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Budi Permadi Iskandar
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Decision Sciences, Operations Research & Management

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Customer Insight for Goodism Inc Future Product Development: A Laddering Approach Ghifari, Muhammad; Iskandar, Budi Permadi
Journal of Business and Management Vol 5, No 1 (2016)
Publisher : Journal of Business and Management

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Abstract. GOODISM Inc. is a startup business established on September 2013. GOODISM Inc. creates a unique and one-of-a-kind leather wallet with a focus on its main functions. As a new startup company, GOODISM Inc. should do rapid research and development to compete with the competitor. For the initial step, GOODISM Inc. is going to develop the direction to be more in line with the customer needs. Therefore, this research has objective to know the important factors of a wallet product based on consumer preference and to explore GOODISM Inc. target market core values by using the hierarchical value map. The study was conducted using laddering method in form of direct interview with the help of Mean-ends Chain Theory. Descriptive analysis used to explain the attributes come out from the interview result. The result of this study shows that the concrete attributes that customer want in a wallet are Size, Card Slot, Money Slot, Material, and Extra Slot. Moving to abstract attributes, the respondents pointed out three points of slim, unique, and elegant. For functional consequence, there are handy, pocketable, contain more items, well organized, and durable. As for psychological consequence, there are comfortable, practicality, safety, distinction, and pride that all leads to the values of self-confidence, self-fulfilment, and social recognition. By those results, the recommendation for GOODISM Inc. for its future development is to create big size compact wallet, small size compact wallet, and small size slim wallet. Keywords: Startup, Wallet, Means-end chain, Laddering approach, Customer insight
IDENTIFYING REASON TO FOLLOW OR UN-FOLLOW FOODBLOGGER REASON USING SEMI-STRUCTURED INTERVIEW Iwantoro, Kimberly; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. As Instagram platform explodes with influencer, food also becoming an unexpected battlefield, and resulted in rising up the number of food blogger. People can find food blogger from any source. There are several factors that will affect the following and un-following decision, which are foodblogger’s ‘attractiveness’, ‘trustworthiness’, and‘expertise’ as mentioned in the Source Credibility Model. This research used qualitative approach using semistructured interview. The highlight data also used quantitative approach by using online questionnaire to support the data by getting the average in each question. For the online questionnaire, data is collected from 100 respondents. Instagram feature contributes to the most used source in finding foodblogger compared to Internet source and referral. The more frequent high quality (photograph and review) posts, the lower unfollowing possibility. Mixed content with some stories outside food area, show person behind the account, tell the honest and same taste review compared to the actual condition, experienced in trying food, travelling and review the food outside Indonesia leads people to follow, while the unreliable one who tells review different compared to the actual condition leads people to unfollow. The more advertisements posted, the higher possibility of unfollowing. For the gender preferences, there’s no significant difference.Keyword: Follow, Foodblogger, Instagram, Source Credibility Model, Step, Un-follow 
Financial Planning in the Eyes of Traditional Store Owners at Mayestik Market Square, A Qualitative Study on market Potential Fadhilah, Maryam; Iskandar, Budi Permadi
Journal of Business and Management Vol 3, No 6 (2014)
Publisher : Journal of Business and Management

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Financial planning is a progressive and cumulative attainment of which is designed to accomplish, develop strategies in a financial goal or set of life and its circumstances…”. As in its term “finance”, financial planning is a product of financial services that has existed in Indonesia. In Indonesia, financial planning as a financial product is new and still in need of education. Educating market is needed because the user of this product is the party who are indeed in need of these services. The parties eligible for this service product are a party that has (1) a financial goal and (2) the financial capacity. Based on market conditions being seized by the financial planner, it can be seen that a segment of the market is still open and has not being touched by financial planners as the main target of their markets, namely middle-low income group and informal sector workers. It makes a group of traditional market storekeepers in Indonesia a group included into the market criteria that has not worked. The traditional market is a market that has a modest selling activity and where bargaining with the means of payment in the form of money is found (Dwi Utami, 2005). In order to fulfill the objectives of this research, a qualitative research with in-depth interview combined with observation are chosen. There are eighteen storekeepers, which has been interviewed as the object of this research. This research revealed the current characteristic of the storekeepers and its readiness to accept the financial planners presence. The findings is supported with the recommendation of the approach to marketing this financial product.Keywords: Financial Planner, Potential Market, and Traditional Market Storekeeper.
THE INFLUENCE OF STUDENT EXPERIENCE TOWARD STUDENT SATISFACTION: IN CASE OF SBM ITB Dewi, Laras Anjarsari; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. As globalization rise the competitions of education field become quiet competitive. The improvement of the learning program always becomes a competition between university and institution. Where student satisfaction commonly used to evaluate the service program in higher education. The evaluation later will be used to develop their program. As the program is designed there are several aspects that need to be considered. One of them is quality assurance. The quality assurance is applied on the learning design that later become part of student experience. The objective of this research is to measure the influence of student experience toward student satisfaction.The data collected using questionnaire. The sample method used in this research is random sampling method and Slovin’s formula to calculate the amount of sample need. As the result 296 data of respondent is collected, the data then analyzed using classical assumption and simple linear regression. To measure the influence of independent variables (student experience measured by quality assurance attribute) to the dependent variable (student satisfaction).The result shown that student satisfaction is 30.8% influenced by the student experience. Furthermore, each of quality assurance attribute has positive relationship with the student satisfaction. This study also finds that the designed grading policy has big influence toward the student satisfaction and also the only attribute that can influence other three attribute. This finding can be a reason for SBM ITB to give more attention on designing quality assurance in order to increase the student satisfaction.Keyword: Education, Student experience, Student satisfaction, Quality assurance, Quantitative research.
Measuring the Effectiveness of Fashion Blogger Endorsement on Students Buying Decision Saraswati, Kania; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 3 (2013)
Publisher : Journal of Business and Management

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The primary purpose of this paper is to measure the effectiveness of fashion blogger endorsement among students in Indonesia. It is expected through this study a more effective endorsement advertisement could be reached. the design methodology came from descriptive research which use questionnaire as the tool of data collection. A descriptive analysis, data categorization, and comparison of data between group of samples is used to analyze the data. The result of this research shows that fashion blogger considered as effective, as the results shows that more than 60% of respondents purchase the product that endorsed by the fashion blogger. A purchase is one of level which advertisement considered as effective. The research is conducted in three months due to the limited time. The researcher suggests to do the research in a longer time to measure more respondents and more variable that could measure fashion blogger advertisement effectiveness. This research could provide marketers a better understanding about fashion blogger endorsement among students so they can implement a more effective marketing through fashion blogger endorsement. This research is also useful for fashion blogger who wants to broaden their career as fashion blogger as they can see the consumer’s perception about fashion blogger. fashion blogger endorsement as the object of research is new as there are not much research that measured the effectiveness of endorsement through fashion blogger.  Keywords: fashion blogger, endorsement, advertising, advertising effectiveness, buying decision, consumer behavior----------------------------DISCLAMER: This paper is created by undergraduate students of School of Business and Management ITB in partial fulfillment of the requirement of the degree Bachelor of Management. Journal of Business and Management is not responsible for the content, opinions, or any other materials expressed here.
Measuring the Brand Loyalty of Unsatisfied Telkomsel Flash Customer Siahaan, Efraldo Sugih M; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 1 (2013)
Publisher : Journal of Business and Management

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Telkomsel is one of the largest telecommunication company in Indonesia which provides a wide range of services to its customers. competing with Indosat and Smartfren with a total market share of 77.5%. Indonesia is the 5th biggest Twitter social media users in the world with 19.5 million users. The purpose of this study is to measure brand loyalty of customers who feel a disatisfaction in experiencing Telkomsel Flash product. Basic understanding of the brand, brand equity, brand loyalty, social media, content analysis, and public relations are the theories related. Kurrently.com and Topsy.com are research helping tools in analyzing social media content other than using Twitter.com. The methodology contains of research framework and determining sampling method. Slovin Theory is used in determining the number of samples. There are 4 parts presented in data analysis. Finally, conclusion and recommendation were written based on data analysis and several necessary facts. Keywords : Telkomsel Flash, Brand Loyalty, Content Analysis, Social Media, Twitter
Comparing The Performance of SITH VCO Body Balm to Body Butter Using Blind-Test Method Sari, Rininta; Iskandar, Budi Permadi
Journal of Business and Management Vol 1, No 3 (2012)
Publisher : Journal of Business and Management

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This research tries to compare the performance of SITH VCO body balm to The Body Shop butter using blind-test method.Purpose: To identify the advantages of SITH VCO Body Balm, so that the management will have a clearer target market.Design/methodology/approach: This research use blind-test method, which participated by 98 respondents.Findings: SITH VCO Body Balm has an absolute advantages towards all four tested variables (sensation after sweat, moisture on dry skin areas, absorption, and smell after usage).Research limitations/implications (if applicable): Data only taken in Jabodetabek and Bandung area, this research conducted between June – August 2012, more specifically to those who have dry-skin, and for woman who at least 19 years old. There are also 18 respondents who are refused to do blind-test.Practical implications (if applicable): This research will help the management of SITH VCO body balm to determining the appopriate marketing strategy as a part of product commercialization effort. Originality/value: in this reserach, the sample is directly come from the factory. It means this research cam be implemented to the factory that produce this productKeywords-component; Marketing, Blind-test
Measuring the Effectiveness of XL Axiata's Twitter Account in Handling Customers Complaints Siregar, Adrian Irshadi; Iskandar, Budi Permadi
Journal of Business and Management Vol 1, No 5 (2012)
Publisher : Journal of Business and Management

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Conventionally, customer service is an office branch where customers can get solutions regarding the provider’ troubled services. XL Axiata established such customer service, named XL Center, in three places, namely in Jalan Martadinata, Cimahi, and Buah Batu. The company also operates customer services in two malls, in Dukomsel and in Bandung Electronic Center (BEC). The customers, however, have to spend efforts, costs and time to get services there. In addition to conventional customer service, XL Axiata utilizes a new social media tool to provide such services. The firm became the first telco that realize the importance of new media in servicing its users.  In February 2012, it opened a Twitter account which specialized for customer service, named @XLCare. Unlike other telcos that treat its Twitter account only as a promotional tool, XL Axiata account is functioned as customer service. Besides @XLCare, XL Axiata has @XL123 as its promotional instrument. Both accounts allow the firm to have two ways interaction to its customers. Therefore, customers can access solutions through its personal gadgets, such as laptops, tablet PCs or smartphones. Purpose: The study objective is measuring the effectiveness of @XLCare in Serving Complaining Customers. The Twitter account effectiveness has been measured with three identifications, namely: a. Reverberation of Customers’ Voices. b. Satisfaction of Complaining Customers. c. Brand Switching Activities.Design/methodology/approach: The methodology of research included research framework and sampling method. The research framework is Complaints-XL Axiata Customer Care Responses-Satisfactory Level-Brand Switching with detailed method of collecting complaint information, respondent’s interview and interview result. The sampling method use Topsy.com as the tools to decide the population and Slovin Theory as the tools to decide the sample.Findings: There are six parts of data presented in the research. First part presents about the topics of respondent complaint with XL signal problem as the most reason (38 %). Second part presents about the types of @XLCare responses with direct message as the most type of response (73 %). Third part presents about the final thoughts of respondent about @XLCare with most thought is satisfied (26 %). Fourth part presents about the brand switching activity of respondents with most respondents not switched (79. %). Fifth part presents about the reasons of not-switched respondents with keeping number as identity as the most reason (24 %). Sixth part presents about the reasons of switched respondents with bad signal quality as the most reason (57 %).In general, @XLCare effectively response the complaining customers based on three aspects. First, the reverberation of customer voice with most complaining customers shared the experience with @XLCare (63 %). Second, the complaining customer’s satisfaction with most of final response is promoting the brand of @XLCare or XL Axiata (26 %). Third, the brand switching activity that most of complaining customers not switched to another brand (79 %). The recommendation included four aspects of technical issues recommendation, non-technical issues recommendation, service recovery development recommendation, and further study recommendation.Key Words: Marketing, Twitter, Social Media, Augmented Product, Customer Service, After Sale Service, XL Axiata.Category: Marketing.
Enchancing the Compound Synergy by Developing the Servicescape and In-Store Promotion Arya, Misha; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 3 (2013)
Publisher : Journal of Business and Management

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The purpose of this final study is to enhance the synergy of The Compound. Designed with the concept of shared and integrated retail stores, this environment should create a positive overall synergy. however, the fact that there is an atmospheric imbalance and  inter-store relationship issues which resulted in one store’s bankruptcy, indicates that there is an opportunity for improvement for the overall synergy. By means of restoring the balance of The Compound. The first step starts with servicescape approach by reviewing the servicescape of The Compound itself. The purpose is to identify the weaknesses in regard to balance. To acquire such information this study used Zeithaml and Bitner’s theory of servicescape. Servicescape flaws causing the informational and atmospheric imbalance between the fore and the aft are of The Compound, influence the inter-store relationship which are major factor concerning the synergy of The Compound. Furthermore, regarding the interrelationships of the stores which affects the overall synergy, a quantitative approach were used. Defining the levels of interrelationships and the overall synergy. An imbalance occured in the nature of The Compound’s visitors. Traffic imbalance between the fore and the aft. Another imbalance also ocurred in terms of gender ratio. To enhance the synergy, all imbalance must be restored. A way to restore this imbalance is by developing a better servicescape. And to further improve inter-relationship level, in-store promotional strategy is necessary. Only by then the overall synergy will increase. Keywords: Synergy, Servicescape, In-Store Promotion, Marketing, Retail Store.----------------------------DISCLAMER: This paper is created by undergraduate students of School of Business and Management ITB in partial fulfillment of the requirement of the degree Bachelor of Management. Journal of Business and Management is not responsible for the content, opinions, or any other materials expressed here. 
Analysis on E-Commerce Marketing Channel Based on Age Segmentation: A Case Study of Fabelio Tamariksa, Maria Imelda; Iskandar, Budi Permadi
Journal of Business and Management Vol 6, No 2 (2017)
Publisher : Journal of Business and Management

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Abstract.Background: E-commerce is business transactions process through the network, including online advertising, ordering, payment and the corresponding goods distribution and customer service. As one of the core e-commerce business activities, internet marketing strategy should be formulated carefully since it contributes to the firm’s performance as well. By analyzing the current performance of their promotion channels, the researcher aims to point out which channel suits best to certain age segment.Methods: Previous literature has concluded that demographic do play significant role in internet browsing behavior. However, the influence only occurred through age segment, while gender segment does not play an important role. Using Google Analytics, the researcher would like to find the preferable promotion channel based on the age segmentation.Results: It is showed that for age segment 18 to 44 years old, they prefer to reach the website through search query which result includes the ads of Fabelio website. Meanwhile, for 45 years old and above, they were attracted to visit Fabelio through ads which are place in a popular social network, Facebook.Conclusion: Different age segments visit Fabelio site through different channel, depending on their internet-browsing behavior. Therefore, marketing strategy has to suit the target market from certain age segments. Keywords:  Age Segmentation, E-commerce, Promotion Channel, Web Analytics, Web Metrics.
Co-Authors Abdi Setya Prakoso, Abdi Setya Adrian Irshadi Siregar Aliekha Tierandha Ananda Setiabudi, Ananda Astrid Handari Basri, Muhammad Rizki Cindy Prasetya Cuaca, Philip Deru R Indika Devina Hermawan, Devina Dewi, Laras Anjarsari Efraldo Sugih M Siahaan El Fargha, Muhammad Avenzoor Al Hawarizmi Encik Adhiva Rochman, Encik Adhiva Fachry Abda El Rahman Fahrezi, Muhamad Ariel Fitriasti Sangkaningrat, Fitriasti Fresiana, Anisa Dinda Gardena, Nabila Hafidz Surapranata Hapsari, Larasati Haris, A Gita Namira Patigana Honasan, Elias Yahya Ihwanul Alim Imam Mashari Iwantoro, Kimberly Jayawisnuwardhana, Ramadhan Syah Aditya Kania Saraswati Kevin Putra Sinatrya, Kevin Putra Luddin, M Ilham Maryam Fadhilah Meiliane Stephanie Cincin, Meiliane Stephanie Misha Arya Muhammad Ghifari, Muhammad mutiara mutiara Putra, Falih Hermon Raedi Nurdiansyah Rahadian Anandianto Ramadhan, Muhammad Rayhan Rasyid, Hafiyyan Ridwan Riswandi Rininta Sari Sannaz Dilla Destria Steven Moniaga, Steven Tamariksa, Maria Imelda Wisudawati, Lidya Hesliony Zetra Iez Zaputra