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Ani Mekaniwati
Institut Bisnis dan Informatika Kesatuan
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Implementasi Strategi Direct Marketing Pada Hotel Grand Savero Bogor Eka Nur Saputri; Ani Mekaniwati; Adil Fadillah; Sulistiono Sulistiono
Jurnal Aplikasi Bisnis Kesatuan Vol 3 No 1 (2023): JABKES Edisi April 2023
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v3i1.1862

Abstract

ABSTRACT The development of the times causes changes, one of which is the changes that occur in the hospitality business. The high competition in hotels requires every company to be able to carry out promotions. Direct marketing is one type of promotion that can be done in order to compete in the market. The purpose of this research is to find out: 1) how to implement direct marketing at the Grand Savero Bogor hotel. 2) obstacles in carrying out direct marketing promotions at the Grand Savero Bogor hotel 3) efforts to deal with direct marketing obstacles at the Grand Savero Bogor hotel. The results of this study indicate that Hotel Grand Savero Bogor carries out direct marketing promotions by implementing several channels of direct marketing. The channels used are: 1) face-to-face sales; 2) telemarketing; 3) catalog marketing; 4) online marketing; 5) direct mail. There are obstacles in implementing direct, not being able to carry out a sales blitz in the company building if there is no appointment, marketing, namely providing information through incomplete catalogs, unstable internet connections that hinder the promotion process through telemarketing. The efforts that can be made by the Hotel Grand Savero Bogor are by making an appointment before entering the company building where you are going, as soon as possible asking for a mobile phone number to contact to avoid an unstable internet connection and preventing lost business, looking for alternative ways to send a letter of offer. i.e. via WhatsApp. Keywords : Direct Marketing, Sales Promotion, Telemarketing
The Development Of Self-Employed Novice Entrepreneurs In Lampung Province, Indonesia Yosy Arisandy; Ani Mekaniwati; Aang Munawar; Iwan Darmawan; Yose Rizal
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3510

Abstract

The empowerment of novice entrepreneurs is vital for fostering inclusive economic development and addressing structural unemployment in Indonesia. This study evaluates the effectiveness of the Independent Novice Entrepreneur Program (Tenaga Kerja Mandiri Pemula/TKMP) implemented by the Ministry of Manpower in Lampung Province. Using a mixed-methods approach, the research integrates quantitative data from surveys and progress reports with qualitative insights from interviews with mentors and participants. The program’s performance is assessed based on five Key Performance Indicators (KPIs): (1) production of goods/services, (2) implementation of marketing strategies, (3) maintenance of financial cash flow records, (4) acquisition of Business Identification Numbers (NIB), and (5) development of structured business plans. Findings reveal that the program exceeded the 60% achievement target across all KPIs, with the highest performance in product development (94.19%) and marketing strategy (91.60%). However, challenges remain in financial literacy, NIB registration, and long-term business sustainability. This study highlights the importance of continuous mentoring, digital literacy, and academic collaboration to strengthen entrepreneurial ecosystems at the local level. The results offer evidence-based recommendations for improving policy design and implementation of entrepreneurship support programs in developing regions.   Keywords:  novice entrepreneurs, entrepreneurship development, government program, business mentoring, financial literacy, digital marketing, Lampung Province, mixed-methods, policy evaluation, small business empowermen
Co-Authors Aang Munawar Adil Fadillah Agustinus Hariadi DP Andre Andre, Andre Angga Sulistiono Anna Setiana Annaria Magdalena Marpaung Dwi Maulina Eka Nur Saputri Gagan Gunawan Gunawan, Gagan Haniel Victor Hanifah, Nadia Sabila Iwan Darmawan Marpaung, Budiman Maulina, Dwi Muhammad Nashar Nadia Sabila Hanifah Soei Khim Sri Hartono Victor, Haniel Vina Nuralviani Wadudi Wibowo Yose Rizal Yosy Arisandy Yulia Nurendah Yulia Nurendah