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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 Indonesian Journal of Business and Entrepreneurship (IJBE) The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Jurnal Ilmiah Edunomika (JIE) Journal of Economics and Business UBS Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) The South East Asian Journal of Management INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY International Journal of Entrepreneurship, Business, and Creative Economy Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Mustika Sufiati Purwanegara
School of Business and Management, Institute of Technology Bandung, Indonesia
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 Environmental Science Social Sciences

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The Relationship Between TV Advertising Cost and Brand Awareness Focus on : Food Category Product Merriska, Augustine; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 1, No 2 (2012)
Publisher : Journal of Business and Management

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Abstract

The fact that there is an emerging trend in the TV advertising number in the commercials industries and also the increasing number of TV channel in Indonesia will create such highly competitive media in promoting and marketing their brands. In the other words, these both conditions will also affect into the pattern of their media strategy due to achieve the high brand awareness among the customers. However, it may cause some difficulties for the TV advertisers in defining their media strategy since this situation also could be the opportunities for the media company in deciding the policy for their advertising rates. Due to the enormous amount of expense in executing this TV advertising strategy, this research will provide the information of the relationship of the total advertising cost among the product categories with their brand awareness achievement. There are several variables in this study in measuring the behavior of these advertisers; they are food product categories, advertising cost, number of ads and Top Brand Awareness Index. The data was obtained by using Arianna software from A.C. Nielsen and for the Top Brand Awareness Index are from the Marketing Magazine in February 2010. In this research showed a weak correlation between the advertising cost with the brand awareness achievement in Food category product in Indonesia due to there are several brands that have strong brand awareness because they have been gained for years ago. Keywords: TV Advertising, Brand Awareness, Food Product Category, TV Advertising Cost
ANALYSIS ON THE POTENTIAL OF KERTA SEMAYA SAMINAYA TO ENTER THE GERMAN MARKET Bhaskara, Ida Bagus Dwija; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Kerta Semaya Saminaya (KSS) is a sustainable Indonesian cocoa bean supplier. They produce organic fine or flavor cocoa beans that allows their product to become a premium. The problem however is that they are lacking buyers and wishes to expand their sales by exporting to a German buyer. This brings forth the question of if it is possible for KSS to enter Germany. To analyze and research this both qualitative and quantitative research methodology is used in this research to gain information and identify alternatives for improvement of actions. The primary data gathered is from interviewing German buyers, Indonesian supplier, survey German market segment and spreading questionnaires. For analysis technique, descriptive analysis is performed. To penetrate the German market, the only available option is to go through the niche market. To even sell to the German market a variety of requirements are needed ranging from basic to the niche requirements. One important requirement in Germany is sustainability which is also the aim of KSS. KSS has the capability to sell and compete in the German market however they still require certain certifications and conformity to be able to enter the market which could be overcome by selling through a wholesaler.Keywords: Cocoa bean, German market, niche cocoa market, Kerta Semaya Saminaya, sustainable, fine or flavor cocoa beans
The Influence of Body Imagde and Fashion Involvement Towards Luxury Fashion Consumption Hayuwidi, Cahya Agunging; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 5, No 1 (2016)
Publisher : Journal of Business and Management

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Abstract. Body image is perception of personal physical appearance that can be positive or negative and also leading to body satisfaction or body dissatisfaction. Body satisfaction or dissatisfaction affect individuals in all ages and also have potential to impact lifestyle choices. Most individuals expressed dissatisfaction on their body weight and specifically in their abs area. Through film and various types of advertising both in Indonesia and the world, people are introduced to the figures with high slim women and muscular man. The mass media also create an image as if the slim women and muscular man better than people who fat. In movie, actress that have slim body is the main character. Sometimes women which is overweight and not fashionable, often becoming bullied by the people around but it will eventually turn into a slim beautiful girl that like by the men. This is happened in the movie series Yo Soy Betty la fea in 2000s, which was popular in Indonesia. Fashion  consumption influenced by the body image because from the previous research said that, when consumers’ bad body image, if their status is lower too, then their self-brand connection with fashion brands is higher than that of the high status; and when consumers’ self-esteem level is high, the result is opposite. Another variable that is involved in fashion, which also affects the consumption of fashion products, adapted from previous studies, are value consciousness and self-expression through the brand. This research method is the interview for exploratory research and questionnaires with Likert scale, the population is young adults in Indonesia aged between 18-25 years. This research result using exploratory research to define the beauty and body image means among young adults in Indonesia. From the exploratory research, the body image definition in young adults in Indonesia is supported the previous research which is  perception of  personal physical appearance that can be positive or negative and also leading  to body satisfaction or body dissatisfaction. In Indonesia people concern about their body shape, appearance, and also their face and skin. The beauty standard in young adult in Indonesia is when have good inner and outer beauty which means not only physically beautiful or handsome but also have a good personalities. The descriptive research result is that fashion consumption positively influenced by body image, fashion involvement, and self-expression through brand. Variables are adapted from several research with framework, furthermore this research is includes value consciousness which was predicted to positively influence towards fashion consumption turns out to negatively moderate the relationship. With this research, hopefully people can understand future about beauty, body image, in Indonesia and the factors that influence fashion consumption Keywords:body image; beauty; fashion involvement;  fashion  consumption; value consciousness; self-expression through brand
A Study of Consumer Behaviour Towards Fast Moving Consumer Goods Mahadira, Fabila; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 3, No 1 (2014)
Publisher : Journal of Business and Management

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Abstract ‐ The research was constructed to study the consumer behavior towards fast-moving consumer goods through interpreting how brand awareness and consumption correlated, and examining the customer satisfaction. This theme arise because nowadays every company knew the key to the issue of war between products is to get the answer on how to win the war and be on top of the competition, and the answer is simply to make customers become loyal to the product. Therefore a study on how to win the customer heart and make them loyal should be conducted as well as analyzing the main factor that influences the result of consumer loyalty, which is consumer behavior, and brand consumption and consumer satisfaction are two of the important factor that included in consumer behavior. The research is conducted between May 2013 to October 2013 using quantitative questionnaires which spread to specific target of sampling that consist of both male and female adult with 50:50 proportion, those between 20 to 40 years old and above, and have a source of income. The data is then examined and evaluated using Microsoft Office’s Excel and IBM’s SPSS to create a list of products and calculate mean score. The findings presents that most of the products and brands have successfully proved that their brand is not just a mere sensation to attract awareness of consumer, but a real deal product and brand that satisfied their consumer. Keywords: Brand Awareness, Brand Consumption, Satisfaction, Consumer Behavior, Fast-Moving Consumer Goods
Proposed Marketing Strategy for Edward Forrer Busra, Ria Agustriana; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 4, No 1 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract— Competition in the footwear business is quite intense because shoes are not only considered footwear, but it also has become a fashion product that complements the wearer’s appearance in their daily life. Edward Forrer (EF), a local footwear company from Bandung that located in Jalan Ir.H. Djuanda and is also known as Dago where the location were expected to increase sales for Edward Forrer. However, this prediction failed as it had little significance on the volume of sales. Edward Forrer faces the situation where their sales revenue of footwear products in the Dago outlet has fluctuated and has tended to decline year to year Conceptual framework in this functioned as an outline to explain steps that taken by the author in this final project. The survey method through questionnaire applied in this study to gain an insight, a description from respondents related to existing symptoms that happens, find accurate facts that can be used to formulate strategy of what steps that company should take in order to stay in competition and survive. In internal analysis found Edward Forrer STP was improper, lack of promotion, and unattractive outlet design. Marketing mix that run by EF become ineffective to attract customer. External analysis conducted to get an insight of the environment situation and conditions in which the company compete by using 4C’s analysis. Compare to its competitor, Edward Forrer has the lowest score in quality of material, footwear design, price of footwear, variety colors, and customer considered that they price is not compatible with the product. In chapter three, the author suggested strategy for Edward Forrer based on analysis performed is brand revitalization strategy using two approach. First, it is to expand the depth or breadth (or both) of brand awareness by improving brand recall and recognition by consumers during the purchase or consumption settings. Second, is to improve the strength, favorability, and uniqueness of brand association by making up the brand image from these approaches. This two approach explained by make new STP and marketing mix.The implementation consist of the planning activities and the implementation plan. Edward Forrer revitalization, can be divide to two stages. The first stage is to fix the current condition of Edward Forrer outlet. Stage two is to communicate the new Edward Forrer, increase brand awareness and sales.Keywords: footwear, marketing strategy, Edward Forrer
Proposed Marketing Strategy For PR FM To Increase National Advertising Sales Hilman, Tamadara; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 4, No 1 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Mass media has its function to fulfill people's needs for information and news. One of the well-developed mass media in Indonesia is radio. See the business development in radio industry, PT Mustika Parahyangan established a news radio with citizen journalism based-concept named PR FM. Since it was established in 2009, PR FM showed positive revenue progress. Revenue is derived from advertising sales, which divided into two categories, national and local advertising. One problem faced by PR FM is lack of national advertising sales. In 2013, national advertising only contributed for 2% of total revenue, while national advertising provides greater profits for the company than local advertising. This study is conducted in order to find the right marketing strategy to increase national advertising sales. To determine the root causes that lead to business issues, it needs more focused analysis of both external and internal situation. This study uses PEST, Porter's 5 Forces and competitor analysis to determine the external conditions that may affect the performance of business in the radio industry. While the internal conditions examined by using analysis of revenue stream to determine differentiated revenue, customer analysis and marketing mix analysis. This research used interview, observation (ethnographic), study documentation and internet study to collecting the data.The analysis resulted that PR FM too focused in increasing the number and loyalty of listeners. While the lack of national advertisers may due to the lack of segmentation, targeting and positioning which are focused to advertisers. PR FM does not approach the advertisers as part of consumers who provide direct financial benefits.In addressing these issues, this study aims to provide business solutions for PR FM. Business solutions consist of STP and 7P Marketing Mix proposals which focused on human resources and promotion performances. There is also implementation plan for PR FM to implement the proposed business solution that consists of marketing mix implementation plan, budgeting plan and timeline activities implementation plan.Keywords: mass media, radio industry, national advertising, PR FM, marketing strategy, STP, marketing mix.
Proposed Marketing Strategy For Haznet Harnawan, Willy; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 4, No 1 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract – Internet has become a human need that cannot be used of pleasure purpose such as online game. As an entrepreneur, Mr. Harlianda saw a business opportunity by establishing HARZnet in 2011. Located in strategic location, in Dago area, HARZnet couldn’t meet the target instead of suffer a declining on sales. Those two business issues will be analysed by distributing 100 questionnaires, 4C 6P, SWOT analysis, and STP. From marketing point of view, the first solution that needs to be done is to make clear STP that leads to clearer marketing mix and strategy. After that, HARZnet needs to change its’ perception in order to attract and maintain customers. Finally, new marketing mix is proposed. For solution implementation, the author has made simple budgeting and timeline.Keywords: marketing, sales, game
Proposed Marketing Strategies for Dots & Dotz Ice Cream in Achieving Sales Target Vimala, Khema; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 2, No 12 (2013)
Publisher : The Indonesian Journal of Business Administration

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Everyone knows what its ice cream, both from small children to the elderly, like ice cream. Of opportunity and that opportunity, formed Dots&Dotz ice cream that sold ice cream with a palette concept. So in 1 palette consists of 3-8 cones with a variety of flavors in accordance with the wishes of consumers. The business issue is every outlet in Bandung cannot reach the target. This study used questionnaires, depth interviews, and analysis of the questionnaire results. From the analysis, shown that the level of awareness Dots&Dotz very low and this results from a lack of promotion. In addition, the root of the problem that occurred was the perception assessment Dots&Dotz undervalued importance of consumer ratings will be ice cream. Based on existing problems, the researchers propose some solutions for Dots&Dotz in terms of internal repair company. One of them is by changing the positioning and target consumers, creating a classical conditioning so that consumers can understand the meaning of the concept Dots&Dotz. This change will work well when Dots&Dotz promotion and also how to choose the right promotional media to provide that information. In addition, the authors also provide inputs, such as budget for promotion, and promotion planning time. Keywords: Brand Awareness, Marketing Mix, Classical Condition, Promotion
Proposal Of Marketing Communication Strategy To Accelerate Adoption And Diffusion Process Of Gentle Birth Sarastri, Pramudita; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 1, No 7 (2012)
Publisher : The Indonesian Journal of Business Administration

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The number of birth will always increasing. Based on the results of Census 2010, population is increasing about 1.96 percent each year. With a population of 2, 39 million, each year is estimated to 62.617 babies born in the city of Bandung.The purpose of this study was to explore the insights of pregnant women in order to create a strategy to accelerate the adoption and diffusion process for the philosophy of Gentle Birth.This research technique is using qualitative methods that apply ethnography method which consists of in-depth interviews, netnography, and videography. The purpose of using this technique is to analyze psychographic of pregnant women to explore in depth insight. In-depth interviews and observations conducted in Bandung in April-July 2012, on the 12 (twelve) of the respondents with the criteria were pregnant and the second trimester. Netnography conducted on discussion forums on the Internet which consists of Mommies Daily and Gentle Birth for All and observing conversations in the forums labeled "Gentle Birth", "Normal Delivery VS Caesar", "water birth", and "C-section".Finding of this research results there are three psychographic segmentation of expectant mothers that generate of motivation toward birthing. Segment A is a segment that wants to do a normal birth more than anything. Segment B placed her child safety as priority without no matter what procedure that must be endured. The last is segment C is choosing C-section because she want to avoid pain. The author determine segment A and segment C as a psychographic target.Insight came from the research was “Mothers are having an amazing experience and she want to get through it with comfort,” Based on that idea, a campaign concept was then developed with objective to create awareness about brand and product.The tactics was using internet marketing, publicity, and personnel communication channel that was selected based on cost-effective consideration.  The overview of implementation strategy are using social media as a tool of communication, penetrate to mother and baby communitiies and maximize the utility of customer service. Key Words: gentle birth, adoption dan diffusion, marketing communication, qualitative research, insight.
Proposed Inclusive Business Ecosystem of Gedong Gincu. Case study: Cirebon, Indramayu, Majalengka, Kuningan, and Sumedang District Erlisafitri, Erlisafitri; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 4, No 6 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Indonesia occupied the 6th position (2011) as the largest mango producer in the world, where almost all provinces in Indonesia are able to produce different varieties of mango. GedongGincu as "The Queen of Mango" became one of the flagship varieties of mango after Arummanis which is West Java as producer. High demand of GedongGincu in export market is faced with declining of production, both in terms of quality and quantity. Problem analysis was done through focus group discussion (FGD) and semi-structured interviews to business stakeholders in five production centers such as the Department of Agriculture, Department of Industry and Trade, and BAPPEDA (provincial and district), Coordination Instructor Agency, farmers, exporter, supermarket, collector, trader/ retailer, processors, cooperative, input provider, and universities. Declining of production occurs due to lack of collaboration among business stakeholder which this depicted through the relationship condition that is still transactional or enhancement based on collaboration value exchange. This relationship condition caused problems such as market information, ineffective regulatory environments, inadequateinfrastructure, lack of knowledge and skills, and limited access to capital. Market competition and the increasing demand of buyers demanded economic conditions which stimulate business players to be more aggressive in winning business competition. For that, this business need collaborative network among business stakeholder which integrates stakeholders from upstream to downstream. Network Collaboration required linkages between business stakeholders such as collaborative value exchange between customers and manufacturers, collaborative business process between manufacturers with partners and suppliers and collaborative business networks among key resources and partnerships.Keywords: GedongGincu, Collaboration Value Exchange (CVE)
Co-Authors A Dian Sri Rezki N Adhi Setyo Santoso Adiani, Widyoretno Anisa, Mutia Antonio Gratiano, Antonio Athalia, Regina Atik Aprianingsih Augustine Merriska Aulianur, Felicia Fajr Azniar Nurina Bhaskara, Ida Bagus Dwija Cahya Agunging Hayuwidi, Cahya Agunging Dermawan Wibisono Doni Laksono Eka Yuliana Erlisafitri Erlisafitri, Erlisafitri Ernest Hasiolan Sebastian Ezron Martin Vivaldi Silalahi Fabila Mahadira Gari Nurahman Hadi, Diandra Adelina Harimukti Wandebori Haykel Adityawarman Ihsan Hadiansah Indahtyas Winasis Johnson, Nuraeni Khema Vimala Krisnati Desiana Laksmana, Jason Aditya Martawilaga, Ayu Indriani Melvina Pascaline Mulya, Ardyanto Nuharini, Hepinda Fajari Nur Budi Mulyono Peyton, Fanny Pinandhika, Anak Agung Ngurah Tata Pradipta Wismaya Alby Pramudita Sarastri Putri Karima Hapsari, Putri Karima Rahmah Chairunisa Raihana, Jasmine Rendika Nugraha Ria Agustriana Busra, Ria Agustriana Rizki Amalia Rully Setiawan Saputro, Irfan Yusuf Satya Aditya Wibowo Setiawan, Romi Shafira, Azalia Sinta, Sinta Tamadara Hilman, Tamadara Valendia, Ida Ayu Saras Willy Harnawan, Willy Yang Sun, Yang