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Budi Permadi Iskandar
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Decision Sciences, Operations Research & Management

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The Use of Twitter in Multiplying TV-online Visitor (Study Case: Telkom UseeTV) Mashari, Imam; 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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The tight of competition in telecommunication industry encourages PT. Telkom to develop their core business into information, media, and edutainment area. Therefore, PT. Telkom launched UseeTV service. UseeTV is an over-the-top service based on website where customers can watch TV and video, as well as listen to radio anytime and every time. UseeTV stray to young man and netizen as their target market. In another case, the increasing life style of young man and netizen in accessing social media, especially Twitter can be an opportunity for UseeTV to build brand awareness in society. There are many ways to do campaign in Twitter. In this research, it discusses how Twitter campaign can increase the number of UseeTV’s website visitor. The Twitter campaign was executing by creating buzz message and Re-Tweeting other Tweet. Twitter campaign was executed using 19 Twitter account with total 8.331 Followers. The observation time was started since August, 1st 2012 until September, 1st 2012. In the planning stage, this research using social media strategy model from Kloos as guidance to make planning strategy of UseeTV’s social media marketing. The result of this stage is a scenario of Twitter campaign. Then, the Twitter campaign program executed. After that, the campaign program is measured to see its influence to increase the number of UseeTV’s website visitor. The measurement using several social media tools, namely Tweet Level, Kred, Klout, and Google Analytic. From the research, it found a formulation in executing Twitter campaign. The finding is 24 buzzers can generate 882 website visitors. Moreover, it also found that collaboration between Twitter campaign and offline marketing can increase the result of Twitter campaign. Furthermore, in the end of the research, there are suggestions how to implement Twitter campaign effectively. Keywords: Twitter campaign, buzzer, Kloos social media strategy model, UseeTV, website visitor 
The Influence Of Emotional Branding To Customer Loyalty: A Qualitative Assessment Fresiana, Anisa Dinda; Iskandar, Budi Permadi
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Businesses or brands collaborate with their customers to fulfill their desires and aspirations. Followed by 2019 government records, there are new cosmetics industries in Indonesia, raising the figure from 760 in 2018 to 797 industries. It means, cosmetic industry competition will be more intense in the future. The objective of this research is to assess if there is a relationship between the four elements of emotional branding to consumer loyalty of the brand Make Over. A qualitative grounded theory is used for this research through a semi-structured in-depth interview. The findings are relationship, sensorial experience, and imagination have a relation to customer loyalty. After theobserving with Gobe's theory, the results can be used for formation of consumer loyalty. This research will contribute to both practitioners and academics. For the practitioners, it should provide understanding, insight, and benefits; especially for brands or businesses in the cosmetics industry. For academics, it can fill the literature gap by developing theories to the formation of customer loyalty through the elements of emotional branding that have been assessed.Keywords: Emotional Branding, Customer Loyalty, Make Over, Qualitative Approach
Estimating Brand Switch Among Telkomsel, Indosat, and XL Customers in Twitter Data by Using Text Mining Method Moniaga, Steven; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 3, No 10 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Telecommunication industry needs to retain its customers because the cost for recruit new customer is higher than to retain customers. Therefore, telecommunication industry needs to estimate its customer churn.Indonesian telecommunication industry is characterized by the dominance of prepaid market and estimating customer churn in prepaid market is more difficult because the limited customer data. On the other hand, Indonesian people tend to express their opinion through social media such as Twitter. Because of that, Twitter can be a tool to gather customer information.However, the data gathered from Twitter is text data which is difficult to be processed by the computer. Text mining method is used to extract information from text data. Text mining is analysis of text which is done by the help of computer.With text mining methods, of the many complaints from consumers can count the number of customers who switch brands. This proves that the method of text mining can be used as a new method to get information from text data contained in social media. This research will try to apply a text mining method for estimating the customer loss among Telkomsel, XL, and Indosat.
Outlining the Promotion Strategy of four Moslem Clothing Designers by Comparing the Enthusiasm in Social Media Destria, Sannaz Dilla; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 2, No 12 (2013)
Publisher : The Indonesian Journal of Business Administration

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Moslem clothing and hijab are undergoing significant growth and is becoming the latest fashion trend in the Indonesian market. Moslem clothing is no longer perceived as being outdated; rather it has become a fashion that is adored and suitable for every Moslem woman. The growth in Moslem fashion is caused by the emergence of many Moslem outfit brands designed by young Indonesian designers. Their products are very loved by the Moslem clothing consumers, not only domestically in Indonesia, but also internationally. Hijabers Community is the largest Moslem community in Indonesia. Many of its members have their own Moslem fashion clothing lines but only three are well known. These brands are Dian Pelangi, Ria Miranda and Jenahara. It is found that social media holds a vital role in boosting the popularity of these three well-known brands.Other members of Hijabers Community have great products but are lacking in popularity. This is because they do not understand how to exploit the social media to promote their products. The three top brands of the Hijabers Community are able to see opportunities from social media marketing that others have not been able to do.  The aim of this final project is to formulate social media strategy that are adopted from the top four Moslem fashion designers which are Dian Pelangi, Riamiranda, Jenahara, and Shafira. A framework is proposed to help startups of the Moslem Fashion brand to devise a promotion strategy for the social media. The research is conducted by using a comparative study, which compares promotion strategies of the Moslem clothing brand through social media as one of the tools. The comparative study is done by monitoring social media activity in Twitter, Facebook, Instagram, and Google Search. It was found that Dian Pelangi is the most popular brand of the four. Its popularity comes from the fact that the brand was the first-mover in the industry (with regards to young person as the target market) and that it used its time well by taking many roles, in which it has gained many advantages. On top of this, Dian Pelangi is making an excellent use of the social media to promote its product. It was found that the brand has the most number of followers in Facebook, Twitter, and Instagram. Keywords: Moslem Clothing, Hijab, Social Media, Promotion Strategy, Comparative Study.
An Experiment of Game Promotion and Selling Using Twitter Indika, Deru R; 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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— The combination of the internet, social media and mobile phones makes the social mobile game is becoming a huge market with high growth rates from year to year. This trend is attract the game developers/publisher vying to enter this game market including in Indonesia. In other hand, Twitter as one of social media has a major influence on consumer purchase decisions especially in social mobile games. Consumer seeking recommendation about game that they want to download based on their friend recommendation and content that their consume in social media before visit online store. As for Indonesia game developers most of their marketing activities were more to game gathering or events, there is little that effectively use social media as marketing channel. Social media adoption including twitter in Indonesia game developer is at stage of connectivity and proff of company existance. The purpose of this research is to know does using twitter as social media marketing have effect to influence consumer and download mobile game.  In this research, experiment methodology was employed. Experiment was choosed because to have real insight about the effect of twitter as social media marketing in building games relationship with consumer and increase the number of game download. Stack The Stuff, game from PT. Nightspade was choosed as research object. The implementation using OASIS frawework as guidance. The results from the experiments in this research measured using Social Model Exposure-Engagement-Influence-Action from Don Bartholomew.Twitter as media marketing executed by carrying experiment 1 (15 August 2012 - 15 September 2012) with buzzing methods first, after it finish, followed by experiment 2 (22 September - 22 October 2012) with tweeting and offering method. Then, both experiment results compared to know which the better Twitter marketing method. The measurement using several tools, namely TweetLevel, Sprout Social, and downloads data. With confidence level 95%, our results suggested that twitter as media marketing with buzzing method have effect to increase game download and tweeting and offering method have effect to increase product engagement and influence in Twitter. Furthermore, in the end of research, there are recommendations to implement twitter as social media marketing for small-middle sized company like Indonesia game developers Keywords: Twitter, social media marketing, experiment methodology, Social Model Exposure-Engagement-Influence-Action
Measurement of Supermarket Service Quality by Applying Simple Content Analysis on Tweets Anandianto, Rahadian; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 1, No 10 (2012)
Publisher : The Indonesian Journal of Business Administration

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Competition in the retail industry means that any company  trying  to attract  consumers  to buy  products  in stores with the attention to the retail marketing mix. In addition to competitive  factors,  the number  of consumer  and public complaints  about retail marketing mix noted for improve quality of  care.  Social  media  as  a  two-way  communication   between  a brand with consumers and public is the right analysis tool for use to understanding  it. So, the purpose of this study was to evaluate the retail services in Bandung  by using criteria based on service marketing  mix  of  consumer  and  public  opinion  through  social media.   To  understand   of  complaints,   researcher   use  content analysis    to   identification    the   needs    of   consumer    through sentiment.  As a new tool analysis, Twitter can be used to explore service quality of retail. The main analysis  is see the advantages and   disadvantages    of   marketing   mix   in   serving   consumer through  the division  between  the marketing  mix with a number of  conversations   for   each   sentiment.   The   smaller   the   value indicates the most important marketing mix for repair. After run the analysis,  the general  weaknesses  of retail are price, process, and people. All weaknesses in each retail must consider for management to increase satisfaction and loyalty of consumers. Keywords:  marketing  mix, retail service,  content  analysis,  Twitter, conversation
Consumer Insight of Wearable Devices for Rumah Kayu Inc. Business Strategy Setiabudi, Ananda; Iskandar, Budi Permadi
The Indonesian Journal of Business Administration Vol 4, No 7 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Along with growth of wearable devices market and lack of applications functionality for the devices, Rumah Kayu Inc. used it as opportunity as the market is attractive. This research focused on, Rumah Kayu Inc. strategy formulation on wearable applications based on consumer needs that created from consumer insight and strategy entering and lead the market. Generated business strategy are market penetration, market development, and product development strategy, in order to have a competitive advantage on compete and lead within existing competitor and new entrants. These strategies also supported by implementation plan to guide the company achieving a sustainability in the market and recommendation of feasibility studies for future works.  Keywords: Business strategy, Consumer Insight, Market Penetration, Market Development
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