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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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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)
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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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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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.
Mapping Business Model Strategy Based-On Motivation of People to Participating in Sharing Economy Zuhri, Wahyu; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 10, No 3 (2021)
Publisher : Journal of Business and Management

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The sharing economy is a growing concept that has a massive and positive impact on society, but it is still below the traditional economy. This study is purposed mapping of sharing economy companies in Indonesia and international, and also to identify how their revenue stream, channel, and customer relationship strategy of pioneer sharing economy companies in response to motivation theory as an effort to provide literature and references for other existing or potential sharing economies, so that is expected to accelerate the development of the sharing economy. This research uses a qualitative approach and secondary data collected from previous research, company website, and articles. In this research, sharing economy companies determination is conducted by sort list of companies collected from the article based on requirements or indicators of sharing economy and pioneer sharing economy companies determination conduct use Alexa traffic and Simillarweb by comparing their rank as an indication of success in encouraging people to participate. Revenue stream assessment by looking at their revenue stream type and their monetization strategy. Channel and customer relationships assess by looking at their website using indicators of motivation (Economy Benefit, convenience, Sustainability, Sense of belonging, and Trust) to see the initiative. As the result of this research, 1. List of sharing economy companies in Indonesia and internationally divided into six sectors (finance, space, transportation, services, food, & goods) but in Indonesia, there is no company engaged in the food sector that meets the definition of the entire sharing economy. 2) List of revenue stream model strategies and monetizing strategies of sharing economy companies. In terms of revenue stream model strategy, it is found that the pattern is that companies charge commission fees to providers and assign transaction fees to users. 3)mapping website companies initiative as one of channel and customer relationship strategy in response to motivation theory, it is found the pattern in each sector and in general, it’s pattern means all companies have the initiative in some indicators. This research can be a standard or reference of other existing or potential sharing economy companies in determining business model strategy as an effort to accelerate the development of the sharing economy.Keywords: Sharing economy, Motivation, Business mode
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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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
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