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Thesis Defense of Doctoral in Economic : Dionysia Kowanda and Sri Murtiasih


On 30th August 2012,Doctoral program Gunadarma University proudly present doctoral thesis defence in Economic at auditorium of Gunadarma University, Campus D,  Margonda Raya Street, Pondok Cina, Depok.

As the first candidat, Dionysia Kowanda presented her thesis dissertation with title “Four Factors Asset Pricing and Momentum Investment Strategy : Case Study of Liquid Shares (LQ45) in Indonesia of Stock Exchange”. The advisors committee are Prof. Dr. Nopirin, MA as a Promotor and Dr. rer Pol Sudaryanto as a Co-Promotor, and as external examiner is Dr. R. Agus Sartono, MBA.

In her presentation, Doctoral Candidate Dionysia Kowanda explained that one purpose of investing because they want a reward / investment returns to be received in the future, but because the results / rate of return of an investment is difficult to estimate the magnitude, it is necessary to mneghubungkan level models the expected return on the risk that may be faced.

Besides the price of an asset valuation information is also needed when it comes to deciding which stocks to buy, whether the stock is undervalued so it is worth to buy or overvalued seehingga not worth to buy.

Second candidat Sri Murtiasih presented her thesis dissertation with title "The Role of Country of Origin Image and Word of Mouth in Brand Equity Formation and Implications on Customer Share". The advisors committee are Prof. Dr. Sucherly, SE., MS as a Promotor and Dr. Hotniar Siringoringo as a Co-Promotor, and as external examiner is Prof. Dr. Yuyus Suryana, SE., MS.

This research was conducted to determine the effect of the image of the country of origin of a car brand and word of mouth on the formation of brand equity, as well as its implications on customer share. Data image of the country of origin, Word of Mouth, brand equity and customer share collected using a questionnaire instrument. The respondents are the customers cars in the Bogor, Jakarta, Depok, Tangerang and Bekasi. The image of the country of origin of a car brand and word of mouth thought to affect brand equity through brand awareness, Association, brand, perceived quality and brand loyalty. Thought to affect customer brand equity share. Brand loyalty is also thought to directly affect customer share. Research hypotheses were tested using structural equation model.

Structural equation modeling analysis results indicate that the image of the country of origin of a car brand affects brand awareness, brand associations, perceived quality and brand loyalty. Word of Mouth affect brand awareness, brand associations, perceived quality and brand loyalty. The image of the country of origin and the Word of Mouth affect brand equity through brand awareness, brand associations, perceived quality and brand loyalty. Word of Mouth contributes indirect influence on brand equity is greater than the influence of the image of the country of origin on brand equity. Brand loyalty contributes the most impact on brand equity than brand associations, perceived quality and brand awareness. The results also proved that the brand equity positively affect customer share, and positively loyaltas brand directly affects customer share.

Finally, based on the results of the senate,  Doctoral Candidate  Dionysia Kowanda  and Sri Murtiasih expressed graduated with honors.