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LOGO STARBUCK & ZONA BARU

Iin Mayasari
Dosen Program Studi Manajemen Universitas Paramadina Jakarta
iin.mayasari@paramadina.ac.id

Awal Januari 2011, Starbuck memulai mengisi lembaran tahun baru dengan mengubah logo. Howard Schultz menulis dalam situs  Starbuck untuk menjelaskan perubahan logo tersebut. Logo Mermaid merupakan logo yang digunakan oleh Starbuck sejak tahun 1971. Logo pada tahun 1971, ada nama coffee, tea dan spices. Tahun 1987, logo mengalami perubahan dengan hanya mencantumkan coffee. Hal ini menandai adanya pilihan menu baru yaitu espresso. Tahun 1992,  Starbuck melakukan publikasi logo Mermaid dengan tulisan coffee  sebagai trademark. Tahun 2011, Starbuck mengubah logonya dengan melepas Mermaid dari lingkaran dan menghapus nama coffee.

Logo merupakan elemen brand yang berkaitan dengan representasi grafis atau citra dan asosiasi memori dari brand tertentu. Logo  berkaitan dengan aspek estetika dan sebagai suatu cara untuk  mengkomunikasikan atribut brand. Berdasarkan penelitian Walsh, Winterich dan Mittal yang berjudul Do Logo Redesigns Help or Hurt your Brand? The Role of Brand Commitment dalam Journal of  Product & Brand Management (2010) menunjukkan bahwa perubahan logo akan memengaruhi persepsi konsumen. Perubahan pada logo akan memengaruhi konsumen-konsumen yang memiliki brand  commitment. Konsumen yang memiliki brand commitment yang kuat akan khawatir karena hal ini memengaruhi pada keterkaitan diri  dengan brand. Berdasarkan pantauan jejak pendapat dari situs Starbuck sendiri, banyak komentar negatif bermunculan seiring dengan perubahan logo Starbuck. Mereka adalah orang-orang yang  sudah fanatik dan penggemar Starbuck. Perubahan ini mengakibatkan mereka berpersepsi negatif pada Starbuck. Perubahan pada desain  visual membawa pengaruh pada makna brand sesungguhnya. Selain itu, perubahan logo dengan melepas nama coffee, dirasa akan  menyulitkan konsumen untuk mengaitkan desain atau gambar  tersebut dengan sesuatu, dan sulit untuk dikaitkan dalam memori  seseorang.





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2007-07-20 20:03:17
34.56 KB
73
PERANAN FAKTOR DEMOGRAFIS PADA KUALITAS HIDUP PASIEN SERANGAN JANTUNG (MYOCARDIAL INFARCTION)

Devi Wulandari

devi.wulandari@paramadina.ac.id

Tia Rahmania

tia.rahmania@paramadina.ac.id


Abstract

This research was aimed to examined role of demographic factors on  myocardial infarction patients’ s quality of life. 66 patients was  divided into two groups namely angioplasty group (N: 44) and oral  medication group (N: 22). 66 patients filled out MacNew Heart  Diseases Health Related Quality of life questionnaire. Person product moment was used to analyze correlation between age and quality of  life, T test and Anova were used to look out effects of gender and  socioeconomic status on patient’s quality of life. Results showed that  for angioplasty patients, only gender had significant effect on quality  of life. Female patients showed lower quality of life. As for oral  medication patients, age correlated with quality of life. Older patients  had lower quality of life compare to younger patients.

Keywords: myocardial infarction, quality of life, demographic.





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2012-10-09 15:40:22
214.77 KB
73
Bridging Disciplines, Spaning The World

Dinna Wisnu, Ph.D

Direktur Paramadina Graduate School

Universitas Paramadina





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2013-05-20 17:25:36
1.67 MB
73
Problems of Democratisation in Indonesia: Elections, Institutions, and Society

Problems of Democratisation in Indonesia: Elections, Institutions, and Society

Peni Hanggarini

 



 





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2011-07-06 20:43:21
5.52 MB
72
Pasrah (Surrender) and Sabar (Patience) Among Indonesia Ethnics (Javanese, Sundanese, Betawi) Through Disaster: An Indigenous Psycological Analysis





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2013-08-27 20:41:23
428.93 KB
72
PENGARUH TEKNOLOGI INFORMASI TERHADAP PERKEMBANGAN ANAK SERTA REMAJA





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2013-09-05 17:53:12
103.06 KB
72
Hebron Journal





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2016-11-16 11:48:58
1.25 MB
72
Menyasar Kekuatan Indonesia sebagai suatu kekuatan Mandiri di Kawasan





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2017-03-16 10:44:20
153.26 KB
72
Pemetaan Sentra Industri Kecil dan Menengah di Daerah Perbatasan (Kabupaten Natuna-Provinsi Kepulauan Riau





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2017-03-16 10:45:59
115.83 KB
72
OMMUNICATING CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES TO PUBLIC: THE STUDY OF WEBSITE PUBLICATION OF INDONESIAN COMPANIES

Iin Mayasari
Universitas Paramadina Jakarta Indonesia
iin.mayasari@paramadina.ac.id or iin.mayasari@yahoo.com

Abstract

Purpose:The paper aims to evaluate the implementation of  stakeholder theory including the elements of environment,  community, employee, supplier and consumers in social activities of  companies. The evaluation of corporate social responsibilties can be traced from the reporting activities on companies’website. Methodology:A content analysis of companies that listed in LQ45 and  some other companies that publish their corporate social  activites on website. There are fifteen industries and 101 companies.  The industries are Mining & Energy,Telecommunication & Service,  Food & Beverage, Construction, Automotive, Banking, Insurance, Pharmaceutical, Non-Cyclical Consumer Goods, Transportation,   Broadcasting, Materials, Industrials, Natural Gas, Real Estate. Findings: The percentage of corporate social responsibility activity of mining and energy industry on environment was 16,90%. It was the highest percentage of corporate social responsibility on environment. The magnitude and propotion of corporate social responsibilities that reported on the website is relatively unequal. The highest proportion lies in environment, community, and consumer. The least proportion lies in supplier. Originality/Value: The literature on social  responsibility drives the growth of internet tools to promote social business activities. The importance lies in the spreading information of business activities in order the public recognizes what the  companies are doing and have accomplished.The website can describe  the communication as the e-reputation. The corporate  website is used to attain the interest of stakeholders. It is the tool of marketing communication to convey corporate social responsibility  message and enhance brand equity. The information disclosure  provides public with the activities regarding stakeholder perspectives including environment, society, supplier, consumers.

Keyword:  corporate social responbility, and corporate social  responsibility reporting, website publication of corporate social  responsibility
Research Type:Research paper





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2007-07-20 20:21:01
188.87 KB
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