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All Journal Journal of Business and Management The Indonesian Journal of Business Administration Journal of Innovation, Business and Entrepreneurship Jurnal Locus Penelitian dan Pengabdian
Raafaldini Mirzanti, Isti
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Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Mathematics

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Customer Acceptance Toward The New Pertamina Self-Service System Using Technology Acceptance Model Dean Al-ghazy, Rafi; Raafaldini Mirzanti, Isti
Journal of Business and Management Vol 8, No 2 (2019)
Publisher : Journal of Business and Management

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Abstract. The present research is aimed at adapting the Technology Acceptance Model (TAM) to the use of Pertamina Self-Service in Bandung Area by examining the research and topics linked to this subject. In this study, the TAM model introduced by Davis in 1986. Thus this study sample consists of seven dimensions, which are the three following factors: quality (the quality of information and quality of service and the quality of the system), perceived ease of use the experience, the perceived usefulness, attitude toward use, behavioral intention to use and the actual system use. In light of this, the current study extended these necessary dimensions and factors in order to be expanded in line with the Self-Service business, especially in Pertamina’s Self-Service system in Bandung. The questionnaire used in this study was designed and developed based on an initial pretested survey distributed to a sample consisting of (352) customers that represent 3000 populations in a week. The data analysis gave the result that the acceptance of using Pertamina Self-Service is influenced by all the variable by (0.655) or equal to 65,5%. Besides the correlation between all variable among each other are between 0.344-0.714 which is have a strong correlation and related on the same direction. As for the variable, the strongest one is the Perceived Ease of Use which have (0.528) or equal to 52,8% value of contribution to influenced the Actual System Use. Keywords: TAM, Quality, SST, Actual Use, Ease
Develop brand loyalty through business innovation Dahlan, Ilyasa; Raafaldini Mirzanti, Isti
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Busingss fashion retail industry in Indonesia is growing rapidly since 1995. Characterized by its growing number of international brands to enter Indonesia. This condition is of course also impact to the local brand that provides many options for customers to choose fashion which according to their characteristics. The demand for local products from Bandung has a huge market of big cities in Indonesia, such as Jakarta, Semarang, Surabaya and Medan. Another thing that causes the growth of the local brand in the fashion industry in Singapore increased significantly is the price of imported products very expensive, so the biggest target market that is largely started looking for a subsstatute item. With so many demands of the market, many local entrepreneurs are competing to offer their products. With growing fashion retail industry in Indonesia, many new products found in the market. In this study, researchers wanted to examine how local brands brand can compete and increase customer loyalty to a brand through innovation of business done performing and using the innovations. In this study, author use you local brands from Jakarta name Kala as a subject. The method that author used is by interview respondent that match with characteristic with the target market Kala. From the results of interview author can generate some of the alternative business innovation. Business innovation in question is doing product innovation, consisting of product innovation and manufacture innovation, the next process is by innovating the process of delivering information to the target market is by brand innovation and marketing innovation. Keywords: Kala, business innovation, innovation marketing innovation, product innovation, brand loyalty
The Influence of Service Quality Dimensions towards Customer Satisfaction and Customer Loyalty Ramadhani, Rizky; Raafaldini Mirzanti, Isti
Journal of Innovation, Business and Entrepreneurship Vol 4, No 1 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. Coffee consumption in Indonesia has been increasing in the past few years, thus promoting new coffee shops to open each year. The key factors in building a successful coffee shop is through the continuous improvement of the product and its service. Good product in coffee industry can be defined as a good taste and aroma coffee, from its acidity and its sweetness. Through service, a coffee shop could gain loyal customers whenever they are satisfied and will return as repetitive customers, thus creating a sustainable coffee shop. This research aims to find out service quality, customer satisfaction, and customer loyalty of Jack Runner Roastery. This research is using a quantitative approach by distributing questionnaires to Jack Runner Roastery’s customer. The correlation between service quality dimensions and customer satisfaction is analyzed using multiple linear regression, while customer satisfaction towards customer loyalty is analyzed using simple linear regression.  Results shows that reliability, tangibles, empathy and responsiveness have a positive significant influence towards customer satisfaction, while assurance has no significant influence. Furthermore, the study shows that customer satisfaction has a significant influence towards customer loyalty. The research provides recommendation for coffee shops to improve their service quality to gain customer satisfaction and customer loyalty. Keywords: Customer Loyalty, Customer Satisfaction, Service Quality.
Optimizing Brand Portfolio For Market Competitiveness (A Case Study Of Eiger) Pratama, Mario; Raafaldini Mirzanti, Isti
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 7 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i7.4529

Abstract

This thesis explores how optimizing brand portfolio strategy can improve market competitiveness, with EIGER—a leading Indonesian outdoor brand—as the primary case study. As EIGER transitions from a domestic leader to a regional and global contender, the brand faces critical challenges: sub-brand fragmentation, overlapping product lines, diluted brand equity, and operational inefficiencies including oversupply and weak product coordination. Rather than treating brand portfolio and brand architecture as parallel dimensions, this research views them as sequential stages—where a clarified, insight-driven portfolio lays the groundwork for a stronger, more scalable architecture. A well-prioritized brand portfolio, in this context, serves as the strategic bridge between internal clarity and external relevance. Using the Brand Portfolio Audit and Brand Architecture Strategy framework developed by Brandão & Sousa (2020), the research evaluates EIGER’s current portfolio through both quantitative and qualitative lenses—integrating internal brand data, consumer perception analysis, strategic interviews with leadership, and benchmarking against global outdoor and sportswear brands. The analysis identifies structural inconsistencies and disconnects between brand intent and market execution, revealing how ambiguity within the portfolio has weakened both operational focus and consumer resonance. The study proposes a transition from a fragmented sub-brand system to a unified mono-brand architecture anchored on two primary strategic platforms: Outdoor Lifestyle and Outdoor Performance. This model offers a clear structure for category differentiation while leveraging the equity of the master brand. It also enables greater operational efficiency, eliminates redundancy, and enhances emotional connection across market segments. The thesis concludes by outlining a phased implementation roadmap—extending beyond portfolio architecture to include the development of a unified brand identity system, product architecture, and design DNA—positioning EIGER for long-term, scalable growth in a highly competitive global landscape.
Co-Authors Dahlan, Ilyasa Dean Al-ghazy, Rafi Pratama, Mario Ramadhani, Rizky