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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 Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya eProceedings of Engineering Community Service Seminar and Community Engagement (COSECANT) SmartComp Journal of Production, Enterprise, and Industrial Applications
Ima Normalia Kusmayanti
Universitas Telkom
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Transportation Other

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Perancangan Perbaikan Positioning Produk T-shirt Nakhoda Nusantara Berdasarkan Perceptual Mapping Menggunakan Metode Multidimensional Scaling dan SWOT Analysis Yuniar, Wiwit Agi; Rohayati, Yati; Kusmayanti, Ima Normalia
Jurnal Ilmu Manajemen Vol 12, No 1 (2022): Jurnal Ilmu Manajemen
Publisher : Universitas muhammadiyah palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jimn.v12i1.4781

Abstract

The purpose of this study is to design an improvement in positioning strategy by exploring consumer perceptions in choosing and buying t-shirt products. The object used in this study is the Nakhoda Nusantara brand. This study uses the method of multidimensional scaling (MDS) and SWOT analysis. The attributes used are material quality, color, price, design quality, comfort, attractiveness, fashionable, and brand reputation. Competitor brands determined in this study are 3Second, Owners, Screamous, Wadezig, and Byrazi. The number of samples used in this study were 90 respondents. Sampling using a nonprobability sampling method with a purposive sampling technique. The results of the analysis in this study are: (1) a positioning strategy on the priority attributes that are the weaknesses of the Nakhoda Nusantara t-shirt based on the Euclidean distance, namely attribute attractiveness and fashionable. These two attributes are the main considerations to make the Nakhoda Nusantara t-shirt superior to other competitors. (2) The results of perception mapping produce a stress value of 0.09300 and an R-Square value of 0.99196, so it can be said that this study is valid and reliable.
Usulan Perbaikan Media Komunikasi Pemasaran Online pada Instagram Navara Footwear Menggunakan Metode Benchmarking dan Analytical Hierarchy Process Andika Deanna Rahma; Yati Rohayati; Ima Normalia Kusmayanti
Smart Comp :Jurnalnya Orang Pintar Komputer Vol 11, No 2 (2022): Smart Comp: Jurnalnya Orang Pintar Komputer
Publisher : Politeknik Harapan Bersama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30591/smartcomp.v11i2.3537

Abstract

Pesatnya pertumbuhan industri fashion memberikan keuntungan untuk Indonesia. Industri tersebut berkontribusi terhadap ekonomi Indonesia, yang dilakukan oleh salah satunya Navara Footwear. Navara Footwear merupakan salah satu merek lokal yang telah berdiri sejak tahun 2016 dan memproduksi produk alas kaki. Dalam mempromosikan produknya, Navara Footwear menggunakan media sosial Instagram. Data pendapatan Navara Footwear yang mengalami rendahnya target pendapatan menjadi inisiasi penelitian. Namun, persentase pengetahuan target pasar terhadap Navara Footwear rendah. Dalam melakukan penelitian, metode benchmarking digunakan untuk mengetahui praktik terbaik dalam melakukan aktivitas pemasaran online melalui media sosial Instagram. Benchmarking dilakukan dengan menggunakan alat evaluasi Analytical Hierarchy Process (AHP) yang memiliki tujuan untuk penentuan tingkat prioritas kriteria setiap fitur media sosial Instagram dan 17 sub kriteria sebagai penilaian kualitas terhadap fitur tersebut. Best practice dari mitra benchmark didapatkan dari hasil observasi penelitian dengan parameter yang ditentukan berdasarkan studi literatur terdahulu. Hasil dari penelitian ini berupa usulan perbaikan media sosial Instagram sebagai media komunikasi pemasaran online yang dipertimbangkan dengan kemampuan pihak Navara Footwear.
Designing Marketing Strategy for Bbq Dirumah using SWOT Analysis and IE Matrix Arlieta Kirana Brahmaniswari; Sari Wulandar; Ima Normalia Kusmayanti
Jurnal Rekayasa Sistem & Industri Vol 9 No 02 (2022): Jurnal Rekayasa Sistem & Industri
Publisher : School of Industrial and System Engineering, Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jrsi.v9i02.588

Abstract

Bbq Dirumah is an MSME in the food sector that was established during the Covid-19pandemic in Indonesia so that sales have not had an increasing trend and have not reached thetarget. One of the problem is the marketing strategy that has not been carried out optimally.Therefore, it is necessary to propose a marketing strategy based on the condition of BbqDirumah SMEs in order to increase sales. SWOT analysis was conducted to determine internaland external factors as input in the preparation of the SWOT and IE matrix so that alternativestrategies were obtained and evaluation was carried out to prioritize alternative strategiesimplemented with QSPM as an effort to increase sales to achieve targets. The research objectiveis to design a marketing strategy for Bbq Dirumah to increase sales volume in order to achievethe predetermined target. The results showed that the position of MSME Bbq Dirumah was inquadrant V on the IE matrix with an IFE score of 2.604 and an EFE score of 2.684 so the rightstrategy is market penetration and product development. An alternative strategy based on thepriority value in the QSPM is "benchmarking against competitors for better productdevelopment" with a TAS score of 5.895.
Cotton.Go’s Electronic Service Quality Improvement Using Importance Performance Competitor Analysis Approach Tara Aldiera; Sari Wulandari; Ima Normalia Kusmayanti
International Journal of Innovation in Enterprise System Vol. 5 No. 1 (2021): International Journal of Innovation in Enterprise System
Publisher : School of Industrial and System Engineering, Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/ijies.v5i01.103

Abstract

The number of competitors that have sprung up in the field of fashion especially in men'sclothing, has caused Cotton.Go need to evaluate its e-commerce services to compete withthem. Therefore, this research was conducted to evaluate the attributes of Cotton.Go’s ecommerce services by integrating the dimensions of Electronic Service Quality andImportance Performance Competitor Analysis (IPCA) method. According to researchresult, seven attributes of services in Cotton.Go’s e-commerce is needed for furtherresearch, which are web design, reliability, efficiency, responsiveness, security,flexibility, and fulfillment. This research produced that all of the attributes need urgentaction to improve by looking at the negative performance differences value with itscompetitor. All attributes that need to be improved indicated that the performances areconsidered to be lower compared to the competitor and need immediate action to improve.
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
Publisher : eProceedings of Engineering

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Abstract

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
Publisher : eProceedings of Engineering

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Abstract

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
Publisher : eProceedings of Engineering

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Abstract

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
Perancangan Perbaikan Positioning pada Kolokial Coffee dengan Menggunakan Metode Multidimensional Scaling (MDS) dan Analisis SWOT Aulia, Muchammad Izdihar Zalfa; Wulandari, Sari; Kusmayanti, Ima Normalia
eProceedings of Engineering Vol. 10 No. 3 (2023): Juni 2023
Publisher : eProceedings of Engineering

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Abstract

Abstrak-Kolokial Coffee adalah coffee shop yang berasal dari Kota Surabaya yang sudah berdiri sejak awal tahun 2020 pada bulan Januari. Kolokial Coffee konsisten menjual kopi masa kini dengan konsep pusat lokalisasi kopi, dengan begitu Kolokial Coffee juga menjualkan berbagai macam biji kopi. Saat ini Kolokial Coffee mengalami berbagai masalah antara lain penurunan pendapatan yang signifikan pada waktu-waktu tertentu dan tidak tercapainya target pendapatan yang telah ditentukan. Mengenai masalah yang dialami, dasar yang diidentifikasi pada Kolokial Coffee yang menyebabkan gejala masalah tersebut, yaitu kurangnya pembeda pada Kolokial Coffee terhadap pesaingnya. Berdasarkan pada akar permasalahan pada Kolokial Coffee diberikan empat alternatif solusi yaitu pada aspek product, promotion, place, dan brand. Dari keempat alternatif untuk tetap bertahan dalam persaingan dengan kompetitor lainnya, proposal tugas akhir ini Merancang strategi positioning dari Kolokial Coffee untuk mendapatkan daya tarik minat konsumen. Metode yang digunakan untuk merancang strategi positioning untuk Kolokial Coffee adalah multidimensional scaling (MDS). Metode ini digunakan untuk mengetahui bagaimana posisi objek diantara kompetitor agar mengetahui perbedaan untuk dijadikan kekuatan sebuah merk. Kolokial Coffee ingin meningkatkan target penjualannya sehingga tugas akhir ini bertujuan untuk menghasilkan rancangan perbaikan positioning produk yang tepat untuk dapat diterapkan oleh Kolokial Coffee dengan perceptual mapping menggunakan metode multidimensional scaling (MDS) dan analisis SWOT.Kata kunci- kolokial coffee, coffee shop, positioning, Multidimensional Scaling, Perceptual Mapping, SWOT.
DESIGNING POSITIONING IMPROVEMENT OF SILVI’S INSTAGRAM USING MULTIDIMENSIONAL SCALING Putra, Muhammad Aldio Rozan; Suhendra, Agus Achmad; Kusmayanti, Ima Normalia
Journal of Production, Enterprise, and Industrial Applications Vol. 2 No. 1 (2024): Mei 2024
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jpeia.v2i1.7476

Abstract

Silvi is an application that helps restaurant owners in managing ordering and payment procedures. PT. Kreigan Sentral Teknologi markets the Silvi application through social media, and one of the platforms they use is Instagram. Potential clients can access the Silvi Application via IG called silvi.indonesia. The engagement rate shows that it is very important to control the feed on Instagram to get more engagement. By using multidimensional scaling, it was concluded that there are ten Instagram engagement attributes used in perceptual mapping, such as profile interest, profile description, feed interaction, feed interest, feed timeline, story timeline, story interest, text interest, and text explanation. There are nine competitors used in perception mapping. Based on the three regions on the map, Silvi is in region A with Moka and ESB. Recommendations for improving the Instagram SIlvi positioning design are carried out on the attributes that the company wants to highlight so that Instagram audiences can recognize and get more engagement on Instagram Silvi.
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