Garuda - Garba Rujukan Digital

Proposed Marketing Strategy To Increase Sales For Indonesian Modestwear Retailer (Use Case: Toko Bani Adam) An Nisaa Citra Hasanah; Ilma Aulia Zaim; Satya Aditya Wibowo
Jurnal Ilmu Manajemen Advantage Vol. 7 No. 1 (2023): June 2023
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v7i1.1026

The purpose of this research is to propose the most accurate and suitable marketing strategy for Toko Bani Adam, including formulating the integrated marketing growth strategies based on the internal and external analysis, and to identify the appropriate step for implementing Toko Bani Adam the strategy. The suggested marketing strategy is extracted from the examination of internal and external data and is considered fit to increase sales for sustainable business. In research, data collection methods are carefully designed and implemented to obtain relevant and reliable data. Field research involved direct observation to gather the necessary data for the research. This method was used to obtain primary data, and the research was conducted on the activities of all research objects. To collect primary data, the author uses quantitative research by distributed questionnaires forms to Toko Bani Adam's customers and use qualitative conducted interview with the owner and management team. As the result, Toko Bani Adam, a Muslim apparel SME in Indonesia, operates in a dynamic political environment influenced by the rise of Islamic conservatism and increasing religious consciousness among the youth. Through the implementation of the 5A method, Toko Bani Adam aims to increase brand visibility, engage with customers, optimize marketing efforts, diversify marketing channels, and enhance the customer experience. This involves adapting marketing strategies based on thorough analysis, attracting customers through online presence and promotions, activating offline marketing activities, and continuously assessing the effectiveness of these efforts. By leveraging market insights, optimizing online platforms, participating in campaigns, and monitoring key metrics, Bani Adam can drive growth and success in a competitive market. Toko Bani will collaborate with social media agencies to maximize their presence on these platforms and achieve optimal results in terms of audience reach and engagement. Toko Bani Adam will also focus on offline marketing activities, such as in-store events and collaborations with local businesses or community organizations. This will help generate excitement and increase brand awareness among potential customers. Toko Bani Adam will launch promotional campaigns and create engaging content to encourage customer interaction and boost sales. They will also update their website with e-wallet payment options to facilitate convenient transactions for customers.

Business Strategic Realignment for a Sustainable Fashion Brand: (Study Case of House of Majik as an Upcycling Fashion Brand) Ayularas, Bonita; Aulia Zaim , Ilma
Journal of Business and Management Review Vol. 5 No. 2 (2024): (Issue-February)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr52.8952024

Research Aims: This study aims to determine and formulate business strategies for House of Majik, an upcycling fashion brand, to redefine its business model as a sustainable fashion brand. Design/methodology/approach: This study uses a conceptual framework which uses several steps and tolls, such as business environmental scanning through external analysis (PESTEL, Porter’s Five Forces, and Competitor Analysis), Internal Analysis (Value-chain Analysis), Strategy Formulation (TOWS Matrix Analysis), and Redefining Business Model through Value Proposition Canvas and Business Model Canvas approach. Research Findings: Findings suggest House of Majik to adopt focus-differentiation business strategy, as the strategy is the most appropriate to leverage the exclusivity, creativity, and uniqueness inherent in an upcycling brand. Which affirmed by the value proposition of House of Majik to offer limited editions of upcycled pieces as distinctive products with reasonable prices. Keywords: business strategy; value proposition canvas; business model canvas; sustainable fashion; upcycling fashion

Proposed Of Indihome Marketing Strategy Through Digital Channel (Case PT. Telkom Indonesia – Witel Jakarta Pusat) Diani Desi Nugraheni; Ilma Aulia Zaim; Satya Aditya Wibowo
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10963

This research is motivated by the increasing need for the internet. Internet is a necessity that can be primary needs nowadays. With the advancement of the internet today, digital marketing is an aspect that is very influenced. The high number of internet users in Indonesia creates an opportunity for the development of digital marketing. There has been a significant change in the marketing strategy of both goods and services. With so many Internet Service Provider players currently, IndiHome which is a service product of PT. Telekomunikasi Indonesia (Persero) Tbk, needs to show the strength of its positioning. One of the strengths of IndiHome is that it is the only one that has a Triple Play Service consisting of Internet, Interactive TV and Telephone. Initially, IndiHome was only using conventional channel to sell its product, which is direct offering by Sales Agent to customers, but since August 2022, Witel Jakarta Pusat implementing IndiHome subscriptions via digital channels, can be conducted from Website, Landing Page or Social Media (FB, IG, Twitter). In fact, potential customers feel unfamiliar with how to subscribe to IndiHome via this new channel. This phenomena caused a decrease in IndiHome sales results in September 2022. This research aims to identify the internal and external factors that cause the decline of IndiHome sales in Witel Jakarta Pusat. The methodology used in this research is quantitative method. Data collection technique used in this study were literature study, observation and questionnaire with 140 respondents. The result of this research indicate that Internal and external variables that influenced the decline in IndiHome sales are apart from the fact that IndiHome prices are more expensive than other internet providers, customers find it difficult to subscribe to IndiHome via digital channels so they still choose sales agents as a more convenient way. Customers also find it difficult to get updates regarding subscription stages. Apart from that, customers are also worried about the security of the personal data they upload to the system when making a subscription. The recommended strategy given is to implement Integrated Marketing Communication.

Proposed Integrated Marketing Strategy To Promote Brand Awareness Of Low-Waste Management Laksmitha, Abilia; Aulia Zaim, Ilma; Kurniawan, Anton
GEMA EKONOMI Vol 12 No 8 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

The waste problem is still a significant problem in Indonesia. Therefore, an applicable solution must be implemented and have a considerable impact. Simple efforts to start awareness of an environmentally friendly lifestyle can be formed by reducing everyday plastic waste, such as using refillable drinking bottles or carrying shopping bags when shopping. Various communities, organizations, and startups have emerged, contributing significantly to waste management and supporting a sustainable lifestyle. One example of a startup that has started contributing is PT Siklus Refill Indonesia. PT Siklus Refill Indonesia has contributed to reducing plastic waste by efficiently using plastic for daily household needs in the Jabodetabek area since April 2020. Since the Covid-19 pandemic, product sales have increased due to social restrictions issued by the President, so customers depend on the company to meet daily household needs. But an unexpected event befalls the company and impacts sales and customer awareness. In January 2023, the Food and Drug Supervisory Agency (BPOM) warned the company that the company is prohibited from selling household daily necessities that come in direct contact with the skin, such as shampoo, bath soap, hand washing soap, and so on. The ban was based on Food and Drug Supervisory Agency Regulation No. 12 of 2023 concerning the Supervision of the Manufacture and Distribution of Cosmetics, ratified in March 2023. This incident impacted decreasing customer brand awareness, where the company needs customer awareness to introduce new business strategies that will be issued in the third quarter. Thus, companies need integrated marketing communications to increase customer and brand awareness. The analysis in this study uses internal and external business analysis. Internal analysis used Marketing Mix (7P), VRIO, and STP analysis. Whereas for external use PESTLE, Porter's Five Forces, and stakeholder analysis. Apart from that, to support the data, the analysis was carried out by distributing questionnaires to 103 respondents to obtain the results of a consumer awareness and behavior study with various points of analysis. The results of the questionnaire analysis are processed using SPSS software and descriptive statistics that will be used to design an appropriate and effective integrated marketing communication strategy for the company

Value Proposition Testing For Private Event Package at My Kopi O Serang Wita Nidia Hanifah; Ilma Aulia Zaim
Journal Research of Social Science, Economics, and Management Vol. 4 No. 11 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i11.885

This research redefines the value proposition of the Private Event Package at My Kopi O Serang to align with customer needs and preferences. The study aims to assess the current offering’s compatibility with customer expectations, realign it to reflect customer jobs, pains, and gains, and propose a more compelling value proposition. Using a mixed-method approach, including Thematic Analysis, Empathy Mapping, and quantitative validation through Problem-Solution Fit and Product-Market Fit tests, the research identifies two validated value propositions: (1) Exclusive Event Experience with Personalized Service for those seeking premium, private events, and (2) Price-effective Event Package for customers who prioritize affordability and value. To meet these needs, a tiered model is proposed: Silver and Gold packages for budget-conscious customers, and Platinum and Diamond for premium-seeking ones. The research also suggests creating a sense of exclusivity through semi-private arrangements and attentive service. This hybrid value proposition moves away from a one-size-fits-all approach to a segmented, data-driven offering, positioning My Kopi O Serang to cater to both premium and value-conscious customers in a competitive market.

Strategic Brand Positioning Through Cultural Event Programming at Garuda Wisnu Kencana Cultural Park Tjiadarma, Erica Pricilla; Zaim, Ilma Aulia
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 10 No. 1 (2025): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v10i1.19184

This study examines cultural event programming as a strategy to strengthen brand positioning at Garuda Wisnu Kencana (GWK) Cultural Park in the domestic market. A mixed-methods approach was used, combining interviews with four internal stakeholders and surveys of 400 domestic visitors (2022–2025). The analysis applied Cai’s brand positioning model, McKercher and du Cros’s cultural tourist typology, and Getz and Morrison’s participatory event framework. Findings show that while GWK is widely recognized, its cultural image is narrowly associated with the iconic statue, and the visitor experience is often perceived as static. A misalignment between GWK’s cultural mission and commercial focus further weakens its cultural appeal. This study proposes a repositioning model based on symbolic narrative integration, participatory cultural programs, and targeted visitor segmentation. The findings contribute to cultural tourism by introducing an integrated branding-programming model that emphasizes internal alignment to deliver more authentic and immersive cultural experiences.

Strategic Brand Positioning Through Cultural Event Programming at Garuda Wisnu Kencana Cultural Park Tjiadarma, Erica Pricilla; Zaim, Ilma Aulia
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 10 No. 1 (2025): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v10i1.19184

This study examines cultural event programming as a strategy to strengthen brand positioning at Garuda Wisnu Kencana (GWK) Cultural Park in the domestic market. A mixed-methods approach was used, combining interviews with four internal stakeholders and surveys of 400 domestic visitors (2022–2025). The analysis applied Cai’s brand positioning model, McKercher and du Cros’s cultural tourist typology, and Getz and Morrison’s participatory event framework. Findings show that while GWK is widely recognized, its cultural image is narrowly associated with the iconic statue, and the visitor experience is often perceived as static. A misalignment between GWK’s cultural mission and commercial focus further weakens its cultural appeal. This study proposes a repositioning model based on symbolic narrative integration, participatory cultural programs, and targeted visitor segmentation. The findings contribute to cultural tourism by introducing an integrated branding-programming model that emphasizes internal alignment to deliver more authentic and immersive cultural experiences.

DAMPAK SERVICESCAPE TERHADAP INTENSI KUNJUNG KEMBALI MELALUI KEPUASAN PELANGGAN RESTORAN SELARAS Septiana, Michelle Dwi Glory; Zaim, Ilma Aulia
Jurnal Pijar Vol 1 No 4 (2023): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v1i4.790

In today's business landscape, profit pursuit is closely tied to customer satisfaction. This is especially true in the restaurant industry, where contented customers lead to loyalty, revisits, and enhanced revenue. Selaras Restaurant in Bandung, Indonesia aims to attract Generation Z (ages 13-28) as loyal patrons. Initial interviews with Generation Z patrons revealed that dissatisfaction with the outdated restaurant interior discouraged their return. This gap between Selaras' desired ambiance and Generation Z's preferences, known as Servicescape, impacts revisit intentions. This study employs a quantitative approach using questionnaires to assess Selaras' Gen Z customers. Results show that the physical aspect of Servicescape, like Signs/Symbols/Artifacts, positively influences customer satisfaction and, consequently, revisit intentions. Customer satisfaction also partially mediates the relationship between signs/symbols/artifacts and revisit intentions. These insights should help Selaras Restaurant improve their Servicescape strategy. Future research should consider more factors and samples to better understand restaurant revisit intentions.

Mindful marketing: A marketing strategy for lingkar to support sustainability goals Sahisnu, Ramya Prajna; Zaim, Ilma Aulia
International Journal of Accounting and Management Information Systems Vol. 3 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i2.3328

Purpose: This study explores the implementation of mindful marketing as a strategic approach to harmonize business objectives with social and environmental values. It focuses on Du Anyam, an Indonesian social enterprise, to understand how marketing practices grounded in awareness, ethics, and sustainability contribute to building long-term stakeholder relationships. Research methodology: This study used a qualitative single-case approach, collecting primary data from in-depth interviews with internal stakeholders and secondary data from documents and digital platforms, analyzed thematically to explore Du Anyam’s mindful marketing in communication, distribution, and internal practices. Results: The study finds that Du Anyam implements mindful marketing through three main pillars—self-awareness, consumer-awareness, and impact-awareness—reflected in its storytelling, inclusive product design, and mission-aligned decision-making. However, challenges like digital distractions, workload pressure, and consumer price sensitivity hinder consistent mindful practices. Conclusions: Mindful marketing serves as a strategic compass for social enterprises to navigate market complexities while staying true to ethical values. Its effective practice requires organizational commitment, cultural alignment, and ongoing reflection to create shared value with stakeholders. Limitations: This study is limited to a single case within the Indonesian context, which may constrain the generalizability of its findings to other industries or cultural settings. Additionally, the analysis primarily reflects internal stakeholder perspectives and may not fully capture the diversity of consumer behavior. Contribution: This paper contributes to the evolving discourse on ethical and sustainable marketing by offering a contextualized understanding of mindful marketing practices in emerging economies. It also proposes a practical framework for social enterprises seeking to align marketing strategies with their broader purpose.

Proposed Integrated Marketing Strategy To Promote Brand Awareness Of Low-Waste Management Laksmitha, Abilia; Aulia Zaim, Ilma; Kurniawan, Anton
GEMA EKONOMI Vol 12 No 8 (2023): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/gemaekonomi.v12i8.3013

The waste problem is still a significant problem in Indonesia. Therefore, an applicable solution must be implemented and have a considerable impact. Simple efforts to start awareness of an environmentally friendly lifestyle can be formed by reducing everyday plastic waste, such as using refillable drinking bottles or carrying shopping bags when shopping. Various communities, organizations, and startups have emerged, contributing significantly to waste management and supporting a sustainable lifestyle. One example of a startup that has started contributing is PT Siklus Refill Indonesia. PT Siklus Refill Indonesia has contributed to reducing plastic waste by efficiently using plastic for daily household needs in the Jabodetabek area since April 2020. Since the Covid-19 pandemic, product sales have increased due to social restrictions issued by the President, so customers depend on the company to meet daily household needs. But an unexpected event befalls the company and impacts sales and customer awareness. In January 2023, the Food and Drug Supervisory Agency (BPOM) warned the company that the company is prohibited from selling household daily necessities that come in direct contact with the skin, such as shampoo, bath soap, hand washing soap, and so on. The ban was based on Food and Drug Supervisory Agency Regulation No. 12 of 2023 concerning the Supervision of the Manufacture and Distribution of Cosmetics, ratified in March 2023. This incident impacted decreasing customer brand awareness, where the company needs customer awareness to introduce new business strategies that will be issued in the third quarter. Thus, companies need integrated marketing communications to increase customer and brand awareness. The analysis in this study uses internal and external business analysis. Internal analysis used Marketing Mix (7P), VRIO, and STP analysis. Whereas for external use PESTLE, Porter's Five Forces, and stakeholder analysis. Apart from that, to support the data, the analysis was carried out by distributing questionnaires to 103 respondents to obtain the results of a consumer awareness and behavior study with various points of analysis. The results of the questionnaire analysis are processed using SPSS software and descriptive statistics that will be used to design an appropriate and effective integrated marketing communication strategy for the company

Title

Found 18 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 18 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 18 Documents
Search