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This Author published in this journals
All Journal International Journal of Educational Management and Innovation (IJEMI) PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Journal of Strategic Innovation and Business Management
Andamar Pradipta
Indonesia International Institute For Life Sciences (i3L)
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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How Private Higher Education Institutions in Indonesia Changed Their Marketing Mix amidst the COVID-19 Pandemic Andamar Pradipta
International Journal of Educational Management and Innovation Vol. 3 No. 1 (2022)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/ijemi.v3i1.4492

Abstract

The COVID-19 pandemic has significantly affected industries to amass consumers, with the education industry not being an exception. For-profit higher education institutions (HEIs) in Indonesia were forced to rethink their marketing strategies amidst COVID-19 restrictions and a changing economy. Five private HEIs from four different cities in Indonesia have been the subjects of this study, focusing on how parents' demands and the pandemic drove changes in these HEIs' 7P marketing mix. In-depth interviews were conducted with representatives of these HEIs' marketing teams. It was found that three of the seven Ps in the HEIs, as mentioned above,' marketing mix, were changed (price, promotion, and process). It was concluded that Indonesian HEIs bear a distinct producer-consumer relationship that hinders patrons from making demands as freely as they would with other types of services. Future research should then look into this newly-discovered producer-consumer dynamic in other levels of education.
Jakarta F&B Merchants’ Adoption of the E-Payment Gateway System Chandra, Elita Jessamine; Pradipta, Andamar
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 5 No 2 (2022): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/perwira.5.2.77-88

Abstract

With the increase of various e-payment service providers, Foods and Beverages (F&B) merchants in Jakarta, especially Small and Medium-Sized Enterprises (SMEs), are encouraged to adopt e-payment systems for their businesses. However, the adoption is still considered low compared to the number of SMEs in the F&B industry in Jakarta. This paper acts as a preliminary study and uses the technology acceptance model on F&B SMEs in Jakarta to analyze the descriptive statistics of 31 respondents in the five cities of Jakarta. The results include the reliability and validity of the instrument, the descriptive statistics measure of frequency, central tendency, and dispersion of variation.
Qualitative Assessment of the 4P Marketing Mix for Modified Resistance Bands in the Indonesian Martial Arts Industry Karnadi, Lydia; Pradipta, Andamar; Darmawan, Muhammad Bagus
Journal of Strategic Innovation and Business Management 2025: JSIBM Vol 01 No.02
Publisher : Fakultas Bisnis - Institut Bio Scientia International Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54250/view/10/version/10

Abstract

This study qualitatively assesses the suitability and market acceptance of a modified resistance band product tailored for the rapidly expanding martial arts sector in Indonesia. It investigates the efficacy of a proposed 4P-marketing mix strategy (Product, Price, Place, Promotion) in meeting the unique demands of Indonesian martial arts practitioners. Utilizing secondary data for an initial market assessment, the research proceeds with a qualitative market research approach. In-depth interviews were conducted with 20 purposively sampled respondents, martial arts practitioners in Indonesia. The interview results were analyzed using thematic analysis methodologies to identify patterns and insights regarding the product's design, distribution preferences, price sensitivity, and promotion effectiveness. The study reveals that the developed 4P-marketing mix generally aligns with market demands. However, a notable mismatch was identified in the pricing strategy, as most respondents expect a more affordable price, ideally between Rp 100,000 and Rp 150,000 for a modified resistance band set. This research offers timely qualitative insights into the niche market of martial arts equipment in a developing economy like Indonesia. It provides practical recommendations for refining marketing strategies for new product launching and contributes theoretically by examining the dynamic application of the 4P-marketing mix in a context characterized by unique digital adoption patterns and price sensitivities.
Co-Authors Chandra, Elita Jessamine Darmawan, Muhammad Bagus Karnadi, Lydia