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Budi Permadi Iskandar
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Decision Sciences, Operations Research & Management

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The Practise of Brand Management on Small Culinary Enterprises, An Explorative Study Using In-Dept Interview Handari, Astrid; Iskandar, Budi Permadi
Journal of Business and Management Vol 1, No 4 (2012)
Publisher : Journal of Business and Management

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Brand has been a part of almost every company, especially a big one that exists nowadays. It is a statement, an image, a message, which packed and delivered to the customer, so that they know what the company stands for. Nowadays, intense competition of a small business requires each business to be able to "fly over the crowd" that will not make them go down with the other competitors whom not able to follow the current change regarding the situation on the market.  As for one SME, in order to be able to fly over the crowd, the owner needs to know how to build and maintain the corporate brand. It is vital to be different in the crowded market so that the brand will not easily forgotten by the customer. However some of branding literature states that many SME pay little or no attention at all on Branding ( Frank, 2005) also most of branding literature were based on multi-national company. The objectives of this research is to find out how small-medium entrepreneur focusing in culinary business in Bandung City takes action on branding activity.   In order to fulfill the objectives of this research, a qualitative case study method was undertaken with 12 SME focusing in culinary industry in Bandung city. This step was taken to understand the phenomenon of small-medium-culinary entrepreneur branding activity by analyzing the clearly defined step-by-step corporate brand building activity the SME do refer to the theory of previous research about corporate brand building activity through different stages of business growth. (Mari Jununten,2010) The research approach utilized an in-dept interview with the owner or manager of the business. The findings of this study reveal new activity such as building relationship with community, managing relationships with community and customer also reputation management system using social media which never been discussed in the existing theory used in the previous research and the findings will demonstrate a condition of how far the small-medium-culinary entrepreneur takes action about branding activity. Key Words : Brand, Brand Building Activity, Brand Management, Small to Medium Enterprises, Culinary. Category: Marketing
ANALYSING THE INFLUENCE OF PRODUCT PLACEMENT IN HEALTHY LIFESTYLE VLOGGER CONTENT Wisudawati, Lidya Hesliony; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Social Media has become a part of everyday life and most of its users are active on YouTube. YouTube, as the most popular site, is a video sharing platform where one of its content is a vlog. Based on the brand perspective, vlog is an effective marketing approach. Currently, the number of vlogs in the health and fitness category has increased. The increase of that number happens because consumers seek motivation regarding healthy lifestyle by watching vlogs. In line with the growing popularity of health and fitness vlogs, advertisers bold to place products in this kind of content. Product placement will help to speed up the sales process. The appearance of product placement means brand endorsement is being used and requires the attention of healthy lifestyle vloggers related to the content brand endorsement they use to market the product. Therefore, this research aimed to analyze the influence caused by product placement in healthy lifestyle vlogger vlog content by using qualitative approach which is content analysis. This research was conducted using video transcripts of 10 healthy lifestyle vloggers that have been coded and reviewed based on Match-Up Hypothesis and Para-Social Interaction. The study found that product placement has an influence on healthy lifestyle vlogger content and match-up hypothesis is the most dominant influenced by product placement. Match-up hypothesis relating to product information, honesty, and mentioning brand. The explanation of these two factors will be further explained in the study. The results of the study are important and useful not only for healthy lifestyle vloggers in building their popularity but also for advertisers in using vlogs as a way to market their products.Keywords: content brand endorsement, healthy lifestyle vloggers, match-up hypothesis, para-social interaction, product placement, social media, vloggers, YouTube
ANALYZING OHANIAN’S SOURCE CREDIBILITY MODEL ON 4 YOUTUBE MUSICIANS Fahrezi, Muhamad Ariel; Iskandar, Budi Permadi
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract.Social media is the biggest marketing media today. One of the biggest social media today is YouTube and one of the biggest category in YouTube is music, and the content creators are called YouTube musicians. YouTube musicians are content creators who make videos with their musical performance. With publishing themselves through YouTube, they can get noticed and eventually, get famous. But this doesnâ??t affect everyone on YouTube because some videos become viral, the other videos may be overshadowed by it. With this phenomenon, many other newcomers want to try to become famous by doing the same thing, but theyâ??re confused about their strategy to make the videos to effectively gain views. So, the goal of this research is to analyze the content strategy of four YouTubers using qualitative content analysis from four YouTube musicians, two of them have more subscribers from the other two. The result of the study shows that â??attractivenessâ?? is very important for making music video content. The impact of this study will help new YouTube musicians to form a better strategy for making their videos.Keywords: music, social media, video content strategy, YouTube, YouTube Musicians
The Role of Instagram Post Type Towards Audience Engagements Prakoso, Abdi Setya; Iskandar, Budi Permadi
Journal of Business and Management Vol 4, No 7 (2015)
Publisher : Journal of Business and Management

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Abstract: According to the AIDA model, every message posted on Instagram should have been able to get the audience’s attention, which is needed to finally get the audiences to action. To know what kind of post that able to pull the audience’s attention, this research generated several post types that were usually being used in Instagram. The post types that act as the main variable are: Extraordinary, Humor and Touching. The research findings show that in Y generation Instagram user, the Humor post type proved to be the best generally. Which then the research findings suggest that the humor post type is recommended to be used as the content of Instagram post. Keywords: Social Media, Digital Marketing, Marketing Strategy, Instagram.
Customer Insight Towards Start-Up Business OF the Early Three Months Period with SWOT and Marketing Mix of 4PS Tools: A Case Study OF Pippi Petite Company Sangkaningrat, Fitriasti; Iskandar, Budi Permadi
Journal of Business and Management Vol 4, No 4 (2015)
Publisher : Journal of Business and Management

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Abstract -PIPPI PETITE is one of start-up business in F&B sector which sells panna cotta (dessert) that was established in 2014. To keep sustainable with its competitor, PIPPI PETITE needs to develop its business. PIPPI PETITE has to be able to perceive what the customer wants and also the problems being faced by customer regarding PIPPI PETITE, both are needed to boost the company performance and eventually to reach zero complaints from PIPPI PETITE customer.This research is also formed to know what kind of program development that suits PIPPI PETITE. To reach the conclusion of this research, SWOT (Strength, Weakness, Opportunity and Threat) of PIPPI PETITE is implemented based on the customer insight. Customer insight are being used to identify what the they want and what they thought as a problem of PIPPI PETITE in order to increase the company performance. By giving appropriate solution to the problems that were being faced by PIPPI PETITE based on the customer insight, hopefully customer can feel satisfied towards the product and service that were being provided by PIPPI PETITE so that PIPPI PETITE could develop its business in a better way. This customer insight research resulted in operational problem. PIPPI PETITE was considered unable to reach the coverage area as promised. This was caused by the limited service capacity in the delivery service. Aside of that, customer also felt that the product availability of PIPPI PETITE is not yet stable so there comes complains from product availability. Product availability was caused by the limited production capability of the current kitchen owned by PIPPI PETITE. Based on the analysis conducted in both operational problems, can be concluded that PIPPI PETITE needs to add distribution channel (consignment) in area that is considered unreachable currently by the delivery service. Another solution for the operational management is to maximize the kitchen function and the product storaging so that the number of production reaches the customer’s desire. Keyword: Marketing Research, Consumer Insight, Business Development
PHOTO ANALYSIS TOWARDS INDONESIAN TRAVEL BLOGGER TO DETERMINE PHOTO TREND AND TRAVEL BLOGGER BEHAVIOUR IN INTAGRAM Jayawisnuwardhana, Ramadhan Syah Aditya; Iskandar, Budi Permadi
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract. It is undeniable that social media development is currently at its peak. Instagram is one of the fastest growing social media, reaching 400 million users since its launch in October 2010. Instagram became very popular with the public because it displays visual images in the form of photos or videos that attract more attention from users of social media than just writing. Travel blogger is one type of Instagram users are mostly found in Instagram. Given the development of the world of tourism is increasing from year to year, the growth of travel bloggers as one of the triggers of the growth of tourism is an interesting activity to be studied in social media. Travel bloggers usually use Instagram as the main social media linked to their own blogs. Some companies engaged in the field of tourism using travel bloggers services to promote their business activities through Instagram travel blogger account. Travel bloggers in Instagram selected as a media campaign of his business activities because it is considered to have popularity in social media which perfomance is continuing to rise. Apart from side activities as a promotional container for several companies, travel bloggers also act as social media manager and marketers of their own accounts. The purpose of this research is to describe the strategy of 8 travelblogger Instagram account originating from Indonesia. The framework of the photo-making strategy and the management of the number of photo postings are submitted based on the analysis of the photo content that has been done from the sample accounts. Photo analysis is emphasized because the main product of blogger travel lies indeed in the way photos are produced. Photos are more visible visual subject and can not be overstated by writing language. The analysis of growth follower is done to know the making of photo contents most possible to attract user interest instagram and in accordance with current trend. The theories on the aspect of the photo are used to translate the characteristics of the photos uploaded by the sample accounts. The expected result of this strategy is the loyal attitude of the follower and the growing growth of Instagram travelblogger account community from Instagram users' interest in the blogger's travel account.Keywords: social media, instagram, content analysis, photography, follower growth, travel blogger
Measuring the Influence of Humor Towards ad Recall in Undergraduate Students of Institute Technology Bandung Nurdiansyah, Raedi; Iskandar, Budi Permadi
Journal of Business and Management Vol 2, No 3 (2013)
Publisher : Journal of Business and Management

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Advertising is an important component in business activity. One way to see the effectiveness of advertising can be viewed from ad recall. This research measure the influence of humor in creating ad recall and how much humor affects. Utilize undergraduate students of ITB population as a sample research, data collection conducted using interview method about recall and the reason that recalling the ad. Based on humor as a one of a part of execution of the ad, the research findings are factors that influence undergraduate students of ITB in recalling the ad. Humor got a positive result. Purpose: The goal of this thesis is to measure the role of humor in influencing ad recall. By knowing what drives college student of ITB recalling the advertising, humor can be measured. Design/methodology/approach: Utilize undergraduate students of ITB as a sample, with simple random sampling the data gathered using interview about recall and the reason that recalling the ad based on creative advertising framework. Findings: The research findings are factors that influence undergraduate students of ITB in recalling the ad. Humor got a positive result although it is not the highest. The factor that most make students of ITB recalling the ad is endorser factor. Besides, music and tagline is also quite influential. Research limitations/implications: This thesis focuses only toward male and female current enrolled undergraduate students of ITB, Bandung. Practical implications (if applicable): The outcome of this thesis is a consideration to the person, group, agencies, or companies to make advertisement, especially college students as it is target market. Originality/value: This research measured humor toward ad recall based on humor as one of a part of execution and creative advertising framework. Keywords: Advertising, Recall, Humor, Execution.Category: Marketing, Advertising.----------------------------------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.
Evaluation Readiness Bandung Municipality in Responding and Managing Online Public Relation with Twitter Usage Kusumawardani, Anisa; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 3, No 11 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Twitter inspires various parties to become main actor in chosen field. In this study, twitter is applied as an information center and also a tool of public relation. Many city information accounts have been created to realize the public service in terms of facilitating its people, build communication between related agencies and also as a tool to accommodate the aspirations of the community. In this study will be discussed about the readiness of Bandung Municipality in responding and managing twitter as a tool of online Public Relation. Online Public relation is a new thing and it is also an opportunity for the Government to improve public services. The Mayor of Bandung, Ridwan kamil asked to all Department to create a twitter account. With the presence of government agencies to the realm of social media, the public would be easier to deliver a wide range of aspirations and grievances. Social Media could make information become widen, faster, easier, and more interactive. The readiness of Bandung Municipality in managing twitter and its application needs to be evaluated. The authors did a research by doing observation and direct interviewing to five units of the SKPD (a unit Of Work Areas) that are active in responding in twitter. The research lasted for 1 month, and the author has recorded all conversation in twitter and using it as an input data & report. Author also conduct interviews to the community and the parties from each of the SKPD. Through this research with direct observations and interviews, in line with the approaches and analysis based on management function and Online Public relation, it concluded that Bandung Municipality is still not ready yet in the terms of twitter usage, as a tool of online public relation and public services improvement, both in terms of management function and also knowledge about the use of twitter and public Relation. In getting to the conclusion that this aspect of the management function, which consists of Planning, Organizing, Leading, Controlling & Staffing is the most important aspect that needs to be in the clear. Utilization of social media, especially twitter is still not effective because there are still many aspects that need to be fixed.Keywords: Twitter,Bandung, Media Sosial, Management , Public Relation
Measurement of Social Media Marketing Performance on Klik-Amazing’s Product At Marketing Division, Klik-Amazing Alim, Ihwanul; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 1, No 4 (2012)
Publisher : The Indonesian Journal of Business Administration

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Internet in Indonesia grew fast. Indonesian do socialize in online social media, also. Klik-Amazing was small company run in media industry and used online social media to do the marketing communication.Customer’s media habit consumption also shifting from offline media (without internet) into offline and online (by internet) media, including the online social media. The most used online social media were facebook and twitter. Klik-Amazing prepares their low cost-marketing strategy by these online social media. With online social media, Klik-Amazing measured the market’s response on applied marketing strategy.This online marketing measured by Klout, an influence measurement tool on social media internet and facebook fan page analytics, which analyze brand/company’s influence in facebook.  The results compared with online target that had been decided before by Klik-Amazing.Facebook fan page utilization on 2 months produce 57 fans, photo as most influence medium, 96,60% of fans and 84.80% reached people were appropriate with target market’s identitiy. The sales of company grew into 1,600,000/month in 5 months. The klout score increase into 32 with ‘Conversationalist’ as the klout style. Those results had achieved the online targets and considered success.By this final project, AISAS model had been modified into the model that optimizes the utilization of facebook, twitter and website. Besides, another model had been hypothesized to simulate how Klout can generate the Klout-Score and Klout-Style in increasing the online influence in social media. These two models were not proved yet and recommended to be researched further.   Keywords: Klik-Amazing, Social Media Strategy, AISAS Model
Festival Citylink Brand Audit and Improvement Riswandi, Ridwan; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 2, No 7 (2013)
Publisher : The Indonesian Journal of Business Administration

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Festival Citylink (FCL) is a shopping center that using concept mixed-use integration between shopping center, hotels and convention center located in South Bandung area. The problem that faces by Festival Citylink is low on brand equity performance, brand history and the intense of competition. Based on survey result in 2011, Festival Cityink has low in brand awareness, recall and response. The negative perception brand image from predecessor Mollis as shopping center before Festival Citylink. The intense competition among shopping center in Bandung that account for 30 shopping centers. This lead to low market share which reaches only 5% compare to competitors and the average of customer traffic reach only 11.000 visitor/day considered below the company target for 20.000 visitor/day. The conceptual framework is using Customer Based Brand Equity (Keller,2008). The brand audit is done by searching source brand equity from customer and company perspective. From company perspective to find the brand strategy committed by company and from customer perspective to know what customer perception about brand, product and service offered by company. The focus of this final project is to provide solution to increase brand equity Festival Citylink in the midst of competition. the internal and external analysis conduct to find the root cause of the problems. The result shows that there are three problems consist of (1) Brand element considered less effective in create strong, unique and favorable association and low brand performance. (2) The effectiveness and efficiency of integrated marketing communication. (3) Low service environment performance for shopping center.              Some recommendation proposed for increasing brand equity consists of the change and maintain brand element that supports for brand equity performance, propose target market and positioning, increase integration marketing communication and improve servicescape to get positive experience and image. Keywords: Shopping Center, CBBE, Brand Equity, Association, Festival Citylink
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