Article Per Year (5 Year)
p-Index From 2020 - 2025
2.728
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Regional and City Planning JURNAL SOSIAL HUMANIORA (JSH) The Asian Journal of Technology Management (AJTM) Binus Business Review Journal of Business Management Education (JBME) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal
Reza Ashari Nasution
School of Business and Management, Institut Teknologi Bandung, Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Transportation

Published : 54 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 54 Documents
Search

 1   2   3   4   5 
Formulating new e-commerce related finance business in indonesian market Sato, Jun; Ashari Nasution, Reza
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 - PT Sinar Mitra Sepadan Finance (the Company hereinafter) is one of JV multifinance company between local Indonesian company and a Japanese multinational company. The company has strong background on IT and is currently pursuing next profit generator. After applying analytical framework of Porter's five forces, BCG matrix and the innovation ambition matrix, the existing businesses of Company is not likely to have prosperous future in the long run. Comparing the rate of growth between existing car finance market and e-commerce market, the Company is suggested to enter into e-commerce finance. In order to create new business in e-commerce market, there are three points to be examined. The first point is how to build up this eco system. The author propose that the Company should have business partnership with payment gateway providers (PGPs) as PGPs have a wide range of connection with e-commerce sites and amount of data. Furthermore, PGPs have a skill of fraud detection. The second point is how to secure the healthiness of receivable of the company. From this perspective, implementation of concept of fintech, utilization of social media for credit approval process, and participation to new credit bureau are suggested. The last point to be examined is how to set up product features in order to generate profit. Based on the nature of e-commerce, small-size, short-term, no collateral finance is considered. Revenue structure of the product is also different from conventional used car finance. There is no charge over customer in e-commerce finance unless becoming overdue. Fee charge over e-commerce sites is the source of income, which is as similar as credit card business. In conclusion, the Company could create new business model in white space of e-commerce with higher growth rate. To enjoy the first mover advantage, its is suggested to start its business implementation which will take approximately 6 months based on the plan by the author. Key words: e-commerce, fintech, multifinance
Proposed Integrated Marketing Communication of TELKOM FLEXI to Improve ITS Marketing Communication Effectiveness Puspita, Fitri; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 2, No 2 (2013)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

PT Telkom facing a business issue where their new user and ARPU (average revenue per user) target for Flexi in 2011 was not achieved and despite having the biggest market share among CDMA operators, but in fact, Flexi’s brand value was below its main competitor. There are several factors that cause this issue; one of them is marketing communication that became the focus of this final project. Researcher used the theory of integrated marketing communication (IMC), particularly regarding the effectiveness of an integrated marketing communication, evaluation of the integration of all marketing communications components, and marketing communications planning. The data were collected through a survey of Flexi users and non-users as well as interviews with Flexi sales manager assistant. The results showed that the cause of the issue is ineffective marketing communication integration due to ineffective marketing communication channels and inefficient marketing budget allocations. The solutions of the problem are new marketing communication that integrated with marketing objectives, customer behaviors, and marketing communication’s budget allocation.  Therefore, the researcher recommends Flexi to use direct from Telkom, TV and internet to provide information about Flexi’s features. Utilize TV, outdoor advertising, and print to increase the purchase intention. Make a new MC budget allocation plan by increasing the budget for internet, print, TV, outdoor advertising and bank channels and decreasing the budget allocation for radio, outlet, sales agency, trade showbooth, and event sponsorship channels. Keywords: Integrated Marketing Communication, Marketing Communication Effectiveness, Marketing Communication Budgeting, IMC Planning 
Elevating Baby Care Category Relevance & Making Johnson's Baby As The Most Preferable Baby Toiletries Brand in Alfamart Through Integrated Shopper Path To Purchase Strategy Frans, Jerry; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 4, No 8 (2015)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

Abstract – Minimarket is the most important channel for FMCG Industry in Indonesia and considered as the main channel for urban shoppers. Alfamart is one of it which contribute 10% of J&J business and become number 1 retailer for J&J Indonesia. Alfamart quetioned the relevance of baby toiletries category in minimarket, they considered to stop selling the category in its stores. A shopper led category solution must be developed in order to turn around the business of baby toiletries in Alfamart. Shopper Study was made to understand shopper behaviour when shop baby toiletries in Alfamart. The methodology includes face- to- face exit interviews and qualitative accompanied shopping. The respondents were mothers with children 0-6 years old shopping for baby products at Alfamart. The study covers shopper demography, shopping mission, baby products browsed, engagement on the shelf, brand selection, as well as role of promotion. The strategy in general is explained using diamond strategy analysis described by Hambrick and Frederickson. And two kind of strategy are developed: Cooperative and Competitive Strategy. Competition and S.W.O.T. Analysis are made to complete the study and give whole perspective of business condition and situation. The recommendation includes category project in baby toiletries category of Alfamart with the objective to drive the relevance of the category for the Alfamart shopper. Some brand activation and promotion strategy also proposed to bring Johnson’s Baby become the number 1 brand of baby toiletries in Alfamart. Keywords: Minimarket, Baby Toiletries, Consumer Behavior, Category Management, Shopper Marketing.
Maitre Pan Lubricant Market Penetration Strategy in Eastern Australia Permana, Sidi Sidik; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 1, No 9 (2012)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

MAITRE PAN Lubricant is the subsidiary of PT.MAITRE PAN, manufacturing and distributing high-quality lubricant to both the automotive and industrial customers. Over the years,  MAITRE PAN Lubricant have expanded their business, exporting their product to other country such as Japan, China, and many other. In 2009, MAITRE PAN Lubricant enters the Australian market by exporting their product using country distributor called the Indolubricant. Facing many challenges from the market, MAITRE PAN Lubricant is now looking to penetrate the Australian market by focusing on the eastern region of Australia, finding the right market penetration strategy is the key to MAITRE PAN Lubricant’s success.The market penetration strategy can be used to increase sales of the company’s existing product in the existing market, the increase of sales can be done by increasing the customer’s purchase, increase the customer’s volume of use of the product, or finding new uses for the existing product.In order to know which strategy that can be recommended for MAITRE PAN Lubricant, we will analyze the market attractiveness of Eastern Australia and the competitive advantage of MAITRE PAN Lubricant, we will also see the macro condition factor of Australia that will affect the lubricant business, the purpose of the analysis is to find the strength, weakness, opportunities and challenge of MAITRE PAN Lubricant in the market. The method that we are going to use is literature study, in-depth interview, and acquiring and analyzing secondary data.The result of the analysis will show us that there is a potential opportunity in the Eastern Australia’s mining and agricultural industry segment for lubricant; this is due to the growth of both of those industries. The recommended strategy to approach the segments is the flanking and guerilla strategy.The flanking strategies are including the development of new product, lobbying, and adding new distribution channel, guerilla strategies are customer relationship management, website improvement, and marketing program initiative. Each of those strategies has their own implementation steps and the implementation time’s estimation is one year starting from July 2012.   Keywords: market penetration, lubricant flanking, guerilla
The Implementation of Service-Dominant Logic in Designing Brand Management Plans to Maintain Leadership in Dr. YAP EYE Hospital Brodjonegoro, Basilius Prabawa; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 1, No 8 (2012)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

A privately-owned eye hospital operating since 1923 is beginning to take steps in managing its brand. The approach is based on Service-Dominant Logic, to ensure patient-orientation and relevance. Research was conducted to determine the factors that determine patients’ hospital choice, hospital quality evaluation, and the hospital’s performance in those factors.The results suggested that there are six factors considered when choosing a hospital: the perceived ability to cure illnesses, the skill of the doctors, the specialization of the hospital, the complete equipment owned by the hospital, the experience level of the doctors, and the extent of the patient’s trust to the hospital. The hospital performs well in all six factors.Among the many factors considered when evaluating a hospital’s quality, there are three factors which have higher importance than average, but the hospital’s performance is lower than average: speed of treatment, established trust, and friendliness.The hospital is bound by the Code of Ethics of Indonesian Hospital, in conducting its promotional activities. The hospital is advised to communicate its competence in the six most important decision factors; it is done by placing posters and information boards throughout the hospital, and by opening a new media for communication with the public: online social media (Facebook).The hospital is advised to improve its quality by forming an Information Center, providing Patient Notification Service, simplifying the administrative process, and encouraging doctors to be more confident and give more explanations. Keywords: hospital, brand management, Service-Dominant Logic, maintain leadership
Marketing Strategy for Bandrek Hanjuang : Market Development in Central Bogor Region Prabowo, Puji; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 1, No 1 (2012)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

Bandrek is the traditional drink of the original Bumi Parahyangan or Sunda. This drink is made from natural ingredients and has benefits such as warming and nourishing the body. Bandrek Hanjuang is one of the pioneers in producing bandrek instant powder. The number of new players both large and small companies has been contributing in hampering Bandrek Hanjuang sales growth. There many of competitors that use ginger as the beverage core ingredients. These companies are considered as direct competitors to Bandrek Hanjuang. Since 2011 not achieved the target of sales and competition is getting tighter in Bandung. Therefore, Bandrek Hanjuang has decided to expand its market to outside Bandung and Cimahi by entering Sukabumi on January 2012 and Bogor on July 2012. Bandrek Hanjuang requires appropriate marketing strategies for market development in Bogor. The range of marketing budget is limited between IDR 50-75 million. The purpose of this research is to provide suitable marketing strategies within the given budget. Bogor Tengah was chosen as the sampling area due to higher population density since this area is supported with facilities such as residential, offices, schools, and tourism spots. In this research, a market development model is developed as the synthesis of literature and case study. This model is utilized to analyze market characteristic and to determine the appropriate marketing strategy based on the market characteristic. Applying this model in Bandrek Hanjuang case, complemented with company external and internal analysis, the research shows that Bogor market characteristics are heterogeneous and the appropriate marketing strategy is guerrilla attacks. The proposed business solution implementation includes human resource plan, schedule planning, and financial budget to run a guerrilla marketing. The marketing strategy would be carried out at the beginning of July to December 2012; first to test the market and then slowly would penetrate the market. The required resources to do guerrilla marketing is 9 people with estimated budget of IDR 70.5 million. This budget is still in accordance with the request of the company.Keywords: Market Development Strategy, Guerilla Marketing, Market Development Model, Bandrek, Bandrek Hanjuang, Central Bogor.
Proposed Marketing Strategy for TELKOM FLEXI to Compete with GSM Operators Mardiansyah, Marshal; Desiana, Krisnati; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 2, No 1 (2013)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

In Indonesian telecommunication industry, market penetration of FWA (Fixed Wireless Access) based is still about 12% of the total population size. But the market penetration of GSM (Global System for Mobile Communications) based in cellular telecommunication industry has reach 82%. Therefore when the FWA operators in Indonesia want to expand their market, they will have to compete with GSM operators. As market leader of FWA license in Indonesia, it is time for Flexi for extending their network and also targeting new market that were not their target market so far, GSM users. Flexi is a voice and data telecommunications service based on wireless CDMA (Code Division Multiple Access) 2000-1x technology. This is a limited mobility service, meaning that, unlike cellular subscribers, Flexi customers can only use the service within a particular area code. Charges are based on residential telephone (PSTN TELKOM) tariffs. Flexi offers three basic services: voice, SMS and high speed data. This study explores the problem of Flexi In competing with GSM operators using several analyses. The relevant external environment factor that may influence telecommunication industry and Flexi's business is analyzed with Porter’s Five Forces model. The company’s resources, capabilities and core competencies are determined to identify what company can and cannot do. Then the segmentation, targeting and positioning of Flexi will be analyzed. The perception, motivation, and buying decision of customer is also explored to get insight about why the customers want or don't want to use CDMA Flexi. Finally, the existing marketing strategy (marketing mix) of Flexi is examined to describe the symptoms and errors within it, in order to formulate the root causes. No firm positioning statement, doesn’t actively provide handset for its target market, ineffective promotional activities, and low of product knowledge are the root causes of Flexi's low acceptance in the market. Therefore, to overcome those root causes, then formulate a more firm positioning statement and tagline to be more suitable with Flexi's target market, improving product weaknesses, and use a community as marketing campaign media are what Flexi have to do to have a more effective marketing effort. The management should develop promotion strategy which is composed of six elements: advertising, personal selling, sales promotion, direct marketing, internet marketing, and public relations.  Keyword: Marketing Strategy, Marketing Mix, CDMA, GSM 
Increasing Sales of Pertamina Non-PSO Fuel Through New Concept of Gas Station Pirous, Haekal; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 2, No 4 (2013)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

Pertamina must increase revenues from the sale of Non- Public Service Obligation (PSO) Fuel. Increased sales of Non-PSO fuel Pertamina can be obtained if Pertamina can give right market offering to the general market segment “BBM Non-PSO and PSO Combiner”. Research showed that Pertamina gas station CVP is under CVP competitors so lowering costumer experience and the business ecosystem of Pertamina also have problem. Based on that data, researchers proposed a new concept of gas station that only sell Non-Pso fuel named Pertamina Prime-X Gas Station and have new business ecosystem.  Keyword: Costumer Value Proposition, Business Ecosystem. 
Proposed New Business Model and Transformation Strategy For CV Fruity Indonesia Musbar, Febrina Piecella; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 3, No 3 (2014)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

Abstract—Beverage Industry as one of the largest contributors to creative industry is changing continually. New competitors are emerging and current competitors are increasing their competitive advantage. CV Fruity Indonesia as one of the pioneer in juice retailing business in Bandung needs to identify new business model and transform its business to keep up with current environment and competition and also to prepare for the future. The purpose of this research is to provide new business model and transformation strategy for CV Fruity Indonesia that will increase its competitive advantage. In this research, existing business models of the company is analyzed using nine building blocks of Business Model Canvas while the beverage industry will be analyzed using Six Paths Framework tool from Blue Ocean Strategy. The research finds that there are three main additions to the business model that should be implemented and integrated with company’s existing business models, business model counter and mini cafe. The new proposed business models’ competitive advantage then analyzed using competitive positioning analysis against the current strategic groups within the industry. The new business models are implemented using business transformation strategy, which consists of 2 phases. The first phase is Operating Excellence and the second phase is Business Enhancement. The implementation plan expanded to eight months period so that the company could prepare the needed resources before fully transform its business models. Keywords: Business Model, Business Transformation, Beverage Industry, Blue Ocean Strategy, Six Paths Framework
Proposed Social Media Strategy for PT. Merpati Nusantara Airlines Mandagi, Marcia Louise; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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

Abstract

Abstract- Growth phenomenon of the number of internet users in Indonesia has reached 55 million people; it is driven by the growth of population which raises the need of digital technology. Social Media becomes a favorite activity in internet usage. Based on city research, Twitter is the most accessed among two cities, which are Jakarta and Bandung. In Indonesia, the number of twitter account owners almost reaches 30 million. Nowadays, Social Media is an instrument that can be used for Marketing Communications. For brand holders, Social Media is not only defined as the sharing of information and communication, but also often used as a weapon for branding. Merpati Nusantara is one company in airlines industry in Indonesia that used social media. Through Social Media usage, companies can enter the consumers’ mind easier. By using social media, Merpati Nusantara facilitates direct communication with their consumers and gains many inputs or suggestions that come from the consumers. Building awareness toward consumers becomes a crucial thing for the brand. In this case, Social Media plays an important role as a way for the company to communicate with its customers. Purpose of this study that Merpati Nusantara to further strengthen its role in social media strategy and supported by the creation of an Brand Ecosystem in the company and adopt a new model of Customer Social Context and Social Contagion that strategy is made according to what people want. Keywords: Branding and Promotion, Marketing Communication, Social Media, Social Media strategy.
Co-Authors Agung Yoga Sembada Amanda Permata Dewi Angela Saskia Widjajanto Annisa Rahmani Qastharin Aprilianty, Fitri Ardin, Ifad Arnita, Devi Arnita, Devi Atik Aprianingsih Atik Aprianingsih Azhari, Dimas Ammar Azizah Nur Aisyah Azzahra, Dwine Fatimah Basilius Prabawa Brodjonegoro Belgiawan, Prawira Fajarindra Cestlavie, Syfa Dadan Juanda Damayanti Octavia Farjumzal, Farjumzal Febilincia, Siti Dzulqadah Febiya Anggayesti Handayani Febrina Piecella Musbar, Febrina Piecella Ferica, Michelle Fitri Puspita Freggy Griyatta Putra A Gara, Gd Pandya Wicaksana Gatot Yudoko Hadiansyah, Laksmi Saraswati Haekal Pirous Hartasti, Desideria Putri Ira Fachira Iriani, Nadya Jaka Purwanto Jerry Frans, Jerry Kamila, Alivia Puti Kaninia Radiatni Krisnati Desiana Lidia Mayangsari Lukni Burhanuddin Ahmad Marcia Louise Mandagi, Marcia Louise Marshal Mardiansyah Mayangsari, Lidia Nathasia, Ervina Nila Armelia Windasari Nisful Laila Novika Candra Astuti Novika Candra Astuti Persada, Satria Fadil Puji Prabowo Purnomo, Anselmus Hansel Tanthio Purwita Sundari, Ita Putra, Aditya Dwi Qodariah, Elis Rachmi Rida Utami, Rachmi Rida Raden Aswin Rahadi Ramadhan, Mohammad Nugraha Rifa Rachmah Rifqiya, Afwan Rusnandi, Linda Sendy Lediana Sato, Jun Sidi Sidik Permana Stella Olivia Rawis Steven Paoh, Spencer Sudarso Kaderi Wiryono Surya Dewati, Okky Syauqy Lukman Widyoretno Adiani Windasari, Nila Armelia Wiradiputra, Andika Yudo Anggoro Yusuf, Muhammad Vevaldy Zulfy Bagja Nugraha