image

The topic of personal branding and its impact on corporate image is of particular relevance. The research aims to explore the relationship between personal brand and company brand perception. The main goal of the work is to analyze how the level of trust, effectiveness and creative freedom of a personal brand affect the corporate image. The research is based on three key hypotheses: the higher the level of trust in the personal brand persona, the higher the perception of the company brand; the higher the effectiveness of the personal brand, the higher the perception of the company brand; the more creative freedom the personal brand persona has, the higher the image of the company brand. The analysis was conducted in Smart Pls software based on quantitative data obtained from the survey. The scientific significance of the work lies in the expansion of knowledge about the mechanisms of corporate image formation through personal branding. The practical significance of the research is expressed in the development of recommendations for companies on the effective use of personal branding to improve corporate image. The findings support the hypotheses by showing that trust in personal branding, its effectiveness and creative freedom have a positive impact on the perception of the company brand. The contribution of this study to the field of marketing and branding is to provide a new perspective on the use of personal branding as a strategic tool to enhance corporate image and market competitiveness. The practical significance of the results enables companies to develop more effective personal branding strategies, thereby improving their overall image and customer loyalty.

ANALYSIS OF SERVICE USAGE DECISIONS AND BRAND IMAGE ENHANCEMENT AT COURTESY AGENTS IN BATAM CITY

Marketing strategies have to evolve to increase service usage decisions and the company's brand image. In previous studies, it was stated that digital marketing, price, and trust were proven to influence service usage decisions and brand image. This study also aims to examine the effect of digital marketing, price, and trust on service usage decisions and brand image at Courtesy Agents, so that Courtesy Agents management can develop the right strategy to increase customers and brand image. By using quantitative methods and SmartPLS to analyze data obtained through questionnaires with respondents who are customers of Courtesy Agents services in making work permits for foreign workers, this study obtained the results that it is true and proven that digital marketing, price, and trust have a positive and significant effect on service usage decisions and brand image at Courtesy Agents, except for the price variable which has no significant effect on brand image.

Optimization of Website Development to Increase Export Sales of Stone Resin Products: A Case Study of Pt. Als Pra Capital

In the era of growing international trade, the use of digital technology has become very important for companies to increase their competitiveness. This research aims to optimize the use of PT Als Pra Capital's website as a digital marketing tool to increase export sales of Damar Batu products. The methods used include the Design Thinking approach, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, and STP (Segmentation, Targeting, Positioning) to design a website prototype that supports e-commerce functionality and improves company branding. The results of the website prototype development show that the implementation of an effective digital marketing strategy can increase the visibility and accessibility of Damar Batu products in the international market. The discussion highlights that by optimizing the website and implementing appropriate digital marketing strategies, PT Als Pra Capital is expected to expand their export market share and strengthen their position in the global market. This research contributes to the development of digital marketing strategies in the export sector.

Competitive Improvement Strategies of The Coconut Oil Industry at PT XYZ

This study aims to analyze and formulate an effective strategy in increasing the competitiveness of the coconut oil industry in PT XYZ. In the midst of increasingly fierce competition, PT XYZ needs to implement the right strategy to maintain and expand its market share. This study uses a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis approach to identify internal and external factors that affect the company's competitiveness. In addition, Porter's analysis of five strengths was also used to understand the industry dynamics and competitive position of PT XYZ. The results of the study show that PT XYZ must focus on improving production efficiency, diversifying products, improving quality, and expanding its distribution network to strengthen its position in the global market. The proposed strategy recommendations include product innovation, improving quality standards, and strengthening the company's branding.

Determinants of life insurance purchase decisions among university students in Hanoi, Vietnam

This article aims to evaluate the factors affecting the decision to buy life insurance for students in Hanoi, including the variables: awareness of life insurance value, motivations to purchase, barriers to purchase, company brand, and life insurance consultant. A quantitative survey was utilized to take the students in Hanoi, Vietnam. The study uses SPSS 20 analysis software based on 351 valid responses. The multiple regression results show that all of these factors have significant effects. Accordingly, the barrier factor has a negative impact, decreasing the ability to buy life insurance. In contrast, other factors have a positive impact, such as exceptionally high awareness of value and purchase motivation, which have the most substantial impact. Consultants and company brands also promote students’ decision to buy life insurance. Insurance companies should focus on education, improving services, and building brands to increase the ability to purchase life insurance for students. In addition, raising awareness of the value of life insurance is also necessary for student customers. The findings suggest that targeted strategies addressing these key factors can effectively boost students' adoption of life insurance in Hanoi and Vietnam.

Equilibrium anti-counterfeiting strategies with deceptive counterfeits: Proactive, reactive, or instantaneous?

This papers studies anti-counterfeiting strategies with deceptive counterfeits. We develop a model to study the interactive anti-counterfeiting and counterfeit hiding decisions between the genuine brand company and a deceptive counterfeiter. Facing deceptive counterfeits, the genuine brand company can choose to adopt a proactive, instantaneous, or reactive anti-counterfeit strategy. We first examine these strategies and then characterize the equilibrium outcomes. Surprisingly, we reveal that the genuine brand company does not necessarily benefit from heavier penalty and the counterfeiter is not necessarily worse off with more costly counterfeit hiding efforts. Interestingly, the counterfeiter’s hiding effort decreases with heavier penalty when the genuine brand company’s anti-counterfeit and the counterfeiter’s hiding decisions are sufficiently efficient. Besides, higher levels of counterfeit imitation or penetration can either hurt or benefit the genuine brand company. Whether the counterfeiter is better off with deeper counterfeit penetration depends on the status quo. Furthermore, the counterfeiter exerts fewer counterfeit hiding efforts when the genuine brand company exerts more anti-counterfeit efforts, while the anti-counterfeit effort increases with the counterfeit hiding effort, regardless of the anti-counterfeiting strategies. Finally, for decision makers and policy makers, we discuss the implications for anti-counterfeiting strategies in practice.

INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION: BRAND AWARENESS & BRAND PERCEPTION AS MEDIATORS

The global celebrity endorsement market is growing to be worth millions of dollars. The celebrity endorsements are used in advertising by marketers to boost sales and have a good effect upon viewers' views, which in turn affects their purchasing decisions. Using quantitative approach, this study assesses how celebrity endorsements affect customers' perceptions of the company's product or brand & their choice to buy. The questionnaire was used to gather data from 100 respondents, was then examined. The study investigated how respondents perceived celebrities, their traits & how celebrity endorsements affected their purchase choices. Results show that celebrity endorsements in commercials make them more enticing than those that don't. Furthermore, the results further revealed that the consumer purchase behavior is greatly influenced by celebrity endorsements, with the celebrity popularity having a major influence upon these selections. This study explores the purchasing habits of the consumers while considering the number of criteria, including preference, age, and gender. The results offered significant information for reaching the conclusion and extracting some recommendations based upon the conclusion.

Protecting labor rights: Contract design and coordination between brand firms and suppliers

This paper explores the design of a contract aimed at coordinating brand firms and their suppliers to collectively protect the suppliers’ labor rights. It finds that a unilateral cost-sharing contract can incentivize suppliers to protect labor rights, while improving the profits of both brand firms and their suppliers. However, such a contract fails to coordinate the supply chain because of an insufficient incentive for both involved parties. Two improved contracts of this contract can coordinate brands firms and their suppliers to improve their efforts to protect labor rights under certain conditions while failing to achieve coordination. Accordingly, this research proposes a bilateral cost- and revenue-sharing contract. The results indicate that with an appropriate revenue-sharing proportion, this contract effectively encourages brand firms and their suppliers to participate in protecting labor rights and coordinate the supply chain. In addition, an increase in the proportion of prosocial consumers incentivizes brand firms and their suppliers to improve labor rights. Nonetheless, consumers’ excessive reliance on brand goodwill to evaluate the total supply chain efforts to protect labor rights will reduce their efforts. Finally, as the impact of labor rights protection efforts on reference prices increases, it can stimulate brand companies and suppliers to increase investment in improving labor rights. At this high impact level, the reference price in the centralized model may surpass that in the unilateral cost-sharing contract. However, if supply chain members invest little effort to protect labor rights, the increase in this impact could reduce consumers’ reference price.

Factors influencing luxury service brand extension in a developing country

PurposeDespite the prevalence of luxury brand extension in the service industry, customers tend to be skeptical of the value of the extended brand. This study aims to investigate whether a parent luxury service brand significantly alters customers’ predicted quality, identity and attitude toward the extended brand.Design/methodology/approachThis study uses partial least squares structural equation modeling to examine the proposed hypotheses in a developing country.FindingsThe results show that the parent brand’s brand distinctiveness positively and significantly signals the identity and quality of the extended brand. The model also identifies the mediating effects of quality as it signals the relationship between customers’ perception of the parent brand and attitude toward the extended service brand. As expected, as the quality of the extended brand improves, so does attitude toward the extended hotel brand. By contrast, the perceived identity of the extended brand does not significantly increase support for a positive attitude toward the extended brand.Originality/valueThis study contributes to the existing consumer marketing literature by suggesting future research directions and brand extension strategies for luxury hotel brand companies in developing countries.

Identity of the Family Business Company. How Do the Most Valuable Polish Family-Owned Companies Use Family Identity in Building the Image of a Family-Owned Company?

Theoretical background: In Poland, family-owned companies have been actively developing since the democratic transformation. Some of them have used market conditions, being mature and large entities, consciously building their corporate brand identities, and communicating their messages on their websites. A lot of them are faced with a strategic decision whether to build a brand based on the family-owned type of brand, as encouraged by associations, foundations as well, and the media, whose goal is to support and integrate family-owned companies. Purpose of the article: This article aims to explore the way in which the most valuable Polish family-owned companies that decided to be presented in the Forbes ranking in September 2023 communicate the identity of the family firm on their website and to fid out if there is any pattern or model of communication. Research methods: Fifty websites from 100 family businesses classifid in the Forbes magazine ranking of the most valuable Polish family-owned companies with revenues exceeding PLN 100 million, published in September 2023, were examined, diagnosing elements indicating the adoption of the brand identity of a family business. The criteria for building the family business brand for Polish companies were developed with the participation of 12 experts in the field of family business. Main findings: A model was constructed to identify the family identity of the brand of the family-owned company using family-owned websites. The results of the research indicate that the percentage of family-owned companies among the most precious family owned companies which are defied as family owned companies is higher than that indicated in the reports as of 2009 and 2017 for small and medium companies in Poland.

The Well-Being of Managers in the Context of the Identity Brand of the Family Company

Theoretical background: The article delves into the domain of qualitative research applied to investigating the well-being of managers within family businesses. It situates its discussion within the broader context of brand identity in such enterprises. Theoretical underpinnings include insights into the formation of well-being in family-run companies, highlighting the interconnectedness between managerial well-being and the identity of the family business. Purpose of the article: Primarily methodological in nature, the article aims to delineate a systematic approach to conducting qualitative research specifically tailored to exploring the well-being of managers within the context of family business brand identity. It seeks to elucidate the process of uncovering the intricate links between managerial well-being and the identity of family-owned businesses, thus contributing to the understanding of how well-being manifests in such organisational settings. Research methods: The article outlines an algorithmic framework designed to guide qualitative research endeavours focused on manager well-being within family businesses. It underscores the importance of employing both inductive and deductive approaches in qualitative research, as evidenced by a pretest conducted to discern their differential applications in this context. Main findings: The key findings of the article revolve around the proposed algorithm for conducting qualitative research on the well-being of managers with respect to the brand identity of the family business brand. The study underscores the importance of qualitative methods in unraveling the complexities of well-being in the unique context of family-run enterprises. By elucidating the interrelationships between managerial well-being and brand identity, the research contributes to a deeper understanding of the dynamics at play within family businesses and offers valuable insights for both scholars and practitioners in this field.

THE INFLUENCE OF LOCATION AND BRAND IMAGE ON STUDENTS' INTEREST IN TRANSACTING AT BANK RAKYAT INDONESIA SUNGAI PENUH BRANCH OFFICE

This study intends to investigate the extent of the influence of location and brand image on students' interest in transacting at BRI Kanca Sungai Penuh. The research found that location positively and significantly influenced students' interest in transacting. This contrasts with the brand image, which has no effect on students' transaction interest. However, location and brand image have a positive and significant impact on student interest in transacting, with location being the most influential variable affecting student interest in transacting at BRI Kanca Sungai Penuh. After considering the study's findings, it's clear that the brand image has a relatively low impact on students' willingness to transact. Before using a company's products, students should acknowledge the company's brand image, especially consumer and service firms. This is attributable to the fact that a company's image reflects the quality of its products.

Pengaruh Disiplin Kerja Dan Lingkungan Kerja Terhadap Kinerja Karyawan Pada PT Alakaram Kila Azkia Garmen Tangerang

PT Alakaram Kila Azkia Garmen is a company engaged in the textile industry. The company produces various types of clothing. Their products include a variety of T-shirts, pants, and shirts. The company's brand is NUX. This company typically focuses on production quality and design. In carrying out its operations, PT Alakaram Kila Azkia Garmen has many employees who are a driving factor in improving performance quality. This research focuses on determining the extent to which work discipline and the work environment affect employee performance at PT Alakaram Kila Azkia Garmen. The research method used is a quantitative approach with data collection techniques using saturated samples or non-probability sampling, where the entire population is used as a sample. The population in question consists of all employees of PT Alakaram Kila Azkia Garmen, totaling 60 respondents, using questionnaires on a Likert scale. For data processing and analysis, SPSS 25 software is used with multiple linear analysis techniques, including instrument tests, partial and simultaneous hypothesis tests. This study finds that there is a positive and significant influence, both partially and simultaneously, between the variables of work discipline and work environment on employee performance at PT Alakaram Kila Azkia Garmen.

Faktor – Faktor yang Mempengaruhi Efektivitas Rekrutmen pada PT Gramedia Asri Media

In Indonesia, especially in the employment sector, a qualified workforce is needed so that companies can remain competitive and experience rapid growth. The demand for qualified labor continues to increase every year, which makes competition among job seekers increasingly fierce. In addition, many new graduates face difficulties in finding a job due to lack of access to information. Therefore, there are several factors that can facilitate job seekers in the application and job search process, such as recruitment sources, company branding, and a fast and efficient selection process. These factors help recruiters in finding candidates that match the needs of the company and the position required.

Pricing and blockchain adoption for competitive sellers on an e-commerce platform with different contracts

We examine the impact of a blockchain technology (BCT) adoption strategy on the decisions and profits of branded companies and counterfeiters, and then discuss how BCT helps counterfeiters transform on a platform offering blockchain services and commission contracts. Our results show that BCT can make the branded seller better off when a platform has more brand-conscious consumers, despite the high adoption fee. Due to the free-riding effect, the counterfeiter’s best choice is often not to adopt BCT. As the fraction of brand-unconscious consumers increases, even with low adoption fee, the branded seller will not use BCT, but the counterfeiter will adopt BCT to transform her business and become a legitimate seller by offering innovative products, which increases consumer surplus. As the counterfeit probability and blockchain added value increase, both sellers proactively adopt BCT to disclose product authenticity, which may worsen the platform and social welfare. Importantly, there is a win–win–win outcome for sellers, platforms and consumers when at least one seller adopts BCT, depending on the interaction among the abovementioned factors. Compared with the proportional-fee contract, the fixed-fee contract improves the cost affordability of both sellers. In the context of different consumer types on platforms, our findings offer guidelines for branded companies to solve the authenticity problem of products and for counterfeiters to transform their businesses.

Strategi Brand Image Pada Rumah Makan Ayam Geprek Sai di Kabupaten Lamongan Prespektif Studi Kelayakan Bisnis Islam

This study focuses on the strategic brand image of Ayam Geprek Sai Lamongan Branch in the context of Islamic business. This research aims to understand the influence of Islam on consumer perceptions of a company's brand image and its impact on business success, financial performance and reputation. This study uses qualitative and descriptive research methods to analyze the brand image of Ayam Geprek Sai Lamongan Branch. This research focuses on studying the Islamic business environment in Lamongan Regency, especially Rumah Makan Geprek Sai. This research uses descriptive qualitative methods to collect data from restaurants and data sources collected through observations. This study contributes to the understanding of Islamic business feasibility studies and the potential that can contribute to company success.

Evaluation of Home Product Quality Using the Importance-Performance Analysis Method at PT. Galaxy Alam Semesta

Government support for the property sector through incentive policies, such as the Ministry of Finance Regulation on Government-Borne Value Added Tax (VAT-GOV) on properties, was reintroduced in 2024 to boost economic growth, focusing on the delivery of new landed houses and new apartment units. In this context, property and real estate companies are required to maintain customer satisfaction, which is the key to the company's success. Customer satisfaction not only reflects product quality but also influences the company's brand image. To understand customer satisfaction with product quality, particularly landed houses, PT. Galaxy Alam Semesta conducts periodic surveys of its customers. However, survey results from the first semester of 2023 indicated that customer satisfaction with the quality of houses was still below the company's standards. Therefore, this research aims to evaluate the quality of PT. Galaxy Alam Semesta's houses using the Importance-Performance Analysis method. This research will identify attributes that need quality improvement priority, with the hope of enhancing customer satisfaction and the company's image, as well as utilizing the House of Quality to determine the priority of these improvement proposals. The analysis results indicate that the attributes requiring quality improvement priority are even and non-streaky paint, straight wall corners, even wall and ceiling surfaces, smoothly and easily operable doors and windows, neat and even paint and sealant, even tile installation, and precise and neat installation of door and window accessories. From the analysis of the proposed improvement, five main priorities were identified: increasing the frequency of supervision and inspection to ensure compliance with quality standards, setting limits on the number of units overseen by building supervisors, using higher quality paint, evaluating the quality of door accessories and tile materials, and conducting regular evaluations and selections of contractors.

Analisis Kelayakan Usaha Pengemasan Minyak Goreng Kelapa Sawit PT Java Agri Sukses Makmur

There are two types of cooking oil circulating in the community, namely bulk and packaged cooking oil. PT Jawa Agri Sukses Makmur is a branded cooking oil packaging company with the trademarks Sayana, Master Chef and Minyakita. The strategy to be able to compete with other similar companies is to provide a good image through packaging. The aim of this research was to analyze the feasibility of a cooking oil packaging business. The method used is R/C ratio analysis. The research results show that the business is feasible to run as a business seen from the ratio value of 1.05 which indicates the business is feasible and profitable. The company received revenue of IDR 16,508,585,000 and revenue of IDR 1,602,241,754 in one period (one month).