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All Journal Jurnal Bisnis Hospitaliti Journal of Emerging Business Management and Entrepreneurship Studies
Puspita, Anggun Pesona Intan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Komunikasi Pemasaran Terintegrasi PT XYZ Tbk. Tahun 2023-2026 Iary, Aanisa; Puspita, Anggun Pesona Intan
Journal of Emerging Business Management and Entrepreneurship Studies Vol. 3 No. 1 (2023): Journal of Emerging Business Management and Entrepreneurship Studies
Publisher : Research Center and Case Clearing House (RC-CCH) - Sekolah Tinggi Manajemen PPM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jebmes.v3i1.79

Abstract

PT XYZ Tbk. is a company that operates in the automotive industry as a company that manufactures fasteners for the B2B market. In recent years, in Indonesia and globally, many phenomena have emerged and been created to increase binder product sales. However, during the last six years, PT XYZ Tbk. has not achieved its sales target even though the automotive sales trend is increasing or stable. Based on interviews, observations, and literature studies that have been conducted, it was found that competitors are more aggressive in communicating their brands and are better known. As a result, the company needs help to intensify sales in global markets and its customer suppliers. This research aims to analyze the role of each integrated marketing communication element for the B2B market and create an integrated marketing communication strategy that has a major impact on achieving sales targets and getting customers. In this study, the analysis uses three perspectives, namely: the company, competitors, and customers. The findings in this study indicate that the integrated marketing communication strategy of PT XYZ Tbk. as a B2B marketer must implement strategies that end with a personal approach to customers and the use of print and digital media to spread wider brand awareness.
Strategi Pemasaran Pony Plop PT. XYZ pada Periode 2022-2024 di Jabodetabek Citra, Sonia Fergina; Nadila, Karina; Kurnia, Pepey Riawati; Puspita, Anggun Pesona Intan
Journal of Emerging Business Management and Entrepreneurship Studies Vol. 3 No. 1 (2023): Journal of Emerging Business Management and Entrepreneurship Studies
Publisher : Research Center and Case Clearing House (RC-CCH) - Sekolah Tinggi Manajemen PPM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jebmes.v3i1.81

Abstract

Nowadays, Many Indonesians are more aware of living a healthy lifestyle. Thus, such conditions opened many opportunities in the food industry, starting with the emergence of healthy catering companies,  healthy snacks, and now healthy snacks made especially for toddlers. Providing snacks for toddlers is very important in their development days as their hunger booster and nutritional support supplement. PT. XYZ was founded in 2018 to sell healthy toddler snacks made from fresh ingredients from nearby farmers. Many of their products have become parent’s and toddler’s favorites, yet their Pony Plop product, launched in 2020, has decreased sales despite many awards won. Pony Plop is similar to the meringue (a dessert made from whipped egg white), which is quite unfamiliar to many Indonesians, although it has considerable nutritional value. Their marketing strategy for Pony Plop has not yet gained sufficient awareness, resulting in poor sales. By conducting an internal analysis, SWOT, and portfolio analysis, suitable marketing strategies were chosen for PT. XYZ. Those strategies are: Improve customer loyalty and retention, Build marketing advantage, and Improve differentiation advantage. Implementing these strategies increased awareness and sales of PT.XYZ is to be expected.
ANALISIS FAKTOR PSIKOLOGIS TERHADAP NIAT BELI JASA HOTEL PADA PENGGUNA ONLINE TRAVEL AGENT USIA MUDA DI JABODETABEK (PERSPEKTIF THEORY OF PLANNED BEHAVIOR) Clevia Santoso; Puspita, Anggun Pesona Intan
JURNAL BISNIS HOSPITALITI Vol 14 No 2 (2025): Jurnal Bisnis Hospitaliti
Publisher : Pusat Penelitian & Pengabdian kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jbh.v14i2.2085

Abstract

Indonesia's tourism sector has shown significant recovery post-pandemic. This is indicated by the increase in domestic travel and high tourist spending on accommodation. Siteminder survey shows that 55% of Indonesian tourists book accommodation through online travel agents (OTAs), making it crucial to understand the factors influencing online hotel purchase intentions. One relevant theory in this context is the Theory of Planned Behavior (TPB), which assesses consumer behavior based on attitudes, subjective norms, and perceived behavioral control. Although numerous studies have discussed factors in hotel selection, studies applying the TPB to the context of OTAs are still limited. This study aims to analyze these three factors on hotel purchase intentions through OTAs in Jabodetabek area. The study used a quantitative approach by distributing questionnaires to 384 online travel agent users aged 18-44, which were then analyzed using multiple linear regression analysis. The results showed that attitude toward hotels, attitude toward OTAs, and perceived behavioral control had a partial influence on purchase intentions, while subjective norms had no influence. Furthermore, all four variables had a simultaneous influence on purchase intentions. For further research, it is recommended to expand the scope of respondents, add other variables, and use combined methods in data collection
Co-Authors Citra, Sonia Fergina Clevia Santoso Iary, Aanisa Nadila, Karina Pepey Riawati Kurnia