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All Journal The Indonesian Journal of Business Administration The Asian Journal of Technology Management (AJTM) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Asia Pacific Journal of Management and Education Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Satya Aditya Wibowo
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Marketing Strategy of Advent hospital bandung OutPatient Departement To Increase Patient Visit Prabowo, Bhanu; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 4, No 1 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract.Background: Advent Hospital Bandung is one of the well known hospital in Bandung. Had been operated since 1950, Advent Hospital Bandung had been through many great improvements in its prime time. However, Advent Hospital Bandung had forgotten to prepare and repair for the future and currently fell under a tight competition today.Method: To understand the condition in Advent Hospital Bandung Outpatient Unit, the researcher using several analysis methods that basically could be classifies as internal and external analysis. The internal analysis concluded by STP analysis, marketing mix, and research while the external was concluded by PEST and 5 forces analysis. The data later combined and used in SWOT analysis.Result and conclusion: From the SWOT analysis it is known that the Advent Hospital Bandung current internal position is weak but the external situation held many opportunities. Therefore the best suitable strategy for Advent Hospital Bandung is stability strategy by proceeding with care which can be done by improve the internal situation so that the hospital can compete for the opportunities. The internal improvement could be done by Advent Hospital Bandung is related with the root cause of the problem which are the elements of marketing mix. Two out of the seven elements had a significant effect while the others had a significant correlation to customer loyalty.Key words: Hospital, marketing strategy, loyalty, satisfaction.
Integrated Marketing Communication For L'Oreal Paris Revitalift Riady, Indra; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract– Revitalift from L’Oreal Paris as one of the player in women anti-ageing skincare market has a goal of their marketing activities to achieve marketing effectiveness. Performance of L’Oreal Paris Revitalift was decreased since 2010 to 2012, shown by the low market share of Revitalift in Indonesia women anti-ageing skincare market. Performance also had impact to the revenue that Revitalift received, sales of Revitalift product also decreased since 2010 to 2012. The performance that have targeted by the company both market share and sales was not achieved in three consecutive years. Increasing market share, company have to push five factors, one of the factor is awareness. L’Oreal Paris Revitalift is not top of mind brand in Indonesia women anti-ageing skincare market, it shown by TOPBRAND index that Revitalift has the lowest score than the competitor such as Pond’s and Olay. Awareness is related with marketing communication strategy as way to introduce and communicate the brand to the target market. Marketing Communication is one of the ways to create awareness among audience. This paper focus to analyze Revitalift consumer channel preferences of marketing communication channel.  Cluster analysis use to grouping the respondent, discriminant used for analyze the most potential channel that choose by consumer. Completing the analysis, in this paper also use recommendation score as a method to evaluate marketing channels role analysis based on brand management theory. Two main objectives of the integrated marketing communication (IMC) activities are increasing product awareness and increasing purchase intention. This paper focus in strategy and tactics on media mixes that will use for Revitalift and also propose new budget allocation for media use based on result of consumer preference. The strategy will be implemented for a whole year of 2014. Based on strategy and tactics Revitalift will use all the communication channels that already have and some of sales distribution channel also will be empowered to maximize the result of marketing communication objective. Keywords: Integrated Marketing Communication, Marketing Communication Effectiveness, L’Oreal Paris Revitalift, Awareness, and Market Share.
Proposed Marketing Strategy for PINISI Hotel Putriamalia, Livia; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 3, No 10 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract.Bandung is known as the one of the cities in Indonesia, rich in tourism objects that are able to attract tourists (international and domestic) from year to year. The presence of trade and services sector has increased significantly compared to other sectors. This condition proves the hospitality business in Bandung is still profitable. Pinisi Hostel is a hostel that located in Bandung. As a new entrant, there are various issues that hit the Pinisi Hostel, such as not well known yet and stagnant occupancies rate, the demand high only on the weekend or holiday. The purpose of this study is to give solution for Pinisi Hostel, so that Pinisi Hostel can increase its sales. Some solutions that provided can be useful and give an input and also can used as a marketing strategy to increase sales for Pinisi Hostel. The resulting business solution is renew Segmenting, Targeting and Positioning as a basis of establishment of Pinisi Hostel marketing strategy. Then the marketing strategy recommendation applied to the form of the Marketing Mix.Key words: tourism objects, hospitality business, Bandung, marketing strategy
Proposed Marketing Strategy Emphasize on Competitor Analysis on Sentra Timur Residence Junaidin, Sefta Marisa Dwipasari; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 3, No 8 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract – Enhancement of economic level has put Indonesia into one of many investment destination. Population growth which accompanied by the increasing number of immigrants who work in the Jakarta and the increasing number of upper-middle class, has made the need to have a place to stay in Jakarta increasing. The fact that needs for housing not accompanied with the increase of land, make vertical housing such as apartments more attractive. In this regard, the thesis will be discussed one of the existing vertical housing in East Jakarta, namely Sentra Timur Residence (STR). The discussion will be focused on the marketing strategy of STR in the face of an increasing number of competitors. Therefore, to analyze whether competitor factor influence significantly to STR sales volume or not we use some analysis which are: PEST, Porter’s 5 Forces, SWOT analysis, and customer analysis. Based on the analysis, it can be concluded that at this time competitors do not have a significant effect on the  sales of STR. The fundamental problem that cause slow growth in sales is due to the following matters: 1) Lack of control to the project contractor that gave impact (delay) on the target of unit handover. 2) Unattractive promotion campaign. 3) Many customers stated does not get the message about green eco-building concept to be conveyed by STR. 4) There is no effective management review of the marketing strategies that have been done, and there is no management review regarding the STR service to customers. Keywords: marketing strategy, apartment.
Proposed Marketing Strategy for Mr. Komot Café and Cakeshop Lestari, Adinda Ayu; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 3, No 10 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. As the culinary city within Indonesia, Bandung surely has a potential in culinary which can lead into a great opportunity for many business people within food business. Therefore, Mr.Komot café and cakeshop as one of café in bandung try to catch this opportunity within food business. Mr.Komot was established on October 3rd, 2010 and offers many delicious food and beverage, especially cakes. Even though Mr.Komot has been existed in food business within Bandung for more than three years, people seem to choose other café more than they choose to come to Mr.Komot. The business issues which are faced by Mr.Komot are sales performance and the lack of brand awareness of Mr.Komot. The internal analysis was conducted through STP and Marketing Mix analysis while the external analysis was conducted through Porter’s Five Analysis and competitor analysis. After conducting internal and external analysis then SWOT can be defined. As the result, the root cause of this research can be found and the next step to do is proposing the business solution. Survey was conducted through questionnaire to know about the importance and performance of Mr.Komot Marketing Mix from the respondents. There are five attributes of root cause which consist of Product, Price, People, Physical Evidence and Promotion which are divided into critical quadrant based on Importance-Performance Analysis (IPA). Keywords: food business, bandung, café, marketing strategy
Growth Strategy for Kampung Sumber Alam Hot Spring Resort Pratama, Putra Samodra; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 1, No 5 (2012)
Publisher : The Indonesian Journal of Business Administration

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The tourism industry is predicted to become one of the biggest industries in the world with estimation of total expenditure of USD 2.000 billion in 2020. As for Indonesia, the number of domestic tourist visits have reach 1,9 billion and 6,63 billion for international tourist visits. Garut as one of the Indonesia’s tourist attraction also experience this increasing number with Cipanas hot spring attraction as the significant contributor. Kampung Sumber Alam Hot Spring Resort (KSA) is a hot spring resort in Cipanas with 25 years of experience in the industry and has been the market leader since.The business performance of KSA has been good for the last many years in the term of market position and profit. But now with the growing condition of the industry will make the industry become more attractive and make the environment and industry will keep changing in the term of the markets, consumers, and especially the competitors. This condition makes KSA need to think about strategies for the future in order to maintain its market position while at the same time seizing the opportunities of the growth of the industry.The focus of this final project is to find strategies solutions that would able to help KSA to grow in the future so that it can deal with the changing environment and industry conditions while at the same time seizing the opportunities.To respond to these conditions some strategy recommendations are proposed. The generating process of the strategies is using literature study method. The strategies that generated are Corporate Strategy- Growth Strategy, SPACE Matrix, Innovation Strategy, Creative-based Tourism, Eco-tourism, Customer Service Strategy – Human Resource Strategy, and Pause/ Proceed with Caution Strategy. Keywords: tourism, hospitality industry, Cipanas, Garut, hot spring resort, growth strategy. 
Strategic Service Analysis Pusako Hotel to Increase Occupancy Rate Tyas, Anggi Fitrining; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 2, No 4 (2013)
Publisher : The Indonesian Journal of Business Administration

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The tourism industry is the fourth largest foreign exchange earner for Indonesia after oil and gas, palm oil, rubber and processed in 2011. This industry is expected to continue to grow and expand in Indonesia in line with government programs to take advantage of all the potential of tourism in Indonesia. West Sumatra, especially the Bukittinggi is one of the favorite tourist destinations in Indonesia also felt the positive effects of tourism development in Indonesia, namely the increasing number of tourists, both domestic and foreign to this city. So the demand for hotels is also on the rise. As a result, competition among hotel service providers cannot be avoided. Pusako Hotel is a 4 star resort in Bukittinggi with 23 years of experience in the hotel industry. Since 1989 Pusako Hotel is the only 4-star hotels in Bukittinggi, until in 1995 emerging competition from competitors with the same star or with the same concept. As a result of intense competition, the last two years Pusako Hotel occupancy never reaches the target set by the management. This is also due Pusako hotel cannot provide service to the customers satisfaction. The focus of this thesis is to find a solution that can help service strategy Pusako Hotel to improve the occupancy rate. Root cause analysis is needed to determine why the Hotel Pusako unable to achieve the target occupancy. Internal analysis, analysis of business situations, and analysis of quality of service needs to be done. The analysis shows that the root of the problem that caused the decrease in occupancy Pusako Hotel is the low level of customer satisfaction, on physical facilities and service responsiveness that existed at Hotel Pusako. In addition, the position of the product life cycle Pusako Hotel is currently at maturity phase. Some service strategies recommendations are proposed to respond these conditions. The resulting strategy is to renew Segmenting, Targeting and Positioning (STP) as a basis for the establishment Pusako Hotel marketing strategy. Then the marketing strategy recommendation applied to the form of the Marketing Mix. Keywords: tourism, hospitality industry, Bukittinggi, hotel resort, service marketing strategy.
Marketing Strategy for Ratna Collection Tufani, Irni; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 4, No 7 (2015)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Indonesia is one of the new engines of luxury growth within Asia region. Luxury goods growth in Indonesia is estimate could rise to 40%-60% annually. Indonesia is very attractive country for luxury good brands because number of consumer who can afford luxury goods are increasing. Ratna Collection is providing luxury goods such as bags, watches, glasses, accessories, fragrance, etc. The company objective is to be growing and profitable company. This research focus on marketing issues that consist of decreasing number of visitor, low brand awareness and lack of market research activities. The purpose of this research is to define the target market and get appropriate marketing strategy based on marketing mix. Based on root cause analysis, decreasing number of visitor are caused by unclear target market and not appropriate marketing strategy. Data analysis resulted that Ratna Collection should renewal STP and marketing mix. By conducting clustering, discriminant analysis method and also interview with the owner, the best target market and appropriate marketing strategy for Ratna Collection were decided
Marketing Strategy For 3M Personal Protective Equipment At Coal Mining In East Kalimantan Dipowicaksono, Fiqi; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 2, No 9 (2013)
Publisher : The Indonesian Journal of Business Administration

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The use of Personal Protective Equipment (PPE) in the coal mining industry is very important. Beside its use is required by the government to succeed the Health and Safety Environment (HSE) program, as it is known that the potential dangers of coal mining jobs are very large. A large number of coal mines in East Kalimantan, and the requirement of PPE product by the coal mining companies, there is a business opportunity for the company, which sell PPE product to market its product. PT. 3M Indonesia, which has been operating in Indonesia since 1975, has a mining division to offer PPE products under Security Protection System (SSPS) business unit. Currently, the mining division of PT. 3M Indonesia is wanted to increase the revenue from the sale of its PPE products. The number of coal miners in East Kalimantan has reached 63.538 (Dinas Pertambangan Prov. Kalimantan Timur) workers, while the total number of coal miners in East Kalimantan who already using 3M Indonesia’s PPE product are around 17.700 workers (source: PT. 3M Indonesia). These opportunities can be exploited by PT. 3M Indonesia to penetrate the PPE product sales to coal mining companies that have not use 3M Indonesia’s PPE products yet. To penetrate PPE sales to mining companies in East Kalimantan, the root cause of the business problem is need to be determined. It required an in-depth analysis of the internal sector, external sector, and the company's business growth strategy. Internal analysis conducted by analyzing Segmenting, Targeting and Positioning, Marketing Mix (4Ps) of PT. 3M Indonesia’s PPE product. While the external analysis is done by analyzing Porter's Five Forces analysis, PEST analysis, and customer analysis. Ansoff market/product expansion grid and strategic direction options are used to analyze the company growth strategy. Interviews with customers were also conducted to strengthen all analysis. Based on the analysis and interviews conducted, the root cause of the business is from the internal side of the company, the positioning statement of PPE products, distribution side, and promotion activities. The purpose of this final project is to provide solutions and recommendations as well as the stages of implementation of marketing strategies for PT. 3M Indonesia to then be able to increase the PPE products sales. The solutions proposed to PT. 3M Indonesia are to, manage its sales force, improve the distribution channels, conducting several promotional activities, and maintain customer relationship by creating customer intimacy. Keywords: Personal Protective Equipment, East Kalimantan Coal Mine, Health and Safety Environment, customer intimacy, customer relationship. 
PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO RAISE BRAND AWARENESS FOR PAVETTIA SKIN CARE Nabila, Valisha; Wibowo, Satya Aditya
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 6 No 2 (2022): Edisi Mei - Agustus 2022
Publisher : LPPM STIE Muhammadiah Bandung

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Abstract

Pavettia is a natural skincare brand in Indonesia that use natural ingredients. The average number of Pavettia’s products sold per month only reached 143 products while their competitors successfully sold thousands of products. The brand awareness of Pavettia is considered low. According to the research, 94% of 100 respondents never heard about Pavettia brand. This research was conducted to identify the problems faced by Pavettia Skin Care and proposed solutions to raise their brand awareness. In this research, both qualitative and quantitative methods are used. In-depth interviews with Pavettia’s internal management was conducted and online questionnaires were distributed to 164 respondents which are the target market of Pavettia. The secondary data were gathered from Pavettia’s internal data and other sources such as textbooks, journals, and others. The STP Analysis and Marketing Mix (4Ps) were conducted to propose Integrated Marketing Communication Strategy for Pavettia. It can be concluded that Pavettia has a huge potential as a local natural skin care brand in Indonesia. However, they need to do several integrated marketing strategy.
Co-Authors Adinda Ayu Lestari, Adinda Ayu Anggi Fitrining Tyas Bhanu Prabowo, Bhanu Fiqi Dipowicaksono Indra Riady, Indra Irni Tufani, Irni Kartika, Allegra Putri Livia Putriamalia, Livia Mietra, Andhika Bayu Mulya, Ardyanto Mustika Sufiati Purwanegara Nabila, Valisha Putra Samodra Pratama Sefta Marisa Dwipasari Junaidin, Sefta Marisa Dwipasari Soeharli, Kevin Ardhana