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Agus Rahayu
Universitas Pendidikan Indonesia
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Strategi Pengembangan Usaha Mie Ayam Cabe Hejo Menggunakan Matriks SWOT dan QSPM As-siisi, Adzkia Marwa; Rahayu, Agus; Dirgantari, Puspo Dewi
JURNAL ILMU MANAJEMEN Vol. 19 No. 2 (2022): DESEMBER 2022
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jim.v19i2.54539

Abstract

Abstrak−Tujuan dari penelitian ini adalah untuk mengembangkan strategi pemasaran yang dapat diterapkan oleh Mie Ayam Cabe Hejo menggunakan metode analisis SWOT (Strength, Weakness, Opportunity, Threats) dan QSPM (Quantitative Strategic Planning Matrix). Jenis penelitian ini menggunakan metode deskriptif kualitatif dengan analisis strategi menggunakan matriks IFE dan EFE, matriks IE, matriks SWOT, dan matriks QSPM. Hasil penelitian menunjukkan bahwa Mie Ayam Cabe Hejo memiliki posisi yang kuat dalam memanfaatkan kekuatan dan peluang yang ada dan mampu mengatasi kelemahan dan ancaman dengan nilai tertimbang IFE sebesar 2,81 dan nilai tertimbang EFE sebesar 2,775. Dalam analisis menggunakan matriks IE menunjukkan bahwa Mie Ayam Cabe Hejo dapat menggunakan strategi hold and maintain dengan strategi alternative penetrasi pasar dan pengembangan produk. Kedua strategi tersebut menjadi salah satu pertimbangan dalam menetapkan strategi yang tepat. Analisis matriks SWOT menghasilkan sembilan strategi alternatif yang dapat diterapkan. Strategi yang sebaiknya diprioritaskan oleh Mie Ayam Cabe Hejo adalah dengan melakukan penetrasi pasar.Kata Kunci: Manajemen Strategi; Matriks SWOT; Matriks QSPM; Matriks IE; UMKM 
ENHANCING COMMUNITY HEALTH CENTER PERFORMANCE THROUGH PUBLIC SERVICE INNOVATION AND DIGITAL TRANSFORMATION STRATEGIES Prianto, Arif; Rahayu, Agus; Gaffar, Vanessa; Adiwibowo, Lili
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1380

Abstract

The performance of the Community Health Center (Puskesmas) has been in the spotlight of all parties concerned with its ability to adopt the right innovation strategy and implement appropriate digital transformation. This research aims to uncover (1) how public service innovation strategies impact digital transformation implementation; (2) their effect on Puskesmas performance; (3) the impact of digital transformation implementation on Puskesmas performance; and (4) the mediating role of digital transformation in this relationship within West Java, viewed from a strategic management perspective. This quantitative study was conducted across 285 from 1,098 Puskesmas in West Java Province, utilizing proportional random sampling. The sample consisted of Puskesmas distributed across cities and districts in the region, ensuring representation from each area. A questionnaire with a 5-point rating scale was the primary research instrument, validated for accuracy and reliability. Data analysis included descriptive categorization and inferential analysis using Partial Least Square (PLS) via SmartPLS. The study found that public service innovation strategies positively impacted digital transformation implementation and Puskesmas performance. Additionally, digital transformation implementation positively influenced Puskesmas performance, with digital transformation partially mediating the relationship between innovation strategies and performance.
THE INFLUENCE OF MILLENNIAL EMPLOYEE COMPETENCE IMPROVEMENT STRATEGIES ON BANK PERFORMANCE THROUGH HUMANITY LEARNING PROGRAMS Permana, Irwan Triherda; Rahayu, Agus; Wibowo, Lili Adi; Setiawan, Yana; Yulianto, Erwin
International Journal of Artificial Intelligence Research Vol 9, No 1.1 (2025)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v9i1.1.1517

Abstract

The banking industry is currently facing the demands of the digitalization era, and the Millennial generation, as the majority of employees in the company, plays a crucial role in managing and making decisions for the continuity of the bank's business. In addition to the demands of digitalization, human resource skills play a strategic role in all positions within the company. For a bank to run smoothly, these human resource skills need to be accompanied by a learning strategy to improve the competency of millennial employees through a humanistic strategy implementation strategy so that the learning implementation can run smoothly and prudently. This study analyzes the Business Performance overview, which includes Digitalization Demands, Human Resource Skills, Millennial Employee Competency Improvement Strategies, and the Humanity Learning Program that influences it using a quantitative approach with descriptive and verification research types. The study population consisted of 544 regional offices, branches, and sub-branches of Bank BJB, which served as the analysis unit. Sampling used the Slovin method with 134 respondents. The research instrument used a questionnaire, and data analysis techniques to determine the correlative relationship in this study used the Covariance-Based Structure Equation Model. The results of the study show that the Demand for Digitalization with the dominant dimension of Digitalization Trends, Human Resource Skills with the dominant dimension of Digital Skills, and Millennial Employee Competency Improvement Strategy with the dominant dimension of Millennial Competency Development mediated by the Humanity Learning Program with the dominant dimension of Talent Development Program, significantly influence the Bank's Business Performance.
The Role of Digital Transformation and Incoterm Selection in Enhancing Competitive Advantage: Evidence from Indonesian Freight Forwarders Sugiono, Ahmad; Rahayu, Agus; Wibowo, Lili Adi; Hurriyati , Ratih
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 9 (2025): : JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i9.4875

Abstract

The research investigates the influence of digital transformation and the choice of Incoterms on the competitive positioning of freight forwarding firms. Although previous studies have explored digitalization and trade terms individually, limited attention has been given to their joint effects within emerging market contexts. Data were collected from 130 freight forwarding companies in Indonesia through a structured questionnaire. Three indicators measured digital transformation (e-documentation, real-time tracking, system integration), four indicators captured Incoterm selection (risk management, cost control, delivery responsibility, flexibility), and five indicators assessed competitive advantage (cost efficiency, reliability, Speed, flexibility, innovation). Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to test the hypotheses. The results reveal that both digital transformation and the selection of Incoterms significantly enhance competitive advantage. Digital tools strengthen service reliability and operational efficiency, while strategic Incoterm choices improve risk sharing, cost control, and customer responsiveness. Freight forwarders should integrate digital technologies and adopt flexible Incoterm strategies to sustain competitiveness in dynamic logistics environments. This study is among the first to integrate technological and contractual perspectives, providing novel evidence on how digital transformation and Incoterm selection jointly shape competitive advantage in the freight forwarding sector of a developing country.
Digital marketing evolution: Understanding the role of AI and Big Data in shaping marketing strategies Rahman, Shandikha Arya Yudha; Rahayu, Agus; Hendrayati, Heny
International Journal of Financial, Accounting, and Management Vol. 7 No. 2 (2025): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v7i2.2593

Abstract

Purpose: This study explores the evolution of digital marketing and the role of Artificial Intelligence (AI) and Big Data in enhancing marketing effectiveness. As market complexity and consumer needs continue to evolve, companies must adopt new technologies to optimize their strategies. Methodology/approach: This research employs a comprehensive literature review, analyzing journal articles, industry reports, and case studies related to AI and Big Data in digital marketing. The process involves selecting and evaluating relevant sources to gain in-depth insights into their impact on marketing strategies. Results/findings: The study finds a positive correlation between AI implementation in digital marketing and improved campaign effectiveness. Companies leveraging AI report increased consumer engagement and higher sales conversions. Moreover, integrating Big Data and AI enhances customer satisfaction and loyalty. Firms adopting these technologies demonstrate greater adaptability to market dynamics and evolving consumer preferences. Conclusion: The study concludes that AI and Big Data play a crucial role in shaping digital marketing strategies by enabling personalization, predictive analytics, and data-driven decisions. Although challenges such as privacy concerns and algorithmic bias remain, their benefits far outweigh the risks, offering firms a sustainable competitive advantage. Limitations: The study is limited to existing literature, which may introduce selection bias. Additionally, the absence of empirical analysis restricts deeper insights into AI and Big Data applications in marketing. Contribution: This research provides a deeper understanding of AI and Big Data’s impact on digital marketing strategies. The findings assist marketers in developing more effective and adaptive strategies.
Optimizing Online Advertising to Improve J&T Cargo's Business Performance and Profitability Aryani, Kiki; Rahayu, Agus; Hendrayati, Heny
International Journal of Science and Society Vol 6 No 4 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i4.1333

Abstract

The optimization of online advertising has become a key strategy for improving business performance and profitability in the digital era. This study aims to analyze the role of online advertising in supporting the growth of J&T Cargo's business using a qualitative approach with a literature review method. Through a review of relevant literature, the research explores the effectiveness of various digital advertising platforms, such as social media, search engines, and e-commerce websites, in reaching wider audiences and increasing customer conversion rates. The findings reveal that implementing the right online advertising strategies can enhance brand awareness, expand market share, and boost profitability. This study offers recommendations for J&T Cargo to optimize data-driven advertising strategies to achieve better business outcomes.
Digital Strategic Alignment in Smart Ecosystems: A Synthesis of Strategic Capabilities and Emerging Technologies Pardede, Mahadi; Rahayu, Agus; Gaffar, Vanessa
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 3 (2025): JABM Vol. 11 No. 3, September 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.3.956

Abstract

Background: The rapid development of AI, IoT, Big Data, and Blockchain is reshaping business and management. While research has emphasized technical aspects, less is known about their strategic implications. This study explores how firms adapt managerial strategies within smart ecosystems.Purpose: The study examines how organizations adjust strategic management to sustain competitiveness amid digital transformation, focusing on managerial perspectives in areas such as AI governance, data-driven decisions, and ecosystem collaboration.Design/Methodology/Approach: A Systematic Literature Review (2010–2024) was conducted using peer-reviewed sources. Selected studies addressed strategic management excluding purely technical works and were categorized into AI strategy, Big Data analytics, Blockchain governance, and business models.Findings/Result: Digital technologies enhance agility and innovation but pose challenges in cybersecurity, regulation, and interoperability. The study applies Dynamic Capabilities, Resource-Based View, and Ecosystem Perspectives, identifying gaps in AI governance, SME digital adoption, and sustainability.Conclusion: Five strategic priorities emerge: predictive AI, real-time Big Data insights, secure Blockchain applications, robust cybersecurity, and dynamic capabilities. Firms leveraging collaborative and platform-based strategies adapt more effectively, though SMEs face significant constraints.Originality/Value (State of the art): Unlike prior research emphasizing technical dimensions, this study highlights strategic implications of digital technologies for competitive advantage and sustainability. The SLR reveals key trends, challenges, and opportunities, offering actionable insights for managers and policymakers. Keywords:  artificial intelligence, big data, blockchain, smart ecosystems, strategic management
Corporate restructuring for firm performance improvement: The strategic role of digital transformation and digital human capital Widiyastuti, Inasari; Rahayu, Agus; Wibowo, Lili Adi; Dirgantari, Puspo Dewi
Diponegoro International Journal of Business Vol 8, No 1 (2025)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.8.1.2025.63-75

Abstract

Corporate restructuring strategies are critical for improving firm performance, yet the effectiveness of such efforts can vary. In today’s dynamic business environment, integrating digital transformation and digital human capital into these strategies has become increasingly important. This study aims to examine the moderating effect of digital transformation and digital human capital on the relationship between restructuring strategies and firm performance. Using cross-sectional data from 78 publicly listed companies that implemented restructuring strategies in 2023, including IPOs, warrants, and delisting actions, this study assesses their impact on firm’s performance. Results show both organizational and portfolio restructuring positively influence firm’s performance, with digital transformation serving as a critical moderator that enhance portfolio restructuring effectiveness. Financial restructuring, however, demonstrate a negative effect on firm’s performance, moderated only slightly by digital human capital, which does not independently improve performance. The findings highlight the need for alignment between digital initiatives and restructuring strategies to optimize firm outcomes.
An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product Sari, Intan Tenisia Prawita; Rahayu, Agus; Hendrayati, Henny; Rauf, Mohamad Iqbal Abdul
Almana : Jurnal Manajemen dan Bisnis Vol 8 No 3 (2024): December
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v8i3.2728

Abstract

Companies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the influence of brand image on customer based brand equity. This research uses a quantitative approach. The respondents' responses indicated that all variable in brand image and CBBE of Samsung Brands in Garut Regency were very good. Furthermore, Brand association is proven to be the strongest indicator in building CBBE and brand loyalty is the least. there is a positive correlation between brand image and customer-based brand equity (CBBE).
Influence Of Innovation Strategy Model To Improving Organizational Performance Regional Government In Indonesia Mauladi, Andri; Rahayu, Agus; Wibowo, Lili Adi; Sofia, Alfira
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1354

Abstract

This research is aimed at testing the innovation strategy model to improving organizational performance regional government in Indonesia The performance of the Regional Government organization is the overall achievement of the results that have been achieved and achieved in handling all activities carried out by the Regional Government in a certain period (Muhamad F., 2009) as well as a description of the achievement of the government's goals and objectives as an elaboration of the vision, mission and strategy The following agencies indicate the level of success or failure in implementing activities determined by the Regional Government in accordance with established programs and policies. And this research uses the Partial Least Squares Structural Equation Modeling analysis technique (PLS-SEM), to model many variables in research.
Co-Authors Abdul Aziz Ahmad Abdurokhim Abdurokhim Ade Sobandi, Ade Adi Binardi Adib Sultan, Mokh Adiwibowo, Lili Afdol Muftiasa Aggi Panigoro Sarifiyono Agus Kurniawan Akantege, Raymond Alif, Abghia Lies Fildzah Alwinda Manao Amay Suherman Andrieta Shintia Dewi Andry Alamsyah Arie Indra Gunawan Arvian Triantoro Aryani, Kiki As-siisi, Adzkia Marwa Asti Nur Aryanti Astri Wulandari Astrid Deandra Zafira Asyifa, Lia Siti Ayuningtyas Yuli Hapsari Azatovich, Ablatdinov Sultanbek Azizah Asmara, Maisa Bahri, Khoirun Nisa Bambang Widjajanta Bambang Widjajanta, Bambang Bejaoui, Asma Chairul Furqon, Chairul Chandra, Dicky Christianingrum Dadang Dahlan Dede Kurnia Dede Kurnia, Dede Dedi Prasetyo Dematria Pringgabayu Dewanti, Pelangi Puspa Dewi Puspasari Didit Supriyadi Dirgantari , Puspo Dewi Dirgantari, Puspodewi Disman Disman Disman Disman, D Disman, Disman Dita Amanah Dudih, Mochamad Edi Firdaus Edi Suryadi, Edi Eeng Ahman, Eeng Egasmara, Febri Ekarini, Mira Indriyulia Ekawijaya, Asep Bayu Enny Hindarwati Ernawati Ernawati Erni Martini Erwin Yulianto Fahlevy, Reza Fahreza, Mohammad Fanji Wijaya Farizki Maulana Rafliansyah Ferdiansyah, Gerry Fitri Lestari, Fitri Fitri Novilia Fitrina Lestari Furqon, Chaerul Gafar, Vanessa Geraldine B Advincula Gita Anggarini, Gita Gunardi Hadi Senen, Samsul Hadiyazid Rachman, Nur Hakim, Moch Lukmanul Hakim, Moch. Lukmanul Hanifah, Silvana Hardiana, R. Dian HARIYANTO HARIYANTO Hasyim, M. Ardi Nupi Hendrayati, Heni Hendrayati, Henny Heny Hendrayati Herbert Siregar Heri Purwanto Heru Budiono Heryana, Nono Heryani, Feni Huda, Miftakul Hurriyati , Ratih Ihda Farhatun Nisak Inasari Widiyastuti Indra Gunawan, Ari Iqbal Rabiul Awal, Rais Irayanti Adriant Islamiyah, Zakiyah Tsauroh Iwan Kurniawan Iwan Kurniawan Johan, Ahmad Juliana Juliana Khamiliyah, Lili Khania Teresa Gunawan Koeswandi, Tika Krishna Yuliawati, Ayu Kusumah, Echo Perdana Lasmita Sihaloho LIA AMALIA Lili Adi Wibowo Lina Marlina Lindawati M. Arief Ramdhany Machmud, Fajar Maelatusaadah, Lena Marliyana Maesaroh, Syti Sarah Maghfur, M. Mauladi, Andri Maulasena, Mirza Fawwaz Maya Sari Mayasari Misyaida Ayunda Putri Mokh. Adib Sultan Mokhammad Wahyudin Monoarfa, Hilda Muftiasa, Afdol Muhamad Bayu Pramesta Muhammad Deny, Muhammad Muhammad Iqbal Alamsyah Muhammad Zaky Yamin Munawar, Asep Muradovna, Khudayarova Mekhrangiz Mutia, Fitrahtul Nadeak, Thomas Nanang Fattah Nandi Nandi, Nandi Nasution, Harmansyah Neng Susi Susilawati Sugiana Neni Nuraeni, Neni Noneng Nurjanah Novilia , Fitri Nuraeni, Ita Nurjanah, Noneng Nuryadi Wijiharjono Oce Ridwanudin Palupi Permata Rahmi Pardede, Mahadi Permana, Irwan Triherda Pranadita, Nugraha Prasetyo Harisandi Prianto, Arif Puspo Dewi Dirgantari Rabiul Awal, Rais Iqbal Rahman, Shandikha Arya Yudha Rahmawati, Yuli Diani Rasyid, Mohammad Kurniadi Ratih Hurriyati Rauf, Mohamad Iqbal Abdul Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rena Yuliana Retno Setyorini Ridwan Purnama, Ridwan Riske Faldesiani Rony Susalit Rosita, Ai Saepudin, Didin Safitri, Lusiana Safroni Isrososiawan Sakova, Megha Salsabila, Audra Santo Dewatmoko Saputri, Adiya Agustin Eka Saputri Sari, Intan Tenisia Prawita Sari, Rizqi Permana Saripudin, Asep Sihaloho, Lasmita Sihaloho, Lasmita Simamora, Saur Simatupang, Frido Sarita SISWANTO, BUDI NUR Sugiana, Neng Susi Susilawati Sugiharto, Moch Dudih Sugiharto, Moch. Dudih Sugiono, Ahmad Sukma Nugraha Sundusiah, Sundusiah Sunu Puguh Hayu Triono Supriyatna, Agus Surya Nugraha Suryana Sutopoh*, Sutopoh Suwatno Suwatno Syifa Pramudita Faddila Tatiek Ekawati Permana Tianingrum, Destri Mailinda Toto Susanto, Toto Triyono, Sunu Puguh Ubaidilah, Muhamad Rizki Utama, R Dian H Vanessa Gaffar Willma Fauzzia Yakin, Cecep Nurul Yana Setiawan Yono Maulana Yudha Rahman, Shandika Yuliana, Rena Yuliarti Maghfira Annahli Yuliati - Yuliawati, Ayu Khrisna Yuliawati, Ayu Khrisna Yuranita Pramudya Wardhani Yusoff, Yusliza Mohd Zahra Nadhira Khairunnisa