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All Journal International Journal of Informatics and Communication Technology (IJ-ICT) The Indonesian Journal of Business Administration Aptisi Transactions on Technopreneurship (ATT) Jurnal Pendidikan dan Kewirausahaan
Puji Prabowo
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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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.
Analisis Makna Berbisnis dari Mahasiswa Business Incubator di Universitas Puji Prabowo
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 11 No 1 (2023)
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v11i1.658

Abstract

Business Incubators at universities aim to help students who have businesses to get good facilities and support in developing their businesses. This study aims to find out the meaning of doing business from students who are developing their business in one of the business incubators. It is important for business incubator managers to provide support and facilities according to the needs and wishes of business incubator members. This study uses a qualitative approach through an open-ended question survey of 87 students who are members of a business incubator at one of the universities in the city of Bandung. Data analysis used coding stages and cross tabulation using qualitative data analysis software to quantify qualitative data. The results of the study show that the most meaning of doing business for students is the meaning of success in doing business when the business has been recognized by many people, then it is sustainable for a long period of time, then it has a profit, and achieves the target of the business itself, as well as other meanings. This research is of practical use for business incubator managers to provide optimal service based on the needs of their members. In addition, this research theoretically helps in the development of knowledge about entrepreneurship education and management of business incubators.
Pengaruh Video Wawancara dan Kisah Sukses Pengusaha terhadap Pengenalan Peluang Bisnis Prabowo, Puji
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 12 No 1 (2024)
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v12i1.1088

Abstract

The Business Incubator at the University is tasked with providing support to increase the business capacity of its members. In this case, the business incubator tries to improve the ability of business owners to analyze business opportunities through video profile interviews and business success stories from entrepreneurs. This is useful for the business incubator team to be able to provide support to improve the entrepreneurial skills of business students who are developing their business to the next stage. The results of this research aim to see the influence of video interviews and entrepreneur success stories on the ability to see business opportunities. This research was conducted at one of the business incubators at the University in Bandung City, Indonesia. This research used a quantitative approach and SmartPLS to analyze data from the 205 respondents involved. The research results show that there is a significant influence of entrepreneurs' success stories on the ability of business owners to see and obtain business opportunities. However, video interviews have not shown a significant impact, so the business incubator can maximize business success stories in generating ideas so that students who have businesses can explore business potential.
Integrating Business Courses Mentorship Programs and Investment to Enhance Entrepreneurial Opportunities Utama, Iston Dwija; Prabowo, Puji; Mohd, Zalena
Aptisi Transactions On Technopreneurship (ATT) Vol 7 No 1 (2025): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v7i1.525

Abstract

Much research highlights the role of business incubators in fostering student entrepreneurship, but the impact of business courses and mentoring programs on recognizing business opportunities remains underexplored. This study investigates how entrepreneurship education, mentorship, and investment enhance students ability to identify and create business opportunities, particularly in uncertain times. Data were collected from 205 third-year university students with experience in incubator and mentoring programs conducted by universities or external organizations. A quantitative approach was employed, utilizing SMART-PLS tools to analyze correlations between entrepreneurship education, mentorship, investment, and opportunity recognition. Results show investment and mentoring have the strongest correlation, highlighting the importance of financial and non-financial support for entrepreneurial success. The findings emphasize the significance of a well-designed curriculum in fostering business opportunity recognition, with mentoring programs mediating the relationship between educational and financial support. Integrating education, mentorship, and investment significantly influences student ventures by fostering entrepreneurial intentions and providing critical resources. Collaboration among educational institutions, policymakers, and investors is vital to establish comprehensive support systems that prepare future entrepreneurs to succeed in dynamic markets.
Machine learning in detecting and interpreting business incubator success data and datasets Widianto, Mochammad Haldi; Prabowo, Puji
International Journal of Informatics and Communication Technology (IJ-ICT) Vol 14, No 2: August 2025
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijict.v14i2.pp446-456

Abstract

This research contributes to creating a proposed architectural model by utilizing several machine learning (ML) algorithms, heatmap correlation, and ML interpretation. Several algorithms are used, such as K-nearest neighbors (KNN) to the adaptive boosting (AdaBoost) algorithm, and heatmap correlation is used to see the relationship between variables. Finally, select K-best is used in the results, showing that several proposed model ML algorithms such as AdaBoost, CatBoost, and XGBoost have accuracy, precision, and recall of 94% and an F1-score of 93%. However, the computing time the best ML is AdaBoost with 0.081s. Then, finally, the proposed model results of the interpretation of AdaBoost using select K-best are the best features “last revenue” and “first revenue” with k feature values of 0.58 and 0.196, these features influence the success of the business. The results show that the proposed model successfully utilized model classification, correlation, and interpretation. The proposed model still has weaknesses, such as the ML model being outdated and not having too many interpretation features. The future research might maximize with ML models and the latest interpretations. These improvements could be in the form of ML algorithms that are more immune to data uncertainty, and interpretation of results with wider data.
Co-Authors Mohd, Zalena Reza Ashari Nasution Utama, Iston Dwija WIDIANTO, MOCHAMMAD HALDI