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Budi Permadi Iskandar
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THE EMOTIONAL FACTORS THAT EVOKED FROM THE MOST SUCCESSFUL TOURISM VIRAL VIDEO ADS Cuaca, Philip; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract.Nowadays tourism sector in Indonesia has become mainstay for the government to increase their national economic growth. A lot of things have been done to promote tourism sector in Indonesia, one of them is uploded tourism video in YouTube. This effort was done in order to attract the tourist interest in visiting Indonesia but only some of the content that posted on YouTube gets desired attention and only a fraction can reach large audiences. This conditions probably because of the emotions and some others elements does match with the criteria of an effective Tourism video. To adopt the appropriate emotions for case of tourism video in Indonesia, this research aims to benchmark and analyze the video that most successful in YouTube. In this research, the data is collected qualitatively from YouTube’s comments. The sample will be taken from 2 most viral tourism video ads comments which is from Australia and Quebec. Data will be validated using triangulation from 3 other researcher that has the same field and understanding to 25 emotions theory from Desmet in 2012. As a conclusion, this research found that the most frequent emotions from Most successful viral video was “Respect”, “Admiration”, “Desire”, and ”Surprise”. The other findings is Celebrity presence doesn’t have a significant contribution to the success of the tourism video. The comparison of two approach are described further in the research. The result should be important and fascinated for other tourism video ads maker to produce an effective tourism video. Therefore a tourism video must consider the elements above to attract more audience and archive their goals.Keywords: Youtube, Tourism Ads, Tourism Video, Emotion Evoked, Virality   
(Don't) Keep Your Nose Out of my Business: an Experimental Study on the Efficacy of Scent Marketing in Retail Envronment Tierandha, Aliekha; Iskandar, Budi Permadi
Journal of Business and Management Vol 3, No 3 (2014)
Publisher : Journal of Business and Management

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Our senses are frequently bombarded by a wide array of distinguished atmospheric cues anytime we go into a marketplace. Now, marketers venture to signaling invitation through a relatively unexplored sense, the sense of smell. Does the idea make scents? This study aims to investigate whether using ambient scent in a retail setting is actually prolific by observing its effect on the number of shoppers visiting the store. A single-case experiment on a local female fashion store was conducted. The findings suggest that ambient scent does not influence the number of the store’s shoppers.Keywords: ambient scent, scent marketing, sense of smell, shopper behaviour, retail
GAP ANALYSIS OF PRO-ENVIRONMENTAL BEHAVIOR AMONG SBM ITB STUDENTS Honasan, Elias Yahya; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Environmental problems in Indonesia need to be highlighed for the community. There are a lot of people who do not care about the environment and it becomes a question. This study aims to find out the reason and the gap what makes people do not care maintaining and taking care of the environment. The data collected through interview  and  using  an  online  questionnaire. Interviews  are  conducted in  an  informal  way  by  discussing environmental topics. Questionnaires were made to inquire the expectations and realities that exist about pro- environment behavior. Interview data was processed by coding method and questionnaire data was processed by different test method using paired T-test. The data are gathered from SBM ITB students class of 2018, 2019, and 2020 in period of June 2018 until July 2018 in SBM ITB. Individuality, Responsibility, and Practicality are the factors that highlighted in this study. The results shows that people are hampered to perform environmenta l conservation activities because there is a large gap on the factor of practicality.Keywords: Gap, Pro-Environment, Different Test, Individuality, Responsibility, Practicality.
Identification the Use of Goodcash Mobile Application as a Money Managing Tool of Goodism Inc.’s Customers Cincin, Meiliane Stephanie; Iskandar, Budi Permadi
Journal of Business and Management Vol 4, No 9 (2015)
Publisher : Journal of Business and Management

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Abstract. The consumption pattern of overspending might become one of the most common problems in the world including Indonesia. This could be happened because a person's consumption patterns are formed during youth age as youth are still looking for their own self-identity. Therefore they become less interested in saving money and their attitudes towards saving are more negative than earlier and later in life. Goodism Inc as an innovative start up company not only saw an opportunity from this problem by selling a product (since most brands are attracted to this kind of potential buyer), but they also try to bring solution to their target market with their product. The product they sell is wallet with a concept as a money manager, to complete their innovative idea, they created a mobile application called Goodcash to be a financial tracker. But they don’t have any proof that their mobile application runs as they want it to be, and the company don’t really know whether the cost they spent for Goodcash is worth every pennies or not. For that reason, the author as one of the co-founder of Goodism Inc wants to identify the use of Goodcash as a money manager tool of Goodism Inc’s customers. And at the end of the research the author found that this mobile application is not quite succesfull as the company wanted before.This unsuccessful reason is because the mobile application still needs some improvements that made the customers didn’t want to use this application. But strangely, some respondents is quite satisfy and didn’t think that the mobile application is bad but they just don’t have the awareness of doing financial management and admit that they were too lazy to do that. The habit of getting use to do financial management is also required to make this project successful. That is considered as Goodism Inc’s task to create that habit in the mind of their customers. In the end of the research, the company should work harder to increase their brand value through Goodcash.
Evaluation of Bridge Coffee Customer Expexrience Hermawan, Devina; Iskandar, Budi Permadi
Journal of Business and Management Vol 5, No 1 (2016)
Publisher : Journal of Business and Management

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Abstract. Along the years, we can not deny that coffee shop become a fast-growing business in Indonesia especially in urban city such as Jakarta, Bandung, Medan, Surabaya, and other cities. There is a really huge market this sector since drinking coffee is not longer a necessity but lifestyle. Bridge Coffee is on of those coffee players which produce premium roasted Indonesian coffee beans and other beverages for cafes, restaurant, corporation, and especially for end-customer. They are currently planning to open their first coffee shop in Bandung, which they named it Bridge Coffee Boutique and Dining. Coffee shop is a very competitive business, and attracting new customers is a consistent challenge. One of the best ways to attract new customers to Bridge Coffee Boutique and Dining is to offer something of value to change their "normal" behavior and encourage them to try something new. Therefore, this research has the objective to examine experiential marketing program from Bridge Coffee’s potential customers and give recommendation to Bridge Coffee Boutique and Dining on the things the should do. To gather the data, focus group discussions were done three times. The result of this study shows that the customer already recognized some uniqueness of experience in Bridge Coffee Boutique and Dining. It highlights the coffee gallery, which show many information about coffee, coffee beans and coffee equipment showcase as the first experience that given to visitor. Another result is that Bridge Coffee Boutique and Dining overall service admitted higher than average compared with other cafe or restaurant. Therefore, the recommendation for Bridge Coffee is to provide the customer with a simple customization for their order to create a really pleasent experience. Keywords: Coffee, Coffee shop, Focus group discussion, Experiential marketing, Experience
OPINION MINING METHODS IN ASSESSING SERVICE QUALITY: CASE STUDY OF SAUNG ANGKLUNG UDJO El Fargha, Muhammad Avenzoor Al Hawarizmi; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 2 (2018)
Publisher : Journal of Business and Management

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Abstract. There has been continued research on the definition, modeling, measurement, data collection procedure and data analysis of service quality that lead to the development of base concept for the researchers. However, there are not many researches using opinion mining in qualitative approach from user-generated content website as the main data to measure service quality despite the increasing trend of companies start using internet/websites as marketing tools. This research aims to expand the horizon of knowledge within opinion mining by using qualitative sentiment analysis as the method to assess Saung Angklung Udjo’s quality service. This research used TripAdvisor’s Saung Angklung Udjo review in English and Indonesian as the data with using three polarities (positive, neutral and negative) while the aspects within the sentiment are based on 7Ps. In conclusion, opinion mining method using qualitative sentiment analysis proved to be applicable in assessing service quality of Saung Angklung Udjo. While in term of service quality, Saung Angklung Udjo only performed 6Ps out of 7Ps. Keyword: Service Quality, User-Generated Content, Opinion Mining, Qualitative Sentiment Analysis, 7P, Saung Angklung Udjo, Cultural Tourism, TripAdvisor.
INDONESIAN FASHION RETAILER WEBSITE ANALYSIS AND ITS EFFECTIVENESS ON CUSTOMER EXPERIENCE Ramadhan, Muhammad Rayhan; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Internet has become a major marketplace and a perfect tool for marketing channel to help companies expand their business opportunities, especially for fashion industries. The numbers of fashion transaction sold via internet has grown rapidly throughout years and have been growing between 25-30 percent a year since 2000. According to ystats.com (2015), fashion was the product category that has the most purchased via online in Indonesia in 2014. A lot of fashion brands has their own promotional strategies via online platform. To acknowledge how multichannel retailers and pure online retailers communicate their brands online, an exploratory analysis of top online fashion retail in Indonesia needs to be done and measure the effectiveness of the customer experience on the website. Literature review was done to analyze the theoretical background of this research, and an experiment done in a top fashion company such as ZARA, H&M, Uniqlo, Zalora, Berrybenka, and VIP Plaza. The exploratory analysis methodology was referred from the previous study conducted by (Rowley, Online Branding, 2004) and (Goswami, 2015) and the sentiment analysis was conducted from the customer testimonies from the last three months and gathered mostly from forums and Instagram. The result of the study shows that all fashion retailers achieve consistency of visual identity. However, there are differences on how the retailers provide the customer experience and create the brand loyalty program on online platform. The pure online retailers provide a better customer experience and brand loyalty program to the consumers compared to the multichannel retailers. The conclusion is proven by the sentiment analysis that shows that pure online retailers provided more positive customer experience compared to the multichannel retailers despite how big the multichannel brand is.Keyword: Customer experience, Exploratory analysis, Online branding, Online fashion retail
BUSINESS PLAN OF @NABILAGARDENA INSTAGRAM Gardena, Nabila; Iskandar, Budi Permadi
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. People nowadays are familiar with the famous photo-sharing platform called Instagram. Known for its function to share your daily journey in form of photos, Instagram also become famous to create a person’s own branding and if someone’s lucky he can become another person’s inluencer and inspiration. Not to mention, one of emerging Instagram influencer, @nabilagardena, is currently expanding itself to another next level. With the purpose of inspiring and creating positivity in society, @nabilagardena will firstly aim to reach 1 million followers and increase on profit in a one-year time frame. Some programs and activities will be run to stimulate the growth of Instagram followers. The programs also strive to broaden @nabilagardena connection for keep on going and inspire a lot of people. The list of programs, which planned specifically already are brand-influencer collaboration, local and international travelling, beauty workshop, product giveaway, follower shout-out, and TV exposure. With the help of some stakeholders, the programs were already crafted each month and estimated to gain 655,610 followers to achieve the one million followers target. This business plan will use Rp150.000.000 as the initial capital from @nabilagardena year 2016 profit. After sort of calculation, @nabilagardena will have Rp754.800.000 of Gross Profit and Rp275.100.000 as the Total Expense. By the end of December 2017, @nabilagardena will get Rp479.700.000 as her Net Profit.With a strong willingness and @nabilagardena passion, this business plan will surely succeed and bring good deeds not only to the followers but also other people. Keywords: Business plan, Instagram, Social influencer, Personal income, Personal branding
SBM ITB 2017 BATCH STUDENTS PREFERENCES ON SECOND ACCOUNT INSTAGRAM CONTENT: APPLICATION OF CONJOINT ANALYSIS Luddin, M Ilham; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 1 (2018)
Publisher : Journal of Business and Management

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Abstract. Instagram has become the third most used social media, it now have an amount of 700M user on April 2017. Nowadays, there are countless fashion brands that is using Instagram as one of their platform to gain sells, gain awareness, gaining engagement, etc. There are now 500 million members of the Instagram community and Instagrammers interested in fashion (Instagram data, 2016). In Indonesia, there are many cases with local fashion brand that maintain an aesthetic feeds for their main Instagram account, so many of them come up to a solution by creating a 2nd account, many of them creates 2nd account as their digital catalogue or digital look book of their product. The problem is that there are no basic guideline on creating the 2nd account content that based on the consumer preferences when browsing to look the information they needed. By making an efficient and effective content based on the consumer needs of information to keep the user engagement similar with the brands main account. This research is expected to measure what are the content combination information that the consumer needs with the conjoint analysis. This analysis will use two method which is the qualitative analysis by interview the targeted respondent and the quantitative analysis by using the conjoint analysis method with online and offline questionnaire but will be more focused on the both result of the online and offline.Keywords: Marketing Research, Instagram, Instagram Second Account, Conjoint Analysis, Social Media.
Exploratory Study of Customer Delight in Music Festival: A Case Study of Focal Point 2015 Sinatrya, Kevin Putra; Iskandar, Budi Permadi
Journal of Business and Management Vol 5, No 1 (2016)
Publisher : Journal of Business and Management

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Abstract. The number music festival in Bandung has increase rapidly in recent years and the competition that tighter than before. In accordance with growth of music festival in Indonesia and Bandung both in numbers and creation, it is not enough for creating event that made the visitor felt satisfied, they have to be delighted. Having a delighted customer will leads into higher loyalty level of customer more than satisfied customer. Hence, this research is intended to analyzing the journey of customer delight formation and took a case of Focal Point 2015. Focal Point is a bi-annual thematic music festival that took picnic as the theme that has ambition to grow in the future. Hence, it is not enough to create an event that make visitors feel satisfied, they have to be delighted. To know the journey of customer delight in Focal Point 2015, author combining several concept of customer delight into a conceptual framework for measuring customer journey since there is no exact variables in measuring customer delight. The variables are consists of surprisingly positive performance, positive affection, level of satisfaction, and customer delight. Qualitative research is applied for this research in order for knowing deeper of what visitors really think and feel towards experience given by Focal Point 2015. Purposive case is used to map out the surprise elements that triggering customer delight on each person and conclude it based on the saturated pattern of data. Fifteen respondents were interviews for generating the customer delight journey. Positive surprise elements are found as the catalyst to delighted customer. Of the entire positive surprise element, atmosphere and picnic activity as Focal Point 2015 theme were indicating as the most memorable when visitor recalled the moments. The result of this study confirms that visitors of Focal Point 2015 were delighted towards all the experience perceived from the event.  Keywords: Consumer Behavior, Customer Delight, Surprise Elements, Music Festival, Utilitarian and Hedonic Consumption
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