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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERPINDAHAN MEREK (BRAND SWITCHING) PADA PRODUK SUSU Fitri Susanti; Cecep Safa’tul Barkah; Pratami Wulan Tresna; Arianis Chan
Jurnal Ekonomi Bisnis dan Akuntansi (JEBA) Vol 23, No 1 (2021)
Publisher : Ilmu Ekonomi Pembangunan Fakultas Ekonomi dan Bisnis Unsoed

The Influence Of Customer Personality On Product Preference Yoga Bagus Pambudi; Pratami Wulan Tresna; Arianis Chan; Cecep Safa’atul Barkah
Business Journal : Jurnal Bisnis Dan Sosial Vol 8 No 2 (2022): November
Publisher : Program Studi Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/businessjournal.v8i2.5602

A person's personality and characteristics are essential in determining anything, one of which is choosing to purchase products. Consumers prefer products that align with their personalities. It can be concluded that consumers will tend to choose products that satisfy their emotional feelings and are by the characteristics of these consumers. The method used by the author is quantitative. Quantitative methods are a systematic, planned, and structured type of research. From the discussion, it can be concluded that the customer personality variable significantly affects product selection. This is because consumers prefer to use products that align with their personalities.

Analysis and Proposed Strategies to Improve Consumer Purchasing Decisions on Sean's Production Houses Through the Website Annette Zaneta Zaluchu; Cecep Safa'atul Barkah; Arianis Chan; Pratami Wulan Tresna
Journal of Indonesia Marketing Association (IMA) Vol. 1 No. 2 (2023): April
Publisher : Indonesia Marketing Association (IMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69477/ima.v1i2.8

Sean's Production House is a company that specializes in branding & design, social media management, photography and digital marketing. GWI (Q3 2021) shows that 60.6% of people buy products or services online. This fact shows that the internet marketing and selling market is very large in Indonesia, so the market for Sean's Production House is very broad. However, after two years, only some consumers make purchasing decisions through the website. Companies need to spend a lot of money to create a website; the effort is also a lot. Due to these reasons, Sean's Production House closed its website in early 2022 because it was not making a profit. Sean's Production House requires the right business strategy to overcome this. After observations and interviews, the researcher realized that several factors made potential customers hesitate to purchase through the website. These factors relate to the gap between consumer expectations and the implementation of the website. Design thinking analysis is used to make a strategy to overcome it.

ANALISIS KEPEMIMPINAN KEWIRAUSAHAAN PADA STARTUP BERBASIS METAVERSE DI INDONESIA Nurillah Jamil Achmawati Novel; Pratami Wulan Tresna
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1144

This research focuses on analyzing the dimensions of entrepreneurial leadership in metaverse-based startups in Indonesia. The aim of the research is to determine the implementation of entrepreneurial leadership in startups, using eight dimensions of leadership according to Bagheri & Harrison (2020): Framing Challenges, Absorbing Uncertainty, Underwriting, Building Commitment, Defining Gravity, Opportunity Identification and Exploitation, Orientation Toward Learning, and Creative Collective Self-Efficacy. The research method uses a mixed approach, with quantitative data collection through questionnaires filled out by 156 respondents from the Bandung Startup community, and qualitative data through in-depth interviews with 11 informants. The research results show that the entrepreneurial leadership dimension in metaverse startups received very high ratings, with an average score above 4.3 on a 1-5 Likert scale. The main findings from interviews indicate that metaverse-based startups are generally full-time remote, flexible, and oriented towards completing work targets. Additionally, opportunities in the metaverse industry to generate revenue and grow businesses are still vast, requiring constant innovation from leaders. In conclusion, entrepreneurial leadership plays an important role in managing the dynamics of metaverse-based startups, accompanied by high adaptation and innovation to achieve optimal performance in a rapidly developing ecosystem.

ANALISIS FUNGSI KEPEMIMPINAN STRATEGIS DI INDUSTRI KREATIF SUBSEKTOR FILM, ANIMASI DAN VIDEO (KASUS: GOOD VIBES PROJECT) Mochammad Rifky Pamungkas; Bambang Hermanto; Pratami Wulan Tresna; Bijaktama Syahasal Putra
Jurnal Manajemen dan Bisnis Kreatif Vol 7 No 2 (2022): JURNAL MANAJEMEN DAN BISNIS KREATIF
Publisher : LPPM Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/manajemen.v7i2.2288

ABSTRAK Tujuan penelitian ini adalah untuk menganalisis sejauh mana peran pempimpin strategis dalam menjalankan fungsi kepemipinanya di seluruh stakeholder industri kreatif subsektor film, animasi dan video yaitu Good Vibes Project, dengan mengacu pada delapan fungsi kepemipinan strategis.Desain penelitian ini menggunakan metode kualitatif disertai observasi dengan melakukan wawancara kepada narasumber yang memiliki peran strategis yaitu Business Director. Data penelitian yang diperoleh dari wawancara dianalisis menggunakan teknik analisis naratif, karena menggambarkan cerita maupun ide yang dikomunikasikan kepada seluruh stakeholder terkait. Hasil temuan dari penelitian ini ialah delapan fungsi kepemimpinan strategis benar-benar dirasakan dan sering ditemui oleh seorang Business Director. Temuan lainnya mengungkapkan bahwa Business Director dalam menggunakan fungsinya tidak terlepas dari gaya dan tipe kepemimpinan, dan hasil pembahasan mengungkapkan bahwa seorang Business Director menggunakan gaya tipe dan kepemimpinan yang berbeda dari delapan fungsi kepemimpinan strategis. Keterbatasan dalam penelitian ini ialah hanya menganalisis satu industri kreatif subsektor film, animasi dan video saja. Metode pengumpulan data pun hanya dengan menggunakan wawancara. Untuk penelitian selanjutnya dapat melakukan analisis komparasi di beberapa industri kreatif yang sama lainnya untuk memperoleh hasil yang lebih variatif. Kata kunci: Fungsi kepemimpinan strategis, Pemimpin strategis, Industri kreatif.

Sinergi Kepemimpinan Demokratis dan Transaksional Meningkatkan Dinamika Industri Fashion Muslim di Indonesia: Studi KEKE Busana Bunga Ayu Ratnasari; Pratami Wulan Tresna; Bambang Hermanto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.3430

The influence of Muslim fashion is increasing with the rise of social media, making it a trend that many people now follow. The Muslim fashion industry in Indonesia, such as Keke Busana, is experiencing rapid development but also faces challenges in adapting to changes in consumer demand. This research aims to examine the importance of combining two leadership styles in fashion companies and to explore the most appropriate leadership style in the Muslim fashion industry. The research method used was qualitative, involving in-depth interviews with the Chief Executive Officer (CEO) of Keke Busana. The research results show that combining democratic and transactional leadership styles can gradually improve company performance. Leaders of Muslim fashion companies are advised to consider innovation in leadership models to avoid hierarchical organizational structures that can limit flexibility and creativity.

Analisis Leader Member Exchange Pada Bisnis Keluarga Putri Hanifah, Ajeng; Bambang Hermanto; Pratami Wulan Tresna
Bahtera Inovasi Vol 6 No 1 (2022): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/bi.v6i1.4031

In building leadership skills, one of the things that is needed is how to establish a leader relationship with employees so that they can produce better performance in the business. Leader Member Exchange (LMX) theory argues that the most effective leadership process arises when leaders and employees cultivate mature, high-quality relationships, not only on the job but also soial-emotional. This research was conducted using qualitative methods to find out how the quality of the relationship between leaders and employees in the family business, Family Handicraft in Tasikmalaya. Conducted through semi-structured interviews to find out in depth and explore the condition of leadership. The results revealed that the leadership conditions in the Family Handicraft family business are of high quality resulting in good business performance amid the Covid-19 Pandemic conditions, characterized by high production demand for exports to Japan in 2021. Keywords : leadership; leader member exchange; family business

The Influence of Employer Branding on Intention to Apply at PT X in Tangerang Selatan: Study on @Rekrutmensks Instagram Account Followers Nadya Najla Feranda; Herwan Abdul Muhyi; Pratami Wulan Tresna
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 7 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i7.2548

This research aims to analyze the influence of employer branding on intention to apply at PT X. This influence is measured through employee and prospective employee perceptions of the company's image as an attractive place to work. The research method used was a survey with a questionnaire as a data collection instrument. Respondents consisted of the audience of PT X is employer branding Instagram account called @kerjamensks. The research results show that employer branding has a positive effect on intention to apply, where positive perceptions of the company's image increase prospective employees' interest in applying for jobs. These findings have the implication that a company's efforts to build a positive image as a workplace can influence prospective employees' decisions to join the company. Therefore, companies are advised to continue to improve their employer branding strategies in order to attract and retain quality human resources.

Sinergi Kepemimpinan Demokratis dan Transaksional Meningkatkan Dinamika Industri Fashion Muslim di Indonesia: Studi KEKE Busana Bunga Ayu Ratnasari; Pratami Wulan Tresna; Bambang Hermanto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.3430

The influence of Muslim fashion is increasing with the rise of social media, making it a trend that many people now follow. The Muslim fashion industry in Indonesia, such as Keke Busana, is experiencing rapid development but also faces challenges in adapting to changes in consumer demand. This research aims to examine the importance of combining two leadership styles in fashion companies and to explore the most appropriate leadership style in the Muslim fashion industry. The research method used was qualitative, involving in-depth interviews with the Chief Executive Officer (CEO) of Keke Busana. The research results show that combining democratic and transactional leadership styles can gradually improve company performance. Leaders of Muslim fashion companies are advised to consider innovation in leadership models to avoid hierarchical organizational structures that can limit flexibility and creativity.

Implementasi Customer Development Model dalam Pengembangan Produk Baru Bisnis Kuliner: Studi pada Pantaco Bites Cherilda Luqia Nurintan; Pratami Wulan Tresna
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.6446

This research aims to apply the Customer Development Model (CDM) in the development of new products for the culinary business Pantaco Bites, which offers pancake tacos with a healthy, practical, and aesthetic concept. The research uses a mixed methods approach, which includes a quantitative approach through Likert scale surveys and the Customer Satisfaction Index (CSI), as well as a qualitative approach through observation and in-depth interviews. Data were collected through four stages of the CDM: customer discovery, customer validation, business creation, and company building. Target customers were selected through purposive sampling. The research results indicate that CDM is effective in identifying customer needs, verifying products through direct feedback, and creating added value that aligns with the target market's lifestyle. The CSI results show a high level of customer satisfaction, with customers appreciating the quality, practicality, and aesthetics of the products. These results emphasize the importance of combining quantitative and qualitative analysis to understand market preferences and evaluate the business strategies being used. In short, the implementation of CDM provides businesses with a competitive advantage by enabling more focused product development that aligns with customer needs. To enhance competitiveness in the culinary industry, this research suggests optimizing digital marketing strategies, educating consumers about product benefits, and applying CDM to other market segments.

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