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All Journal The Indonesian Journal of Business Administration Journal of Business Strategy and Execution Journal The Winners International Journal of Supply Chain Management JURISMA: Jurnal Riset Bisnis & Manajemen GEMA EKONOMI Ultima Management : Jurnal Ilmu Manajemen ASEAN Marketing Journal Journal of International Conference Proceedings International Research Journal of Business Studies
Asnan Furinto
Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation

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Proposed Digital Marketing And Customer Relationship Strategy To Increase Brand Awareness And Customer Satisfaction For Cathodic Protection Company Aufa, Ahmad; Furinto, Asnan
GEMA EKONOMI Vol 12 No 6 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

PT. Dins Pratama Abadi, was established in 2012 as a company focusing on specialty areas of anti-corrosion, marine accessories & geomaterials. The company cooperates with various national companies and government agencies in multiple forms of work according to the company's area of expertise. PT Dins Pratama Abadi is a supplier of cathodic protection products and installations in Indonesia. The company today must contend with shifting markets within the industry. A continual emphasis on rebuilding businesses and services strategy is the approach taken to adapt to this transformation. This research aims to determine the best digital marketing strategy and customer relationship strategy for the PT. Dins to increase and retain customers which is necessary for brand awareness and customer satisfaction improvement which comprise this research. To complete the analysis methodically, various data and aspects will be used to specify the best digital marketing strategy for PT Dins Pratama Abadi. Porter's Five Forces and Customer Analysis were utilized for the external analysis. Additionally, Marketing Mix 7Ps, VRIO Analysis, and STP Analysis were utilized to conduct the company’s internal analysis. In this study, qualitative approach were employed by interviewing five customers of the company who works in different companies to understand the customer’s perspective and decision-making process. The result will be analyzed through SWOT Analysis and Five A’s Customer Journey Framework to develop and proposed the most efficient digital marketing and customer relationship strategy for PT. Dins Pratama Abadi
Proposed Digital Marketing Strategy And Food Product Assortment To Increase Sales Performance Of Coffee Shop Aghnarizky Dzulkarnain, Fino; Furinto, Asnan
GEMA EKONOMI Vol 12 No 6 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

This study focuses on the growing food and beverage industry in Indonesia, which contributed considerably to the overall gross domestic product (GDP) of the country and experienced growth of 0.22% in the second quarter of 2020. As people drink more coffee, the coffee shop business has expanded, and Poseidon Coffee in Cikarang is one of the businesses that has benefited from this trend. Despite this, the COVID-19 pandemic had a significant effect on the industry, which resulted in decreasing sales as a direct result of increased government regulations and limitations. Poseidon Coffee's sales have been slowly climbing back up, although they still have not reached the levels they were at before the outbreak. This study seeks to provide recommendations to improve Poseidon Coffee's sales performance by applying digital marketing tactics and expanding their line of food products. These recommendations will be provided as part of this study. The investigation makes use of a thorough methodology, which incorporates such concepts as the Resource Based View, the Segmenting, Positioning, and Targeting model, the Marketing Mix, Porter's Five Forces, Competitor Analysis, and Customer Analysis, amongst others. When developing plans in response to both internal and external analyses, the TOWS Matrix is an invaluable tool. The findings of the research provide significant insights that may be used to address difficulties faced by businesses and increase sales success. Poseidon Coffee intends to capitalize on the growing demand for coffee in Indonesia by using innovative marketing methods in the near future. The company places an emphasis on high-quality products, skilled baristas, and a location that is advantageous for business in order to overcome commercial hurdles. It is vital to engage in promotional activities and social media engagement, in addition to collaborating with local businesses, in order to expand the culinary offers and compete with other businesses that are particularly strong in the area.
Proposed Digital Marketing Strategy To Increase Patient Visits In Premier Bintaro Hospital Hanif Yuditama, Rafi; Furinto, Asnan
GEMA EKONOMI Vol 12 No 6 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

The COVID-19 pandemic has had an extraordinary impact on all business sectors, including the healthcare industry. This has undoubtedly created a negative stigma towards hospitals and has led to frightening experiences when visiting them. COVID-19 has also changed hospital marketing strategies from offline methods to online methods. Premier Bintaro Hospital is a private hospital located in South Tangerang, which offers excellent services such as an Orthopedic center, spine center, vascular center, stroke center, and arthroplasty. According to internal data from Premier Bintaro Hospital, the number of patient visits has decreased during the COVID-19 pandemic, and the number of visits has not yet returned to pre- pandemic levels. To address this issue, this research was conducted using both qualitative and quantitative methods. The qualitative method involved observation and interviews during the process of business immersion. The quantitative method involved a questionnaire with 162 respondents. This research analyzed business issues using internal and external factors. Internal factors were analyzed using STP analysis, marketing mix 7P analysis, and VRIO analysis. External factors were analyzed using PESTLE analysis, competitor analysis, and customer analysis. The combination of these factors resulted in a SWOT analysis for Premier Bintaro Hospital. The proposed business solution to the problem is to implement strategies using a new STP strategy, an integrated marketing communication strategy, and a social media strategy. All strategies are aligned with the objectives desired by Premier Bintaro Hospital to increase their number of patient visits post-COVID-19 pandemic.
Proposed Marketing Strategy to Increase Merchandise Sales Arista Pratama, Vito; Ashari Nasution, Reza; Furinto, Asnan
GEMA EKONOMI Vol 12 No 8 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

Indonesia's retail industry is crucial for the country's economy, and PT Sarinah, a State Owned Enterprise (SOE), is the only SOE operating in this sector. Founded in 1962, PT Sarinah underwent a transformation in 2020, estimated to cost around 700 billion Rupiah. To promote the revamped Sarinah and increase revenue, the management decided to create official merchandise, but sales did not reach the target. This research aims to provide a marketing strategy to increase Sarinah merchandise sales and store visits. The internal factors analyzed include the current state of PT Sarinah's STP and 4Ps marketing mix, as well as the VRIO framework. The external factors will be examined using Porter's Five Forces framework, competitor analysis, and customer analysis. The proposed STP will be developed using a SWOT analysis, focusing on internal conditions (strength and weaknesses) and external conditions (opportunity and threat). The research found that PT Sarinah has unidentified segmenting, targeting, and positioning of Sarinah merchandise, limited product categories, uncompetitive prices, lack of uniqueness, and limited online presence. To overcome these challenges, PT Sarinah should position Sarinah merchandise as an affordable Indonesian essential, diversify its product categories, emphasize brand equity, optimize the supply chain, offer promotional offers, maintain quality, improve online purchasing experience, open stores in high-traffic areas, enhance social media presence, hire influencers, and conduct various activations. Additionally, employee involvement, customer experience, operational efficiency, and relationship management strategies should be implemented. Finally, renovating the current merchandise store and creating meaningful packaging and product presentation will further enhance the company's success.
Co-Authors Adli Putra Ermanda Afifah Handoyo, Nadya Afkar, Elvia Aghnarizky Dzulkarnain, Fino Arief, M Arista Pratama, Vito Aryo Prabowo Ashari Nasution, Reza Assauri, Sofjan Aufa, Ahmad Augusta, Helena Dewi Tamara Dhofir Ridwan, Muhammad Ferdyansyah, M. Syaf Firullah Pandy, Nathania Gita Gayatri, Gita Grace Hartanti Gusman*, Muhammad Hanif Hanif Yuditama, Rafi Hersetyawati, Endwien Hudaya, Sabilul Irawan Irawan Listiani, Ade Irma Lontoh, Eugene Min, Siu Mohammad Ichsan, Mohammad Mohammad Savier Azmy Mursitama, Tirta Nugraha Novalinda, Ruth Christine Nur Ilman, Nabil Pantri Heriyati Pitari, Diananda Fitri Purwoko, Hiskia Putri Zayyana, Syavika RA. Indah Sekar Arum Redzky Al-Farisi, Syaefic Sarah Permana, Nabila Sari, Ria Emilia Saroso, Hardijanto Selamet, Thamrin Simon, Iman Ulung Suhardi, Hardi Syamsi, Rusi