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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 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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Abstract

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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Abstract

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
Using Electroencephalogram (EEG) to Understand The Effect of Price Perception on Consumer Preference Aprilianty, Fitri; Purwanegara, Mustika Sufiati; Suprijanto, Suprijanto
The Asian Journal of Technology Management (AJTM) Vol 9, No 1 (2016)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2016.9.1.6

Abstract

Abstract. The research examines the influence of price as product cues on consumer’s perception and evaluation by using the application of electroencephalogram (EEG). This method can give objective information about consumer reactions towards product cues that will drive consumer’s choice. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by several price levels (low, medium, high) of underwear as stimuli and focused mainly on liking/disliking the stimuli. The participants consist of 10 female and 10 male consumers within 18-24 years old, have normal vision, right handed, and considered as potential purchasers of underwear. The participant’s brain activity was collected using Emotiv EPOC neuroheadset (EEG) with international 10/20 system and was obtained in Beta frequency bands (13–30 Hz). The result indicated that there was a clear and significant change (p<0.05) in the EEG brain spectral activities of right and left hemisphere in the frontal (F3 & F4), temporal (T7 & T8), and parietal (P7 & P8) regions when participants indicated their attentiveness towards each price level stimulus. The results show, the male and female participant’s tactile sensations in parietal lobe does not give more favorable attention towards particular price stimulus, but the difference price perceptions in parietal lobe can lead to rational preference and give most favored response towards high price stimulus. Analyzing of price perception may help to understand the differences in price-related emotions and preference, which can gain insights into an alternative pricing strategy that can lead to influence consumers buying decision.Keywords:  EEG, Price, Perception, Preference, Underwear.
A Preliminary Study on the Motivation of Funders for Crowdfunding Teresia Debby; Mustika Sufiati Purwanegara; Atik Aprianingsih
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 5 No. 3 (2019): IJBE, Vol. 5 No. 3, September 2019
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.5.3.242

Abstract

Crowdfunding is a new and novel way to gather fund through the internet for small and medium-size business from many investors. It is different from the conventional method which capital is gained from the loans from some of the conventional financial institutions like banks, angel investors, venture capitalists. Even though it is very popular, there are few numbers of researches have been done on this topic, especially to identify the motivation behind someone when investing in using this method. Some studies have been done to explore motivations. In this study, the sampling techniques that will be used are convenience and snowball sampling techniques. In the end, the study can gather 68 respondents, which all responses would be analyzed using an exploratory analysis using R software. Based on the results, there are five groups of motivations for investing in crowdfunding; they are enjoyment, recognition, curiosity, perceived risk, and altruism. The results of this study provided theoretical implications for future research and practical implications for the success of crowdfunding platforms.Keywords: crowdfunding, crowd-funding, funding motivation, crowdfunding motivation, internet based funding
Consumer Perception and the Evaluation to Adopt Augmented Reality in Furniture Retail Mobile Application Muhamad Abdilah Ramdani; Prawira Fajarindra Belgiawan; Fitri Aprilianty; Mustika Sufiati Purwanegara
Binus Business Review Vol. 13 No. 1 (2022): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v13i1.7801

Abstract

The importance of retailers to utilize interactive technology, such as Augmented Reality (AR), in their mobile applications is considered due to the change in consumer behavior from in-store to online. However, there is limited study in understanding consumer perception to evaluate the effectiveness of AR implemented by retailers during the COVID-19 pandemic in developing countries like Indonesia. The research examined the relationship between AR characteristics, consumer perception, and attitude toward AR in mobile furniture retail applications. The intention to adopt was also included in measuring behavioral responses. Using 383 valid data, the researchers empirically tested the insights through Partial Least Square-Structural Equation Modelling (PLS-SEM). The results reveal that AR characteristics have a significant influence on consumer perception. Besides, perceived functional benefit and trust in AR directly relate to attitude toward AR and indirect on intention to adopt AR applications. Thus, the research provides managerial implications for retailers to adopt AR technology as interactive media to enhance customer experience during online shopping in the current and after the pandemic. It is also expected to help government regulation in digital infrastructure to support AR implementation in industry and users’ data privacy. In addition, the research contributes to theoretical development in AR adoption, interactive marketing, and consumer behavior.
Factors influencing supplier performance: Evidence from farmers in West Java, Indonesia Fitri Aprilianty; Atik Aprianingsih; Mustika Sufiati Purwanegara
International Journal of Supply Chain Management Vol 7, No 2 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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Abstract

AbstractThe purpose of this study is to investigate factors that may affect farmers performance in the buyer-seller relationship within the agribusiness supply chain. Those factors include benevolence, structural formalization and contract completeness, dependency, and power. The author investigates how the five variables may impact cooperativeness and performance. The respondents for this study are a hundred farmers from Cianjur, Gunung Halu, and Garut. The primary data then analyzed using descriptive statistics and path analysis. The results show that dependency influence performance through power and cooperativeness, meanwhile benevolence influences performance through cooperativeness.
Defining Event Marketing as Engagement-Driven Marketing Communication Romi Setiawan; Dermawan Wibisono; Mustika Sufiati Purwanegara
Gadjah Mada International Journal of Business Vol 24, No 2 (2022): May - August 2022
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.63788

Abstract

Event marketing has been one of the popular corporate marketing strategies for decades. The method is experiential and aims to transform not only attendees' perceptions but also their behavior. Despite this, several events have failed to build loyalty or the purchase intention beyond the entertainment value. In addition, event marketing now focuses on gaining purchase and visit intentions. When a company focuses on engagement, it causes an increased usage desire and longer customer lifetime value. However, as a consequence of such communications, research into the engagement effect of an event has been lacking. This study clarifies the literature review to better understand it. This study reviews 40 relevant scholarly publications from the Scopus database to build a novel concept of engagement-driven event marketing. This article narrows the search using event marketing characteristics. Previous research has found six event types: sports, festivals, concerts, special events, trade shows, and meetings. Five factors influence the attendees: purchase intention, visit intentions, word-of-mouth, brand loyalty, and brand equity . This paper presents a new event marketing model based on Nufer (2015) and Żyminkowska (2019). Attendee engagement is defined by the relationship among the event’s content, the event’s involvement, the event-brand image congruency, and the attendee’s experience of the event’s content. There are also suggested theoretical and managerial considerations.
Determining the buyer-supplier relationships in international market: evidence of Indonesian products Ervyna Rizki Febrianny; Mustika Sufiati Purwanegara
Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Vol. 7 No. 1 (2019): Jurnal Perspektif Pembiayaan dan Pembangunan Daerah
Publisher : Program Magister Ilmu Ekonomi Pascasarjana Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (532.752 KB) | DOI: 10.22437/ppd.v7i1.7319

Abstract

This paper examines how trust and commitment impact repurchase intention and relationship performance in international market from overseas buyers to Indonesian suppliers. To achieve this objective, data were collected through a survey using a structured questionnaire to overseas buyers who have been engaging with Indonesian suppliers. A total respondent of 84 were collected. A confirmatory factor analysis was measured in this study to test the reliability and validity of the measurement model. The Partial Least Square technique also was used to test the conceptual framework of this study. The result shows that trust is significantly influenced commitment in the International buyer-supplier relationship. Commitment also significantly influenced repurchase intention and relationship performance of overseas buyers in buying Indonesian products.
Bridging Perspectives of Customer Value Proposition and Customer Perceived Value of Intercity Non-Bus Transportation Service in Indonesia Hadiansah, Ihsan; Nugraha, Rendika; Santoso, Adhi Setyo; Purwanegara, Mustika Sufiati
The South East Asian Journal of Management Vol. 12, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims - The study aim is to explore value proposition creation from the perspectives of non-bus transportation services and to investigate the factors in customer perceived value, especially functional value (operations, facilities, professionalism, and price), that influence purchase intention from customers’ perspectives. Design/methodology/approach - This mixed methods study used personal interviews, participant observation, and a survey to collect the data. Then, we conducted exploratory case study by using organisational level logic model as a qualitative analysis technique. Finally, we used regression for hypothesis testing of the quantitative section. Research Findings - The results indicated that non-bus transportation services should give extra efforts to build great value propositions to meet customer needs. The interview and participant observation results on non-bus transportation service providers’ perspectives showed that that two providers studied have different strategies to create strong value propositions. The survey results on customers’ perspectives showed that all aspects of functional value (operations, facilities, professionalism, and price) significantly influence purchase intention. Thus, those two perspectives do not completely align. Theoretical Contribution/Originality - The integrated framework of customer value proposition created by firms and customer perceived value, which was empirically tested in this study, showed that superior value proposition can be achieved where there is a feedback loop between these two perspectives. Managerial Implications in the Southeast Asian context - Managers have to consider not only the individual aspects of price competitiveness and comfort of services as value propositions but also the integration of facilities and professionalism to build perceived value through value propositions in intercity non-bus transportation services in Southeast Asian contexts. Research limitations and implications - This study had only two variables (functional value and purchase intentions). Functional value had four sub-variables (operations, facilities, professionalism, and price) as independent variables. Other variables could influence purchase intention for non-bus transportation service providers.
Business Strategy Formulation for Art Merchandise Brand (Case Study: Gutsy Prune) Natalie Amadea; Mustika Sufiati Purwanegara
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 3 No. 1 (2020): June 2020
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (478.53 KB) | DOI: 10.31098/ijmesh.v3i1.189

Abstract

A part of Indonesia's creative industries is the art merchandise industry which is dominated by independent visual artists who establish their art merchandise brands to market original art merchandise. Visual artists try to apply the principles of entrepreneurship in their practice since entrepreneurship has a fundamental role in their artistic careers. A business strategy is needed for any art merchandise brand. To develop a business strategy that is based on the empirical case, an Indonesian art merchandise brand called Gutsy Prune is analyzed as a case study. Gutsy Prune needs to develop a business strategy to boost the sales stagnation and to ensure the business continuity within the art merchandise market. The methodology for the research is a qualitative method and it is executed by conducting in-depth interviews with Gutsy Prune's potential and current customers. The results from the interview will be treated as the primary data along with observation and competitor analysis, while information from literature research will be used as secondary data to support the primary data. The focus of the research is the formulation of a business strategy for the art merchandise brand and the data collection was conducted by using interviews, observation, competitor analysis, and literature research. Gutsy prune needs to have a business strategy to tackle the sales stagnation that is caused by the low rate of inventory turnover. Before formulating a business strategy to boost sales stagnation, a series of analysis that includes environmental scanning and customer analysis is performed. The result from the aforementioned analysis is further examined by using SWOT Analysis to discover the root causes of the sales stagnation. It has been concluded that Gutsy Prune possesses some weaknesses in its segmentation, targeting, positioning, value proposition, marketing mix, and organizational structure. To resolve the root causes, Gutsy Prune develops a business strategy that contains STP Strategy, Value Proposition Canvas, Marketing Mix Strategy, organizational structure design, and a generic competitive strategy to sums up the business strategy's direction. From the research, Gutsy Prune can establish a one-year implementation plan to execute the business strategy.
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