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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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Public perception of e-money in the perspective of marketing communication strategy (Bandung) Raharta, Rayasari; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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In 2014 Bank Indonesia issued National Movement of Non-Cash Payment, which aims to raise public awareness about the use of non-cash payment system. The purpose of this study was to determine the public perception of the level of trust, comfort and safety of electronic money as well as the readiness of the people of Bandung to accept electronic money as a daily payment instrument. The method used in this research is qualitative as well as quantitative. From the analysis of consumers researcher found that the need to improve public perception of the level of trust, comfort and safety in using electronic money. The proposed solution to improve consumer perceptions about the level of trust is using marketing communication mix, to increase comfort researcher proposed product innovations, and to improve safety researcher proposed to improve security system of e-money and to implement new regulation. This approach is expected to improve consumers' perceptions of electronic money and also improve people's decision in the reception electronic money as daily payment instrument.
Proposed Marketing Strategy for Telkom STARBox Astiana Soejarno, Hanna; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract – The progression of the use of the internet in Indonesia opens an opportunity to MSMEs to develop its business. Therefore, Telkom launched STARBox as business solution to MSMEs to expand their business by going online. However, despite the great potential, the sales of STARBOX have not shown the good results. There is the underachievement of the sales target. This study then intended to seek an effective marketing strategy for Telkom to meet STARBox sales target. SWOT analysis has shown that there is a low awareness regarding STARBOX. Low customer awareness due to the low activity of marketing and limited distribution channels. The utilization of integrated marketing communications and widening the distribution channels used to address the root of the problem. The IMC plan offered in two option depend on the Telkom’s marketing budget for STARBox and will be evaluated once per six months by receive continuous feedback on what has been done, both from the internal management and consumers. The IMC plan and the expansion of distribution channel are scheduled to be carried out within a one year period. Keywords: marketing strategy, integrated marketing communications, broadband, e-commerce, MSMEs 
My Len App The New Spirit of Len for Industry 4.0 to Connect Branding, Marketing Communication, and Selling in One Integrated Digital Platform Buana Putri, Dini Mustika; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 8, No 1 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract. This study aims to author want to find an integrated interactive media that can connect branding, marketing communications, and selling to accelerate LEN's business processes. Qualitative methods with secondary data are used to analyze the right marketing tools for LEN. Weak information system performance. The data is scattered so that web-based information systems have not been integrated. LEN's current existence wants all aspects to be focused on an integrated information system. The results of this research are developing a tool called My Len App, a new spirit of LEN for industry 4.0. My Len App aims to create brand awareness, invites the participation of consumers to engage with LEN business activities, and share their experiences with others in applications and social media. In developing this mobile application, author adopted six human attributes to create a human-centric business platform to adapt to current market practices as described in the concept of marketing 4.0. Keywords: Mobile App, Marketing 4.0, Branding, Marketing Communication,Selling
Proposed Business Strategy for Inditex Global Mukmin Qowiy, Ismail; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Rising prosperity and a spread of wealth have given a huge and expanding market for textiles and clothing industry. Market are expanding and so the competition. Inditex as a leader in the industry seek this opportunity to increase its standing among the top player of this industry. With its “fast fashion” model, Inditex has been performed exceptionally well, proofed by its huge channel of 1,700 stores in 86 countries leaving behind its main rival like GAP and H&M. However the success not last long. Contrast with rapid expansion several years before, in 2013 annual sales report Inditex began showing sign of slowdown. For the last few years, company has been aimed to find new source of profit due to shrinking growth. The aim of this study is to find out the root cause behind the slowdown and to formulate the strategy to tackle the problem and enhance the growth of Inditex. This study is divided into four chapters. The first chapter talks about the outlines of the research background and highlight the objective of the study. Chapter two talk about business issue and the analysis of business environment. Chapter three provides the business solution alternatives. Last chapter discusses the application and practice of the solution. It highlights the execution of the business strategy on four aspect; marketing, finance, research & development (R&D), and management information system. This chapter also presents the conclusion of the main findings.  Keyword: Business strategy, Fast fashion, Growth slowdown, Business Expansion, Apparel industry
THE STUDY OF CONSUMER BEHAVIOR ON EYEBROW EMBROIDERY SERVICE WITH JAKARTA FEMALE OFFICE WORKER AS A TARGET MARKET FOR X-THRILL SALON Christy, Ayu; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract -- On these couple years, eyebrow embroidery becomes trends on Indonesian celebrity. People start to follow the trends. Eyebrow embroidery starts easier to be accepted. Nowadays, female office workers get more concern about appearance. They also need time efficiency. X-Thrill Salon has consideration that female office workers become a great potential market for eyebrow embroidery. The purpose of this thesis is to study the consumer behavior on eyebrow embroidery service with Jakarta female office worker as target market for X-Thrill Salon. The marketing concept states that, to be successful, a company must understand the needs of specific groups of consumers such as target markets and then satisfy these needs more effectively than the competitor. The satisfaction of consumer needs is delivered in the form of marketing mix. Marketers who have a thorough understanding of the consumer decision-making process are likely to design products or services, establish prices, select distribution outlets, and design promotional message that will favorably influence consumer purchase decisions. The result of this thesis is expected becomes guidelines on formulating future marketing strategy for the business. Keywords:  consumer behavior, eyebrow embroidery, female office worker.
strategy to increase the number of foreign tourist in Bandung Tiko Rhamdani S, Raden; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Bandung as one of numerous city destinations of tourism in Indonesia has a lot of history within. In the colonial era, Bandung was used by Dutch Royal to rest and relax. Nowadays, all matters of tourism activities in Bandung are managed by Department of Culture and Tourism Bandung. Since year 2011 until 2014 the growth of foreign tourist in Bandung is getting slower. In the other side, Tourism Minister of Republic Indonesia (Mr. Arief Yahya) set a new target for Department of Culture and Tourism Bandung that the number of foreign tourist must increase to 500,000. Based on that problem, Department of Culture and Tourism Bandung have to figure out the cause of the slowing foreign tourist growth in Bandung and find out the strategy that can be done to achieve target of 500,000 foreign tourist. To solve the problem, this study is using the qualitative methodology with literature and in depth interview approach. The findings on the business issue exploration produce a SWOT (Strength, Weakness, Opportunity, Threat) of Bandung which came from external and internal environment analysis. The issues appeared in external environment, internal environment, and SWOT analysis used by researcher to help find out what is the cause of the slowing foreign tourist growth in Bandung. By using 5 whys method, found that the root cause of the slowing foreign tourist growth is because of lack of public awareness, lack of communication with foreign tourist, inadequate funds, lack of catching the opportunity, and Department of Culture and Tourism Bandung did not do CRM well. The three scenario of the alternatives solution that fit with root cause and used to achieve the number of 500,000 foreign tourist are; Improvement in cleanliness that involve public awareness, Improvement in cleanliness that involves public awareness and multiplies the events in Bandung, Synergize two previous scenario with international events outside Bandung. Keywords: Bandung, Tourism, Strategy, Marketing
The Impact of New Retail Strategy and Strategy to Win The Business Case Study of Maicih Ayu Mulatsasi, Dyah; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 5, No 1 (2016)
Publisher : The Indonesian Journal of Business Administration

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Abstract - The purpose of this research is to address the business impact and consumer’s opinion towards Maicih’s retailing distribution strategy. And also to propose integrated strategy that suit for Maicih’s current business situation. Consumer analysis by using Consumer Style Inventory (CSI) was conducted to find out the impact of Maicih’s retailing strategy towards company’s business and consumer’s opinion. After that, there are internal and external analysis to propose a potential strategy that suit for Maicih’s current business situation. Internal analysis consists of Maicih’s current STP, Marketing Mix and Value Chain analysis. While the external analysis consists of PEST and Porter’s Five Forces analysis. There also Diamond Strategy of Maicih. SWOT analysis conducted to identify Maicih’s condition further. The results of SWOT analysis translated into TOWS analysis to formulate alternative strategies to cover the root cause of Maicih’s business issue. Many alternative strategies that have appeared being analyzed by using CARVER model to prioritize the important strategy. The chosen strategies are leading to potential strategy that suit for Maicih’s current business situation by considering the staging phase of Maicih and also strength, weakness and opportunity elements that Maicih has. Finally, there are six strategies offered by the researcher for Maicih. Those strategies are: promotion through TVC; put an ad or being a sponsor on radio; special promotion or event in Alfamart; present on an upcoming culinary event; young celebrity endorsement; and the last is special promo or discount for loyal consumers. Keywords: Snacks, Online Marketing, Consumer Style Inventory
Marketing VAS Innovation Case of Kalkulator Nutrisi (KANU) Saputra, Bayu Kusuma Adi; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 2, No 11 (2013)
Publisher : The Indonesian Journal of Business Administration

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VAS (Value Added Services) define as services which are not basic telecommunication services. VAS has become alternative for telecommunication opertor in order to gain revenue since the average revenue per user is quite low. VAS industry especially text based services immediatly experienced reflux due to several fraud such us pulse stealing, scam, and other form of business model abuse. In October 2011 Indonesia government takes action by deciding morotarium to stop all VAS services business and Telecommunication operator need to restart the services. The morotarium made VAS operator lass all the customer and they need to regain cusomer. Since that day october were known as Black October for telecommunication operator and VAS player. KANU or Kalkulator built by Creative Indonesia is one of VAS Innovation. Built to help parents in take care ot their child food and nutrition. KANU first launch based on mobile content business model and suffered from government morotarium due to fraud of VAS services. Creative Indonesia has to face two challenges. The  first challanges come from VAS business environment and second challange was the fact that they still in introduction stage of product life cycle. Keywords: Value Added Services (VAS), Innovation, Consumer Perception
The Study of Consumer Perception on Indonesia Rattan Furniture as the Basic Knowledge for Strategy Formulation of Rattan Furniture Business in Indonesia Rasyid, Mohammad Rizqi; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 3, No 6 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract—The purpose of this academic journal is to study the consumer perception toward Indonesian rattan furniture as the basic knowledge for strategy formulation of rattan furniture business in Indonesia. To formulate a business strategy, a sample company XYZ Furniture is used because the company has the condition that correlates with the business problems. The variables of research including product, brand equity, consumer knowledge and purchase intention. The study of these variables would become the basic knowledge for the strategy formulation. Keywords-component; consumer perception, strategy formulation, Indonesian rattan furniture.
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
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