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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Herry Hudrasyah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Journal : The Indonesian Journal of Business Administration

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Business Strategy Formulation for PT Ardhia Multi Parama Pratama, Teddy Apriliandi; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 8 (2013)
Publisher : The Indonesian Journal of Business Administration

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The business situation of digital  video-audio industry  will  be  analyzed  from  the  data  that  already collected from observation, interview, and library studies to determine the opportunity in this industry still exist or not. Some analyzing of the internal-external company is the second phase after analyze the business situation, it’s done  to  get  some  information  about  how  strong  the company   to   compete   with   other   competitors.   The analyzing are using Porter five force’s, SWOT analysis, and value chain analysis.  So the business issue of the company is how to win the competition with the current condition. After analyzing all of the situation of the company, the writer  determine  what  kind  of   strategy  to  use  by formulating   the   strategy   using   SWOT   Matrix   and Business Model  canvas. The recommendeation for the company is  to use differentiation strategy because the result  after analyzing the company have strong internal condition, but there are some threats from the  external. So the business issue of the company is how to win the competition with the current condition. Strategy Implementation involves establishing programs to create a series of new organizational activities, budgets to allocate funds to the new activities, and procedures to handle the day-to-day details. With the commitment from all  of  the   employees  in  implementing  the  proposed program, it can be expected can be sustain and grow to be   one   of   the   most   famous   production   house   in Indonesia. Keywords : Digital Video-Audio, Production House
Marketing Strategy of 3M Sandpaper kusumoanggo, Prabantoko; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 3 (2013)
Publisher : The Indonesian Journal of Business Administration

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Business situation nowadays has undergone many changes as well as the competition which is getting fierce and tougher. The strong pressure in domestic competition has changed the nature of the economy led to a change in the way of operating for industrial enterprises. Facing this situation the company should be able to survive and win the competition by doing a strategy-oriented growth in the future. A multi level company in Indonesia facing stagnant sales problem of sandpaper product. Sales close to zero, but the quality of the product is actually great and promising. And now how to increase shares in sandpaper market with this situation. By doing market research and internal-external analysis, the root cause of the stagnant sales can be known and be solved immediately. By performing a comprehensive marketing strategy using the STP - Marketing Mix, Brand Awareness, Competition – Customer Analysis, 5C (Market Analysis) and Porter Five Forces as a tool to analyze the problem and determine the right marketing strategy that is able to deliver the changes and evaluate performance in creating a value in days to come through improved performance of the activities that carry out the proposed marketing strategy. The implementation of those marketing strategy starts from the rebranding, the increased activities of promotion and improvement of distribution channels as well as the market expansion, so that leading to a change towards the improvement of the company itself. Key words: Rebranding, marketing strategy, promotion, and market expansion.
Proposed Strategy Marketing for Trees Cafe Pasaribu, Juwita Carolina; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 12 (2013)
Publisher : The Indonesian Journal of Business Administration

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The growth of cafe and restaurant business in Bandung indicates a significant increase every year. This happens as part of the culinary city's identity that attached to Bandung. Trees Cafe is one of the cafe that is located in Bungur, Karang Setra Bandung. Since its establishment in September 2009 to the present the income of the cafe has not made a significant progress and the sales never reach the target.With the tighter competition among cafe and restaurant in Bandung, it leads to the stagnant of Trees Cafe sales. This is due to the lack of promotion and proven by the unstable in sales income so the monthly sales target is not fulfilled. The focus of this research is to find a solution that can help Trees Cafe to increase its sales income by attracting the customer to come. Internal analysis, brand analysis, external analysis, situation analysis and sampling to the customer  is needed to be done to get the root cause of Trees Cafe’s problem. Keywords: Bandung, cafe, restaurant, marketing strategy, brand awareness, promotion 
New Marketing Strategy Proposal for Train Restaurant Activities Managed by PT Reska Multi Usaha Mekarsari, Julia Kunti; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 3, No 3 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. PT. Reska Multi Usaha is one of the subsidiaries of PT. Kereta Api Indonesia (Persero) that focused on giving the service of restaurant on the train. As the company that responsible for the service on train, PT. Reska didn’t change much every years, that is why some of the sales is decreasing in some area. The issue also followed by new problem from system organization of preparation work inside the company that can lead to train delay schedule. To analyze the root cause of the problem that PT Reska faced the three analyses is being conducted; there are external analysis, internal, and customer analysis. After all the analysis the result that causing the decreasing sale in PT Reska is causes by four problem, that are unfocused customer condition, different perception, habitual buyer, and no promotion. After all the analysis, the recommendation that being proposed is modified the STP and marketing mix and based on all the analysis and the recommendation, the implementation plan also made to help the company to calculate the resource and timeline in implementing the proposed solution.  Keywords: Train Restaurant, Food Industry, Marketing Strategy. 
Cikapundung Riverbank Revitalization as The Implementation of CSR and Propose Green Marketing Plan PT. Telkom Mukti, Felisia Noviana; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 11 (2013)
Publisher : The Indonesian Journal of Business Administration

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Telecommunication industry in Indonesia is one of industry with high growth and futuristic. In the era of digital world, telecommunication industry players vying to attract customers with sustainable innovation. Celuller products and service that increase quite rapidly, accounted for mostly revenue stream in telecommunication companies. PT. Telekomunikasi Indonesia or Telkom is an important and big player in Indonesia telecommunication industry. Telkom is a State-Owned Enterprise (SOE) company engaged in telecommunication industry. When compared to others two SOE companies in same field, Telkom has now changed its core business to TIME (Telecomunication Information Media & Edutainment) with branch offices throughout indonesia. Headquarters is located in Bandung city and become the business center of all activities. Referred to its GCG (Good Corporate Governance), Telkom made the triple bottom line strategy as main strategy to enlarge its share in national, regional even international market. The implementation elements of the environment, social and economic will be redeemable in one are revitalization model. Considering of Telkom headquarters location, Bandung is the pilot project city to improve company image. This good imaging led to sales and trust increases of consumers mbusiness activities. The focus of this paper is to give idea of triple bottom line strategy implementation through a CSR (Corporate Social Responsibility) model for marketing ‘tools’. The method used is green marketing plan approach because its same elements of triple bottom line. Some corporate strategy, CSR concept and green marketing recommendations will be proposed in this paper. New ideas generated in pilot project model of Cikapundung riverbank slums area revitalization which also an implementation of green marketing plan and triple bottom strategy of Telkom. However, in marketing activities implementation, the strategy has not yet become a conduct core of business activities. The focus of this paper is to give idea of triple bottom line strategy implementation through a CSR (Corporate Social Responsibility) model for marketing ‘tools’. The method used is green marketing plan approach because its same elements of triple bottom line.Keywords: telecommunication, green marketing, CSR, triple bottom line, revitalization and Cikapundung riverbank
Communication Strategy of Importance of Vaccination using Social Media and Public Relations Nurlaela, Neneng; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 18 (2013)
Publisher : The Indonesian Journal of Business Administration

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The purpose of this study is to build the value of public health in Indonesia about the importance of vaccination using social media strategy and public relations through the integrated social media strategy which lead to be the hub for all BFM’s corporate communication processes which related to vaccination towards all the stakeholders through the proactive, conversational and participative approach ; Develop the social media program in order to raise the corporate image of  BFM by leveraging the great performance and achievement of the company within vaccination ; Build the system of communication model for sustainability impelementation. The methodology of this research was qualitative method, the surveyed with the direct research, interviews and research study towards the routine communication activities. Interviews were conducted in order to check the main issue to implement the integrated communication system and also building the communication model. The result of this research confirmed that the existing communication problems  are law awareness and negative perception about vaccine. Some of the implication practices gave the specific recommendation, such as the integrated social media through the content management which combined with public relations activities.  Key Words: Vaccine, Social Media, Value, Public Health, Situation in BFM
Measuring the Effectiveness of Social Media at Online Discussion Forum Modifikasi.com Angriawan, Rendra Deny; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 5 (2013)
Publisher : The Indonesian Journal of Business Administration

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The rapid growth of business process is affected by technology development at the time. Social media, which is a relatively new form of information technology development, have a potential to bring a revolution or huge changes at this time and for the future, a development which have to be noticed by the business owners so they can keep growing in this rapidly changing of business situation like today. Forums or discussion boards are the longest established form of online social media. They most commonly exist around specific topics and interest, for example cars or music. Discussion board or forum is one of the most favorable social media form by the internet users because it is the most used by some communities to gather and share in a certain interest or hobby. Modifikasi.com, or to be shortened as ModCom, is one of the biggest online discussion forum in Indonesia. It has a certain theme, which is an automotive world, and has a huge number of members. The purpose of doing this research is to analyzing effectiveness of the use of social media in online discussion forum Modifikasi.com by using the measurement of social media ROI, analyzing the position of the company at this time by using the Strategic Options for Social Media Measurement approach method, evaluating the effectiveness and the position of online discussion forum Modifikasi.com and creating marketing strategies. The research was conducted through desk research, interviews, and surveys. Respondents in this study are member of Modifikasi.com forum. Given this research, it is known the effectiveness of social media on Modifikasi.com in terms of brand awareness, brand engagement, and word of mouth, by comparing with competitors’ efforts in social media, to determine the appropriate measures for the increase of the effectiveness and ROI of Modifikasi.com in the future. The purpose of the social media effort is to increase brand awareness, brand engagement, as well as word of mouth from brand Modifikasi.com Keywords: Social Media, Forum Discussion, Social Media ROI, Social Media Measurement, Strategic Options, Brand Awareness, Brand Engagement, Word Of Mouth.
Integrated Marketing Communication To Enhance Active User of Internet Banking Service: Case Study Bank XYZ Prawitasari, Larasati; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 1, No 3 (2012)
Publisher : The Indonesian Journal of Business Administration

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Internet banking is a form of self-service technology. In the global banking business, Internet banking has a big role for doing the business. In developing country, Internet banking received relatively little attention although has been deployed for years. Only 3% of customer Bank XYZ in Indonesia using Internet banking service actively, although has been 9 years Bank XYZ introduced Internet banking service. This study addressed what factor that drives and influences Internet banking acceptance, why Internet banking does not seems quite attractive to customer and how banks manage their Internet banking. SWOT analysis of Bank XYZ and customer toward Internet banking service is mapped in order to see the connection between them and determine the root causes. The alternative solution for Bank XYZ problem is a marketing communication strategy to educate the customer about the importance of doing transaction through internet banking which is easy and practical. The approaching concept to develop marketing communications programs are Interest, Search, Action, Share, and Loyal. Some alternative programs are developed based on that approach concept. At the end there are two scenarios of recommended program. The implementation of the recommended program as the business solution, formed in an activity planning schedule and human resources needed for each recommended scenarios.Keywords: Bank, Internet Banking, Integrated Marketing Communication
Media Indonesia Marketing Strategy to Incrase Their Gen Y Readers Asril, Abrar; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 8 (2013)
Publisher : The Indonesian Journal of Business Administration

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Since Gen Y is the biggest population in Indonesia, Gen Y were also being the most potential market for Media Indonesia to increase their readership. To fit their newspaper for the Gen Y crowd, Media Indonesia should do several things. They should understand about Gen Y, know their needs, and choose a marketing strategy that fit the Gen Y as their target market. This research was collected from a survey of 170 respondents with a characteristic age around 14-35, living in DKI Jakarta, familiar with newspapers, familiar with the internet, and with minimal Senior High School educational background. This research also conducted an interview with the Media Indonesia Business Development General Manager and Media Indonesia readers. This research found that Content, Cover & Layout, and Brand being factors that raises the Gen Y interest in reading a newspaper. This research also found the favorite contents of Gen Y are Sports, Technology, Music & Film, Economy, and Communities. To maintain and increase readership of their Gen Y readers, Media Indonesia shall set up their marketing strategy that fit the Gen Y group. This marketing strategy is set up for 5 years with a target to increase the total readership of their Gen Y demographic. The recommendation here is that Media Indonesia shall improve their content, cover & layout, and their brand to fit for the Gen Y group. After doing some improvement of their newspaper, they recommended to apply a new wave of marketing strategy to get the attention of the Gen Y group. The new wave marketing mix of strategies that was suggested is co creation, communal activation, conversation, and commercialization.
Co-Authors Abrar Asril Aditya Widyaraahman Adrian Pasca Alpha Pudjono Amelia, Sindy Yurezka Anggraeni, Vika Arief Rachman Astiana Soejarno, Hanna Augy Harmal, Augy Aulia Mahiranissa, Aulia Avmeilputra, Muhammad Hashfi Ayu Mulatsasi, Dyah Bayu Kusuma Adi Saputra Besari, Anindita Putri Buana Putri, Dini Mustika Christy, Ayu Cibro, Yenny Erica Br. Damayanti, Elok Dermawan Wibisono Devi Dianty Aretta Dianlestari, Cattleya Dwi Grahantio Baskoro Dwi Putra, Adityawarman Ergy Adhitama Fakhri Syahir Abdul Quddus Felisia Noviana Mukti Gladista Galuh Iriandari, Gladista Galuh Handry Martha Yudha Hanif Hanif Hanindito Rasyid Hidayat, Restya Nur Humaira, Assyifa Husna, Nabila Ima Fatima James Evan Tumbuan Julia Kunti Mekarsari, Julia Kunti Juwita Carolina Pasaribu Kardena, Syifa Aida Laras Riskyananda, Laras Larasati Prawitasari Laressa Amaly Mandala, Rizky Yudistira Mohammad Rizqi Rasyid, Mohammad Rizqi Muchammad Gilang Pramuwidyatama Muhammad Bian Arianandhika Muhammad, Rizki Maulana Mukmin Qowiy, Ismail Mumtaz, Muhammad Hauzan Refin Neneng Nurlaela Nurcahyo, Agung Prabantoko kusumoanggo Putranto, Fajar Eka Raharta, Rayasari Ramara Arief Kurniawan Rendra Deny Angriawan Rendy Satrio Prabowo Stephanus Adythia Syailendra, Alif Aviano Taufik Faturohman Teddy Apriliandi Pratama Theresia Reni Tiko Rhamdani S, Raden Trianita Adhi Handayani, Trianita Adhi Tripuspa Subianti Widhikora, Destria Arundani Widya Larasati, Widya