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All Journal Journal of Business Strategy and Execution Journal The Winners ASEAN Marketing Journal Business and Entrepreneurial Review
Pantri Heriyati
Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Senayan, Jakarta 12120
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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A CASE STUDY OF STRATEGIC PARTNERSHIP PT. ERANDRA SURYA MANUNGGAL WITH SMALL POTENTIAL CMT Yustinus, Erick; Heriyati, Pantri
Journal of Business Strategy and Execution Vol 4, No 1 (2011): Publish on November 2011
Publisher : Bina Nusantara University

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Abstract

PT. Erandra Surya Manunggal (PT. ESM) manufactures children's clothing, ranging from 0-1 year old infants to children aged 2-14 years. Clothing market in Indonesia is strongly influenced by holidays and festivals, to accommodate the demand of the market PT. ESM selected several small potential CMTs for cooperative agreement to provide the necessary machines in the production process. PT.ESM made a strategic partnership with small potential CMTs to secure the supply of the products. In this case study, indepth interviews will be conducted in order to have the insight and achieve the comprehensiveness of the problem and the issue related with the case. Interveiews were mostly conducted with Mr. Indra as the CEO of PT. ESM to explore the business process, issues, included how the CEO took the decisions, the risks involved in partnership with the CMTs. This case study is also attempt to discuss the strategy, formulation, determination of the CMTs and the evaluation of partnership with CMTs. It also provides insight on the production process and how the interconnection and how the partnership between PT ESM and CMTs. There are some forms of research design. The field research, library research and based on knowledge and imagination of the author describe the condition and environment.
ANALISIS PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA HANDPHONE NEXIAN Heriyati, Pantri; Septi, Septi
Journal of Business Strategy and Execution Vol 4, No 2 (2012): Publish on June 2012
Publisher : Bina Nusantara University

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Abstract

Nexian is a popular local brand mobile phone among Indonesian people. Nexian’s popularity may be caused by the increasing use of mobile internet and social media. Through Nexian mobile phone, user can browse internet, play music, watch TV, watch video, receive and send email, use facebook and twitter beside text message and call. The main object of this study is to analyze the influence of brand image and product quality on consumer purchasing decisions of Nexian mobile phone. Research was conducted on 110 respondents of Nexian mobile phone users who live in Jakarta. The results of this study stated that brand image have a significant influence on purchasing decisions. Meanwhile product quality only have a little impact on consumer purchasing decisions on Nexian mobile phone, which might be expected because consumers do not consider Nexian as a qualified mobile phone. Research Methodology that used to collect the data is survey questionnaire and multiple regression for analyze the data.
Offensive and Defensive Competitive Marketing Strategy: The Development of Construct & Measurements Heriyati, Pantri; Heruwasto, Ign; Wahyuni, Sari
ASEAN Marketing Journal
Publisher : UI Scholars Hub

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Abstract

Malaysia is opening parts of its services to greater foreign participation due to globalisation. Local banks have since consolidated a decade ago and foreign banks expanding their businesses in local markets have intensified the competition. As a result, credit card adoption is getting more challenging to marketers. Hence effective marketing strategies are important. The theoretical model of the paper is based on the buyer behaviour model by Kotler and Armstrong (1999). The model identifies the major factors which influence consumer buyer behaviour and how buyer decision process affects the buyer behaviour. The paper aims to examine the effectiveness of marketing strategies in enhancing credit card adoption. A survey was conducted on 251 respondents using a survey instrument. The data collected was analyzed using a series of statistical techniques. The results of the analysis are discussed and the findings revealed that social status is an important factor associated with customers’ behaviour. This factor is also associated with sales promotions. Findings also revealed that credits cards that create social admiration are preferred
Factors that Determine Tourist Satisfaction and Tourists' Intention to Return to Tourist Destinations in Tarutung Ria, Esther; Gumilang, Aulia; Andreas Hutahaean, Nathanael; Heriyati, Pantri
Business and Entrepreneurial Review Vol. 23 No. 2 (2023): October
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/w1jxtv56

Abstract

The objective of this study is to elucidate the correlation between visitor satisfaction and the inclination to revisit. Furthermore, it encompasses supplementary factors such as perceived value, destination image, service quality, and accessibility. The research approach involved data collection using an online survey and sampling at the Tarutung tourist area, with a total of 203 respondents.The study's findings suggest that women make up the majority of tourists visiting the Tarutung tourism region. Furthermore, the tourists who visit are predominantly self-reliant individuals who do not depend on a travel agent. They tend to be between the ages of 25 and 30, which is commonly regarded as the prime working age. They can also be referred to as those who hold a bachelor's degree and have undergone formal schooling. Most of them are also making their first visit to the Tarutung tourism destination. By conducting data analysis, this research also concludes that there are two hypotheses that have a negligible effect. Insufficient evidence exists to indicate that the perception and ease of reaching a destination significantly affect tourist satisfaction. However, the three surviving theories were discovered to have a significant influence. Empirical evidence has demonstrated that both Perceived Value and Service Quality significantly influence tourist satisfaction in a positive manner. On the other hand, the level of satisfaction experienced by tourists also has a positive influence on their likelihood to visit again.
Network Externality as a Mediator on Business Growth:: An Empirical Study of Multilevel Marketing Industry in Indonesia Furinto, Asnan; Selamet, Thamrin; Heriyati, Pantri; Mursitama, Tirta Nugraha; Ichsan, Mohammad
Journal The Winners Vol. 24 No. 1 (2023): Journal The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v24i1.9700

Abstract

The Multilevel Marketing (MLM) business became a more dynamic and competitive environment that drove companies to be sustainable in their business. However, the practices were sometimes perceived to be challenging by some of them. The research aimed to determine the role of network externality on Business Growth in the network marketing industry, often called MLM industry. With a non-probability sampling approach, the data were collected using structured questionnaires that were sent through emails or hardcopy. The collected data were analyzed using the PLS-SEM method with SmartPLS software. The results reveal that network externalities fully mediate both digital adoption capabilities and strategic agility to sustainable business growth. Meanwhile, network externality partially mediates the perceived product advantage to sustainable business growth. The result shall be taken into action by the companies as a key strategy in performing their business.
Improving The Competitiveness of Polukids SMEs through Empowerment Programs based on Digital Promotion and Sustainable Fashion Design Heriyati, Pantri; Hutadjulu, Dicky Maryoga; Ananda, Artha Sejati; Paramita, Ratna Dewi; Firmansyah, Almira; Andhini, Grasheli Kusuma
Business and Entrepreneurial Review Vol. 24 No. 2 (2024): October
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v24i2.21444

Abstract

This paper examines the impact of an empowerment program implemented for Polukids, a small to medium-sized enterprise (SME) specializing in children’s fashion and denim, supported by Binus University. The study addresses critical challenges faced by Polukids, including insufficient online presence, limited digital marketing expertise, and inconsistent product quality. Through the program, which involved targeted training, digital content creation, and social media promotion, Polukids aimed to enhance its market competitiveness and operational efficiency. The research evaluates the effectiveness of these interventions in improving Polukids' digital engagement and product standards. Key findings indicate that while the program led to significant improvements in online visibility and product quality, sustained support and adaptation to industry trends are essential for long-term success. This paper highlights the role of academic institutions like Binus University in facilitating SME development and provides practical insights into the application of empowerment programs in the fashion industry. The results offer valuable lessons for other SMEs seeking to leverage academic partnerships to address business challenges and drive growth.
Co-Authors Ananda, Artha Sejati Andhini, Grasheli Kusuma Andreas Hutahaean, Nathanael Asnan Furinto Erick Yustinus Firmansyah, Almira Gumilang, Aulia Heruwasto, Ign Hutadjulu, Dicky Maryoga Mohammad Ichsan, Mohammad Mursitama, Tirta Nugraha Paramita, Ratna Dewi Ria, Esther Sari Wahyuni Selamet, Thamrin Septi Septi