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PEMECAHAN MASALAH NONLINEAR PROGRAMMING DENGAN LAGRANGEAN METHOD MENGGUNAKAN SUBSTITUTION METHOD ATAU MICROSOFT EXCEL Rudy Santosa Sudirga
Business Management Journal Vol 4, No 2 (2008): Business Management Journal
Publisher : Universitas Bunda Mulia

Lagrange Multipliers are a mathematical tool for constrained optimization of differentiable functions. The given procedure defines the Lagrangean Method for identifying the stationary points of optimization problems with equality constraints; L (ℷ, X) = f(X) – ℷg(X – C). This function is called the Lagrangean function and the parameters ℷ is the Lagrange Multipliers. The partial derivatives of this equation ∂L/∂ℷ = 0 and ∂L/∂X = 0 will give the optimal result for X.However, in some cases, sometimes we have been facing some difficulties to solve nonlinear programming problem with this method, therefore we would like to introduce the Substitution Method or Microsoft Excel Method, which is simple, easier and faster to solve the nonlinear programming problem. Because of the mathematical nature of nonlinear programming models, and in management science we do not have a single general technique to solve all mathematical models that can arise in practice, therefore simpler approaches should be explored first. In some cases, a “common sense” solution may be reached through simple observations.

DUA HASIL OPTIMAL DALAM PENYELESAIAN PERSOALAN TRANSPORTASI DENGAN ASSIGNMENT METHOD, VAM AND MODI, NORTHWEST CORNER AND STEPPING-STONE Rudy Santosa Sudirga
Business Management Journal Vol 8, No 1 (2012): Business Management Journal
Publisher : Universitas Bunda Mulia

The famous method to determine and solve transportation problem is the transportation model and the assignment model. We see how to develop an initial solution to the transportation problem with VAM (Vogel’s Approximation Method) and MODI (Modified Distribution) and Northwest Corner rule and the Stepping-Stone method. VAM is not quite as simple as the Northwest Corner approach, but it facilitates a very good initial solution, as a matter of fact, one that is often the optimal solution. The Assignment method, which is simple and faster to solve the transportation problem by reducing the numbers (cost) in the table/tableau until a series of zeros is found, or zero opportunity costs, which means that we will reach the optimal cost allocations. Once we have reached the optimal cost allocations, we then allocate each sources or supply according to some points of demand (destinations). Assignment Method is a specialized form of optimization linear programming model that attempts to assign limited capacity to various demand points in a way that minimizes costs. The special cases of transportation problem included degeneracy (a condition that occurs when the number of occupied squares in any solution is less than the number of rows plus the number of columns minus 1 in a transportation table), unbalanced problems, and multiple optimal solutions. At this opportunity, we would like to demonstrate the multiple optimal solutions. We will see how the Assignment method may be viewed as a special case of solving the transportation problem. Keywords : Assignment method, VAM and MODI, Northwest Corner and Stepping-Stone.

BRAND POSITIONING DAN PERCEPTUAL MAPPING UNIVERSITAS BUNDA MULIA, ATMA JAYA, BINUS, IBII, DAN UNTAR DENGAN METODE DISCRIMINANT ANALYSIS Rudy Santosa Sudirga
Business Management Journal Vol 8, No 2 (2012): Business Management Journal
Publisher : Universitas Bunda Mulia

Although universities are increasingly competing for accepting huge number of students, little has been written about the influence of cultural values on the brand positioning of university education brands. This study investigates the values of brand positioning for some private university education, and the factors teh students use to gain information about universities. The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. The paper reviews some recent literature on university brand positioning strategy. Universities marketing manager should seek to clearly differentiate their offering from the competition. The large amounts of expenditure on university marketing would be more efficiently used if the principles of brand management taught within them were applied properly. The public perception of a university’s programs is often considered a primay factor in building the brand positioning of the respevtive institution. Maintaining a favorable brand positioning can have a significant impact when recruiting potential students, when soliciting corporate partners, and when facilitating development opportunities with alumni and key stakeholders. This study also aims to discuss how the attributes of university brands influence consumers’ evaluations of brand positioning and the differences and competition among brands. A perceptual map, developed using probabilistic discriminant analysis algorithms, depicts the relative position of each brand and illustrates their attractive properties.This statistical techniques can enhance managers’ ability to identify promising brand positions and enhance the overall brand positioning design process. A brand’s positioning is designed to develop a sustainable competitive advantage on product attribute (s) in the consumer’s mind. Brand positioning has been defined as the act of designing the image of the firm’s offering so that target customers understand and appreciate what the product stands for in relation to its competitors. Each brand within a set of competitive offerings is thought of as occupying a certain position in a customer’s “perceptual space”. Perceptual mapping refers generally to techniques used to represent and evaluate a brand’s positioning.Key Words- Brand Positioning, Perceptual Mapping, Universities

ANALISA KEPUASAN PELANGGAN UNTUK MENINGKATKAN PELAYANAN DI UNIVERSITAS BUNDA MULIA Rudy Santosa Sudirga
Business Management Journal Vol 5, No 2 (2009): Business Management Journal
Publisher : Universitas Bunda Mulia

The purpose of the research is to integrate relevant literature theory and develop a comprehensive research model of service quality to procure customer satisfaction. In this research, we present a holistic systems approach that utilizes total quality management decision in a seamless fashion to improve satisfaction and perception related to the service provided by Universitas Bunda Mulia to the students, students parents, other universities movement students, and other students. At the same time, other university departments’ important objectives, such as the implementation of an ongoing in-house procedure that supports its continuous improvement program, are taken into account. In this research, results that document the improved service quality system performance to procure customer satisfaction are further tested for their reliability and validity. Therefore, the result will be the proper and true relationship between customer satisfaction and perceived service quality that could be used either for Universitas Bunda Mulia or other universities and eduction institutions. Conceptual and managerial implications of the findings should be further discussed by Universitas Bunda Mulia to procure and achieve a much better performance in the next coming years.Key Words- Customer, Satisfaction, and Quality

ANALISA WAKTU TUNGGU DI LAYANAN ADMINISTRASI AKADEMIK UNIVERSITAS BUNDA MULIA DENGAN METODE SIMULASI Rudy Santosa Sudirga
Business Management Journal Vol 6, No 1 (2010): Business Management Journal
Publisher : Universitas Bunda Mulia

Academic Administration Service management continues to be a major challenge for many Universities or school organizations as Universities are required to provide more services with less resources. Short response times for service are essential to avoid disruptions to University’s day to day activities or Academic Administration Service’s facilities. Managers must regularly assess their manpower needs, and ensure that their allocations and operational decisions lead to the best service at the lowest cost. Service staff allocation and response-time in service involves many challenging problems, because the mean and variance of the response-time in service can increase dramatically with traffic intensity, consequently the design for this system has to be able to cope with this complication. This experiment discusses how to use simulation model to improve response-time in service operations. Simulation experiments for analyzing the steady-state behavior of queuing systems over a range of traffic intensities are considered the best method of solution. The technique of simulation consists of taking random samples from the probability distribution which represents the real-world system. In this research the effects of dependent departure intervals on waiting times are examined for a one-station queuing system, and inter-arrival times are compared to a computer-simulated inter-arrival times having dependent arrivals. Significant differences in service times are found due to the mean and variance of the service times.The purpose of this research is to propose a new dynamic-server queuing model to increase system efficiency and customer satisfaction compared with the current practice. Key Words,Interarrival Time, Service Time, and Simulation.

PERBANDINGAN PEMECAHAN MASALAH TRANSPORTASI ANTARA METODE NORTHWEST-CORNER RULE DAN STEPPING-STONE METHOD DENGAN ASSIGNMENT METHOD Rudy Santosa Sudirga
Business Management Journal Vol 5, No 1 (2009): Business Management Journal
Publisher : Universitas Bunda Mulia

The famous methods to determine and solve transportation problem are the Northwest-corner rule/method and the Stepping-stone Method. In the Northwest-Corner Rule, the largest possible allocation is made to the cell in the upper left-hand corner of the tableau, followerd by allocations to adjacent feasible cells; while the Stepping-Stone Method is an iterative technique for moving from an initial feasible solution to an optimum feasible solution which continues untul the optimum solution is reached. However, inn some cases, sometimes we have been facing some difficulties to solve transportation problem with these two methods, therefore we intoduce the Assignment Method, which is simpler and faster in solving the transportation problem by reducing the numbers (cost) in the table/tableau until a series of zeros is found, or zero opportunity costs, which means that will reach the optimum cost allocations. Once reach the optimum cost allocations, the next step is to allocate each source or supply according to some points of demand (destinations). Assignment Method is a specialized form of optimization linear programming model that attempts to assign limited capacitiy to various demand points in a way that minimizes costs.Keywords :assignment method, linear programming, lowest opportunity cost, minimize time required

FAKTOR-FAKTOR YANG MENENTUKAN PARA MAHASISWA MEMILIH KULIAH DI UNIVERSITAS BUNDA MULIA DENGAN METODE FAKTOR ANALISIS Rudy Santosa Sudirga
Business Management Journal Vol 7, No 2 (2011): Business Management Journal
Publisher : Universitas Bunda Mulia

Over the last three years the number of students choosing Bunda Mulia University as a university choice has steadily increased. This phenomenon is clearly portrayed from the results of a study that was undertaken to determine factors that influence choices that senior high school students make decision to enter university. This research examines this phenomenon in the context of students’ choice of a university. Results of a survey of students showed that parents, along with other family and friends, were the most influential sources of information. Factor analysis is a precise method to perform this research, since factor analysis will generate factors that demonstrate acceptable internal consistency and describe the important influences in shaping university preferences. The correlations between the factors and Bunda Mulia University as first university choice are in the expected directions of this research and provide evidence for construct validity of the questionnaire. Key Words,Factors, Influence, and Choices.

SEGMENTASI DAN PERSEPSI MAHASISWA PROGRAM STUDI MANAJEMEN TERHADAP PROSES PEMBELAJARAN UNIVERSITAS BUNDA MULIA DENGAN METODE CLUSTER ANALYSIS Rudy Santosa Sudirga
Business Management Journal Vol 9, No 1 (2013): Business Management Journal
Publisher : Universitas Bunda Mulia

Although universities are increasingly competing for accepting huge number of students, little has been written about a popular alternative to the lecture-oriented approach to teaching the students at the universities. This paper sees how educational philosophies that underlie lecture and case methods of teaching are related to how faculty perform their teaching to their students. Differences between the underlying world of views of lecture and case methods of teaching similarly lead to differences in many other aspects of the teaching and learning process. The findings of this paper are that each educational philosophy favors a certain instructional methodology, which in turn determine not only the way the instruction is performed but also how faculty perform their teaching, which will be accepted as the most favourable teaching method by the students. These studies investigate the values of students’ perception in accepting the teaching methods as well as the most favourable teaching methods for both qualitative subject and quantitative subject lectures. The way segmentation of the students analyses are performed, reflecting the perception of similarity and difference of the segmentation groups.A new development in segmentation analysis is the cluster analysis method. This method defines segment on the basis of their similarity and difference of response. The K-means cluster analysis algorithm has been a widely applied clustering technique, especially in the area of marketing research. In spite of its popularity and ability to deal with large volumes of data quickly and efficiently, K-means cluster analysis to yield improved performance in terms of solution quality and robustness. Among the algorithms, K-means is one of the most popularly used in the area of marketing research to partition objects into different clusters, due to its ability to deal with large-sized problems that often characterize many marketing research studies. Although K-means is iterative in nature and requires a large amount of computation time to converge, it is more efficient than most other methods in forming clusters, and therefore makes the computational problem more manageable.Key Words: Segmentasi, Persepsi dan Proses Pembelajaran

FAKTOR-FAKTOR KEPUASAN MAHASISWA SCHOOL OF MARKETING TERHADAP UNIVERSITAS BUNDA MULIA DENGAN METODE FACTOR ANALYSIS Rudy Santosa Sudirga
Business Management Journal Vol 10, No 2 (2014): Business Management Journal
Publisher : Universitas Bunda Mulia

Over the last three years the number of students choosing School of Marketing (SOM) Bunda Mulia University as a university choice has steadily increased. Studies have demonstrated that university preference at the time that students enter university may be significantly associated with their ultimate choice. The main purpose of this research is to examine the role of positive and negative affectivity variables on the relationship between optimism and satisfaction of school of marketing students to the role of bunda mulia university in providing accurate services study programs and student services. Several measurement assumptions were examined with the goal of assessing the program study lectures, validity of services, living environment, university facilities, university library, and general quality of day to day university services. Confirmatory factor an factor mixture analysis of interval data were used to examine the measurement assumptions. A correlated five-factor model for an abridged version of the factor analysis resulted in good fit when all negatively worded items and several positively worded items were excluded. The abridged item version of the factor analysis provides a promising alternative for the measurement of five factors that are pertinent to adolescents’ quality of university sevices either in program study lectures or in quality services to their students. The purpose of this paper is to explore student perceptions of study characteristics of their internships and to explore the relationship between study characteristics and overall satisfaction with their internship experiences. Bunda Mulia University may use this information to enhance the structure and tasks associated to improve university services. This paper also provides a comprehensive look and analysis of study at school of marketing and satisfaction analysis, as they related to satisfaction in an internship environment. In addition, lecturers’ academic qualifications tends to lead to a mismatch between students’ expectations and professional realities, therefore reduces students’ study satisfaction. Primary findings indicate that there is significant cause and effect on the adolescents’ satisfaction with their interpersonal relationships between their life and the virtual world. Social aspects also affect positive organizational outcomes, specifically positive word-of-mouth in society and community.

TIGA JAWABAN PENYELESAIAN OPTIMAL DALAM PROBLEM TRANSPORTASI DENGAN VAM AND MODI METHOD Rudy Santosa Sudirga
Business Management Journal Vol 9, No 2 (2013): Business Management Journal
Publisher : Universitas Bunda Mulia

The famous method to determine and solve transportation problem is the transportation model VAM and MODI method, the Northwest-Corner and Stepping-Stone method, and the Assignment method. We see how to develop an initial aolution to the transportation problem with VAM (Vogel’s Approximation Method) and MODI (Modified Distribution). VAM is not quite as simple as the Northwest Corner approach. But it facilitates a very good initial solution, as a matter of fact, one that is often the optimal solution.VAM method trackles the problem of finding a good initial solution by taking into account the cost the costs associated with each route alternative. This is something that Northwest Corner Rules does not do. To apply VAM, we first compute for each row and column the penalty faced if we should ship over the second-best route instead of the least-cost route. After the initial of VAM solution has been found, you should evaluate it with either the Stepping-Stone method or the MODI method. The MODI (Modified Distribution) method allows us to compute improvement indices quickly for each unused square without drawing all of the closed paths. Because of this, it can often provide considerable time savings over the Stepping-Stone method for solving transportation problems. If there is a negative index indicating an imporovemet can be made, then only one Stepping-Stone path must be found. This is used as it was before to determine what changes should be made to obtain the improved solution.In the Northwest-corner rule, the largest possible allocation is made to the cell in the upper left-hand corner of the tableau, followed by allocations to adjacent feasible celss. While the Stepping-stone method is an interactive technique for moving from an initial feasible solution to an optimal feasible solution, and continues will until the optimal solution is reached. The Stepping-stone path method is used to calculate improvement indices for the empty cells. Improved solutions are developed using a Stepping-stone path.The assignment method, which is simple and faster to solve the transportation problem by reducing the numbers (cost) in the table/tableau until a series of zeros is found, or zero opportunity costs, which mean that we will reach the optimal cost allocations. Once we have reached the optimal cost allocations, we the allocate each sources or supply according to some point of demand (destinations). Assignment Method is a specialized form of optimization linear programming model that attempts to assign limited capacity to various demand points in a way that minimizes costs.The special cases of transportation problem included degeneracy (a condition that occurs when the number of occupied squares in any solution is less than the number of rows plus the number of columns minus 1 in a transportation table), unbalanced problems, and multiple optimal solutions. We will see how the VAM and MODI method may be viewed as a special case of solving the multiple optimal solutions of the transportation problem.Keywords : transportation, VAM and MODI

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