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All Journal Journal of Business and Management The Indonesian Journal of Business Administration The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Journal of Economics and Business UBS Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Eduvest - Journal of Universal Studies Paradoks : Jurnal Ilmu Ekonomi Enrichment: Journal of Multidisciplinary Research and Development Journal of Consumer Study and Applied Marketing
Dina Dellyana
School Of Business And Management, Bandung Institute Of Technology
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Social Sciences Other

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Analysis the Effect of Promotion Mix Strategy to Increase Sales on Consignment System Toward Food and Beverage Laraswati, Dian Mutiah; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 1, No 1 (2016)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract.Development of food and beverage industry in Indonesia can be seen clearly. Therefore, the development of food and beverage industry in Indonesia has an impact to the growth of new food and beverage business or we can call the food and beverage start-up business. Based on author’s observation, generally start-up business will choose the form of selling that suitable to the budget and capital. For instance, selling on consignment system. However, consignment system has weakness, the weakness is low and long return toward sales in consignment system. One of food and beverage start-up business who has experienced that consignment system has a weakness in sales aspect is Strew it Doughnut Company. The expertise found that promotion has a leverage to the food products purchase, due to faster consumption rates. According to statement above, food and beverage start-up businesses which use consignment as their form of selling should take into consideration about promotion as one of strategy to increasing sales. In this research, the author will analyze the effect of promotion mix strategy to increase sales on consignment system toward food and beverage start-up. The author uses qualitative design to conduct this research. First step is to define the variable of promotion mix through literature review. The second step is to conduct the interview about the promotion mix method with three food and beverage start-up companies which use consignment as their form of selling, there are Futuristea, Puro and Du’crème. Next step is to analyze how each method of promotion mix give an impact to increasing sales in consignment system. The methods of promotion mix consist of advertising, sales promotion, public relation and personal selling. Those methods give diverse effects for their business in consignment system. The final result are sales promotion gives high impact to increasing sales. The second result is advertising and public relation, which give good contribution to increasing sales. Advertising and public relation gives moderate impact to increasing sales and the last is personal selling which has no impact to increasing sales.  Keywords: promotion mix, consignment, sales
Product Development Strategy of Duftende Indonesia Hogiana, Della Yunia; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. Running a business certainly is not that easy, there are many obstacles and challenges that exist, one of which is to improve the performance of the company itself by constantly innovating and delivering the best products to customers. And this study aims to find what are the idea of perfume product which is desirable by customer. To reach this objective, Buyers Persona and also Pearson’s New Product Development Process used in this study as the basic knowledge of research and used as the main construct in predicting what kind of perfume product that desired by the customer. This research uses qualitative research method by semi-structured interview with twenty respondents to asking for their opinion on product development based on Pearson's New Product Development Process. The results of this data will determine what are the idea of perfume product which is desirable by customer, what hat are the suitable buyer persona for the product, also what are the suitable business strategy for the product, and what are the acceptance of the new product which is developed.Keyword : New Product Development Strategy; Beauty Product; Perfume
New Product Development Strategy of HEIMA Supply Praditya, Patricius; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. In order to survive in a fast-paced fashion industry, a company must be able to listen to what their customers desired. Customers’ demand for a desirable will always changing, and thus a company must be able to keep up with the ever-changing demands. HEIMA is a fashion industry, which focuses on bags. Established in 2016, HEIMA aims to become a leader in Indonesia’s bag-maker industry. Quality and consistency is what they are holding high. But after launching its first product, HEIMA realize that the plan they had built at the beginning did not go as planned. The sales was low because the product did not meet the targeted markets’ expectation. Buyer persona analysis and Pearson’s New Product Development Process are the methods believed to be the answer to find the right product for the suitable customers. This research uses a qualitative research. By interviewing 20 people, which are chosen by using a purposive sampling, the researcher will then ask the respondents about the product they desired. The outcome of this research will be the researcher find the product that is desired by the customers, what personas suit the product, the marketing strategy, business analysis, and the acceptance of the newly developed product.­Keyword: New Product Development Strategy; Buyer Persona Analysis; Fashion Industry 
Integrated Marketing Communication for GRAN. Rinjani, Abby Nabilla Surya; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract- As a fashion based business, finding the right target market towards its variation of product is one of important thing to create the right strategy that will affected to the product sales of its company. However, GRAN. company find a situation whereas its marketing strategy run in a wrong way and its market segment are also less clear to a specific group of person, which affect to its product sales that is less maximal. The purpose of this study is to find its right target market and right marketing strategy to increase its sales by finding its right buyer persona and obtained its right marketing strategy for then create it marketing implementation using the integrated marketing communication to find the answer. The scope and limitation of this research are only for women who domicile in Bandung and Jakarta with the its specification of the buyer persona of GRAN.. By using qualitative research, this research will using a semi-structured interview using some interview protocols and questions that has been created before and using purposive sampling based on the 3 buyer persona to collect the data to 21 women in Bandung and Jakarta. After obtained the research, it will be analyze using benchmark analysis on the internal, and content analysis and pattern-matching analysis to analyze and match the interview answer from the respondents to answer the research questions of the right buyer persona, the right marketing strategy, and the implementation of the marketing strategy towards GRAN. company, and validation through its business model canvas. Keywords:  Buyer Persona; Business Model Canvas; Integrated Marketing Communication, Qualitative Research, Content Analysis
New Product Development for Furniture Business (Case Study:Work to Create) Ramadhan, Fadly Rizky; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. Furniture is an example of a product that naturally lends itself to internationalization in that if performs the same basic function across geographic areas and cultures such as seating, bedding, dining, storage and display (Smith & West, 2008). General head of Himpunan Industri Mebel dan Kerajinan Indonesia (HIMKI), Soenoto, stated that world’s furniture market value currently reach US$141 billion, and Indonesia took 1,5% of the value which is worth US$1,9 billion. Worktocreate is one of those furniture-making companies, which currently in demand for some of local brands personal need. It fulfills the need not only from local fashion brand but also some of local startups in form of restaurant, event organizer, and even someone’s personal home supplies. It has been a great year for the owner in term of brand recognition but the thing was that it only creates product when the customer need it. In the contrary, they need to become sustainable by having a fixed monthly income. This monthly income led to the urge in creating a product, which fit the market enough to last for years. In order to overcome the problems, some objectives were set which are to analyze what kind offering should worktocreate create to fulfill the market’s demand, to analyze the suitable marketing strategy and business analysis for the product, and to analyze the acceptance of the new product which is developed. This research used semi-structured interview to find out the buyer persona and answered the research objectives. According to the interview, the result is that there two type of buyer persona which are The Impulsive, who like to purchase furniture to just decorate their house, and The Considerate, who really pay attention to a lot of aspects. It is recommended for the owner to offer something multi-function and had minimalistic design. Specifically to attract The Impulsive one, owner should put his furniture product catalog online, which consist of product that has been created and the future design. Another note that the owner should consider putting their product on an event or a wholesale store to gain more brand awareness. Lastly, having a shop is a must because some of market prefer to see the product directly.­Keywords: Furniture, Semi-structured Interview, Entrepreneur, New product development, Buyer persona 
ASSESSING THE CORPORATE ENTREPENEURSHIP WITHIN MEDIUM ENTERPRISE, CASE STUDY: DOUBLE DEER MUSIC FINAL PROJECT Anggraini, Dian; Dellyana, Dina
Journal of Business and Management Vol 7, No 1 (2018)
Publisher : Journal of Business and Management

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Abstract. A concept of corporate entrepreneurship corresponds to the increase in growth of small and medium enterprises (SMEs). This concept promotes the ability of employees in creating values within the organization and encourages them to pursue innovative activities. However, managers are still unaware of the role of corporate entrepreneurship and the importance of measuring it. The measurement of corporate entrepreneurship enables management objectively to assess the culture and readiness of the organization to participate in corporate entrepreneurial activities. The author selected Double Deer Music as the research object, a medium enterprise that offers innovation and technology as its main value proposition. Throughout its business model development, the internal organization is stated as the main problem. To overcome the issue, the research methodology used is multi-method, qualitative research and quantitative research using Corporate Entrepreneurship Assessment Instrument (CEAI) by Kuratko, Hornsby and Covin (2014). The result will reveal the current level of corporate entrepreneurship within Double Deer Music. Divisional perception of corporate entrepreneurship within Double Deer Music is also examined. A session is held with each division to report the score and identify the perceived gaps on the current organizational boundaries in Double Deer Music. Keywords: Business Model, Corporate Entrepreneurship, Corporate Entrepreneurship Assessment Instrument, Small and Medium Enterprise.
NETWORK-BASED BUSINESS MODEL INNOVATION IN ANIMATION INDUSTRY IN INDONESIA, CASE STUDY OF TRANS TV, CIMAHI CREATIVE ASSOCIATION, AND ELEX MEDIA Fernando, Edwin; Dellyana, Dina
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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 Abstract. Animation industry is one of the fastest growing industries in the world with a market worth 12.01 billion dollars in 2017. Indonesia which has many cultures and large population has potential to develop animation industry. The major problem to develop the animation industry is the lacking information within actors and the rigid system in the network. This causes the innovation and value cannot be maximized in this industry. This research conducted to analyze the network characteristic, business model, business model innovation, and value outcome in animation industry network by using conceptual model of four dimension which are; network, business model, business model innovation, and value. This research is done by qualitative method by applying interview, observation, and secondary data. Three types of network are used as a case study, which are; vertical value net, horizontal value net, and multidimensional value net with case study of Trans TV (vertical value net), Cimahi Creative Association (horizontal value net), and Elex Media (multidimensional value net). The data is being compared with each network using cross-case analysis method using table. Trans TV and Elex Media using agreement control in the network, that causes business model innovation determined mostly by focal firm. While in Cimahi Creative Association using less control in the network that causes business model innovation determined fairly between focal actors and member. Each network has different value outcome depends on related network characteristic, business model, and business model innovation. Keywords: Animation Industry, Network, Business Model, Business Model Innovation, Value
Network Analysis of Different Strategic Network in Indonesian Music Industry towards Value Creation. Case: Guvera Indonesia and Indonesia Netlabel Union Suwondo, Merwyn; Dellyana, Dina
Journal of Business and Management Vol 5, No 2 (2016)
Publisher : Journal of Business and Management

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Abstract. The music industry is continually changing to adapt to the changes in technology, distribution platform, and also in the development of the product. In this digital era, now artists can introduce their works to the consumer all around the world easier. Currently, music industry total revenues grew 3.2 percent to US$ 15.0 billion, leading to the industry's first significant year-on-year growth in nearly two decades. Streaming remains the fastest-growing source of income in the music industry. Revenues increased 45.2 percent to US$ 2.9 billion, which over the five-year period up to 2015, have grown more than four-fold.The digital era is the one of the most drastic changes in music industry, with digitalization now music can be spread and listened all over the world. For those who can see this as opportunity can work their business model and system to adapt with that era. But, there is company who see this as a thread, because the digitalization of music is ruining the business.To conduct the research, network structure, behavior, and governance are required as main data to be analyzed. To find the value creation, the researcher conducted semi-structured interview approach which also involves analysis to finds its value creation.The result of this research will give an explanation about Indonesian Netlabel Union and Guvera Indonesia networks characteristic and their value creation. Also, give recommendations for both of the network.Keywords: Value Creation, Strategic Network, Network Structure, Network Governance, Network Behavior, Qualitative Research, Indonesian Music Industry
CONSUMER PREFERENCES TOWARDS SLOW FASHION PROCESS VALUE. CASE STUDY OF: X,Y,Z Mardhiyah, Nabilah; Dellyana, Dina
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. The word of sustainable living had been trends nowadays, fashion consumers are shifting towards sustainable slow fashion step by step. Thus, Indonesian fashion brands need to have knowledge in understand consumer preferences towards slow fashion process value. The research was conducted to study consumer preferences on slow fashion process value. The research uses qualitative method with Analytic Hierarchy Process (AHP) analysis, and Microsoft Excel processing. The research will have experts judgment in doing the AHP process. According to research, consumer of slow fashion are preferring durability in designing process meaning that longevity of the clothes are the most valued weight, quality driven in production process meaning that not only the quality of the clothes itself but also the quality of surrounding such as workers welfare and environment, and waste management in consumption process meaning that designers should be handling their waste better by reuse, reduce, recycle, or cradle to cradle. The brand that are most preferable to consumers is Brand Z. Thus, the recommendation is addressed to slow fashion companies in Indonesia, this research should be use as process priority based on consumer preferences. Thus, the recommendation of this research is aimed to the Indonesian Fashion Brands who is starting the slow fashion cycle. This research could be a consideration to have a better priority in process planning based by consumer preferences.Keyword: : Fashion Industry, Indonesian Fashion Brands, Slow Fashion
Comparative Analysis of Business Model Innovation in Indonesian Records Label. Case: Trinity Optima Production and Music Factory Indonesia Mayola, Shavira; Dellyana, Dina
Journal of Business and Management Vol 4, No 7 (2015)
Publisher : Journal of Business and Management

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Abstract - In the past few years, records label was facing changes in the music industry that includes opportunities and threat. The opportunities are the rise of digital music that brings out several new product formats, also the partnership with partners to create new platform. Records label also faced the piracy issue as the main threat, which caused great loses to their profit. Therefore, records label, especially in Indonesia, needs innovation in their business model to overcome those changes in music industry structure.This research used the qualitative data research method by using semi-structured interview and secondary data. The respondents in the interview were the member of Trinity Oprima Production and Music Factory Indonesia, especially the business development and digital team. This research revealed the business model canvas, the innovation process and the result of business model innovation implementation. The innovation process shows that both company have initial and existing innovation that have different phases. They was succeed as shown from the result that is measured from the sales unit, margin, and complexity of innovation. By the result of this research, both companies are suggested to have a deep understanding of their business model and make a mapping for the company and partner potential and capability with also evaluate the readiness of the market to accept innovations. Records label also suggested to apply the 360 degrees business model, adaptive to changes and communicate with the partners to create innovations. For the distributors in general, they should apply the super-distribution strategy to gain maximum benefit and be able to expand their distribution channel in form of digital sales or innovation. Keywords: Business Model Innovation, Indonesian Records Label, Music Industry, Music Business Model.
Co-Authors Anggraeni Permatasari Ariono, Bernardus Aulia, Muhammad Rizki Ayunda, Batari Bernardus Ariono Dian Anggraini Fernando, Edwin Hogiana, Della Yunia Irfan Saleh Laraswati, Dian Mutiah Laurentius Nicholas Rodriques Mardhiyah, Nabilah Meditya Wasesa Nurwibowo, Muchammad Pascal Yudha Ginting Praditya, Patricius Putri, Octaviani Surya Ramadhan Pangestu, Dimas Ramadhan, Fadly Rizky Rinjani, Abby Nabilla Surya Shavira Mayola, Shavira Suwondo, Merwyn Tetra Perwira Tri Hendra Widadi Wafiq Aulia Sukma Dewi Wahyudi, Muhammad Emir Alhafeez Wasesa, Meditya Wawan Dhewanto Wisnuseputro, Regianto