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MAJALAH USAHAWAN INDONESIA NO.4 TAHUN XXXVI

Analisis Pengaruh Kegiatan Pemasaran terhadap Ekuitas Merek pada
Consumer-convenience Goods

Romi Setiawan dan Adi Zakaria Afiff

Abstract
Brand equity is the added value provide by brand that will affect long term product market performance. Brand equity is mostly developed and strengthened by marketing efforts, more known by the term marketing mix that affects customer perceptions and knowledge network. In this research, the model by Yoo, Donthu, and Lee (2000) that was established for consumer-shopping goods, is examined for consumer-convenience goods. The purpose of this research is to analyze the effect of marketing programs in building strong brand equity and to analyze the effect of dimensions of brand equity to the brand equity itself. This research used three consumer brands, namely an instant noodle brand, softdrink beverage bar and bar soap brand. The data is collected from college students using a convenience sampling technique. The results found that brand equity positively related to store image, distribution, and advertising, and negatively related to price deal. However, brand equity not related to price.

Keywords:
quanxi, relationship marketing

Berburu Manajer Investasi yang Menghasilkan Alfa Positif: Evaluasi Monthly Return Reksa Dana Saham Tahun 2004-2006

Rahman Untung

Abstract
Indirect investing in capital market instruments especially equity mutual fund has attracted many investors lately. It is important for such prospects and investors to understand the performance of equity mutual fund manager in terms of return and risk. Prospects and investors should evaluate the manager using risk-adjusted return performance method. This paper evaluates the stock selection and market timing ability of equity mutual fund manager in Indonesia during year 2004-2006 using Modified Jensen’s Alpha Method and monthly return data. The mean hypothesis tests showed that mutual fund manager in average has neither superior stock selection ability nor superior market timing ability. However, there was one equity mutual fund manager with superior stock selection ability or positive alpha. These results strengthened the arguments against the use of market timing strategy and against the use of technical analysis in achieving superior return along the three-year horizon. The results also indirectly confirmed the contribution of fundamental analysis and the inability of technical analysis in assisting equity mutual fund manager achieving superior return.

Keywords:
equity mutual fund manager performance, risk-adjusted return, Jensen’s Alpha, stock selection ability, market timing ability
Daftar Isi
Analisis Pengaruh Kegiatan Pemasaran terhadap Ekuitas Merek pada Consumer-convinience Goods
Romi Setiawan dan Adi Zakaria Afiff 3

Berburu Manajer Investasi yang Menghasilkan Alfa Positif: Evaluasi Monthly Return Reksa Dana Saham Tahun 2004-2006
Rahman Untung.  8

Persepsi terhadap Lingkungan Kerja Penyuluh Pertanian Lapangan: Kabupaten Batanghari Jambi
Denny Denmar 22

Model Struktur Hubungan Lingkungan Eksternal, Kewirausahaan, Kapasitas Manajemen dan Kinerja Usaha-Tani: Studi Empiris pada Petani Tembakau di Jawa Tengah 
Sony Heru Priyanto 30

Keselarasan Teknologi, Strategi Operasi dan Kinerja Perusahaan: Sebuah Studi Exploratori pada Perusahaan Manufaktur di Indonesia
Lena Ellitan.  43

Resensi Jurnal: Responses to Humorous Ads: Does Audience Involvement Matters?.....................................................................................................................56

 



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