Article Per Year (5 Year)
p-Index From 2021 - 2026
0.778
P-Index
This Author published in this journals
All Journal Journal of Business and Management The Indonesian Journal of Business Administration Syntax Literate: Jurnal Ilmiah Indonesia EQIEN - JURNAL EKONOMI DAN BISNIS
Budi Permadi Iskandar
School Of Business And Management, Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

Published : 55 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 55 Documents
Search

 2   3   4   5   6 
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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
Value propositon in niche market segmentation for black belt cold brew coffee in order to capture target market Felix, Gian; Permadi Iskandar, Budi
The Indonesian Journal of Business Administration Vol 5, No 3 (2016)
Publisher : The Indonesian Journal of Business Administration

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract. The purpose of this research is to formulate marketing strategy and marketing plan for Black Belt Cold Brew Coffee to capture its target market in Cold Brew Coffee industry geographically in South Jakarta. Black Belt Cold Brew Coffee is Startup Company that sell cold brew coffee product which specialized for combat sports gym. Established in Jakarta, Black Belt Cold Brew Coffee is facing urgency to compete and had to capture its target market through delivering its value proposition to its target market. Black Belt Cold Brew Coffee having advantage by specializing to sell only for combat sports gym as there are on demand for coffee product meanwhile there are unavailable coffee product in combat sports gym, therefor Black Belt Cold Brew Coffee is the first entrant for coffee product in combat sports gym.  By specializing to combat sports gym, it gives Black Belt Cold Brew Coffee niche market segmentation which result ability to compete with competitors through its channel distribution and also grant Black Belt Cold Brew Coffee suitable value proposition in combat sports gym which are fat burner and endurance that are useful to support combat sports workout. Methods which used in the research are the combination from quantitative and qualitative methodology. Interview and questionnaire are conducted to collect primary data and the results are analyzed to gathered secondary data. Those data will be used to validate the opportunities in the combat sports gym. It is conducted to generate marketing strategy to have competitive advantage for Black Belt Cold Brew Coffee. The value proposition will be communicated through marketing plan for niche market segmentation of Black Belt Cold Brew Coffee. The research result readjustment of product label and the selling price of the product which is intended to support the marketing strategy of Black Belt. Black Belt also has to generate another product variant to have capabilities to capture the target market by flavor preferences and Black Belt Cold Brew Coffee has to deliver the value proposition to the target market in combat sports gym by having promotional effort such as promotional price and informative poster of the benefits of consuming coffee and caffeine to show that Black Belt Cold Brew coffee offer valuable product for the visitor of combat sports gym.   Keyword: Marketing Strategy, Marketing Plan, Value Proposition, Black Belt Cold Brew Coffee Abstract. The purpose of this research is to formulate marketing strategy and marketing plan for Black Belt Cold Brew Coffee to capture its target market in Cold Brew Coffee industry geographically in South Jakarta. Black Belt Cold Brew Coffee is Startup Company that sell cold brew coffee product which specialized for combat sports gym. Established in Jakarta, Black Belt Cold Brew Coffee is facing urgency to compete and had to capture its target market through delivering its value proposition to its target market. Black Belt Cold Brew Coffee having advantage by specializing to sell only for combat sports gym as there are on demand for coffee product meanwhile there are unavailable coffee product in combat sports gym, therefor Black Belt Cold Brew Coffee is the first entrant for coffee product in combat sports gym.  By specializing to combat sports gym, it gives Black Belt Cold Brew Coffee niche market segmentation which result ability to compete with competitors through its channel distribution and also grant Black Belt Cold Brew Coffee suitable value proposition in combat sports gym which are fat burner and endurance that are useful to support combat sports workout. Methods which used in the research are the combination from quantitative and qualitative methodology. Interview and questionnaire are conducted to collect primary data and the results are analyzed to gathered secondary data. Those data will be used to validate the opportunities in the combat sports gym. It is conducted to generate marketing strategy to have competitive advantage for Black Belt Cold Brew Coffee. The value proposition will be communicated through marketing plan for niche market segmentation of Black Belt Cold Brew Coffee. The research result readjustment of product label and the selling price of the product which is intended to support the marketing strategy of Black Belt. Black Belt also has to generate another product variant to have capabilities to capture the target market by flavor preferences and Black Belt Cold Brew Coffee has to deliver the value proposition to the target market in combat sports gym by having promotional effort such as promotional price and informative poster of the benefits of consuming coffee and caffeine to show that Black Belt Cold Brew coffee offer valuable product for the visitor of combat sports gym.   Keyword: Marketing Strategy, Marketing Plan, Value Proposition, Black Belt Cold Brew Coffee
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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
Analysis of Mercedes-AMG Petronas F1 Team's Social Media Engagement S., Raybano Natanael; Iskandar, Budi Permadi
Journal of Business and Management Vol 10, No 1 (2021)
Publisher : Journal of Business and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Engagement is an outcome of an interaction between the customer and the company through two-way communication. Social media becomes one of the platforms for the company to perform this kind of interaction. The aforementioned interaction on social media can be measured as “engagement rate”. This study is trying to formulate the role of social media manager in a Formula One team, using the Mercedes-AMG F1 Team as the main example, as the team has a successful social media team that could deliver proper information about the team’s activity and maintain the interaction. This study is done on Twitter, using a content analysis approach and conducted by examining the team’s activity, then comparing it with another chosen Formula One teams, to see how far the team's social media strategy can perform and formulate the strategy itself. The result shows that the Mercedes-AMG F1 Team got its success on social media by consistently sharing team-related contents that attract people and figure out its proper strategy for sharing the contents. These two aspects become the main output of this study, which is formulating one of the most effective ways to maintain an engagement between the company and the customers as high as possible.Keywords: Social Media, Twitter, Engagement, Mercedes-AMG F1 Team, Formula One, Content Analysis
MEASURING THE SHIFTING FACTORS THAT CONTRIBUTE TO CONSUMERS’ USE OF GREEN SKINCARE CLEANSERS Azzahra, Syifa; Iskandar, Budi Permadi
Journal of Business and Management Vol 10, No 3 (2021)
Publisher : Journal of Business and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The increasing demand and supply of conventional skincare products have caused severe damage towards the environment. The environmental damage caused by conventional skincare products have driven both producers and consumers to shift their interest towards a more sustainable and eco-friendly option which is green skincare. It is important that consumers start shifting from conventional skincare to green skincare. However, the problem consumers are still reluctant to entirely shift from conventional skincare to green skincare due to their misconception that green skincare cannot outperform conventional skincare in terms of its functionality and benefits to the skin. In order to convince consumers that green skincare can perform as well as or even better than conventional skincare, this study will conduct an analysis regarding the comparison of both products. The objective of this research is to analyse the relevance of product price, product reviews, and product benefits in shifting consumers’ behavior to use green skincare cleansers over conventional skincare cleansers. The Multiple Linear Regression (MLR) will be used to process the quantitative survey data of 200 samples. Keywords: Green Skincare, Conventional Skincare, Cleanser, Shifting Factors, Consumer Usage,Multiple Linear Regression
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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.
Co-Authors Abdi Setya Prakoso, Abdi Setya Adrian Irshadi Siregar Aliekha Tierandha Ananda Setiabudi, Ananda Astrid Handari Azzahra, Syifa Basri, Muhammad Rizki Christiantie Mandasari, Monica Cindy Prasetya Cuaca, Philip Deru R Indika Devina Hermawan, Devina Dewi, Laras Anjarsari Divani Rafitya Amanda Efraldo Sugih M Siahaan El Fargha, Muhammad Avenzoor Al Hawarizmi Encik Adhiva Rochman, Encik Adhiva Fachry Abda El Rahman Fahrezi, Muhamad Ariel Felix, Gian Fitriasti Sangkaningrat, Fitriasti Fresiana, Anisa Dinda Gardena, Nabila Hafidz Surapranata Hapsari, Larasati Haris, A Gita Namira Patigana Honasan, Elias Yahya Ihwanul Alim Imam Mashari Ira Fachira 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 Muhammad Rasyid, Muhammad mutiara mutiara Oka, Dezky Putra, Falih Hermon Raedi Nurdiansyah Rahadian Anandianto Ramadhan, Muhammad Rayhan Rasyid, Hafiyyan Ridwan Riswandi Rininta Sari S., Raybano Natanael Sannaz Dilla Destria Shabira Shafa Afra Steven Moniaga, Steven Tamariksa, Maria Imelda Wisudawati, Lidya Hesliony Zetra Iez Zaputra