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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Journal of Economics, Business, & Accountancy Ventura Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) The Asian Journal of Technology Management (AJTM) Binus Business Review Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Journal of Economic, Bussines and Accounting (COSTING) International Journal of Supply Chain Management Jurnal Ilmiah Edunomika (JIE) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Economics and Business UBS Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Perspektif Pembiayaan dan Pembangunan Daerah The South East Asian Journal of Management INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Mustika Sufiati Purwanegara
School Of Business And Management, Institut Teknologi Bandung
Agriculture, Biological Sciences & Forestry 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 Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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MARKETING STRATEGY TO INCREASE MARKET SHARE OF PT ANINDYA WIRAPUTRA KONSULT'S IN THE VPTI (IMPORT TECHNICAL VERIFICATION) AMIDST COMPETITION WITH STATE-OWNED ENTERPRISES Aryadhani, Sinatrya Azali; Mustika Sufiati Purwanegara
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 3 (2025): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i3.3081

Abstract

This research investigates the strategic positioning of PT Anindya Wiraputra Konsult (Anindya), a private surveying firm, within Indonesia's iron and steel Verification of the Implementation of Import Techniques (VPTI) market. Despite substantial import volumes and mandatory VPTI, Anindya captured only a 20.28% market share in 2019, lagging behind the dominant state-owned enterprise, KSO SCISI. This study critically evaluates Anindya's brand perception against its main competitor, identifies key factors driving client selection of VPTI providers, and assesses the market impact of Anindya’s strategic initiatives focused on expertise, agility, technology, and partnerships. Employing a mixed-methods research design, the study combines an internal analysis of Anindya, leveraging company documents and management insights through the Resource-Based View, with a comprehensive external analysis encompassing PESTEL, a market overview, and a consolidated SWOT analysis. The empirical foundation is a market survey of 50 client companies (importers, manufacturers, traders) in the Indonesian iron and steel sector. This survey yielded quantitative and qualitative data on comparative brand perceptions, decision-making hierarchies, and the perceived effectiveness of Anindya's strategic emphases. Analytical frameworks include Segmentation, Targeting, and Positioning (STP), B2B decision-making theories, and brand trust concepts, informing a robust analysis.
Co-Authors A Dian Sri Rezki N Adhi Setyo Santoso Anak Agung Ngurah Tata Pinandhika Anisa, Mutia Antonio Gratiano, Antonio Aprilianty, Fitri Aryadhani, Sinatrya Azali Ashadi, Muhammad Fakhrul Rozi Atik Aprianingsih Atik Aprianingsih Atik Aprianingsih Augustine Merriska Azniar Nurina Belgiawan, Prawira Fajarindra Bhaskara, Ida Bagus Dwija Cahya Agunging Hayuwidi, Cahya Agunging Dermawan Wibisono Diggy Afrizal, Muchammad Doni Laksono Edith Indra Triyadi Eka Yuliana Erlisafitri Erlisafitri, Erlisafitri Ernest Hasiolan Sebastian Ervyna Rizki Febrianny Ezron Martin Vivaldi Silalahi Fabila Mahadira Felicia Fajr Aulianur Fitri Aprilianty Fitri Aprilianty Gari Nurahman Hadi, Diandra Adelina Harimukti Wandebori Haykel Adityawarman Ihsan Hadiansah Indahtyas Winasis Irfan Yusuf Saputro Khema Vimala Krisnati Desiana Laksmana, Jason Aditya Marpaung, Debora Martawilaga, Ayu Indriani Melvina Pascaline Muhamad Abdilah Ramdani Mulya, Ardyanto Natalie Amadea Nuharini, Hepinda Fajari Nur Budi Mulyono Nuraeni Johnson Peyton, Fanny Pradipta Wismaya Alby Pramudita Sarastri Putri Karima Hapsari, Putri Karima Rahmah Chairunisa Raihana, Jasmine Regina Athalia Rendika Nugraha Ria Agustriana Busra, Ria Agustriana Rizha Al Fajri Rizki Amalia Romi Setiawan Rully Setiawan Saputro, Irfan Yusuf Satya Aditya Wibowo Setiawan, Romi Shafira, Azalia Sinta Sinta Sinta, Sinta Suprijanto Suprijanto Tamadara Hilman, Tamadara Teresia Debby Valendia, Ida Ayu Saras Widyoretno Adiani Willy Harnawan, Willy Yang Sun Zuhri, Wahyu