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Users' Engagement Toward The Brand Accounts in Instagram Based on The AISAS Model. An Empirical Study Among College Students in North Bandung Rochman, Encik Adhiva; Iskandar, Budi Permadi
Journal of Business and Management Vol 4, No 8 (2015)
Publisher : Journal of Business and Management

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Abstract. Instagram user database has been developing at a stunning rate since it was first launched in 2010. The study concentrates on the part of Instagram social media on impacts by cross communication of Dentsu. The purpose of this research is to identify the user’s engagement toward the brands on Instagram based on their behaviour and how do the users’ behavior toward the brands they follow in light of three initial phases of the model AISAS of Dentsu. The research used the combination of variables that related to user’s engagement whether there is a relationship or association between phases in Attention, Interest, and Search. The main variables taken from the previous research which is each dimension of phase has some of variables. The research has been done starting from June 2015 by using quantitative method. The questionnaires are filled by 300 respondents from Instagram users on the undergraduate students in ITB and UNPAD. The data collection was tested using chi square test and analyzed by using IBM SPSS 20 through statistical analysis. In summary, the respondents’ behavior toward the brands on Instagram has positive relationship and it has positive correlation of the respondents’ behaviour based on the AISAS model. The results indicated that users’ behavior toward brand on Instagram have significantly association with positive correlation. Keywords: Cross communication, AISAS, user engagement, marketing, Instagram.
BUSINESS PLAN OF MAKE UP ARTIST BYGITAHRS Haris, A Gita Namira Patigana; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 1 (2018)
Publisher : Journal of Business and Management

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Abstract. Make-up artist is one of the business that nowadays have a high demand in the market. Nowadays there are so many new make-up artist comes up in the market. Bygitahrs is one of the new makeup artist in Bandung. Because there are so many competitors, Bygitahrs wishes to gain more sales and make their market share bigger by taking competitive advantage. Before the business can go further and create a business plan, it must do some analysis. This analysis is to identify the problems which they are currently facing or will face in the future. The purpose of this study is to prepare and create a business plan that can be simply applied by Bygitahrs. The preparation step of the business plan is started by doing company analysis, market analysis, and competitors analysis which are based on primary research and secondary research, but mostly build upon the primary research, The data from the analysis will be used to process a new strategy for the business. The strategy used is growth hacking strategy because it is found to make the business more effective and be able to grow significantly in a short period. The list of programs, which planned specifically already are photoshoot, upgrading skills, regular post, endorsement, giveaway, cashback, collaboration, tutorial make up, and insta-story sharing This business plan will use Rp24.500.000. from Bygitahrs’s profit in 2017. After sort of calculation, Bygitahrs will have Rp315.000.000 of Gross Profit and Rp138.400.000 as the Total Expense. By the end of December 2018, Bygitahrs will get Rp176.600.000 as her Net Profit. Keywords: Make Up Artist, Business Plan, Growth Hacking
Identifying Indonesian Consumer Buying Behavior to Design Gundam Model KITS Marketing Strategy Zaputra, Zetra Iez; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 1 (2013)
Publisher : Journal of Business and Management

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Nowadays, people in Indonesia can have hobbies and collect things that are produced overseas. With the introduction of television, satellite, and especially internet, it is easy to find information about things they want to collect. And one of the most popular model kit collected by Indonesian people is Gundam plastic model kit that produced in Japan. Mobile Suit Gundam is a metaseries created by Sunrise that first aired in 1979 and until now the series already released in numerous media like TV series, OVA’s, manga, photo novels, and video games. Gundam plastic model kit is plastic model that depicting the mechanical robots, vehicles, and characters from the Mobile Suit Gundam series. The model kits consist of some line-up, they are Super Deformed, High Grade, Master Grade, Perfect Grade, Real Grade, and Mega Size Model. The objective of this research is to measure Indonesian Gundam Otaku buying behavior and Gundam Plastic Model market condition, so marketers could identify and develop marketing strategy to maximize the opportunity that existing in people who collect Gundam Plastic Model. This study concludes two stages, the qualitative study and the quantitative study. The qualitative study used for determining the condition and the problem identification. The quantitative study includes the questionnaire and the analysis. The target population in this study is Indonesian people who collect Gundam Model Kit. Respondents are Indonesian people that collecting Gundam Model kit from different backgrounds. The number of sample for this research is 250. Descriptive analysis, frequency analysis, and cross tabulation were used to analyze the data. The findings including how Indonesian Gundam Model Kit collectors know the product for the first time, the favorited line-up, how much they spend for their collection, how they usually buy their collection, which friend that affect them in collecting the model kit, and decision factors that affect them in collecting Gundam Model Kit. Keywords: Consumer Behaviors, Consumer Preferences, Buying Decision Factors, AISAS, 4P Marketing Mix
Crossing Through The Information Barrier mutiara, mutiara; Iskandar, Budi Permadi
Journal of Business and Management Vol 1, No 5 (2012)
Publisher : Journal of Business and Management

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In the present times, the advance technology has made media become accessible for almost everyone and eventually the excessive information makes people barricade themselves, including from marketing messages. As one of the world leading advertising agencies, Dentsu Inc. developed Cross Communication approach to create marketing strategy based on AISAS model. Dentsu’s Cross Communication marketing approach is designed to reach in through customer barrier and enticing them out from the solitary. Using the scenario idea and contact points, Cross Communication strategy delivers the message to consumers more efficient than the conventional Integrated Marketing Communication.   Key Words: Marketing, Dentsu, The Dentsu Way, Cross Communication, Strategy 
Perceptual MAP of Online Fashion Store Prasetya, Cindy; Iskandar, Budi Permadi
Journal of Business and Management Vol 3, No 4 (2014)
Publisher : Journal of Business and Management

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The main theme of this research is Fashion Marketing and focus on customers-driven marketing strategy and brand image marketing strategy. The purpose of this research is to map customers-based positioning of local online fashion companies, which are benchmarked by global leading fashion brands. In this research, multidimensional scaling is being applied to process the data. Multidimensional scaling is purposed to map the ordinal data and determine its spatial configuration based on the similarities and dissimilarities. The data applied in this research are obtained from 60 respondents in 600 cases with 10 brands as its objects. According to Tucker’s Coefficient of Congruence, the factors in the questionnaire are virtually identical but nevertheless, the questionnaire is good based on the normalized stress testKeywords: Consumer, Fashion, Local, Online, Marketing, Strategy, Target
Measuring the Results of Manchester United Social Media Strategy Rasyid, Hafiyyan; Iskandar, Budi Permadi
Journal of Business and Management Vol 6, No 1 (2017)
Publisher : Journal of Business and Management

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Abstract Engagement is one of important things for a brand. Engagement is formed because there is a relationship between brand and its customers through a two-way communication process. This communication can be carried out by using social media especially Instagram. The brand gives information which is designed to attract its customers. If the customers are interested, they will give feedback through likes, comments or shares. Social media manager has to be able to deliver attractive contents and has a strategy to share the contents. The aim of this study is to formulate the role of social media manager especially in football. The first step is to determine clubs which will be chosen as a research object based on the number of followers. The next step is to categorize kinds of contents which are shared by each club. The last step is to measure engagement and to analyze a strategy from each club in sharing each its content. The result of this study is Manchester United shares all kinds of contents, has higher engagement than other clubs, results player’s contract content as the most interested content and has a strategy in sharing contents that is not like other clubs. Keywords:  social media, instagram, engagemet, manchester united
Transforming Museum Experience Using User-Experience Based New Product Development Hapsari, Larasati; Iskandar, Budi Permadi
Journal of Business and Management Vol 5, No 3 (2016)
Publisher : Journal of Business and Management

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Abstract. Museum is a public space in which the society can find both educational and recreational values. According to Hooper-Greenhill (1999), museum should function as one of educational media for society, therefore the relevance of its product and its function is considered important. However, along with the vast development modern civilization in big cities in Indonesia, museum becomes less popular compared to other public spaces such as mall. The problem lies on the unninovative product presented in museum, which is described as stagnant, not interactive and unattractive by its target market: children and family. Therefore, researcher attempt to solve the problem through proposing new product development (NPD) method. In today’s world, industrial-age product development methods which only focused on feature is proven to be inefective, leaving company to build something people don’t need. Thus, new product development method is invented, putting user research as first step of the entire product development process. Taking also into account, a great product is not merely build based on feature, but experience. That’s where researcher need to consider User Experience as the core of the product. Therefore, this research is conducted to examine the first step of product development process based on Crawford & Benedetto Model with focus on User Experience. Bandung Geological Museum is choosen as the site of research based on its significancy toward West Java people, specifically Bandung people. Researcher attempt to asses current need of museum visitors compared to the current experience presented using Laddering Method interview proposed by Zaaman & Abeele in 2010 based on following aspect: motivation, feel, thought and learn. Later, researcher presented them with three different level of product interactivity based on Fragidis et al model proposed in 2014. The result shows that the most desireable experience desired by children as Bandung Geological Museum visitors are related to these keyword: co-creation interactivity, familiarity and dinosaurs-themed.As a response to the finding, researcher propose an idea of creating buildable paper dinosaurs mask with voice changer feature. This idea is a result of brainstorming session, produce and build with PT Sembilan Matahari, a creative design studio based in Bandung.Keyword: museum, user experience, new product development(NPD)
Evaluation of Customer Satisfaction Using Service Quality Demension at D'Seuhah Da Lada Restaurant Surapranata, Hafidz; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 1 (2013)
Publisher : Journal of Business and Management

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D’Seuhah da Lada is a family restaurant that is located in Lembang, and was established to meet the needs of culinary connoisseurs of foods especially Sundanese cuisine and nuances of spicy food lovers. This restaurant has been running for about 3 years, which is necessary for a restaurant to have an evaluation and improvement in review their service quality in d’Seuhah da Lada. Previously, the study of Service Marketing in 2011, there was a final project in measuring the service quality gap of d’Seuhah da lada performance where in the result of the research, it shows that the weakness in the service quality dimension at the restaurant is the reliability, Assurance and Tangibles dimension. Based on the studies, this research focus to analyze and measure the service quality through evaluating the performance of the gap in the service quality that is crucial on the service in d’Seuhah da Lada. So for that, from the purpose of this research is to measure the influence of the service quality towards the customer satisfaction in d’Seuhah da Lada restaurant based on the dimension of Reliability, Assurance, and Tangible. The current study will be compared with the previous studies to analyze and measure the progress that has been achieved from this restaurant is anly in terms of quality service. The research method that is being used in this research is using descriptive method by distributing questionnaire with Linkert scale to customers who comes to d’Seuhah da lada then after that, this research continues the method using explorative more deeply using in depth interview towards the customer and the owner of d’Seuhah da lada in order to take the point of conclusion of this research problem. After examining the results of the process, and then it is being developed a strategy the performance evaluation in order to increase the service quality and direct the Reliability, Assurance, Tangibles dimension to improve with service recovery to be a better service, so it can be drawn into a conclusion and suggestions on the further steps ahead in a form of strategy to improve for the advancements of the service quality in d’Seuhah da Lada restaurant. Key Words: D’Seuahah da lada Restaurant, Service Quality, Service Quality Dimension, Customer Satisfaction, Service Recovery
A DESCRIPTIVE STUDY OF ISOTONIC DRINK SPONSORSHIP FOR RUNNING COMMUNITIES IN INDONESIA, CASE STUDY : POCARI SWEAT AND BR20 RUNNING COMMUNITY Basri, Muhammad Rizki; Iskandar, Budi Permadi
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. In current times, running sport take the interest of the people of Indonesia, the development of this running sport led to the emergance of running communities. Beginning with the emergence of Indorunners running community in Jakarta in 2009, to develop to other area. One of the running community in the city of Bandung is BR20. BR20 was formed in 2012 in Bandung city, West Java. This community is used as a gathering place, to share stories, to find friends to run, or to show their social status. The emergence of this running community attracts companies, especially those relating to running sports, to promote their products by sponsoring running communities. Pocari Sweat as one of the packaging isotonic beverage products participates to enliven the running sport in Indonesia. Pocari Sweat gave sponsorship to BR20 community. Pocari Sweat as a party that gives sponsorship certainly has a certain hope for the running community and how the relationship with the community run BR20 can be formed. The purpose of this study is to explain the expectations of Pocari Sweat in sponsoring the running community, Acknowledge actual feedback from the running community against Pocari Sweat, and acknowledge the relation between Pocari Sweat and BR20 running community. The author will use the method of qualitative analysis, by conducting interviews and field observations. The results of this thesis show that Pocari Sweat can achieve the desired expectations, the community provides space for Pocari Sweat, and good relationship with the community run with two-way communication. Keywords: community, running community, sponsorship, sponsors relationship, sponsorship expectation
MATCHING THE EMOTION EVOKED FROM A VIDEO ADVERTISEMENT WITH THE BRIEF: CASE STUDY DOVE VIDEO ADVERTISEMENT Putra, Falih Hermon; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Fast moving consumer goods products especially soap sold very quickly in the market and cannot be separated with our life. we often choose one brand without further consideration because we are already familiar with the brand. we all made to believe there is different type of soap such as soap for family, for women, and men. Soap offered the same function one with another, which is to clean your body. It doesn’t matter whether you are a man or women. These perceptions are created through an advertisement that the brand does. So, brand offer not only the function but also the emotions. Video become one of the most effective channels to deliver message. Video can deliver emotions and entertain the audiences. Company spend a lot of money to make excellent video and usually cooperates with agency. This is why we have to assure the money spent will give a desire result. evaluating the effectiveness of video seems necessary since it can deliver message to customer.to know the effectivity, we can compare the planned emotion with the perceived emotion by the audiences. So, we know whether the video has successfully delivered the message or not. This study uses a qualitative approach. A semi-structured interview used as a way to collect data. The data is analyzed using the coding method. Respondents were given some questions about their perception after watching Dove’s video advertisement. The findings of this research show the most positive emotions and negative emotions evoked in the video. This study finds objects that stimulate the emergence of an emotion. The results of the analysis provide a new perspective on people's emotions in the reactions of video advertisement. Consequently, it helps marketers to create advertising videos that can emotionally bond them to their target audience.Keywords: Emotion Evoke, Dove, Marketing, Video Ads, People perception
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