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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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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
The Application of Gamification as a Strategy towards Customer Engagement and Customer Loyalty Factors on Gojek Rachman, Arief; Hudrasyah, Herry
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract: There is a new method of marketing for a company to compete in digital era which is gamification. Gamification means inserting a game experience in non-game context to create value for the customer. Gamification could create customer engagement and customer loyalty for business and to achieve the business’ goals. This study want to investigate the relation of gamification with customer engagement and customer loyalty on Gojek. This research is using online survey for gathering the data from 232 respondents in Bekasi and Jakarta and the data will be analyse using PLS- SEM. Based on the findings, gamification is having a correlation towards customer engagement and customer loyalty on Gojek. The relationship between gamification and customer engagement are strong means gamification is an effective strategy to increase customer engagement, meanwhile relationship of customer engagement and customer loyalty are weak, so as gamification and customer loyalty means gamification is not always an effective strategy to create customer loyalty. It also concluded that rewards, challenges and points are the important gamification elements. Moreover, it is advised for the company to improve gamification elements as it to retain the engagement and loyalty for the customer and to support the gamification program with other marketing strategy.Keywords: Gamification, Customer Engagement, Customer Loyalty, Gojek.
Analyzing effects of green marketing mix towards brand image and purchase decision of starbucks Mumtaz, Muhammad Hauzan Refin; Hudrasyah, Herry
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Every year public awareness increases toward the problem of plastic waste in Indonesia. Several company quickly accepted eco-friendly concepts, such as an environmental management system and waste minimization, and has also integrated environmental problems in all company activities. One of the companies that is already concerned about the plastic waste problem is Starbucks. Starbucks sells many eco-friendly items in their store and uses green marketing mix strategies which aim to make a positive brand image and generated purchase decisions. Despite the prospect of green consumers who are aware of environmental problems, by implementing green marketing mix the company is also constrained by financial problems because the cost of implementing green marketing mix is more expensive. This research aims to analyze the effect of green marketing mix towards brand image and purchase decision of Starbucks. The research was conducted using a quantitative approach to 351 respondents and the data will be analyzed using PLS- SEM method. The finding from this result shows that green marketing mix has a positive impact on brand image and purchase decision. Outcomes from this research expected can give insight to Starbucks and other companies that implemented green marketing mix to maintain the green marketing mix that has been done and find new innovations regarding green marketing mix. Keywords: green marketing, brand image, purchase decision, structural equation modeling
The Influence of Gojek Slogan Towards Brand Image, Brand Awareness, and Brand Loyalty Avmeilputra, Muhammad Hashfi; Hudrasyah, Herry
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The increasingly competitive market conditions make consumers have many choices for the products they want. Therefore, building brand loyalty becomes more essential. Some factors that influence brand loyalty are brand awareness and brand image. One of the ways to enhance brand awareness and brand image is by using slogan as a marketing strategy. Gojek is a brand that uses slogan as an essential element in their several marketing campaigns. In the market Gojek has a very tight competition with their competitor. One of the things that can differentiate them is how they  market their product. Because Gojek use slogan as their key strategy. Thus, the objective of this is to investigate the effectiveness of Gojek slogans as a marketing strategy on their brand image, brand awareness, and brand loyalty. To examine this, researcher conducted a quantitative survey method and collected data from 207 online participants who have used Gojek for 2 years, used 3 of Gojek services, have seen Gojek #PastiAdaJalan slogan, and aged 17-55 years old. Analysis conducted through the PLS-SEM approach indicates that the #PastiAdaJalan slogan has a significant direct effect on Gojek's brand image and brand awareness. However, the use of Gojek slogans does not have a direct influence  on brand loyalty. It has to go through mediating variables which are brand image and brand awareness.Outcomes from this research expected to give insights on the use of Gojek slogan towards building and enhancing brand image, brand awareness, and brand loyalty which provides recommendation for future research. Furthermore, the findings can be beneficial for Gojek to develop their strategy in using the slogan to compete better with their competitor.Keywords: Slogan, Brand Awareness, Brand Image, Brand Loyalty
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