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All Journal Jurnal Mirai Management JRSI (Jurnal Rekayasa Sistem dan Industri) Syntax Literate: Jurnal Ilmiah Indonesia SEIKO : Journal of Management & Business Jurnal INTECH Teknik Industri Universitas Serang Raya YUME : Journal of Management IJIES (International Journal of Innovation in Enterprise System) Jurnal Ilmu Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jo-ELT (Journal of English Language Teaching) Fakultas Pendidikan Bahasa dan Seni Program Studi Pendidikan Bahasa Inggris IKIP Jurnal bahasa, sastra, seni, dan pengajarannya eProceedings of Engineering Community Service Seminar and Community Engagement (COSECANT) SmartComp Journal of Production, Enterprise, and Industrial Applications Jurnal bahasa, sastra, seni, dan pengajarannya
Ima Normalia Kusmayanti
Universitas Telkom
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Journal : eProceedings of Engineering

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Franchise Business Strategy Playgroup, Kindergarten And Day Care In Cerdas Ceria By Using Qspm And Benchmarking Method Mochamad Rizky Fauzy; Budi Praptono; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 6, No 2 (2019): Agustus 2019
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Abstract Cerdas Ceria School is an educational institution in the field of early childhood education located on Jl. Trs. Martanegara No.22, Bandung. The competitiveness in the field of education requires schools expand the right business strategy to improve the anality. This study analyzed and formulated the right franchise business strategy for Cerdas Ceria School. The approach used in determining the right franchise business strategy is the Quantitative Strategic Planning Matrix (QSPM) method. The stages of this study begin with the identification of external and internal factors of the school and their effects on the strategy formulation process in the form of weighting results on EFE matrix and IFE matrix. Based on the results of the total weighting of EFE matrix and IFE matrix, it was discovered that the company's position was based on the external and internal factors of the school in the Internal-External (IE) matrix which served as the basis for formulating alternative strategies on the SWOT matrix. Then QSPM analysis was applied to evaluate several alternative strategic choices objectively to get the best strategy. The QSPM matrix was also able to decide the best priority strategy. The franchise design was made using benchmarking methods as the basis of a franchise cooperation program for Cerdas Ceria School.Keywords: Franchise Business Strategy, EFE Matrix, IFE Matrix, IE Matrix, SWOT Matrix, QSPM, Benchmarking
Perancangan Program Komunikasi Pemasaran Umkm Pikyeum Menggunakan Metode Benchmarking Dimas Reza Pamungkas; Husni Amani; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 6, No 2 (2019): Agustus 2019
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Abstrak Pikyeum (Keripik Peuyeum) merupakan usaha kecil yang bergerak dibidang kuliner sejak tahun 2016 dan terletak di Kab.Bandung – Jawa Barat. Pikyeum ingin memperluas area pemasaran dan meningkatkan penjualan, namun masih memiliki keterbatasan dalam biaya,SDM dan pengetahuan mengenai komunikasi pemasaranya. Sehingga, penelitian ini dilakukan untuk merancang program komunikasi pemasaran yang sesuai dan dapat diaplikasin oleh Pikyeum. Dalam perancangan komunikasi pemasaran. Penelitian ini menggunakan metode benchmarking dengan pendekatan menggunakan Analytical Hierarchy Process (AHP) terhadap produk benchmark partner. Dimana pengumpulan data melalui kuisoner dan wawancara. Kesimpulan yang didapatkan dari penilitan berupa rancangan program komunikasi pemasaran yang dapat diterapkan oleh Pikyeum. Diantaranya, dengan melakukan bebas biaya pengiriman, diskon dan buy one get one, memaksimalkan pengunaan instagram, menerapkan endorsement, membuat website, menggunakan e-marketplace, sering mengikuti bazar dan pameran, dan menjual produk melalui outlet. Kata Kunci: UMKM Pikyeum, bauran komunikasi pemasaran, benchmarking, Analytical Hierarchy Process. Abstract Pikyeum (Peuyeum Chips) is a small business engaged in the culinary field since 2016 and is located in Bandung Regency - West Java. Pikyeum wants to expand the marketing area and increase sales, but still has limitations in costs, HR and marketing knowledge about marketing. So, this research was conducted to design a marketing communication program that is suitable and applicable for Pikyeum. his study uses a benchmarking method with an Analytical Hierarchy Process (AHP) approach to benchmark partner products. Where is data collection through questionnaires and interviews. The conclusion obtained from the research is the design of a marketing communication program that can be implemented by Pikyeum. In designing marketing communications. This study used benchmarking method with an Analytical Hierarchy Process (AHP) approach to compare partner products or similar products that have been successful in the market through the marketing communication mix. This method was carried out to collect information from benchmark partner products through questionnaires and in-depth interviews. Among them, by doing free shipping, discounts and buy one get one, maximizing the use of Instagram, implementing endorsement, creating websites, using e-marketplaces, often participating in bazaars and exhibitions, and selling products through outlets. Keywords: UMKM Pikyeum, bauran komunikasi pemasaran, benchmarking, Analytical Hierarchy Process
Perancangan Atribut Sepatu Geoff Max Berdasarkan Preferensi Konsumen Dengan Metode Conjoint Fauzan Ghifari Prakoso; Husni Amani; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 6, No 2 (2019): Agustus 2019
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Kota Bandung merupakan kota industri kreatif yang mampu menciptakan berbagai macam brand lokal, salah satunya yaitu brand Geoff Max. Geoff Max merupakan salah satu brand lokal ternama yang berasal dari Kota Bandung dan bergerak di bidang industri fashion yang berdiri sejak tahun 2012. Awal mula kemunculan brand Geoff Max ini ditandai dengan memproduksi sneakers lokal dengan menggunakan konsep sepatu skateboard. Seiring berjalannya waktu, banyak bermunculan kompetitor yang memiliki kesamaan segmen dengan Geoff Max yang menyebabkan tingkat penjualan belum memenuhi target hingga perubahan selera masyarakat dalam memilih brand lokal yang sesuai. Maka dari itu, penelitian ini bertujuan untuk mengatasi permasalahan tersebut. Metode yang digunakan dalam penelitian ini yaitu menggunakan metode conjoint yang bertujuan untuk mengidentifikasi atribut apa saja yang dianggap penting menurut prefensi konsumen, khususnya konsumen dari Geoff Max. Penelitian ini melibatkan aktivitas perancangan kombinasi atribut dengan orthogonal model, menyebarkan kuisioner kepada konsumen Geoff Max yang berdomisili di Kota Bandung, hingga melakukan pengolahan data menggunakan metode conjoint. Output dari penelitian ini yaitu munculnya kombinasi atribut yang banyak diminati konsumen yang nantinya akan dijadikan rekomendasi bagi Geoff Max. Kata kunci: Conjoint, Geoff Max, Atribut, Prefensi Konsumen.
Instagram Content Marketing Improvement Design Of Indihomegamer.Id Using Swot Analysis And Qspm Vietra Shauma Ranabilla; Agus Achmad Suhendra; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 9, No 3 (2022): Juni 2022
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AbstractPandemic COVID-19 has encouraged people to spend more time at home, leading to an increase in the gaming industry in Indonesia. One of the companies that was affected by this increase is PT Melon Indonesia in its gaming products, one of them is IndiHome Paket Gamer. In doing its marketing activity, IndiHome Paket Gamer uses Instagram to promote their product to the public. However, the performance of its Instagram account is still considered lacking because the percentage of its engagement rate is below average and still lower compared to other competitor accounts with the same theme. Therefore, this research is conducted to analyze the strengths, weaknesses, opportunities, and threats of PT Melon Indonesia in managing its IndiHome Paket Gamer Instagram to design the content marketing strategy that is best and suitable for improving their Instagram account performance using SWOT analysis and QSPM. This design process resulted seven strategies formulated and the best content marketing strategy of IndiHome Paket Gamer Instagram is to carry out modification of content planning based on the result of reviews and research from Instagram accounts with the same theme.Keywords: Content Marketing Strategy, Internal and External Analysis, IFE EFE Matrix, IE Matrix, SWOT Matrix, QSPM
Feasibility Study Of Development Telecommunication Devices Repair Business In Cambodia Gradytio Rahmadi Hartadji; Budi Praptono; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 7, No 1 (2020): April 2020
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ABSTRACT PT. X has been operating since 2002, located in South Jakarta. PT. X is a national private company engaged in contractors such as construction of BTS (Base Transceiver Station), Transmission, Microwave, Maintenance of BTS (Base Transceiver Station), and Repair BTS (Base Transceiver Station). From 2002-2019 PT. X succeeded in working on many projects related to it is field and has been trusted by various providers throughout Indonesia. At present the owner wants to expand his area of operations to Cambodia to increase profits. After obtaining data to conduct research, the results of BTS development forecasts showed an annual increase of (3%) in 3 providers in Cambodia. In determining the technical aspects, the location, layout of PT. X in Cambodia, and also the standard operation procedure of PT. X. The financial aspects that take into account of income and expenses in cash flow, the estimated amount of income, the amount of operating costs, the need for investment funds, and profit and loss, to calculate the sensitivity aspects include investment feasibility such as Net Present Value (NPV), Internal Rate of Return (IRR), and Payback Period (PBP) with a set period of 15 months. The results of these calculations show that the level of investment in NPV is 1.069.005,72 USD, IRR is 45%, and the number of months spent until returning to initial capital is 15 months. Due to the results of NPV> 0, IRR 45%> MARR and PBP <Investment period, the repair service of PT. X is declared feasible. Keywords: Feasibility Analysis, Net Present Value (NVP), Internal Rate of Return (IRR), Pay Back Period (PBP).
Designing Online Marketing Communication Programs To Improve Bling It On’s Instagram Using Benchmarking Method And Analytical Hierarchy Process (Ahp) Tool Arinda Layla Alfira; Yati Rohayati; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 9, No 3 (2022): Juni 2022
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AbstractBling It On is a local brand from Bandung that was founded in 2019. Bling It On focuses on selling various shoulder bags with unique and attractive models. For the last period, Bling It On’s income was unstable and did not reach the target, especially in online sales. One of the causes is low brand awareness of Bling It On due to less of Instagram optimization as the main platform in the marketing communication program. This research uses a benchmarking method through observations to identify gaps and find best practices from competitors' performance in Instagram. The Analytical Hierarchy Process (AHP) is also used as a decision-making tool to find the priority ranking on criteria (feed, story, profile, caption, reels) and the 16 Instagram sub criteria that are obtained from integration between VOC and previous research. From the results of this research, Bling It On is able to identify their weaknesses and design the appropriate strategies to improve Instagram performance by implementing the importance order of Instagram criteria and sub criteria. To overcome the shortcomings in the research, the researcher arranges implementation plans and work standards from the improvement design that have been validated by the problem owner.Keywords: Instagram, Online Marketing Communication, Benchmarking, Analytical Hierarchy Process, Fashion Brands
Designing Marketing Mix Improvement Programs Based On Purchasing Decision Influence Of Polar Products Alifan Nurfatwa Mahasidhqi; Budi Praptono; Ima Normalia Kusmayanti
eProceedings of Engineering Vol 7, No 3 (2020): Desember 2020
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Abstract Currently there are many fashion brands in Indonesia that market their products online and offline, usually brands in Indonesia have their own “distro” as their offline stores. Many product marketing is done online one of them through the Instagram platform. Currently, Polar only used Instagram to market its products. Therefore, Polar needs to have variety of marketing programs ti incrase sales. This study is aimed to identify factors influencing purchasing decisions of Polar’s customers and design marketing mix programs based on the purchasing decisions. To achieve the research objectives, researchers used a mix marketing and multiple regression methods. Based on these findings, weighting on the seven marketing mix programs was conducted. The results are research and analysis conducted, the conclusion is correlation test results (R) and determination (R2) prove that Consumer Behavior (X1) and Product Quality (X2) have a positive and very strong influence on Purchasing Decisions (Y) while Product Prices (X3) have a negative influence but has a strong influence on Purchasing Decisions (Y). Keywords – Product purchasing decisions, mix marketing, multiple regression methods.
Instagram Marketing Strategy Improvement Of Nyongsqee Using Benchmarking And Analytical Hierarchy Process Ghaisani, Inten Ayuning; Suhendra, Agus Achmad; Kusmayanti, Ima Normalia
eProceedings of Engineering Vol. 10 No. 2 (2023): April 2023
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Abstact-Nyongsqee Management is a modeling agency for artists which in its business activities channel model talent for photo shoots and catwalks as well as acting talent for commercials and film stars. Nyongsqee’s business is currently facing problems, including low marketing activity, low brand awareness, and low Instagram engagement rate. This research is focusing on the promotion as the root of the problem. Based on the assessment of potential solutions, increasing effectiveness of Nyongsqee Instagram is the most effective solution to fix Nyongsqee marketing strategy. Therefore, it’s needed to design the improved content marketing of nyongsqee’s Instagram and more varied content. This research objective is to design the improved content marketing of nyongsqee’s Instagram in order to increase its engagement rate performance. The methodology used in this research is benchmarking and AHP. The sampling technique used were purposive sampling and descriptive sampling. The sample used in this study was 30 for purposive and 100 for descriptive sampling. The study result is a content marketing strategy nyongsqee Instagram in order to improve their overall performance and percentage of its engagement rate. The design of the content marketing strategy starts by story, profile, caption, reels and feeds. Keyword- nyongsqee, benchmarking, analytical hierarchy process, modelling.
Perancangan Perbaikan Program Komunikasi Pemasaran Kobin Coffee Menggunakan Metode Benchmarking Dan Analytical Hierarchy Process (AHP) Ash-shiddiq, Anwar Firdaus; Wulandari, Sari; Kusmayanti, Ima Normalia
eProceedings of Engineering Vol. 10 No. 2 (2023): April 2023
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Abstrak—Kobin Coffee merupakan coffee shop yang berlokasi Kota Bandung. Usaha Kobin Coffee ini berdiri sejak 14 Maret 2021, dengan pendiri usaha bernama Riyadh Tsaniyadi Djajusman dan Astrid Karina Putri. Kobin Coffee melayani penjualan baik secara offline maupun secara online yaitu melalui marketplace Go-jek dan Grab. Pendapatan Kobin Coffee dari bulan April 2021 sampai Juli 2022 kenaikan yang terjadi hanya 6%, tidak ada perubahan kenaikan yang signifikan, dan pendapatan Kobin Coffee setiap bulannya masih belum dapat memenuhi target yang ditetapkan. Salah satu faktor yang menjadi penyebab ketidakcapaian target pendapatan Kobin Coffee yaitu hearth share yang rendah. Adapun fokus pembahasan akan membahas mengenai permasalahan pada promotion dengan melakukan perancangan program komunikasi pemasaran pada Kobin Coffee. Perancangan akan dilakukan dengan metode benchmarking dan dibantu dengan tool Analytical Hierarchy Process (AHP) dalam menentukan partner benchmark yang tepat bagi Kobin Coffee. Program komunikasi pemasaran yang akan dilakukan perancangan dan perbaikan menggunakan delapan elemen bauran komunikasi pemasaran, yaitu Advertising, Sales Promotion, Events and Experiences, Public Relations and Publicity, Online and Social Media Marketing, Mobile Marketing, Direct and Database Marketing, Personal Selling.Kata Kunci— kobin coffee, benchmarking, analytical hierarchy process, coffee shop, marketing communication
Perancangan Atribut Layanan Website Getzke Menggunakan Integrasi Webqual 4.0 dan Model Kano Bangun, Verona Marsha Alvinia; Rohayati, Yati; Kusmayanti, Ima Normalia
eProceedings of Engineering Vol. 10 No. 3 (2023): Juni 2023
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Abstrak-Getzke adalah sebuah brand yang memproduksi alas kaki seperti sepatu dan insole sepatu di kota Serang, Banten. Getzke memiliki delapan tempat penjualan online yaitu Lazada, Shopee, Tokopedia, Shoesmart, Zalora, Blibli, media sosial, dan website. Pada periode Juni 2021 hingga Mei 2022 jumlah customer yang menggunakan website Getzke rendah dan tidak sesuai dengan jumlah penjualan di online marketplace. Meskipun penjualan di marketplace mencapai target, hal tersebut tidak dapat memenuhi target Getzke dalam memperoleh data pelanggan untuk mengetahui kebiasaan pelanggan dalam berbelanja. Dengan menggunakan metode webqual dan model kano untuk mengidentifikasi atribut kebutuhan pelanggan pada website Getzke maka didapatkan bahwa true customer needs dari 71 responden dengan usia 15 hingga 35 tahun adalah kejelasan petunjuk, informasi akurat, informasi mudah dimengerti, dan kejelasan informasi customer service, dan customer service yang responsif. Sedangkan, true Customer needs yang perlu diprioritaskan adalah tampilan menarik. Setiap atribut akan diintegrasi dengan tiga elemen system yaitu method, man, dan tools.Kata kunci-atribut kebutuhan, true customer needs, webqual, model kano
Co-Authors Afra Ghaida Hana Agung Widyaprakoso Winardi Agus Achmad Suhendra Aisya Kha’irunisa Alif Akbar Alifan Nurfatwa Mahasidhqi Andika Deanna Rahma Andika Yudhistira Ramadhan Arinda Layla Alfira Arlieta Kirana Brahmaniswari Ash-shiddiq, Anwar Firdaus Aulia, Muchammad Izdihar Zalfa Bangun, Verona Marsha Alvinia Budi Praptono Budiarto, Sulistyo Christanto Triwibisono Denta Elvianda Rizki Ramadhan Dimas Reza Pamungkas Dwita Nurhaliza Kharisma Eldeska Fadhil Hamdi Farah Fadhila Mulyadi Fauzan Ghifari Prakoso Fikri Vino Prasetya Ghaisani, Inten Ayuning Ghina Rafidah Gradytio Rahmadi Hartadji Husni Amani Litasari Widyastuti, Litasari Mochamad Rizky Fauzy Muhammad Abdal Sidin Muhammad Ghafari Nurfathoni Putra, Muhammad Aldio Rozan Retno Hendryanti Sari Wulandar Sari Wulandari Siva Aulia Tania Alya Andrianingrum Tara Aldiera Tara Aldiera Vietra Shauma Ranabilla Wali Hakim Pradana Yati Rohayati Yati Rohayati, Yati Yuniar, Wiwit Agi Yusuf Syarif Iqbal Zerlin Anggreni Kembaren