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All Journal CommIT (Communication & Information Technology) Journal of Indonesian Applied Economics Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH)
Utomo Sarjono Putro
Institut Teknologi Bandung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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 1 
An Analysis of Consumer Behaviors in Choosing Public Transportation Hadhori Nurhasan; Utomo Sarjono Putro
Journal of Indonesian Applied Economics Vol. 9 No. 2 (2021)
Publisher : Department of Economics, Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jiae.009.02.3

Abstract

Various efforts have been done to overcome or at least reduce the severe congestion in Jakarta. For this reason, the local government continues to carry out various strategies. And PT TransJakarta as a company under the auspices of the local government that manages several modes of transportation, also has a big role in overcoming congestion in Jakarta. One of them is by launching several public transportations so that many people will switch to use public transportation. Recently, Transjakarta launched a microbus type public transportation called Mikrotrans. To make it works, TransJakarta must be able to attract public interest to use microtrans. For this reason, a special strategies are needed to attract customers. One of the most important aspects is by controlling the quality of the service in order to make customer satisfied. Several aspects of microtrans service quality are investigated which have major influences on increasing customer satisfaction. And the results show that in general the quality of service at Mikrotrans is quite good. The result shows that the variables of service quality in mikrotrans are good enough in the customer although it still requires evaluation or improvement in several aspects
Viable System Model as A Framework for Value Co-Creation Service System Analysis of Technology-based Business Incubator Eka Yuliana; Utomo Sarjono Putro; Pri Hermawan; Astri Ghina
Jurnal Manajemen Indonesia Vol 23 No 1 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i1.4674

Abstract

Bandung Techno Park (BTP) at Telkom University has a crucial role in the technology-based business incubation scheme. From the recruitment process, learning goals, venture capital, commercialization with all impacted to start-ups accomplishment. These observations resulted by using qualitative research methods for one year. Referring to the concept of service systems, it was founded that business incubators in higher education can produce the holistic service system diagnostics to develop the external collaboration between university and industry. These findings are successfully set out by used the Viable System Model (VSM) from service system science approach which is divided into five main functions: (1) Operationalization, (2) Coordination, (3) Monitoring and Control, (4) Intelligence, (5) Policy. The important collaboration of the integrated service system at BTP is framed in a structured concept. Incubator operation supervision focuses on service systems that play a role in four types of management, namely: business innovation and incubation, tenant service and support, marketing, and technology solutions. The findings of the analysis with VSM relate to the role of technology-based business incubators in creating value co-creation from a service science point of view. Keywords— Value Co-creation; New Technology-based Firms; Business Incubators; University-industry Collaboration
Understanding Participation in Value Co-Creation and Acceptance of iPosyandu by Extending UTAUT among Community Health Workers Azmii Lathifah; Utomo Sarjono Putro; Fedri Ruluwedrata Rinawan; Santi Novani; Valid Hasyimi; Adhya Rare Tiara
CommIT (Communication and Information Technology) Journal Vol. 17 No. 2 (2023): CommIT Journal
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/commit.v17i2.8567

Abstract

Digitalization is inevitable, including in the health sector. The iPosyandu, a mobile digital platform, is introduced to help the report of Community Health Workers (CHWs) and monitor the Pos Pelayanan Terpadu (Posyandu - Integrated Healthcare Center) data online. Unfortunately, CHWs still report data manually using paper, which takes a long time to store because some are still reluctant to change to digital services. Therefore, it is necessary to study CHWs’ intention to create new values and accept technology to sustain the application. The research aims to determine the factor influencing the intention to participate in value co-creation and use iPosyandu by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) among CHW. A Partial Least Square-Structural Equation Modelling (PLS-SEM) is conducted with a cross-sectional survey involving 222 CHWs in Purwakarta, Indonesia. The research finds that effort expectancy and perceived policy support significantly affect the intention to participate in value co-creation and usage of iPosyandu. The findings highlight that the critical role of intention to participate in value co-creation significantly affects the intention to use iPosyandu. The findings also suggest that policymakers and application developers should increase the use of iPosyandu by improving the effort systems, providing policy support, and facilitating CHWs to cocreate the value of the application to encourage them to use iPosyandu.
OPTIMIZING THE RM WORKBENCH TO EMPOWER RELATIONSHIP MANAGERS AND SUPPORT WHOLESALE BUSINESS PORTFOLIO GROWTH AT BBRI Nugraini Rahmaniasari; Utomo Sarjono Putro
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 1 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i1.14176

Abstract

This study focuses on enhancing the RM Workbench at BBRI to support Relationship Managers (RMs) in driving wholesale business portfolio growth amidst challenges in the MSME segment. The research identifies a significant gap between the Workbench's intended functionalities and actual adoption due to usability issues and feature limitations. Leveraging frameworks such as the Technology Acceptance Model (TAM), Fishbone Diagram, SWOT/TOWS analysis, and CRM principles, the study systematically evaluates the factors affecting adoption. The findings reveal critical barriers, including the lack of intuitive design, insufficient training, and integration challenges. Strategic recommendations include adding advanced analytics, streamlining workflows, and incorporating predictive modeling to align the Workbench with RMs' needs. The proposed visual mockup aims to enhance usability and adoption, ensuring the RM Workbench becomes a central tool for improving operational efficiency, strategic decision-making, and client relationship management. This initiative supports BBRI's goal to diversify beyond MSME and strengthen its wholesale business segment to sustain long-term profitability and market leadership
STRATEGIC DECISION MAKING FOR ENHANCING PROFITABILITY USING SIMPLE MULTI-ATTRIBUTE RATING TECHNIQUE (SMART) : THE CASE OF LB RESTAURANT Nur Muhammad Rifaat; Utomo Sarjono Putro
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5968

Abstract

Many restaurant businesses struggled to survive and went bankrupt during the COVID-19 period. LB Restaurant, a food and beverage (F&B) business based in Bandung, Indonesia, faced financial challenges after the COVID-19 pandemic. These challenges arose due to unstable profit growth and increasing, uncontrolled operational costs, which continuously eroded the company’s earnings and resulted in minimal profits. This study aims to identify strategies to improve the profitability of LB Restaurant by utilizing SWOT (Strengths, Weaknesses, Opportunities, Threats) and TOWS Analysis to assess the restaurant’s internal and external factors, based on Common-size Analysis and Profitability Ratio Analysis, the VRIO (Valuable, Rare, Inimitable, Organized) Framework, Value Chain Analysis, and Michael Porter’s Five Forces. Using the SMART method, five alternative strategies: revenue diversification and cost control, maximizing partnerships, digitally enhanced customer retention and social media-driven upselling, financial buffer and contractual safeguards, and streamlined peak-hour operations, were analyzed and prioritized according to the criteria of profit potential, cost potential, customer retention potential, and implementation challenges for each strategic alternative.
STRATEGIC DECISION MAKING USING SMART APPROACH TO NAVIGATE POST CRISIS RECOVERY AND SUSTAINABILITY : A CASE STUDY OF AN INDONESIAN AQUACULTURE STARTUP Fikri Adhi Nugraha; Utomo Sarjono Putro
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5993

Abstract

Startups have become key drivers of economic growth and innovation worldwide, including in Indonesia. PT. EF, once a leading unicorn in Indonesia that delivered innovative smart feeder technology in aquaculture industry, faced a crisis after financial manipulation and revenue inflation were revealed, leading to massive layoffs and a drastic decline in revenue. This thesis aims to support strategic decision making in the post crisis recovery and sustainability of PT. EF by applying Simple Multi Attribute Rating Technique (SMART). The research methods include both internal and external analyze using frameworks such as VRIO Framework, PESTEL, Porter's Five Forces, as well as SWOT Analyze and TOWS Matrix to generate various recovery strategy alternatives. Data used in this study is obtained from interviews with key stakeholders and secondary data related to the aquaculture industry. Based on these analyze, the alternatives are then evaluated using SMART to provide the most suitable recommendations to ensure sustainable recovery and long term growth for PT. EF. The findings of this research are expected to provide valuable insights for startup in Indonesia in facing crisis challenges and designing effective strategies. This research also contributes to the development of crisis management theory for startups by applying SMART in the context of a company struggling to recover after crisis.
IMPROVING MANAGED SECURITY SERVICE ADOPTION THROUGH GO-TO-MARKET STRATEGY TRANSFORMATION: A CASE STUDY OF SQURA CYBERSEC Imam Rizky Hambali; Utomo Sarjono Putro
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Indonesia’s cybersecurity industry continues to experience rapid growth driven by digital transformation, cloud adoption, increasing cyber threats, and stronger cybersecurity regulations. However, cybersecurity providers continue to face challenges in accelerating Managed Security Service Provider (MSSP) adoption and achieving sustainable recurring revenue growth. This study aims to analyze the internal and external factors influencing MSSP adoption and formulate strategic recommendations to improve the cybersecurity Go-To-Market (GTM) strategy of SQURA Cybersec at PT Aplikanusa Lintasarta. A qualitative case study approach was taken, involving semi-structured interviews with internal stakeholders, enterprise customers and cybersecurity technology principals. The collected data were analysed using thematic coding and interpreted using PESTEL Analysis, Porter’s Five Forces, VRIO Analysis, SWOT Analysis, TOWS Matrix, Segmentation–Targeting-positioning (STP) and 7P Marketing Mix framework. The findings show the key challenge, not the lack of cybersecurity capability but how to convert operational capability into sustainable market differentiation and scalable execution. The study identifies major barriers to MSSP adoption as principal dependence, fractured commercial communication, inconsistent service packaging and poor operational coordination. To tackle these challenges, we propose four strategic directions to reinforce market positioning, enhance service integration, fortify proprietary capability development and introduce a more disciplined operating model to support the growth of recurring revenue.
STRATEGIC ADAPTABILITY FOR MARKET LEADERSHIP IN INDONESIA’S BABY CARE INDUSTRY USING SCENARIO PLANNING Dinda Rahma Sesha; Utomo Sarjono Putro
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20790923

Abstract

The Indonesian baby care industry faces uncertainty driven by economic volatility, rapid digital transformation, changing consumer preferences, demand for product safety, and intensifying competition. These conditions challenge companies to maintain long-term market leadership using strategic planning approaches. This study aims to develop strategic adaptability for sustaining market leadership in Indonesia’s baby care industry through a scenario planning approach. This research conducted a qualitative method using semi-structured interviews with internal and external industry experts. Interview findings were formulated into driving forces, followed by prioritization assessment to identify the two major critical uncertainties shaping the future industry environment. Then, the four plausible future scenarios were developed, namely The Battle Arena, The Golden Age, The Dark Times and The Old Guard, along with early warning signals to anticipate changes in macroeconomic and industry conditions. The findings indicate that strategic adaptability is essential for sustaining market leadership under uncertain market condition. The study further integrated scenario planning with an evaluation of current strategy to identify strategic gaps under future scenario. A TOWS matrix was subsequently formulated. It resulted in several strategic recommendation pillars with different adaptive adjustments across scenarios, followed by implementation roadmap for the next five years.
A Combined Fuzzy AHP-Hybrid TOPSIS Methodology to Determine Smelter Project Selection Dimas Rahfaditya Pradana; Utomo Sarjono Putro
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 9 No. 1 (2025): July - December Issue
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmesh.v9i1.3417

Abstract

This study aims to give recommendations on smelter project selection based on three alternatives: the Alumina Processing Plant, the Pig Iron Processing Plant, and MHP HPAL Nickel Plant by using a hybrid decision-making method Fuzzy AHP and Hybrid TOPSIS. The method integrates both qualitative expert judgments and quantitative data to ensure objectivity of analysis. Expert input was collected through structured interviews and questionnaires, capturing a diverse range of perspectives from technical, operational, and management roles. The Pairwise Comparison questionnaire data are analyzed using Fuzzy AHP to calculate the weights of these criteria, addressing the ambiguity in human judgment through triangular fuzzy numbers. These fuzzy weights were then combined with quantitative performance data for each project using Hybrid TOPSIS, ensuring the final ranking accounted for both qualitative and quantitative factors. The results showed that the Alumina Project achieved the highest closeness coefficient of 0.6, making it the most feasible and strategic project for immediate development. The Pig Iron Project ranked second, reflecting its stable production capacity and technical maturity, though it faces challenges from environmental impacts and a limited domestic market for pig iron. The MHP Nickel Project ranked third due to its complex environmental footprint, high capital intensity, and current market volatility, despite its relevance to the EV battery sector.
Co-Authors Adhya Rare Tiara Astri Ghina Azmii Lathifah Dimas Rahfaditya Pradana Dinda Rahma Sesha Eka Yuliana Fedri Ruluwedrata Rinawan Fikri Adhi Nugraha Imam Rizky Hambali Nugraini Rahmaniasari Nur Muhammad Rifaat Nurhasan Nurhasan Pri Hermawan Santi Novani Valid Hasyimi