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All Journal Jurnal Manajemen Teori dan Terapan EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Eduvest - Journal of Universal Studies Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Harimukti Wandebori
Institut Teknologi Bandung
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Social Sciences Other

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Proposed Business Strategy Improvement Through Service Quality Gap Model to Increase Membership Coverage of BPJS Ketenagakerjaan Harimukti Wandebori
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management Vol. 12 No. 3 (2019)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v12i3.14833

Abstract

BPJS Ketenagakerjaan is a public legal entity based on Law No. 24 of 2011 which is given a mandate by the Government to provide social security protection for all workers in Indonesia. This study aims to find out and improve the BPJS Ketenagakerjaan strategy based on service quality issues. The methodology used in this study using quantitative methods by measuring the service quality gap model to determine the expectations of participants and the ability of the organization to provide services. Secondary data analysis was from company-internal data and literature studies to assess various analysis using methods; such as environmental analysis, SWOT, and TOWS Matrix. The strategy to be implemented is the differentiation strategy. BPJS Ketenagakerjaan needs to create three core competencies, namely reliability, responsiveness, and innovation, to create a superior service quality and added value for customers.
Analysis of Service Quality PT Pos Indonesia to Improve Market Share Lalu Arman Mahadi; Harimukti Wandebori
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5384

Abstract

In Indonesia's postal and logistics business, PT Pos Indonesia faces increased competition. Despite logistics' annual growth, the company's market share has declined. To be competitive in the courier and logistics market, PT Pos Indonesia must design a business strategy to improve its service quality and complement its good operational performance. This requires recognizing customer priorities and improving the company's performance in these areas. PT Pos Indonesia can use Importance-Performance Analysis (IPA) to identify customer-important service quality dimensions and underperforming areas by conducting internal and external evaluations. This complete strategy will allow PT Pos Indonesia to prioritize its efforts, strategically allocate resources, and focus on service quality that will most effect customer satisfaction. Based on the investigation, integrated logistic cooperation and solutions were presented to fill service shortages. These efforts used integrated logistical partnerships, staff advocacy, and an advanced marketing platform to improve coordination and delivery speed, employee competencies, and consumer insights. These measures were meant to bridge the gap between customer expectations and service level agreements, delivery speed, personnel competence, and customer needs. These techniques can help PT Pos Indonesia boost customer satisfaction and market share.
ANALYSIS OF PT X. BUSINESS STRATEGY IN DEVELOPING NEW HOUSING AREA IN BEKASI REGENCY Tanya Marcella; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 5 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i5.4365

Abstract

Indonesia’s rapid population growth and urbanization, especially in the Greater Jakarta area, which have significantly increased housing demand. Its makes Bekasi Regency an attractive target for property developers. PT X, as one of Indonesia’s leading developers, launch a new residential project in Cibitung, Bekasi Regency to answer this demand. However, there are some challenges, such as market competition, land acquisition, infrastructure development, and shifting consumer preferences create challenge business strategy. This research focus to analyze PT X business strategy in developing new by both external and internal factors. The study conducted in mixed methods approach, combining qualitative interviews with company stakeholders and quantitative surveys involve respondents from East Jakarta, Bekasi Regency and Bekasi. Analytical frameworks will be used which market analysis (segmentation, targeting, and positioning), external environment analysis (general, industry, and competitor), internal analysis (resources, value chain, marketing mix, and corporate strategy) and SWOT and TOWS matrix. The findings show that new residential in Cibitung’s primary market segment consists of young professionals and middle income families seeking affordable and expandable homes near industrial and business centers. PT X Development’s strengths is in brand reputation, financial capability and operational efficiency, supported by centralized procurement, value engineering, and digital marketing. Despite project’s limited land and smaller scale compared to competitors, New residential in Cibitung, Bekasi Regency by PT X effectively applies an integrated cost leadership and differentiation strategy which focus on affordability, design quality, and lifestyle features, such as green landscapes and exclusive clubhouse. This research contributes to understanding of property developers can formulate competitive and sustainable strategies in dynamic markets. The study concludes recommendations for operational, explore green housing innovations, and expanding financing models for long-term growth and competitiveness in Indonesia’s housing sector.
MACROECONOMIC DOWNTURNS AND PRICE SENSITIVITY IN VOCATIONAL EDTECH: IMPLICATIONS FOR BUSINESS STRATEGY IN SCHOTERS BY RUANGGURU WORK ABROAD PROGRAM Najla Rasikha Putri Harza; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.4480

Abstract

This research examines the Schoters by Ruangguru Work Abroad Program, focusing on strategies to sustain growth and profitability amid rising price sensitivity and macroeconomic uncertainty in Indonesia. As inflation, wage stagnation, and shifting youth aspirations reshape consumer behavior, vocational EdTech providers must adapt through innovative pricing and strategic positioning. A mixed-method approach was employed. Quantitatively, the study utilized the Price Sensitivity Meter and Conjoint Analysis to measure willingness to pay and attribute trade-offs. Qualitatively, user interviews provided deeper insights into motivations, barriers, and psychographic segmentation. From these findings, corporate-, business-, and functional-level strategies were developed based on macroeconomic and consumer dynamics. Strategic recommendations were then formulated using established business strategy frameworks and theories. This study contributes by bridging strategic management theory with macroeconomic trends and psychographic segmentation in an emerging market context. It also offers actionable insights for EdTech firms navigating uncertainty while pursuing sustainable growth.
Proposed Marketing Strategy For E-Wallet To Increase The Growth Of Active Users (Case Study: Sap Cash) Vina Fabiola Calista; Harimukti Wandebori
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 1 (2025): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i1.6867

Abstract

The rapid evolution of technology has transformed various sectors, including the financial industry, where the adoption of e-wallets has become increasingly prevalent. In Indonesia, the e-wallet market has experienced significant growth, driven by a young, tech-savvy population, increased internet penetration, and the government's push towards a cashless society. SAP Cash, a new entrant in this competitive market, has struggled to convert its initial surge in total users into active, engaged customers. This research aims to address this challenge by proposing a marketing strategy to increase the growth of active users for SAP Cash.The study begins by analyzing the current consumer characteristics of SAP Cash, utilizing segmentation, targeting, and positioning (STP) to identify key consumer segments. External and internal environment analyses are conducted to understand the factors impacting SAP Cash’s performance. These analyses include an examination of the general environment, industry dynamics, competitor landscape, and the internal strengths and weaknesses of SAP Cash.The SWOT analysis reveals that while SAP Cash possesses strengths such as secure transaction processing and robust technological infrastructure, it faces weaknesses like limited brand visibility and inadequate customer support. The external environment offers opportunities, including the growing acceptance of digital payments and the potential for strategic partnerships, but also presents threats from intense competition and high bargaining power of buyers.Using the TOWS matrix, this research proposes strategic recommendations for SAP Cash. These include enhancing brand visibility through targeted digital marketing, differentiating the product with unique features, strengthening customer support, and expanding promotional activities to boost user engagement. The study also suggests leveraging strategic partnerships to broaden market reach and maintaining a forward-looking technological infrastructure to ensure scalability and security. The proposed marketing strategy is designed to increase the active user base of SAP Cash by addressing its current weaknesses and capitalizing on market opportunities. The research contributes to the field by providing a structured approach to developing and implementing a marketing strategy in a highly competitive e-wallet market. Future research could explore customer loyalty factors and the impact of emerging technologies on the e-wallet industry, providing further insights into optimizing user engagement and retention strategies for SAP Cash.
Business Strategy Development for Health-Tech SaaS Startups: A Case Study of Assist.id Muhammad Fachruddin; Harimukti Wandebori
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i1.10358

Abstract

The rapid digital transformation of Indonesia’s healthcare sector has created both vast opportunities and intense competition for health-tech Software-as-a-Service (SaaS) providers. Assist.id, a popular Indonesian health-tech SaaS startup with over 6,000 client clinics, experienced early growth but reached a strategic inflection point requiring a formal strategy. This study analyzes Assist.id’s strategic gaps and develops a business-level strategy to ensure sustainable competitive advantage. Using a qualitative case study approach, data were collected via in-depth interviews with company executives and clients, and analyzed through frameworks including Segmentation-Targeting-Positioning (STP), external environmental analysis, value chain and VRIN analysis, and SWOT/TOWS. The findings reveal that Assist.id’s core issue is an inefficient internal feedback loop leading to a feature gap, which, combined with regulatory changes, exposes the firm to freemium-priced competitors in the low-end segment and feature-rich rivals in the high-end segment. To address this, an integrated cost leadership and differentiation strategy is proposed. Key initiatives include launching a compliant freemium tier to defend the volume-driven segment, accelerating R&D for advanced features to strengthen the value-driven segment, and aligning organizational processes to rapidly respond to market feedback. The case offers broader insights for early-stage SaaS startups in health-tech on balancing cost and differentiation to achieve sustainable competitive advantage in a dynamic, regulated market.
STRATEGY TO IMPROVE THE WASTE MANAGEMENT COMPANY CASE STUDY: CV BINA USAHA MANDIRI Fatma Nur Rosana; Harimukti Wandebori
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 9 No 1 (2024): JPIM (Jurnal Penelitian Ilmu Manajemen)
Publisher : Universitas Islam Lamongan

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

Abstract

Solid waste management (SWM) poses a significant environmental issue in Indonesia, with increasing waste generation and limited infrastructure leading to environmental contamination. The government's initiatives and waste management companies aim to address this issue by encouraging public participation. However, many community-based initiatives face challenges in sustainability and development. This study focuses on analyzing the business model of CV Bina Usaha Mandiri (BUM), a waste management company in Central Java, to provide a development plan for effective waste management services. This study was conducted using a qualitative approach to understand the challenges faced by the business owner, then explore how to improve their performance and provide ideas. The data was analyzed qualitatively by adopting an inductive approach with the purpose of developing conclusions from the collected data. External and internal environments were analyzed, then SWOT analysis was used to assess BUM's competitiveness in order to develop a business strategy. Based on the SWOT matrix, some strategies are selected to be proposed for BUM performance improvement concerning the collection volume and their business management. The study recommends the adoption of a focus differentiation strategy for BUM. Leveraging its solid presence in Central Java and Yogyakarta, BUM's strength in providing unique services for handling low-value materials positions it to gain a competitive advantage.
Proposed Business Strategy for Customer Experience Management Implementation to Support Airport’s Non-Aeronautical Business Case Study: PT Angkasa Pura Indonesia I Gst. Ngr. Agung Bayu Ditaprawira; Harimukti Wandebori
Eduvest - Journal of Universal Studies Vol. 6 No. 1 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i1.52006

Abstract

Customer experience has become a prominent focus for airport operators to meet passengers' expectations of seamless, comfortable, and memorable journeys. In September 2024, two major airport operators in Indonesia merged into PT Angkasa Pura Indonesia (API), now operating 37 airports across the nation. As a State-Owned Enterprise, API is mandated not only to become an agent of development and value creator but also to serve as the face and pride of the nation. To fulfill these mandates, API must develop a holistic strategy that enhances customer experience while supporting business sustainability. This study reviews literature on business strategy and customer experience management, examines the company's current condition, and conducts research to understand passenger profiles and their perceptions of key touchpoints during departure journeys. Market analysis, internal company assessments, and external environment evaluations were conducted to gain comprehensive insights. Research findings reveal that all touchpoints significantly impact customer satisfaction and willingness to spend. The study proposes an integrated customer experience playbook as a business-level strategy to standardize customer experience understanding and practices company-wide across all airports. This strategy remains flexible, allowing individual airports to develop tailored improvements according to specific touchpoint conditions and financial capabilities. The playbook also serves as a reference for functional units—operations, commercial, and human capital—to develop strategies aligned with customer experience objectives. Additionally, the study recommends implementing partnership models to upgrade service quality at airports with lower costs while potentially opening new revenue streams.
FROM CAPTIVE TO NON-CAPTIVE: LEVERAGING VERTICAL INTEGRATION FOR MARKET EXPANSION AT PT. PETRO ENERGY Lailly Novila Hakim; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 5 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21505143

Abstract

This study examines PT. Petro Energy, a captive fuel trading company in Indonesia facing critical revenue concentration risk, with over 95% of revenue derived from related-party customers in the coal mining sector. Following a vertical integration merger with PT. Storindo effective January 1, 2025, the company gained direct control of 85,000 KL storage infrastructure, transforming its cost structure from variable to fixed costs and raising operating leverage. This research develops a comprehensive strategic framework for market expansion into non-captive customer segments, combining industrial organization and Resource-Based View (RBV) perspectives. Analytical tools include VRIO analysis, Value Chain Analysis, PESTEL, Porter's Five Forces, STP, Marketing Mix 4Ps, SWOT-TOWS matrix, McKinsey 7S, and Kotter's 8-Step Change Model. Primary data was collected through in-depth interviews with the Board of Directors, management, and key captive customers, supported by quantitative financial ratio analysis from 2022–2024 audited financial statements. Findings reveal strong financial readiness (Current Ratio 8.97x, Gross Margin 43%, low Debt-to-Equity of 0.12) but urgent need to address declining Asset Turnover (0.99x) and lengthening Cash Conversion Cycle (90 days). A focused differentiation strategy targeting non-captive mining and construction segments, leveraging Fuel-as-a-Service (FaaS) capability and extended credit terms, is proposed alongside a phased organizational transformation roadmap.
MARKETING INNOVATION IN THE DIGITAL ERA: INCREASING CAPITAL AT STIKOM CKI THROUGH TECHNOLOGY AND SOCIAL MEDIA Muhammad Farrel Ardan; Harimukti Wandebori
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 4 (2026): August
Publisher : CV. Radja Publika

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

Abstract

Purpose - Marketing innovation in the digital era is increasingly decisive for the institutional capital of small private higher education institutions (HEIs) in developing economies. This study examines how STIKOM CKI, a small private ICT institution in East Jakarta, Indonesia, can leverage digital marketing to reverse declining enrollment and strengthen institutional capital. Design/methodology/approach - The study adopts a qualitative single-case design that triangulates semi-structured interviews with institutional management and current students, document analysis of internal records, and netnographic observation of the institution's official digital channels. Evidence was analysed thematically and mapped onto established strategic frameworks (RBV, VRIO, Value Chain, PESTEL, Porter's Five Forces, and SWOT/TOWS). Findings - Institutional data confirm a structural enrollment decline of 39% between 2020/2021 and 2024/2025, driven primarily by low brand awareness and under-utilised digital tools rather than by academic quality. The study develops a Digital Marketing Higher Education Strategic Framework resting on five pillars: SDGs-MSME differentiation, a prioritised multi-channel presence (TikTok, Instagram, YouTube, LinkedIn, Google Search, WhatsApp Business), community-based marketing, micro-credential innovation, and data-driven improvement. A phased twelve-month implementation plan with measurable KPIs is proposed at an estimated annual investment of Rp 120,000,000-Rp 170,000,000. Originality/value - The study contributes to the limited literature on digital marketing for small private HEIs in developing economies, demonstrating how SDGs-MSME alignment can function as a rare and inimitable competitive differentiator rather than a peripheral commitment.
Co-Authors Akhmad Faizal Nasution Fatma Nur Rosana Husnia Nur Annisa I Gst. Ngr. Agung Bayu Ditaprawira Krisan Ayu Lailly Novila Hakim Lalu Arman Mahadi Muhammad Fachruddin Muhammad Farrel Ardan Mulia Arta Kusuma Najla Rasikha Putri Harza Rizka Amalia Tanya Marcella Vina Fabiola Calista