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Covid-19 dan Pengaruhnya Terhadap Bisnis Angkutan Logistik di Indonesia Subiakto Soekarno; Liane Okdinawati; Prawira Fajarindra Belgiawan; Dedy Sushandoyo; Oktofa yudha Sudrajad; Harimukti Wandebori; Muhamad Rizki; Umiyatun hayati Triastuti; Dedy Cahyadi; Listantari Listantari; Yessi Gusleni; Win Akustia; Herma Juniati; Elviana R. Simbolon; Herawati Herawati; Rita Pasaribu; Reslyana Dwitasari; Irawati Andriani; Maria Magdalena; Hasriwan putra; Yuveline Aurora; Sugiyanto sugiyanto; Akhmad Rizal Arifudin; Suci Susanti; Marlia Herwening; Anzy Indrashanty; Agung wicaksono
Jurnal Transportasi Multimoda Vol 18, No 2 (2020): Desember
Publisher : Puslitbang Transportasi Antarmoda-Kementerian Perhubungan Republik Indonesia

Pandemi COVID-19 membuat masyarakat mengurangi aktivitas ekonomi, seperti berbelanja kebutuhan tersier atau berlibur. Penerapan Pembatasan Sosial Berskala Besar (PSBB) di DKI Jakarta yang sudah berjalan dan disambut positif oleh masyarakat, dimana bidang logistik merupakan salah satu sektor yang dikecualikan dalam aturan PSBB sehingga dapat dengan leluasa melakukan distribusi dengan tetap mengikuti protokol COVID-19. Walaupun sektor logistik mendapat pengecualian pada masa PSBB ini, dari sisi arus pengiriman barang dalam negeri maupun skala ekspor sayangnya mengalami tren penurunan. Oleh karena itu penelitian ini mencoba melihat bagaimana dampak COVID-19 dan pengaruhnya terhadap angkutan logistik. Penelitian ini juga ingin melihat apakah angkutan logistik yang dikecualikan dalam PSBB memiliki pengaruh pada meluasnya penyebaran COVID-19. Data-data dari Badan Pusat Statistika dan wawancara beberapa pelaku logistik dipergunakan untuk melihat pengaruhnya terhadap keberlangsungan bisnis selama pandemik. Sedangkan, metode regresi linear dipergunakan untuk fokus pada tujuan kedua dari penelitian ini. Berdasarkan analisa yang dilakukan maka diketahui bahwa sektor lapangan usaha transportasi dan pergudangan menunjukkan tanda-tanda pemulihan di kuartal III 2020. Sedangkan berdasarkan regresi linier menunjukan bahwa pergerakan logistik tidak berpengaruh terhadap lonjakan kasus COVID-19.

PROPOSED STRATEGY FOR AURORA COMMERCE RETAIL TO SUSTAIN AND GROW ON THE ONLINE MARKETPLACE PLATFORM Edmund Ophie; Harimukti Wandebori
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 9 No 1 (2024): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

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Online commerce is an activity of online buying and selling physical goods. Report by Momentum Works showed that the gross merchandise value (GMV) from major online marketplace platforms in Indonesia had reached $40 billion in 2020, which is 20% of total retail in the country. As of 2020, the two biggest platforms of online marketplace platforms in Indonesia are Tokopedia and Shopee, with both possess over 70% of the online commerce market share. Aurora Commerce Retail (ACR) is one amongst many stores that sells products on the online marketplace platforms. It specialized in retailing two main product categories of health supplements and kitchen electronics. Online retail business like what ACR does, is a very fragmented industry that consist of vast number of stores from small to medium size and generally with no single store or seller dominates the market. The online retail business has its own challenges from competing against other stores that sell similar or identical products tp an ever increasing platform cost. This study aims to develop corporate and business strategy for ACR in accordance to its current condition. The research collected the necessary data to conducts analysis on ACR's target consumers, external and internal environments. From the analysis, a SWOT matrix is developed and a suitable corporate and business strategy for ACR are constructed. Based on the research, ACR current condition is dominated by its strength and threat, putting it in the diversification quadrant. Therefore, the best directional strategy for ACR is to pursue diversification. To pursue a diversification strategy, ACR with its background in software engineering could expand into a software development company that specialize in building ecommerce operation supporting tools and software. Meanwhile, to maintain its current retail business, the proposed business strategy for ACR’s health supplements and kitchen electronics retailing business is to be narrow-target with cost-leadership that emphasizes ACR to focus on few select brands with competitive prices

STRATEGY TO IMPROVE THE WASTE MANAGEMENT COMPANY CASE STUDY: CV BINA USAHA MANDIRI Fatma Nur Rosana; Harimukti Wandebori
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 9 No 1 (2024): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

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Solid waste management (SWM) poses a significant environmental issue in Indonesia, with increasing waste generation and limited infrastructure leading to environmental contamination. The government's initiatives and waste management companies aim to address this issue by encouraging public participation. However, many community-based initiatives face challenges in sustainability and development. This study focuses on analyzing the business model of CV Bina Usaha Mandiri (BUM), a waste management company in Central Java, to provide a development plan for effective waste management services. This study was conducted using a qualitative approach to understand the challenges faced by the business owner, then explore how to improve their performance and provide ideas. The data was analyzed qualitatively by adopting an inductive approach with the purpose of developing conclusions from the collected data. External and internal environments were analyzed, then SWOT analysis was used to assess BUM's competitiveness in order to develop a business strategy. Based on the SWOT matrix, some strategies are selected to be proposed for BUM performance improvement concerning the collection volume and their business management. The study recommends the adoption of a focus differentiation strategy for BUM. Leveraging its solid presence in Central Java and Yogyakarta, BUM's strength in providing unique services for handling low-value materials positions it to gain a competitive advantage.

Laundry Business Strategy to Increase Revenue (Case: Sosor Laundry) Lydia Indriana Cristianty; Harimukti Wandebori
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.55734

The laundry service sector in East Jakarta, especially in the Condet region, has undergone substantial expansion owing to the rising demand for convenient, high-quality laundry services among busy professionals, families, and students. Sosor Laundry, founded in 2019, has developed into a distinguished laundry service with five locations in East Jakarta. Recent challenges, including heightened competition, increasing operational expenses, and stagnating income, have underscored the necessity for a comprehensive strategy to secure sustained development and profitability. This study seeks to formulate a growth strategy for Sosor Laundry through an analysis of its internal and external analysis. The study employs Porter's Five Forces, and an extensive Value Chain Analysis to ascertain Sosor Laundry's principal strengths, weaknesses, opportunities, and threats. The study analyzes market analysis, competition analysis, and market trends to develop an effective strategy plan. The results indicate that Sosor Laundry's competitive edge is derived from its superior service quality, specialized care for delicate fabrics and carpets, and complimentary pickup and delivery services. The report offers essential ways to enhance market position, including service innovation, operational efficiency, targeted marketing efforts, and geographic expansion. A phased implementation strategy is outlined, anticipating a revenue gain of 30-40% within the forthcoming year. This study suggests that Sosor Laundry can mitigate competitive pressures and attain long-term growth and profitability in the highly competitive laundry sector of East Jakarta by enhancing service differentiation, forming strategic partnerships, and implementing sustainable practices.

Marketing Strategy to Increase Brand Awareness (Case Study: Vego) Handayani Wijaya; Harimukti Wandebori
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.55738

The rising popularity of vegetarianism and plant-based diets in Indonesia gives a unique opportunity for VEGO to enter a growing market. However, the brand meets obstacles such as low brand awareness and uneven sales, which limit its market reach and growth potential. The research being conducted analyzes techniques for increasing VEGO's brand awareness and competitiveness in the vegetarian food industry. The research adopts a mixed-methods approach, combining quantitative survey data from 206 respondents with qualitative insights from in-depth interviews. Cluster research revealed five customer groups with unique preferences, leading VEGO to choose Cluster 3: Sustainability Advocates as their major target market. Respondents in this cluster prioritize eco-friendly packaging, natural ingredients, and cost, which aligns with VEGO's basic principles and product offerings. The study uses marketing methods such as the STP framework, PESTEL analysis, and Porter's Five Forces model to examine market dynamics and create a customized marketing strategy. Key findings highlight the necessity of using digital platforms such as Instagram and TikTok for promotions, engaging with eco-conscious influencers, and implementing modern technology to improve product quality and shelf life. The proposed marketing strategy aims to strengthen VEGO's unique positioning as a sustainable, health-conscious, mushroom-based product brand. By addressing consumer requirements and aligning its strategy with developing market trends, VEGO expects to increase brand awareness, encourage customer loyalty, and achieve long-term success in the competitive vegetarian food market.

Strategic Marketing Approaches to Enhance The Adoption of Toyota Battery Electric Vehicles in Indonesia, Tunas Toyota Cawang Amalya Khalisha Nur El Islami; Harimukti Wandebori
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.55741

This research examines strategic marketing methods to enhance the adoption of Toyota Battery Electric Vehicles (BEVs) in Indonesia, concentrating on Tunas Toyota Cawang from 2022 to 2024. Despite the swift expansion of the Indonesian electric vehicle (EV) market, Toyota's battery electric vehicle (BEV) sales have been subpar, impeded by consumer misconceptions, insufficient charging infrastructure, formidable competition from economical Chinese brands, and a prevailing inclination towards hybrid vehicles. These challenges highlight the necessity for customized marketing methods to enhance Toyota's BEV footprint. The study used a mixed-methods approach, integrating quantitative data from consumer surveys and sales records with qualitative insights derived from interviews with stakeholders, customers, and competitors. This analysis investigates Toyota's segmentation, targeting, and positioning (STP) in East Jakarta, evaluates internal and external influences on BEV adoption, and delineates principal market constraints and possibilities. Findings indicate that insufficient understanding, range anxiety, and elevated initial prices hinder consumer adoption, notwithstanding governmental incentives and growing interest in sustainable transportation. Actionable recommendations are offered to boost awareness, improve customer engagement, and capitalize on market opportunities based on the findings. These encompass educational initiatives, partnerships with influencers, strategic pricing, and the enhancement of charging infrastructure. Toyota should distinguish its BEVs by highlighting reliability, sustainability, and cutting-edge technology. By tackling these obstacles with specific techniques, Toyota can enhance BEV adoption and fortify its competitive stance in Indonesia’s expanding EV market.

MARKETING STRATEGY TO INCREASE SALES OF ONLINE EYEWEAR BUSINESS (CASE STUDY: LINGKAR KACAMATA) Ikhrami Nur Jannah; Harimukti Wandebori
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.878

This study explores the internal dynamics and external influences affecting Lingkar Kacamata, aiming to identify key challenges and opportunities for business growth. The research examines the company’s core customer base, evaluates current marketing efforts, and assesses necessary strategic adjustments. Findings reveal that while Lingkar Kacamata benefits from strong brand recognition, loyal customers, and operational strengths—such as personalized service and customer relationships—it faces limitations due to inadequate warehouse space and a shortage of staff. Moreover, the company has been slow to adopt emerging digital marketing trends, including a delayed presence on platforms like TikTok. Externally, rapid technological developments and the shift to online shopping post-pandemic present both opportunities and threats. The study highlights that Lingkar Kacamata’s tech-savvy, youth-oriented target market values affordability and stylish eyewear. However, limited digital outreach hinders market expansion. Addressing these issues is crucial for strengthening the brand, increasing customer acquisition, and enhancing competitiveness in the digital age.

MARKETING STRATEGY TO INCREASE SALES OF ONLINE EYEWEAR BUSINESS (CASE STUDY: LINGKAR KACAMATA) Ikhrami Nur Jannah; Harimukti Wandebori
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.878

This study explores the internal dynamics and external influences affecting Lingkar Kacamata, aiming to identify key challenges and opportunities for business growth. The research examines the company’s core customer base, evaluates current marketing efforts, and assesses necessary strategic adjustments. Findings reveal that while Lingkar Kacamata benefits from strong brand recognition, loyal customers, and operational strengths—such as personalized service and customer relationships—it faces limitations due to inadequate warehouse space and a shortage of staff. Moreover, the company has been slow to adopt emerging digital marketing trends, including a delayed presence on platforms like TikTok. Externally, rapid technological developments and the shift to online shopping post-pandemic present both opportunities and threats. The study highlights that Lingkar Kacamata’s tech-savvy, youth-oriented target market values affordability and stylish eyewear. However, limited digital outreach hinders market expansion. Addressing these issues is crucial for strengthening the brand, increasing customer acquisition, and enhancing competitiveness in the digital age.

ENHANCING MARKETING STRATEGY IN SURVEY SERVICES: A CASE STUDY OF MULTI-LINE BUSINESS SECTOR Redisa Celica; Harimukti Wandebori
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 1 (2025): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i1.2450

This abstract explores the critical need for enhancing marketing strategies within survey services, particularly focusing on the multi-line business sector, which encompasses a diverse range of industries offering different products and services. In an increasingly competitive environment, effective marketing is essential for survey service providers to distinguish themselves and capture the attention of potential clients. The study involves a comprehensive analysis of existing marketing frameworks and their efficacy, using a mixed-methods approach that combines qualitative interviews with industry experts and quantitative surveys of business clients. By identifying key trends, challenges, and opportunities in the multi-line sector, the research aims to propose innovative marketing strategies that address the unique requirements of these businesses. Additionally, the findings will delve into the role of digital marketing, social media engagement, and customer relationship management in enhancing service delivery and building brand loyalty. The outcome of this research is intended to offer practical recommendations that survey service companies can implement to improve their visibility, increase their client base, and ultimately enhance service quality. The implications of this study underscore the necessity for adaptive and customer-centric marketing strategies that can effectively respond to the dynamic needs of the multi-line business sector, ensuring sustained growth and competitive advantage.

ANALYSIS OF PT X. BUSINESS STRATEGY IN DEVELOPING NEW HOUSING AREA IN BEKASI REGENCY Tanya Marcella; Harimukti Wandebori
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 5 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i5.4365

Indonesia’s rapid population growth and urbanization, especially in the Greater Jakarta area, which have significantly increased housing demand. Its makes Bekasi Regency an attractive target for property developers. PT X, as one of Indonesia’s leading developers, launch a new residential project in Cibitung, Bekasi Regency to answer this demand. However, there are some challenges, such as market competition, land acquisition, infrastructure development, and shifting consumer preferences create challenge business strategy. This research focus to analyze PT X business strategy in developing new by both external and internal factors. The study conducted in mixed methods approach, combining qualitative interviews with company stakeholders and quantitative surveys involve respondents from East Jakarta, Bekasi Regency and Bekasi. Analytical frameworks will be used which market analysis (segmentation, targeting, and positioning), external environment analysis (general, industry, and competitor), internal analysis (resources, value chain, marketing mix, and corporate strategy) and SWOT and TOWS matrix. The findings show that new residential in Cibitung’s primary market segment consists of young professionals and middle income families seeking affordable and expandable homes near industrial and business centers. PT X Development’s strengths is in brand reputation, financial capability and operational efficiency, supported by centralized procurement, value engineering, and digital marketing. Despite project’s limited land and smaller scale compared to competitors, New residential in Cibitung, Bekasi Regency by PT X effectively applies an integrated cost leadership and differentiation strategy which focus on affordability, design quality, and lifestyle features, such as green landscapes and exclusive clubhouse. This research contributes to understanding of property developers can formulate competitive and sustainable strategies in dynamic markets. The study concludes recommendations for operational, explore green housing innovations, and expanding financing models for long-term growth and competitiveness in Indonesia’s housing sector.

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