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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 Journal of Economic, Bussines and Accounting (COSTING) 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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Marketing Strategy of KLMâ„¢ Chairunisa, Rahmah; 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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Abstract

KLM is one of PT. XYZ product that managed by Health Care Business unit. KLM is a transparent intravenous dressing that aims to reduce the number of phlebitis and IADP (Primary blood stream infections). Among the intravenous dressing, KLM only can seize 29% of market share in Indonesia. And in 2011, the sales of KLM were decline for more than 50% from sales in 2010. This condition happened in DKI Jakarta and Bandar Lampung. While on the other regions, the number of sales is too volatile. Since PT. XYZ has already implemented marketing strategy for KLM, the exisiting marketing strategy of KLM has to be evaluated to increase the market share and number of sales.The conceptual framework which is used is coming from the external factor of PT. XYZ and internal factor as well. The external factor is using Porter Five Forces analysis, Situation analysis (5C), and Perceptual map.  And the internal factor is using marketing mix, product life cycle, and customer analysis. The samples are taken from hospitals in Jakarta. The sampling structure is intended to review the actual wants of KLM’s customers.The root cause analysis has resulted in three areas of improvement: (1) KLM has ineffective marketing communication, (2) the relationship with distributor that not well maintained and cause the distributor not focus in selling KLM, and (3) the relationship with the customer that not maintained properly.The recommendation includes the improvement in more effective marketing strategy, relationship with the distributor and customer as well. The activities targets are the nurse division, especially the head of nurses and infection control nurse, the hospital management, and PPNI as the influencer. The strategies including product introduction, product trial, brochures, seminar and workshop, and seminar sponsorship. The estimated budget for the new marketing strategy and relationship management is Rp 332,890,000.- for one year. Keywords: Marketing strategy, Relationship management, KLM, Transparent intravenous dressing
SBM ITB Curriculum Enhancement Proposal in The Face of Business School Competition in South East Asia Setiawan, Rully; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 2, No 9 (2013)
Publisher : The Indonesian Journal of Business Administration

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The interesting phenomenon occurs nowadays with intense competition among business and management schools in Indonesia and the South East Asia region. Business schools would play a major role in the near and long term future as one of the most important part in the development of Indonesian economy. And it would be wise that the future generation will be leading the pivotal positions in the domestic and multinational business companies that held their presence in Indonesian soil rather than maintaining foreign labors dependencies in vital positions. The thesis research was conducted at SBM ITB Bandung Undergraduate Program and by benchmarking it with several top business and management school in South East Asia region. External and internal analysis revealed the problem root cause that SBM ITB is facing. The external factors pictured the detailed information of the business and management program that SBM ITB and its competitors is currently running. The internal factors showed what SBM ITB is currently lacks against its competitors. The solutions to answer the problem root cause at SBM ITB are constructed carefully by managing integration between the current strength of learning methods at SBM ITB and the business solutions alternatives proposed by the research. The alternatives offered ranging from offering additional courses solution to the existing curriculum, suggesting an increased number in academic staffs and by increasing the efforts in communicating the improvement that is being made at SBM ITB. In the end it is crucial to set the goal for SBM ITB to both attract the qualified prospective students and produce bachelor graduates in business and management program that have the same qualification with its international competitors. Therefore SBM ITB graduates can compete in the business field of national and international level and by default it is also lifting the reputation of SBM ITB. Keyword : Business, Course, Curriculum, Management, School
Proposed Marketing Strategy of Streaming TV Service to Increase Customer in Bandung City (Case Study: UseeTV Mobile at PT Telkom) Hapsari, Putri Karima; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract— Recent fast paced of the technology development, especially in mobile device and broadband technology, has created a new demand about type of entertainment that can be accessed anywhere and anytime. PT Telkom Indonesia, as one of the biggest telecommunication provider in Indonesia, as respond to this new opportunity, developing UseeTV a new streaming entertainment services. UseeTV first launched to the market on August 2012. Although it’s still on introduction, the company has stated a target to have 1 million users on April 2013. But unfortunately, up until the due month the target is still not achieved. Finding the root cause of the problem is important by analyzing 5C method, analyzing the consumer behavior along with analysis of marketing strategy that has been created by the company. The analysis shows that there are three main factors causing the issues: low brand awareness, weak value proposition, and not align product targeting and product offered. To solve the problem, an appropriate and interesting marketing strategy needed. Solutions formulated aim to increase the number of UseeTV users. To overcome problem related to weak value proposition of the service, proposed an increasing on more interesting content according to customers’ needs and wants. Besides, a new STP strategy formulated to develop appropriate marketing strategy. A deeper analysis using factor analysis method is performed to know more about several kinds of factors that could affect customer preference on using the streaming TV services. The discriminant analysis method is also used in this research to know some factors that will differentiate between the streaming TV users who use Usee TV product and those who don’t.  Keywords: streaming, value proposition, brand awareness, factor analysis, discriminant analysis
Proposed Marketing Strategy for Y Supermarket to Increase Sales of Organic Products Silalahi, Ezron Martin Vivaldi; 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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Abstract

Gap between people's attitudes and actions towards environmental sustainability was the problem faced by the Y Supermarket, where the organic products that sold are still less desirable by people in Bandung city. Based on internal and external analysis, there are some deficiencies owned by Y Supermarket in selling organic products. Y Supermarket in selling organic products do not know clearly who their target market. Based on a survey conducted, level of public awareness relatively low. Lack of awareness of some people can cause not all branches of the Y Supermarkets sell organic products, conditions display organic products that are less regularly, and Y Supermarket does not provide store sign about organic products in the supermarket area. Moreover, there are some things that can reduce the interest of consumers to buy organic products based on the situations at the supermarket, the price of organic products are expensive, not all organic products are sold have organic certification, and lack of information provided by service crew to consumer. Some alternative solutions that can be used as a marketing strategy for Y Supermarket to increase awareness and people's interest in organic products are has clear target market, offering organic products that have official certification, creating private label for organic products, provide organic product mix, providing organic products in every branch of Y Supermarket, provides short training for all staff fresh departments, made standard the organic product display in area supermarkets, and conducted promotion such as; social media, special event, in-store promotion, brochures, special discount, and create donation program for environment movement. Keywords: Marketing Mix, Supermarket, Organic Product, Awareness
Marketing Strategy Telkom Internet Protocol Televison (IPTV) To Increase Subscribers Number for Area Operation Bandung Alby, Pradipta Wismaya; Purwanegara, Mustika Sufiati; Desiana, Krisnati
The Indonesian Journal of Business Administration Vol 1, No 4 (2012)
Publisher : The Indonesian Journal of Business Administration

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Business transformation transfigured fromvoice communication to multimedia (Voice, Data andVideo) is not inevitable in the current telecommunicationsindustry. Telkom develops IPTV (Internet ProtocolTelevision) as an effort to revitalize the Fixed Wirelinebusiness in the middle of the changing landscape of thetelecommunications industry. This IPTV service utilizesthe existing network of fixed wire telephone network(Fixed Wireline). On this technology, one cable can be usedfor various data transmission services, including voice,data and video. Since the commercialization on the early2012, sales performance has decline 37% on the fistquarter and continue to decline in the next month.Referring to the business issue and challenges of the futuretelecommunications business competition, Telkom seeks todevelop a New Wave Telkom Business through IPTVService in an effort to make it as a new revenue generatorreplacing the Fixed Wireline business that has entered thestage of maturity.Business issue exploration aim to identify strengths,weaknesses, opportunities and challenges that occur inTelkom IPTV services in Bandung city, so that the root ofthe problem can be identified. The steps taken in theprocess are collecting secondary data analysis, analyzingbusiness issue exploratory, market research to potentialcustomers, proposing marketing strategy communicationand implementation of IPTV services by Telkom. Based onthe analysis from root of the problem, Telkom IPTVservice marketing activities which are conducted isconsidered incomprehensive and is not on target, thereforeit is necessary to design a marketing strategy that cananswer the root of the problems which are occurred.Proposed business solution includes the application of theMarketing Mix which emphizes on Integrated MarketingCommunication. With the implementation of businesssolutions, such as increasing awareness to target market,marketing communication emphasize on servicedifferentiation, Utilization of Existing Customer Base andSales Bundling Concept can solve existing businessproblems.Keywords: IPTV, Market Penetration, Integrated MarketingCommunication.
Proposed Marketing Strategy For Tempo Newspaper On Facing Digitization Era Gratiano, Antonio; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 4, No 2 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract.Indonesia has a rapid growth of internet users. Moreover, technology development makes newspaper industry should adapt with the situation. Tempo Inti Media is one of the leading media industries in Indonesia, which has long served its readers with the news from Tempo Newspaper which has uniqueness in journalistic style; tend to criticize sharply and straight to the point. Nowadays, as a part of Tempo Media Group business line, Tempo Newspaper entering the phase where the newspaper sales are declining, but in the other hand Tempo.co as an online news source has a massive growth.External and internal analysis was conducted to determine consumer behavior and the impact and implications of technology for the newspaper industry, especially the Tempo newspaper. It also conducted a field study to determine the level of importance and the quality performance of Tempo Newspaper, Tempo Website, Newspaper Competitors and Competitor Websites from a consumer standpoint. The outcome of the field study is also used to make Importance-Performance Matrix (IPM)to know the variables of Tempo Newspaper that need to be improved.The results of the analysis of field studies, it is known that some of the variables of Tempo Newspaper can be improved but overall Tempo should slowly move into the online platform because of the perspective of customers, today newspaper is considered unable to meet consumer needs for update news. Besides, it should also focus on improving Tempo website because based on the field study to Tempo Newspaper readers, although customers prefer to read through online media, but not necessarily readers will open Tempo website because there are other competitors who offers better quality than Tempo website.The proposed improvement quality of Tempo Newspaper and Tempo website is expected not only to increase the newspaper revenue but also to add customers interest to access Tempo website so has competitiveness of its competitors.Keywords: Tempo Newspaper, Tempo website, quality, consumer behavior
Proposed Marketing Strategy to Increase The Number of Students of Study Programs For Yarsi University Amalia, Rizki; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 2, No 8 (2013)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Since the establishment of  School of Medicine in 1967 YARSI which consists of only one medicine faculty until they changed the status to YARSI University in 1989 until now, with five faculties,  many achievements have been reached and can be proud of. Among them are the best private medical college in Jakarta, and even nationally recognized. However, these conditions are not followed outside medicine faculty where less students when compared to medicine faculty. To find the root problems that facing by YARSI university and its solutions, a preliminary step is collecting data on both primary and  secondary  data. Secondary data used to analyze the macro environment, the porter's five force analysis, competitors analysis, segmenting, targeting and positioning, and marketing mix. Primary data used to consumer analysis with distributing questionnaire to and YARSI University  student. The result analysis are YARSI university does not have a strong marketing strategies and less optimal promotions so that could cause low awareness. Therefore, the proposed marketing strategy in accordance with current conditions as well as marketing communications strategy to increase the number of students who enroll in all YARSI  university courses. Keywords: higher education, YARSI, marketing strategy
Proposal of Marketing Strategy for Instalasi RIK Parahyangan Pavilion RSUP Hasan Sadikin Bandung Nurina, Azniar; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 1, No 8 (2012)
Publisher : The Indonesian Journal of Business Administration

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Along with the changes of social society and the flow of information, customer’s need for quality of service is higher, including health service in hospital. For some people, they perceived health service in private hospital is superior than government-owned hospital. Moreover, some of them preferred to use health service abroad. Since medium – higher economic class customer have ability to choose health service they needed, it is important to inquiry factors that influenced their decision making.The research for this thesis was conducted at RIK Parahyangan Pavilion Hasan Sadikin Hospital in Bandung. The problem is low Bed Occupancy Rate (BOR). Eventhough every year, hospital improve their facility, either added their bed capacity or added supporting facilities, the efforts still did not urge standar usage capacity BOR which is about 85% of occupancy.The main focus of this thesis is to investigate the preference inpatient service of potential customer. This study includes internal and external analysis to determine the dominant criterion in influencing customer preferences to choose inpatient service of particular hospital.The data that had been processed comes from interview and questionnaire. The result are the level of importance, customer perception and position of  RIK Parahyangan Pavilion Hasan Sadikin Hospital compared with its competitor. Based on the data and analysis, we can conclude that low awareness of Instalasi Rawat Inap Khusus Parahyangan Pavilion RSUP Dr. Hasan Sadikin Bandung, negative perception of health service and cannibalism became the dominant factor that cause low level in BOR.As solution RIK Parahyangan Pavilion Hasan Sadikin Hospital is to encourage to apply internal marketing communication and below the line marketing to build customer awareness and create positive attitude toward government-owned hospital especially Hasan Sadikin Hospital. Keyword : Awareness, Internal marketing, Below-the-line Marketing
Marketing Strategy of Narapati Indah Syariah Hotel Nurahman, Gari; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 2, No 3 (2013)
Publisher : The Indonesian Journal of Business Administration

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In 1992, the formation of Muamalat Bank as the first bank that based on syari’ah in Indonesia is the starting point of growth and development of syari’ah economic paradigm factually in Indonesia. So did in the global capital markets, the Western views this as one ethycal invesment or business of ordinary course, who enchase commercial values of a business with certain values. Meanwhile, the hospitality business as business engaged in accommodation services are maintained commercially is basically one other businesses, clean. However, because the tendencies of hedonistic desire, there were a lot of  “person” of hotel business who  shifting to the practice that contradicting to the governmental regulations, and from religious side, it becomes an “immoral” value. Regardless of all phenomenas, Ahmad Gemma Nurrahman as a General Manager of Narapati Hotel, motivated by his desire to make his hotel as a first hotel that applying syariah values, at the end of 2011 proposed an idea to convert the system and mechanism of his hotel management into the hotel that applying the syariah values. Until the end of 2011, the occupancy level of Narapati Indah Hotel & Convention average reached 62 %. But if it is compared in 2008 which reached 62.29 %, it means a significant decline. In 2012, after applying the label and values of “Syariah” beginning from the name to all activities implemented, so the point will has an impact on the loss of potential customers in the side and the emergence of potential on the other hand. The current question is, how to increase of Narapati Indah Hotel & Convention occupance with the customers who have morrality? Unclear STP make lack of differentiation. With no differentiation make the awareness became low, that’s the main reasons why Narapati Indah Syariah Hotel & Convention have a low occupancy level, beside of highly industrial competition is also became the other reason. The main thing to be done is to improve Occupancy Rate as desired by management of Narapati syariah Hotel & Convention is do proper marketing communication to build awareness of syariah hotel, defined new STP for syariah hotel, and reinforce the marketing effort in marketing mix, especially product, process, physical evidence and also Promotion. Keywords: Syariah hotel, low occupancy,Unclear STP,Islamic hotel 
Marketing Strategy Proposal for Increasing Customer Loyalty of Agnes Monica Pascaline, Melvina; Purwanegara, Mustika Sufiati; Wandebori, Harimukti
The Indonesian Journal of Business Administration Vol 2, No 2 (2013)
Publisher : The Indonesian Journal of Business Administration

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Agnes Monica is a famous celebrity from Indonesia who has the quality and inspiring many young people. She is a singer, actress, presenter, and also brand endorser at once who has achieved many prestigious awards during her 20 years experience in entertainment industry. She is now pursuing her dream to be an international singer which then insists her to spend lots of time in USA. The management see the threat as there will be the lack of product availability and will cause brand switching. Build a strong emotional engagement with customers to the high level of loyalty, in this case her fans, is considered to mitigate this threat. This is the main objective of this study. The data used was generated by interview to 15 fanclub members for at least three years and online questionnaire to 380 fans. Industry analysis, competitor analysis, customer analysis, marketing mix analysis, personal branding analysis, customer based brand equity analysis, and brand community relationship analysis were completed to find the root causes. Root causes from the data and analysis are segment augmentation, lack of internet promotion, bad opinion for her originality, and the weak relationship between the customers and company. This study give solutions to each root causes found and all solutions are inter-related to overcome it. Company hopes given solutions will gain enhancement of Agnes Monica’s value, so that strong fans loyalty will built. This study provides two scenario as solution for company and scheduled for 12 months in 2013. Second scenario is more affordable than first scenario, but still aims escalation of fans loyalty. Budget for scenario one is Rp. 734,500,000 while scenario two is Rp. 412,500,000. Keyword: customer loyalty, brand relationship, personality branding
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 Indra Triyadi, Edith 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