Garuda - Garba Rujukan Digital

Navigating Platform Dependence: Strategic Decision-Making Process Behind PT Local’s D2C Business Model Shift Melinda, Sisca; Hermawan, Pri
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1076

PT Local faces challenges as its heavy reliance on marketplaces begins to limit the company's ability to manage profit margins, access customer data, and build long-term relationships with its own consumers. This situation creates a need to re-evaluate its growth strategy and consider a shift towards a Direct-to-Consumer (D2C) model as an effort to strengthen business autonomy and sustainability. This study aims to explore this transition process by examining the company's internal dynamics and customer responses to the change in sales channels. A qualitative approach was employed through interviews with the internal team, customer surveys, and financial data analysis, supported by the use of the SWOT, TOWS, Porter’s Five Forces, and Resource-Based View (RBV) frameworks to comprehensively understand the company's strategic position. The findings identify five key steps: maintaining marketplaces as an acquisition channel while migrating repeat customers to D2C platforms; enhancing the quality of the D2C experience through more intuitive interface design, faster payment processing, responsive customer service, and reliable delivery; leveraging customer data to build a cross-brand loyalty ecosystem; refining operational and financial system integration; and establishing a cross-functional committee to ensure consistent strategy execution. This study concludes that the transition to D2C is not intended to abandon marketplaces entirely, but rather to reduce dependency by strengthening customer relationships and improving long-term profit stability.

Customer DÄ±nÄ±ng ExperÄ±ence at Korean Themed Restaurant: an Enhanced ServÄ±ce BlueprÄ±nt Approach Hermawan, Pri; Muhammad, Narendra Radi
APMBA (Asia Pacific Management and Business Application) Vol. 5 No. 3 (2017)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2017.005.03.1

As competition between restaurants getting fiercer, restaurant owners need to be able to differentiate themselves with other restaurants to attract and retain more customers. Offering ethnic-themed foods and ambiance is regarded as one of strategy to differentiate between one restaurant and the others. At the heart of this strategy, restaurant owners are encouraged to offer authentic and distinct dining experience so that people are attracted and willing to revisit the restaurant. Customers perceive dining experience by recognizing the clues exposed during service delivery process or what usually called as service clues. This paper aims to explore how customers perceive about service clues and how it affects their dining experience at an ethnic-themed restaurant. This paper uses a qualitative approach and proposes an enhanced service blueprint to obtain deeper understanding about customer dining experience. The findings show the role of service clue in shaping up customer experience in an ethnic-themed restaurant. Each clue contributes differently in building customer dining experience.

A Drama Theory Analysis of Host-Guest Interaction In Peer-To-Peer Accommodation Kusuma, Lisa Putri; Hermawan, Pri
APMBA (Asia Pacific Management and Business Application) Vol. 9 No. 1 (2020)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Peer-to-peer economy is characterised by asymmetric information, economy risks, and social uncertainty that may be arisen in unpredictable time. In hospitality industries, peer-to-peer accommodation allows people to rent unoccupied room or properties to stranger (i.e with the introduction of AirBnB etc). In studying the customer perception, drama theory provides a powerful framework for understanding role of emotion in an interaction. A dilemma analysis is an essential feature of drama theory approach and is described here. This paper provides further application of drama theory II, and reviews host-guest interaction by analysing dilemmas in pre-booking stage with the case if AirBnB. The conclusion is that drama theory is applicable to recognise dilemmas in host-guest interaction in peer-to-peer accommodation.

Strategic Decision-Making to Increase Transaction Volume and Customer Loyalty at AHASS Bersama Jaya Prima Hanawa, Zahran; Hermawan, Pri
International Journal of Science and Environment (IJSE) Vol. 6 No. 1 (2026): February 2026
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijse.v6i1.118

The goal of this study was to find out how to make smart choices that would lead to more sales and more loyal customers at AHASS Bersama Jaya Prima, the official Honda workshop in Bekasi. Even though the economy is getting better again after the pandemic, their business is still stuck. This is mostly because service visits have dropped by about 40% from what they were before the pandemic. For this study, we ran a qualitative case study. We basically talked to key people, like the customers, the staff, and the suppliers, to understand the whole picture. The main way we analyzed the data was using Root Cause Analysis (5 Whys), and then we used the Theory of Planned Behavior (TPB) idea to explain what was going on. The results showed that the biggest problem is that things aren't run efficiently. Especially, they keep messing up the Standard Operating Procedures (SOPs) because everyone is so focused on serving many people fast instead of giving good quality service. This situation just gives customers a bad time, makes them wait longer, and makes them unhappy with the service. We then used Analytic Hierarchy Process (AHP) to pick the best move, and the clear winner was setting up a digital queue and booking system. This new system should help customers feel more in control (perceived behavioral control), fundamentally smooth out service bottlenecks, and definitely help bring customer loyalty back up so the business can recover properly.

Managerial Decision-Making for Process Optimization in CV Jaya Mandiri Textile Operations: Hegemoni Digital Arif Budiman, Satrio; Hermawan, Pri
International Journal of Science and Environment (IJSE) Vol. 6 No. 1 (2026): February 2026
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijse.v6i1.274

In today's highly competitive and dynamic business environment, small and medium enterprises (SMEs) must constantly adapt to operational challenges that threaten efficiency and customer satisfaction. CV Jaya Mandiri, an SME based in Malang, engaged in textiles and interior solutions, is currently facing a critical issue of long process times, with customer orders taking up to two weeks from inquiry to final installation. This long waiting period has resulted in customer dissatisfaction, loss of competitiveness, and risks to long-term sustainability. Despite consistent product quality and strong market demand, inefficiencies in the company's internal processes have restricted its ability to deliver convenient service. These challenges highlight the urgent need for process optimization supported by informed managerial decision making. The research aims to address these operational inefficiencies by analyzing the current business processes of CV Jaya Mandiri, identifying root causes of delays, and proposing optimized workflows that reduce process time while aligning with the company's resource capabilities. the research uses a qualitative case study approach. Data is collected through semi-structured interviews with key stakeholders, direct field.

Business Decision for Optimal Location of Traditional Restaurant in Bandung: Value Focused Thinking (VFT) -Analytical Hierarchy Process (AHP) Tjendana, Kartika; Hermawan, Pri
Journal of Economics and Business UBS Vol. 14 No. 6 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/s954tc86

This research examines the location decision-making process for a traditional home-cooked restaurant serving Yogyakarta cuisine in Bandung, driven by changing customer behavior, increased competitive pressure in the culinary sector, and the impending growth of the business. The owner requires a methodical approach to select the optimal location in Greater Bandung. Therefore, this project thesis evaluates three potential locations using a Multi-Criteria Decision Analysis methodology, which incorporates Value-Focused Thinking (VFT) to determine the six location criteria derived directly from the owner's objectives. The methodology employs the Analytic Hierarchy Process (AHP) to assign weights to each criterion and rank the three location options by suitability. A simple spatial analysis based on Christaller’s Central Place Theory assesses the extent of the residential area surrounding each potential location as well as the presence of service centers in proximity. The analysis proceeded as follows: (1) data collection through interviews and site visits, (2) completion of paired-comparison questionnaires, and (3) establishment of consistency and sensitivity checks. The findings indicate that the Taman Kopo Indah Corridor should be the first priority, owing to its extensive residential base, adequate accessibility, and tolerable levels of direct competition. Additionally, this research serves as a practical decision-support tool for small-scale food businesses seeking to establish new locations for expansion, as it demonstrates how Multi-Criteria Decision Analysis and spatial perspectives can be integrated into the context of Indonesian cities.

Strategic Decision of Product Diversification Alternatives Based On Capability: An AHP-Based Study On Bank Orange Iskandar, Muhammad Habibullah; Hermawan, Pri
SEIKO : Journal of Management & Business Vol 9, No 1
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v9i1.10966

The performance of Bank Syariah in Indonesia (Bank Orange) is declining because the asset growth slows down, decreases in ROA and rosing NPF are driven by being dependent on one ultra-micro product. This paper on the other hand tests which diversification path is most aligned with a bank’s internal capabilities, recognizing that outcomes from banking diversification are equivocal and non-linear. Internal readiness is evaluated in a two-step process based on expert interviews grounded in the Resource-Based View and analysed by Thematic Analysis; The Analytic Hierarchy Process (AHP) on capabilities and diversification alternatives follows. The findings reveal Micro financing as the most aligned, Corporate financing second and low alignment for Joint financing. The research combines RBV and AHP in Sharia banking diversification, and characterizes the capability-based model as a roadmap for Bank Orange.

Navigating Platform Dependence: Strategic Decision-Making Process Behind PT Local’s D2C Business Model Shift Melinda, Sisca; Hermawan, Pri
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1076

PT Local faces challenges as its heavy reliance on marketplaces begins to limit the company's ability to manage profit margins, access customer data, and build long-term relationships with its own consumers. This situation creates a need to re-evaluate its growth strategy and consider a shift towards a Direct-to-Consumer (D2C) model as an effort to strengthen business autonomy and sustainability. This study aims to explore this transition process by examining the company's internal dynamics and customer responses to the change in sales channels. A qualitative approach was employed through interviews with the internal team, customer surveys, and financial data analysis, supported by the use of the SWOT, TOWS, Porter’s Five Forces, and Resource-Based View (RBV) frameworks to comprehensively understand the company's strategic position. The findings identify five key steps: maintaining marketplaces as an acquisition channel while migrating repeat customers to D2C platforms; enhancing the quality of the D2C experience through more intuitive interface design, faster payment processing, responsive customer service, and reliable delivery; leveraging customer data to build a cross-brand loyalty ecosystem; refining operational and financial system integration; and establishing a cross-functional committee to ensure consistent strategy execution. This study concludes that the transition to D2C is not intended to abandon marketplaces entirely, but rather to reduce dependency by strengthening customer relationships and improving long-term profit stability.

Strategic Decision Making for Facility Optimisation in Indonesia’s Gunung Kemala Oil Field Using AHP Agung Wibowo; Hermawan, Pri
Hasanuddin Economics and Business Review VOLUME 9 NUMBER 3, 2026
Publisher : Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26487/hebr.v9i3.6572

The focus of this research is the strategic optimisation of surface production facilities under capital and governance constraints, in Indonesia’s brownfield oil assets of Gunung Kemala (GNK), within a state-owned-enterprise (SOE) governance context. An integrated Multi Criteria Decision Making (MCDM) model is formulated, jointly involving Value-Focused Thinking (VFT) to organise policy objectives, Kepner–Tregoe (KT) Decision Analysis to filter “Must” criteria and “Want” criteria, and the Analytical Hierarchy Process (AHP) for ranking four strategic alternatives: i.e., constructing a new facility, upgrading current facilities, utlisation of idle assets and renting third-party infrastructures. The raw data was obtained through conversation, focused group discussion and expert pairwise comparison with seven experts from domain knowledge. The comparison results reveal that utilization of idle assets appears as the biggest preferred alternative (global priority weight = 0.547) and compared to greenfield & brownfield expansions. This dominance derives from the capital efficiency, faster deployment time, reduced regulatory exposure and better alignment with asset-governance constraints. This research presents an integrated VFT–KT–AHP decision framework that is designed specifically for the brownfield bottle necks in emerging-market upstream settings. It expands the traditional AHP application from technical based ranking to incorporate issues in governance feasibility and asset utilization strategies as an internal capital allocation decision logic, providing a solution model that is applicable with other SOE oriented energy systems.

Strategic decision through integrated marketing communication and strategy analysis for Siakad Mataer digital platform Fallah, Dini; Hermawan, Pri
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1680

This study examines how PT Mataer Digital Nusantara (MDN) can strengthen its marketing strategy and integrated marketing communication to overcome inconsistent client acquisition for its SIAKAD 4.0 platform in Indonesia’s higher education sector. A mixed-method case study approach is employed, combining primary internal data from interviews and Likert-scale surveys involving employees in marketing, sales, product, and client management, with secondary data from PDDIKTI, government regulations, market reports, and competitor documents. Internal conditions are analyzed using segmentation–targeting–positioning (STP) and the 7Ps marketing mix, while external factors are evaluated through PESTLE and competitor analysis. The results are synthesized into a SWOT framework and further developed into strategic alternatives using the TOWS matrix. To ensure objective prioritization, a Weighted Scoring Model is applied as a multi-criteria decision-making tool. The findings reveal that MDN’s strengths include competitive pricing, platform credibility, and strong cross-functional execution, while weaknesses lie in limited segmentation adaptability and inconsistent strategic evaluation. The recommended strategy focuses on expanding market penetration among small- and medium-sized institutions through flexible pricing aligned with national digitalization trends, supported by trust-building communication. The study concludes with an actionable roadmap covering pricing strategies, segmentation redesign, product enhancement, onboarding processes, digital marketing, and performance evaluation systems.

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