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All Journal Jurnal Administrasi Bisnis Journal of Artificial Intelligence and Digital Business
Rizka Kurnia Andaru
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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PENGEMBANGAN VALUE PROPOSITION DALAM PENETAPAN STRATEGI PEMASARAN (Studi Kasus terhadap Mobil Toyota Agya di Kota Malang) Rizka Kurnia Andaru
Jurnal Administrasi Bisnis Vol 23, No 1 (2015): JUNI
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (198.926 KB)

Abstract

This research aims to knowing value proposition that is offered on Toyota Agya, knowing consumer perceptions about value proposition of toyota agya in Malang City, and knowing the development of value proposition in determining the marketing strategy at Toyota Agya in Malang City. The data source of research were informant, documents, places and events. Analysis of the data used interactive data analysis. The results showed that 11 elements of Value proposition according to Alexander Osterwalder and Yves Pigneur which newness, performance, customization, geting the job done, design, brand/status, price, price reductions, risk reductions, accessibility, and convenience/usability, only 10 elements were included in Toyota Agya value proposition offered by AUTO2000 Malang Sutoyo, except the customization element, perception of consumers stated that eight elements of the 10 elements of Toyota Agya Value proposition offered by AUTO2000 Malang Sutoyo could be delivered well and satisfying customers, two elements which could not be conveyed properly and optimally satisfying consumer were geting the job done and accessibility, and the strategy used by AUTO2000 Malang Sutoyo it can be said still common by doing marketing activities, namely face to face, door to door, presentations or group gatherings, exhibitions, websites, and influencers. Keywords: Value proposition, Marketing Strategy, LCGC (Low Cost Green Car) ABSTRAK Penelitian ini bertujuan untuk mengetahui value proposition yang ditawarkan pada mobil Toyota Agya, mengetahui persepsi konsumen di Kota Malang mengenai value proposition pada mobil Toyota Agya, dan mengetahui pengembangan value proposition dalam penetapan strategi pemasaran pada mobil Toyota Agya di Kota Malang. Jenis penelitian ini adalah deskriptif dengan pendekatan kualitatif, dengan Sumber data penelitian informan, dokumen, serta tempat dan peristiwa. Analisis data yang digunakan adalah analisis data interaktif. Hasil penelitian menunjukkan 11 elemen Value proposition menurut Alexander Osterwalder dan Yves Pigneur, yaitu sifat baru, kinerja, penyesuaian, menyelesaikan pekerjaan, desain, merek/status, harga, pengurangan biaya, pengurangan risiko, kemampuan dalam mengakses, serta kenyamanan/kegunaan, hanya terdapat 10 elemen yang termasuk dalam value proposition mobil Toyota Agya yang ditawarkan oleh AUTO2000 Malang Sutoyo, kecuali elemen penyesuaian, persepsi konsumen menyatakan bahwa delapan elemen dari 10 elemen Value proposition mobil Toyota Agya yang ditawarkan oleh AUTO2000 Malang Sutoyo dapat tersampaikan dengan baik dan memuaskan konsumen, dua elemen yang tidak termasuk adalah menyelesaikan pekerjaan dan kemampuan dalam mengakses, dan strategi yang digunakan oleh perusahaan AUTO2000 Malang Sutoyo dapat dikatakan masih umum dengan melakukan kegiatan pemasaran, yaitu face to face, door to door, presentasi grup atau gathering, pameran, website, dan influencer. Kata Kunci: Value proposition, Strategi Pemasaran, LCGC (Low Cost Green Car)
Rencana Strategi Sumber Daya Manusia Pada Industri Kerajinan Mutiara Untuk Menghadapi Transformasi Digital Urfina, Yasyifa Dian; Andaru, Rizka Kurnia; Syiam, Nazilatus; Ramayanto , Ramayanto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1047

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan penggerak utama pembangunan ekonomi daerah di Indonesia. Di Nusa Tenggara Barat (NTB), industri kerajinan mutiara, khususnya di Kota Mataram, merupakan komponen penting dari ekonomi kreatif. Namun, munculnya transformasi digital menghadirkan tantangan yang signifikan bagi UMKM tradisional, khususnya terkait kesiapan sumber daya manusia (SDM). Penelitian ini bertujuan untuk merumuskan rencana pengembangan SDM yang strategis bagi Winta Mutiara, sebuah UMKM kerajinan mutiara, untuk beradaptasi dengan transformasi digital. Pendekatan studi kasus kualitatif digunakan, dengan data dikumpulkan melalui wawancara mendalam. Analisis SWOT digunakan untuk menilai faktor internal dan eksternal yang memengaruhi kinerja bisnis. Hasil penelitian menunjukkan bahwa meskipun Winta Mutiara memiliki SDM yang berpengalaman, terdapat kesenjangan substansial dalam kompetensi pemasaran digital dan struktur organisasi. Rekomendasi strategis yang diperoleh meliputi pelatihan transformasi digital, kolaborasi, dan pendampingan pasca pelatihan. Strategi ini bertujuan untuk menjembatani kesenjangan antara kerajinan tradisional dan tuntutan digital, memastikan keberlanjutan bisnis jangka panjang. Temuan penelitian menunjukkan bahwa pendekatan terstruktur terhadap pengembangan SDM sangat penting dalam meningkatkan kesiapan dan daya saing digital. Studi ini memberikan referensi praktis bagi UMKM sejenis dalam mengadopsi strategi digital agar tetap tangguh dalam lingkungan pasar yang berkembang pesat.
Mapping Value Co-Creation in Human Resource and Digital Service Systems: A Systematic Literature and Bibliometric Review Andaru, Rizka Kurnia Andaru; Maulida, Nesya Nandini; Urfina, Yasyifa Dian; Syiam, Nazilatus
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1188

Abstract

This study aims to systematically explore the scholarly development surrounding value co-creation over the past decade. Particular emphasis is placed on understanding the literature's conceptual structure and thematic directions, especially within the framework of service-dominant logic, digital transformation, and the active engagement of actors in value-creation processes. A Systematic Literature Review (SLR) was conducted following the PRISMA protocol, complemented by bibliometric analysis using data sourced from the Scopus database. A total of 75 journal articles published between 2015 and 2025 were examined through the Bibliometrix R package. The analysis reveals a stable growth in academic output, with most contributions originating from the United Kingdom, the United States, and Australia. Key focal points include actor-to-actor engagement, resource integration, the role of artificial intelligence in organizational transformation, and co-production within service ecosystems. The reviewed literature indicates a significant shift from traditional firm-centric perspectives to collaborative, ecosystem-based models involving human and technological actors. These findings offer valuable insights for practitioners and policymakers in designing service strategies grounded in collaboration, fostering digital engagement platforms, and innovating actor-centric business models. Furthermore, the study enhances our understanding of how value is increasingly shaped by stakeholder participation and the mediating role of advanced technologies.
The Marketing and Brand Strategy of Shopee Indonesia in Covid-19 Era Syiam, Nazilatus; Urfina, Yasyifa Dian; Andaru, Rizka Kurnia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.3306

Abstract

The use of technology has driven business growth mainly due to the impressive array of information that can be presented remotely. E-commerce is one of the advances in information technology, where a system serves buyers online through computer network media. Technology presents e-commerce as an alternative transactional platform that is accepted by the public as Indonesia is the largest region with the fastest-growing e-commerce in Southeast Asia. The number of e-commerce businesses in Indonesia encourages companies to have attractive marketing strategies in order for consumers to visit e-commerce platforms and ultimately influence consumers to make purchasing decisions. In the middle of the situation with the outbreak of the Covid-19 pandemic, people are required to carry out their activities at home and maintain social distancing by recommendations of the Indonesian government. In supporting the government, Shopee declared itself to be a leading fighter on e-commerce for shopping from home with its campaign program called #ShopeeDariRumah (#ShopeeFromHome). The purpose of this paper is to find out the marketing and brand strategy of online purchase decisions at Shopee during the Covid-19 pandemic era. The results of this study prove that the website, search engine marketing, web banners, social media campaigns, and online purchase decisions have a positive and significant impact on Shopee's marketing and brand image.
Co-Authors Maulida, Nesya Nandini Nazilatus Syiam Ramayanto , Ramayanto YASYIFA DIAN URFINA