Garuda - Garba Rujukan Digital

Business Model Canvas Hotel NYC Kartini Sally; Aprihatiningrum Hidayati
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 4 No. 2 (2021): Juli (2021) - Desember (2021)
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v4i2.886

Penelitian ini bertujuan untuk mengevaluasi dan merancang model bisnis Hotel NYC dengan menggunakan kerangka Business Model Canvas (BMC). Penelitian ini menggunakan pendekatan kualitatif deskriptif dan tehnik pengumpulan data menggunakan tehnik wawancara. Hasil penelitian dari identifikasi BMC yang ada saat ini, pada elemen customer segment ditetapkan target utama adalah millennial dan first jobber, dan memperluas customer segment ke pelanggan korporasi dengan merekrut tenaga pemasaran khusus untuk menangani pelanggan korporasi. Pada elemen Channel penggunaan social media diperluas dan menggunakan social media agency sebagai pengelola konten. Untuk elemen Revenue Streams, akan dibuatkan paket yang sekarang sedang menjadi gaya hidup yaitu shortgateaway, staycation, dan paket special moment untuk millennial antara lain Bridal Shower Party dan paket pernikahan. Pada elemen Key Resources, akan memanfaatkan ruangan yang masih belum digunakan menjadi communal area tambahan dan dapat digunakan untuk acara gathering perusahaan atau acara pernikahan. Elemen Key Partnership akan tetap bekerjasama dengan Virtual Hotel Operator dan menambah kerjasama dengan Online Travel Agent seperti Expedia dan Traveloka. Pada elemen Cost Structures, akan menambahkan cadangan biaya untuk pemeliharaan bangunan dan perlengkapan.

Strategi Bisnis Retail Digital DOLTINUKU Ignatius Krido Sadmoko; Aprihatiningrum Hidayati
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 4 No. 2 (2021): Juli (2021) - Desember (2021)
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v4i2.911

Penelitian Terapan ini bertujuan untuk mendapatkan Peta Strategi Bisnis Retail Digital DOLTINUKU periode 2021 – 2022, dengan mempergunakan metode Balanced Scorecard (BSC) sampai pada level perusahaan. Penelitian dilakukan di Semarang tempat beroperasinya DOLTINUKU, dimana data yang diambil adalah dengan interview, observasi dan studi pustaka, dan data internal DOLTINUKU yang diambil dari Januari 2019 s/d Maret 2021. Kesimpulan penelitian adalah bahwa DOLTINUKU perlu meningkatkan kinerja keuangan, melalui peningkatan kontribusi margin, penjualan, cost efisiensi dan gudang penjualan agar mampu memenuhi kebutuhan keuangannya sendiri (perspektif keuangan), juga dengan menambah gudang penjualan dan engembangkan public relation (perspektif pelanggan) dengan didukung oleh pengembangan aplikas yang dapat diandalkan (perspektif proses bisnis internal), dan peningkan kulitas sumber daya manusia (pespektif pembelajaran dan pertumbuhan

Peran Risk Aversion sebagai Mediator dalam Hubungan antara Parent Brand Loyalty dan Brand Extension Loyalty Veronica Jenny Tanzil; Aprihatiningrum Hidayati
Journal of Management and Business Review Vol 19, No 2 (2022)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v19i2.248

This paper is aimed to examine the effect of parent brand loyalty to brand extension loyalty, vice versa, also role of parent brand association as moderator and risk aversion as mediator in the relationship of parent brand loyalty and brand extension loyalty. This paper utilizes conclusive research design with predictive causal analytics. Sample collected was from millennial mothers with children ranging from 2-7 years old and are decision makers in purchasing babies and children care products. Primary data were obtained through distributing questionnaires to 100 respondents. The data then processed using MRA for moderating variable analysis and PLS-SEM for mediator variable analysis. This research found that parent brand loyalty has significant direct effect on brand extension loyalty and vice versa, but also partial complementary mediated by risk aversion. While parent brand association proved not to be a moderating role, risk aversion is a partial compensatory mediator in the relationship between parent brand loyalty and brand extension loyalty, hence become the novelty of this study. Future study should consider discussing product categories with special cases, re-examining positive relationship of parent brand association with parent brand loyalty and brand extension loyalty, also examining individual factors that can characterize a millennial cohort consumer.

The Importance of Service Elements in Retail Business Verron Saputra; Aprihatiningrum Hidayati
IJHCM (International Journal of Human Capital Management) Vol 6 No 2 (2022): (IJHCM) International Journal of Human Capital Management
Publisher : Program Studi S3 Ilmu Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/IJHCM.06.02.4

This study aims to find out how the external and internal marketing strategic issues of Toko Delima, How is the internal and external analysis of Toko Delima and how is the recommendation of Toko Delima's marketing strategy for 2023. This type of research is a qualitative research with interview data collection methods conducted on Toko Delima owners, Toko Delima consumers and competitorâ€™s store consumers, observation of competitors and documentation studies with secondary data related to Toko Delima. The data analysis method used in this research is by using qualitative analysis methods. The results of this study indicate that in the future Toko Delima will experience changes in STP and its marketing mix, namely in the aspects of price, place and promotion strategies. There is an addition to the service elements of Toko Delima, so that previously using 4P will become 7P. Toko Delima's marketing strategy recommendations for 2023 are promoting using social media namely Instagram, increasing store convenience, adding online sales channels, adding types of promotions and changing product pricing. The results of this study are expected to have a positive impact on the development of science and business in the field of management, especially how to design a marketing strategy

STRATEGI INTEGRATED MARKETING COMMUNICATIONS (IMC) PRODUK RIVENAR+ TAHUN 2022-2023 Lona Amalia; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 8, No 2 (2022): Vol 8, No. 2 (2022)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v8i2.5933

ABSTRAKPenelitian ini bertujuan merancang strategi integrated marketing communication yang dapat dilakukan Rivenar+ untuk periode 2022-2023. Penelitian adalah penelitian terapan dengan pendekatan kualitatif deskrptif. Teknik pengumpulan data yang digunakan adalah wawancara kepada divisi pemasaran perusahaan dan studi dokumen berupa hasil survei minat beli konsumen yang telah dibukukan. Teknik analisis yang digunakan adalah analisis konten. Langkah analisis yang dilakukan adalah menganalisis faktor eksternal dan internal. Hasil analisis ini kemudian akan menghasilkan TOWS matrix yang kemudian akan dituangkan ke dalam Strategi IMC. Penelitian ini menghasilkan strategi integrated marketing communications sebanyak tiga program dengan tujuan meningkatkan awareness dan kesukaan masyarakat terhadap brand Rivenar+. Penggunaan iklan secara above the line (ATL) paling banyak digunakan dalam implementasi strategi. Penggunaan iklan memberikan gambaran yang menyeluruh terkait sebuah brand.ABSTRACTThis study aims to design an integrated marketing communication strategy that can be implemented by Rivenar+ for the 2022-2023 period. This research is applied research with a descriptive qualitative approach. The data collection technique used was interviews with the company's marketing division and document studies in the form of survey results of consumer buying interest that had been recorded. The analysis technique used is content analysis. The analysis step taken is to analyze external and internal factors. The results of this analysis will then produce a TOWS matrix which will then be poured into the IMC Strategy. This research resulted in an Integrated Marketing Communications strategy of 3 programs to increase public awareness and likes for the Rivenar+ brand. The use of advertising above the line (ATL) is most widely used in strategy implementation. The use of advertising provides a comprehensive picture of a brand.

Business Strategy Sixtrees 2022-2023 Kevin Rousul; Aprihatiningrum Hidayati
Business Review and Case Studies Vol. 3 No. 3 (2022): BRCS, Vol 3 No 3, December 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.3.3.280

The fashion industry is growing rapidly along with technological developments so that it is able to support Indonesia's economic growth. However, at the start of the pandemic, this industry experienced a slowdown due to decreased purchasing power. Sixtrees as a new local fashion brand has also been affected. Since 2021, Sixtrees has stopped operating due to limited capital. Future analysis and development of the Sixtrees brand business strategy are required. The purpose of this study was to identify the weaknesses, strengths, opportunities, and threats of Sixtrees and to develop alternative strategies to be implemented from 2022 to 2023. The survey was conducted by distributing online questionnaires to collect data from 100 respondents who are fashion enthusiasts. The analysis was carried out by examining the company's external and internal factors and alternative business strategies were obtained using SWOT analysis and the TOWS matrix. The results of the study show that the company is still behind compared to its competitors, so it is necessary to implement alternative strategies in order to gain opportunities and minimize existing risks. Sixtrees needs to strengthen product and digital marketing advantages in order to reach a wider market and achieve profitability. Keywords: business strategy, fashion, online, SWOT analysis, TOWS matrix

CNN Indonesia TV Broadcasting Media Business Strategy 2023 – 2025 Arief Hakim; Aprihatiningrum Hidayati
Business Review and Case Studies Vol. 4 No. 2 (2023): BRCS, Vol 4 No 2, August 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.4.2.183

Popular and high-value news programs on CNN Indonesia TV are essential for educating the audience and presenting the positive aspects of various situations. These programs play a significant role in the business unit's connection to the convergence strategy established by the Transmedia Group. This research aims to formulate a comprehensive business strategy for CNN Indonesia TV from 2023 to 2025, to achieve a competitive edge over other news television channels in Indonesia. The method employed for this study was a descriptive qualitative approach, which involved conducting interviews with professionals from CNN Indonesia. The interviews focused on various aspects, including business-related matters, contextual analysis, opportunities, and competitive conditions. The document study was utilized to explore information obtained from various sources within CNN Indonesia, including the company's business reports, operating systems, and operational processes. The strategic sharpening framework was employed, which entailed analyzing current business practices, identifying key elements of success, conducting a competitive profile analysis, performing a SWOT analysis, utilizing the TOWS Matrix, and creating the Internal-External Matrix. These steps were taken to derive future business strategy recommendations. The results of this study is CNN Indonesia TV should implement some business strategies, namely Continuous programming (PPT), Expansion of new audiences (PAB), and Optimization of current audiences (MAS). CNN Indonesia TV needs to enhance its viewership and advertising revenue by distinguishing itself from the competition and capitalizing on its ability to attract a significant share of the market. Therefore, it is imperative to formulate a corporate strategy that could adapt and anticipate changes in the competitive environment. Keywords: business strategy, cnn indonesia tv, media broadcasting, television, tows matrix

THE ROLE OF TIKTOK LIVE STREAMING COMMERCE ON PURCHASE INTENTION: INSIGHT FROM STIMULUS-ORGANISM-RESPONSE (SOR) FRAMEWORK Zhafira Maulidina; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 9, No 1 (2023): Vol 9, No. 1 (2023)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v9i1.6570

ABSTRACTThis study aims to elaborate on the influence of TikTok live streaming commerce on purchase intention with the stimulus organism response (SOR) framework to explore the psychological mechanism of consumers. The type of data used in this study is primary data which comes from the results of questionnaires and secondary data from previous research. Using 133 valid responses from TikTok live-streaming commerce viewers, this study used smartPLS to analyze the data. This study proves that there are entertainment, professionalism, and visualization products that have a positive influence on purchase intention. It shows that the respondents are interested in live streaming commerce which satisfied them with the detailed explanation from a trusted source, gives the actual look of the product, and enjoyable viewing experience.ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh Tiktok live streaming commerce terhadap purchase intention dengan kerangka Stimulus-Organism-Response (SOR). Jenis data yang digunakan dalam penelitian ini adalah data primer yang berasal dari hasil kuesioner dan data sekunder dari penelitian sebelumnya. Menggunakan 133 hasil responden dari penonton Tiktok live streaming commerce, penelitian ini menggunakan smartPLS untuk menganalisis data. Studi ini membuktikan bahwa hiburan, profesionalisme, dan visualisasi produk berpengaruh positif terhadap niat beli. Hal ini membuktikan bahwa responden tertarik dengan live streaming commerce yang memuaskan mereka dengan penjelasan detail dari sumber terpercaya, tampilan produk dengan bentuk yang sebenarnya, dan pengalaman menonton yang menyenangkan.

Covid-19 Impact and Recovery: Online and Offline Marketing Strategy For Victory Building Materials Store Stella Wijaya; Aprihatiningrum Hidayati
Business Review and Case Studies Vol. 5 No. 1 (2024): BRCS, Vol 5 No 1, April 2024
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.5.1.22

The Covid-19 pandemic significantly disrupted various sectors in the third quarter of 2020, notably the construction sector, an essential contributor to Indonesia's Gross Domestic Product (GDP) growth. Located in Glodok, one of Jakarta's most populous and commercially active regions, the Victory Building Materials Store exemplified this disruption. Experiencing a sharp 38.62% decline in sales revenue in 2020, the store grappled with intense marketing competition and the sweeping changes brought about by technological advancements. This study aimed to recommend an integrated online and offline marketing strategy tailored to this specific context. The research was qualitative, classified under conclusive descriptive research, employed interviews, FGDs, and document analysis. External analyses capturing the macro environment, industry dynamics, and customer behavior were conducted, while internal evaluations centered on Victory's existing marketing tactics. The results provided insights into market attractiveness, competitive positioning, and Victory Store's SWOT informed our strategy formulation. By enhancing segmentation, targeting, and positioning, with a keen focus on online sales, we aimed to elevate buyer brand awareness. The designed marketing mix strategy, encompassing the 7Ps, was projected to bolster the sales revenue of Victory Store until 2025. This study underscored the increasing significance of online sales channels, especially e-commerce platforms. Keywords: covid-19 impact, building materials store, e-commerce transformation, online marketing strategy, retail disruption

Title

Found 9 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 9 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 9 Documents
Search