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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

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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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Abstract

— 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

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
Proposed Marketing Strategy XYZ to Increase Revenue In The Covid-19 Pandemic Divani Rafitya Amanda; Ira Fachira; Budi Permadi Iskandar
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (520.098 KB) | DOI: 10.36418/syntax-literate.v7i4.6836

Abstract

XYZ is a semi fine dining restaurant with unique and thematic indoor-outdoor space concept, and a wide selection of Indonesian and Western food. During the COVID-19 Pandemic, the activity limitations enforced by the government and changing in consumer behaviour during the pandemic that affects XYZ’s revenues negatively. The problem that will be discussed in this research is regarding the decrease in revenue from direct customers of XYZ. Therefore, the discussion of this research focuses on making business proposals to create an effective marketing strategy for XYZ by optimizing their digital marketing. To propose the appropriate digital marketing strategy, the author analyzes the company's internal and external elements. Internal analysis is performed using STP Analysis and Marketing Mix 7Ps, whilst external analysis is performed using PEST Analysis, Porter’s Five Forces Analysis, and Porter’s Framework for Competitor Analysis. Furthermore, the author distributes questionnaires to existing customers of XYZ. Then, the author conducts Root Cause Analysis to identify the true cause of problem and conducts TOWS Matrix Analysis to propose solutions to its business issues. The result of this research is the author suggests six strategies for dealing with its business challenges, which is by actively create promotions on social media Instagram, optimizing social media Instagram, marketed XYZ as an indoor-outdoor venue, create photo competition campaign as requirement to participate product giveaway, expand the online channel by partnering with food delivery services provider as merchant, and create catchy banner advertisements to place it on Cibubur housing complex.
EnglishMEASURING CONSUMER REACTIONS TO AUGMENTED REALITY IN THE FITTING PROCESS IN BUYING ACCESSORIES USING IN-DEPTH INTERVIEW CASE STUDY OF INTERAXE.ID Shabira Shafa Afra; Budi Permadi Iskandar
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 1 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (434.102 KB) | DOI: 10.34308/eqien.v11i1.875

Abstract

Since all businesses have to improve their marketing digitally, as well as increase customer interactions, it takes a platform that is widely accessed by all people during this digitalization era, namely social media. In this digitalization era, most people browse online shop catalogs especially in the fashion industry through Instagram and e-commerce social media. Therefore, Instagram can be said as the main marketing platform that has to present product visualization. Not only provide portfolios and catalogs that can be accessed publicly, but the company can also design various marketing content to increase the audience’s knowledge about the products as well as the digitalization itself. INTERAXE.ID came up with a relatively new innovation with Instagram platform as their entry market, where the company had to increase the audiences’ awareness and familiarity which will lead to costumer’s acceptance and gaining early adopters. Keywords: INTERAXE.ID; Marketing Strategy; Social Media; Instagram; Costumer’s Acceptance; Early Adopters
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