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All Journal DeReMa (Development Research of Management) Jurnal Manajemen SEIKO : Journal of Management & Business Jurnal Samudra Ekonomi dan Bisnis Jurnal Pengabdian Dharma Laksana Altasia : Jurnal Pariwisata Indonesia International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan Jurnal Darma Agung Cakrawala Repositori Imwi Journal of Economics and Business UBS Jurnal Ekonomi Efektif Jurnal Visi Pengabdian Kepada Masyarakat Jurnal Abdimas Bina Bangsa Jurnal Abdimas Kartika Wijayakusuma Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Return : Study of Management, Economic and Bussines Mamangan Social Science Journal Eduvest - Journal of Universal Studies Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Multidisiplin Indonesia JER Management Analysis Journal International Journal of Economics and Management Research
Dalimunthe, Gallang Perdhana
Institut Teknologi Bandung
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Social Media Marketing Strategy Proposal To Improve Brand Awareness Of Zenius Education : (Case Study Of Post-Restructuring And Transition To Zenius.Net) Aryanti, Aulia Azzahra; Dalimunthe, Gallang Perdhana
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.2100

Abstract

Digital marketing is a key lever shaping consumer behavior in today’s attention economy, and social media especially Instagram, TikTok, and YouTube has become the primary discovery engine for education brands. This study analyzes how social media led digital marketing affects brand awareness and downstream purchase intentions for Zenius Education. Using a qualitative method, we ran an in depth interview with the Marketing Manager of Zenius Education. Results show that relevant, bite-sized content and direct brand learner interaction (comments, DMs, polls, lives) significantly influence purchase decisions while lifting brand recall and recognition. Social media promotions deliver low-cost reach beyond geographic constraints and effectively move audiences from mere attention to interest and provided the content with outcome first (problem→fix), consistently branded, and posted with a clear cadence. For Zenius, the strongest gains appear when content pairs conceptual teaching clarity with short-form formats and is tied to conversion paths (e.g., mock tests, trials) plus community touchpoints (WhatsApp/Discord). The results provide key learnings that Zenius can apply to develop a more efficient and measurable approach to rebuild their Gen Z-based brand presence on social media in Indonesia
Proposed Marketing Strategies For Traditional Songket Businesses: Preserving Cultural Heritage In The Modern Fashion Era Dita, Olivi Onma; Dalimunthe, Gallang Perdhana
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.2187

Abstract

The global fashion industry has undergone significant transformation driven by shifting consumer values toward authenticity, sustainability, and cultural meaning. This study analyzes the strategic challenges faced by Olivi Songket, a traditional Bataknese Songket fashion business experiencing a 30–40% decline in sales from 2024 to 2025 despite growing global demand for cultural and ethical fashion. Drawing from qualitative methods including interviews, consumer surveys, and secondary data, this research applies the Fishbone Diagram, Porter’s Five Forces, VRIO, TOWS Matrix, and Marketing Mix (7Ts) to identify root causes and formulate an actionable marketing strategy. Findings indicate that weak digital visibility, limited product variation, inconsistent communication, and rising fast-fashion competition significantly contribute to declining performance. However, Olivi Songket possesses strong cultural craftsmanship, artisan networks, and brand authenticity that can serve as sustainable competitive advantages. The study proposes a strategic marketing plan focusing on digital storytelling, modern product design, differentiated branding, accessible pricing structures, and strengthened distribution both offline and online. By integrating cultural heritage with modern fashion expectations, the proposed strategy aims to improve market relevance while ensuring long-term cultural preservation. The results highlight how traditional fashion brands can adapt to contemporary market dynamics while maintaining artisanal integrity
Analyzing the Product-Market Fit of Kopiah Resam Id Ahmad Alfisyach, Ryan; Perdhana Dalimunthe, Gallang
Journal of Economics and Business UBS Vol. 14 No. 6 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/gw9yyj45

Abstract

This research aims to analyze the product-market fit level of Kopiah Resam ID and formulate an appropriate marketing strategy for market development. The research method uses a qualitative approach with in-depth interviews of 15 respondents selected through purposive sampling based on criteria: users with hair-on-fire problems, users who can demonstrate hard facts, and users with future product vision. Data were analyzed using the Sean Ellis Test and Superhuman Framework to measure product-market fit, and the Ansoff Matrix to formulate marketing strategies. The results show that Kopiah Resam ID has achieved product-market fit with a score of 53.3% (above the 40% Sean Ellis Test threshold) and a Product-Market Fit Score of 8.0 out of 10. The recommended marketing strategies are market penetration and market development, focusing on value-based market segmentation (consumers who care about culture and sustainability), positioning as an exclusive premium product, and developing integrated digital and offline distribution channels. This research provides practical contributions for MSMEs in cultural products to achieve business sustainability through a validated product-market fit approach.
Proposed Business Strategy for Financial Services Industry Division in Markplus Institute to Increase Competitiveness in the Market Devi, Tandya Vera; Dalimunthe, Gallang Perdhana
Jurnal Samudra Ekonomi dan Bisnis Vol 17 No 2 (2026): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v17i2.11931

Abstract

The growing competitiveness in the market of professional training industry, particularly within the Financial Services Industry (FSI) Division of MarkPlus Institute, has prompted a strategic reassessment. This research aims to identify competitive advantages and propose a business strategy to enhance FSI’s market position. A qualitative approach was used to analyze internal and external factors. The tools like VRIO and Porter’s Generic Strategies supported the analysis. The findings highlight that political factors and industry rivalry are key external influences. Internally, FSI’s competitive edge include strong brand equity, a vibrant event and community ecosystem, and proprietary books and frameworks. The study concludes that MarkPlus Institute should offer a signature program aligned with regulatory needs, competitively priced, trend-relevant, and backed by brand trust, exclusive materials, high-quality facilitators and analysts to sustain competitive advantage.
Determining Marketing Strategies for LRB Restaurant in Braga, Bandung Sultan Meurizki Prasetyo; Gallang Perdhana Dalimunthe
Return : Study of Management, Economic and Bussines Vol. 5 No. 6 (2026): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v5i6.481

Abstract

This study is motivated by the increasing competition in the food and beverage (F&B) industry, particularly in heritage tourism areas such as Braga, Bandung, where restaurants face challenges in sustaining revenue growth and brand visibility. The objective of this research is to analyze the current marketing mix of LRB Restaurant, identify internal and external business factors influencing its performance, and formulate an improved marketing strategy based on integrated strategic frameworks. The research employs a qualitative case study approach with 25 purposively selected participants consisting of staff, customers, and non-customers. Data were collected through semi-structured interviews and open-ended questionnaires, and analyzed using thematic analysis supported by NVivo software. The study integrates the Resource-Based View (RBV) with VRIO analysis, Porter's Five Forces, SWOT, TOWS, and the 7P Marketing Mix to develop a comprehensive strategic formulation. The findings reveal that LRB Restaurant possesses a strong strategic advantage in its location and ambience but suffers from weaknesses in digital marketing capability, brand awareness, and operational consistency during peak hours. External analysis shows high industry rivalry and very high customer bargaining power, requiring stronger differentiation strategies. The study concludes that an experience-based differentiation strategy combined with strengthened digital marketing and structured service operations is essential to improve the competitiveness and market positioning of LRB Restaurant.
Refining Employer Branding to Attract Generation Z Talent: A Case Study in an Indonesian Infrastructure SOE Muhammad Indrahanif; Gallang Perdhana Dalimunthe; Jacob Silas Mussry
Eduvest - Journal of Universal Studies Vol. 5 No. 12 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i12.52554

Abstract

This study aims to develop a data-driven employer branding strategy to enhance the attractiveness of a state-owned infrastructure enterprise to Generation Z (Gen Z) talent in Indonesia. Despite the company’s national significance and stable reputation, recent declines in applicant interest—particularly within the national joint SOE recruitment program—indicate a misalignment between its employer value proposition and the expectations of emerging job seekers. Using a quantitative approach, this research surveyed 205 external Gen Z respondents and 62 internal Gen Z employees. Exploratory Factor Analysis (EFA) identified five key employer branding dimensions: Organizational Attributes, Job Attributes, Workplace Attributes, Compensation & Rewards, and Social & Altruistic Value. Partial Least Squares Structural Equation Modeling (PLS-SEM) revealed that external Gen Z candidates are primarily influenced by Compensation & Rewards. The Importance-Performance Matrix Analysis (IPMA) indicated underperformance on several critical indicators valued by Gen Z, including autonomy, inclusive culture, value alignment, and transparent evaluation. These findings suggest that the company’s current branding lacks differentiation and fails to resonate with Gen Z’s aspirations. The study contributes to the limited empirical research on employer branding within state-owned enterprises by combining external and internal perspectives and applying advanced analytical tools. Practical implications include reevaluating communication strategies, enhancing employee experience programs, and refining social value initiatives to attract and retain Gen Z talent. The proposed framework also serves as a reference for other public-sector organizations seeking to modernize their employer branding in an increasingly competitive labor market.
The Influence of Brand Image And Product Features on Purchase Intention: Evidence from Biznet Internet Services in Bandung, Indonesia Gallang Perdhana Dalimunthe; Hasbian Fauzy Perdhana
Jurnal Multidisiplin Indonesia Vol. 5 No. 7 (2026): Jurnal Multidisiplin Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jmi.v5i7.2800

Abstract

The Indonesian fixed broadband market has grown substantially, yet Biznet despite holding the highest download and upload speeds among major providers commands only 1.52% market share, the smallest in the sector. This paradox raises important questions about the role of non-technical factors, specifically brand image and product features, in shaping consumer purchase intention. The present study examines the partial and comparative influence of these two variables on purchase intention among active Biznet subscribers in Bandung, Indonesia. A quantitative associative research design with a causal framework was employed, with data collected from 385 respondents via structured questionnaire using purposive sampling. Instrument reliability and validity were confirmed through Cronbach's Alpha (? ? 0.847) and Pearson's Product Moment Correlation (r > 0.100) respectively. Classical regression assumptions normality, multicollinearity, and heteroscedasticity were verified prior to analysis. Multiple linear regression analysis revealed that brand image (? = 0.401; t = 7.103; p < 0.001) and product features (? = 0.397; t = 7.057; p < 0.001) both exert statistically significant positive influences on purchase intention, collectively explaining 52.4% of its variance (R² = 0.524; Adjusted R² = 0.521). Brand image emerged as the marginally dominant predictor. Descriptively, while consumers rate Biznet's connection speed most favorably (mean = 4.12), brand memorability (mean = 3.54) and value for money (mean = 3.58) remain comparatively weak, and preferential purchase intention registers in the "Moderate" range (mean = 3.39). These findings underscore the strategic imperative for Biznet to invest simultaneously in brand equity development and competitive service bundling.
Competitive Strategy For a Niche Oilfield Service Company in Indonesia: a Case Study of Vikingr Danial Wildansyah; Gallang Perdhana Dalimunthe
Journal of Accounting and Finance Management Vol. 7 No. 3 (2026): Journal of Accounting and Finance Management (July - August 2026)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v7i3.3505

Abstract

Indonesia’s upstream oil and gas industry is maturing, making well intervention and plug-and-abandonment central to sustaining production. Between 2025 and 2030 the country may see roughly 16,143 intervention and 2,340 plug-and-abandonment activities, with cumulative spend near US$616 million and US$398 million, while a one-million barrel-per-day production target and local-content thresholds of 55 to 75 percent reshape competition. This study asks how Vikingr, a Scandinavian niche specialist operating in Indonesia, can expand and sustain growth in this market. Using an instrumental single-case study with three semi-structured interviews of senior operator decision-makers and triangulated secondary data, the analysis applies the focus strategy, the resource-based view, supplier-selection theory and the Strategy Diamond, supported by environmental, industry, segmentation and synthesis frameworks. The most defensible position is operational problem-solving with specialized well-barrier and abandonment tools; technical capability alone is insufficient, as trust depends on documented performance, transparent communication, early engagement and assurance documentation. The proposed strategy is a phased Defend, Deepen and Diversify roadmap built on fit-for-purpose tools, an assurance pack and risk-adjusted value pricing. The contribution is contextual and managerial rather than theoretical.
Financial Feasibility and Strategic Benefit Assessment of the Coal Hauling Road and Jetty Project in Muara Pahu (Case Study: Bangun Group, Kalimantan, Indonesia) Eddy Karlowee; Gallang Perdhana Dalimunthe; Widhyawan Prawiraatmadja
Eduvest - Journal of Universal Studies Vol. 6 No. 7 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i7.53326

Abstract

Coal remains a significant energy source in global and regional economies, particularly in developing countries where reliable energy supply and industrial growth continue to depend on coal availability. However, increasing production capacity requires reliable logistics infrastructure to overcome transportation constraints and operational risks. The Bangun Group’s Tabang Project in East Kalimantan has experienced challenges related to seasonal disruptions in river transportation, which may affect coal delivery continuity and future production expansion. This study aimed to evaluate the financial feasibility and strategic benefits of the Muara Pahu Coal Hauling Road (CHR) and jetty project as a long-term logistics infrastructure investment. A quantitative case study approach was applied using capital budgeting and cost–benefit analysis methods. The assessment utilized secondary data from company reports, project documentation, industry references, and financial assumptions, with evaluation indicators including Net Present Value (NPV), Internal Rate of Return (IRR), Return on Investment (ROI), Payback Period, Benefit–Cost Ratio (BCR), and sensitivity analysis. The results showed that the project generated substantial economic value, with a positive NPV, an IRR exceeding the required rate of return, and a BCR of 3.18, indicating that the project benefits significantly exceeded the investment costs. Sensitivity analysis confirmed the project’s resilience under variations in transportation volume, tariffs, operating costs, and discount rates. Beyond financial performance, the project improved logistics reliability, reduced transportation disruption risks, supported production scalability, and strengthened strategic infrastructure control.
Developing A Digital Marketing Strategy to Enhance Product Sales and Brand Awareness: A Case Study of Sentraloka Indonesia Ibrahim Muhammad Nur; Gallang Perdhana Dalimunthe
Journal of Economics and Business UBS Vol. 15 No. 1 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/ap3j8w36

Abstract

This study examines the challenges of Sentraloka Indonesia, a digital retail intermediary of MSME snack products, which is facing sales stagnation and weak brand awareness. Companies rely too heavily on short-term paid advertising, resulting in revenue volatility and a lack of organic demand. Fragmented digital communication limits the formation of a coherent brand identity. The research uses an integrated framework: Resource-Based View (RBV) and VRIO for internal analysis, Porter's Five Forces for external pressures, and SWOT and TOWS to generate strategic alternatives based on Integrated Marketing Communication (IMC) in an omnichannel perspective. The main premise is that Sentraloka has valuable intangible resources—market reputation and relationships with MSME suppliers—that have the potential to generate Sustainable Competitive Advantage but are underutilized due to the weakness of the Organizational (O) dimension. The research design was a qualitative single case study with in-depth interviews of three internal stakeholders and ten external informants, analyzed using Braun and Clarke's reflective thematic analysis. The findings reveal that although Sentraloka's resources meet the criteria of Value, Scarcity, and partial Inadmissibility, the company falls short on the Organization dimension due to manual systems, inconsistent content, and the absence of a structured CRM. The proposed IMC strategy emphasizes three pillars: strengthening brand credibility, differentiating MSME storytelling, and CRM-based recurring engagement, implemented through a 12-month phased plan. Contributions include a managerial roadmap for the transition of MSMEs from promotion-based sales to sustainable growth, as well as a theoretical expansion of IMC's literature by demonstrating its role as a strategic organizational integrator to transform intangible resources into sustainable competitive advantages.
Co-Authors Ahmad Alfisyach, Ryan Al-ausath, Najmah Syahidah Annisa Lisdayanti Artarina D. A. Samoedra Artarina D. A. Samoedra Aryanti, Aulia Azzahra Ayuningtyas Yuli Hapsari Bestari, Dinda Kayani Putri Chen Xiaoli Danial Wildansyah Devi, Tandya Vera Diana Sari Diana Sari Dinan Naufal Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dita, Olivi Onma Dwi Kartini Dwi Kartini, Dwi Eddy Karlowee Geralldien Zidane Gina Apryani Nurunnisha Gong Zibo Hapsari, Ayuningtyas Yuli HASBIAN FAUZY PERDHANA Ibrahim Muhammad Nur Ida Rosida Ifa Latifah Irma Nilasari Jacob Silas Mussry Jaka Syaugi Latifah, Ifa Lisdayanti, Annisa Marsha Nadhira Muhammad Indrahanif Ni Putu Nurwita Pratami Wijaya Ni Putu Nurwita Pratami Wijaya Nilasari, Irma Nurunnisha, Gina Apryani Pipin Sukandi Praditya, Yusuf Alfyan Pratami, Ni Putu Nurwita Prawiraatmadja, Widhyawan Ryan Kurniawan Ryan Kurniawan Sultan Meurizki Prasetyo Susanti, Nuke Syarifah Khoiriyah Tanzil, Nessa Widhyawan Prawiraatmadja Widhyawan Prawiraatmadja Wijaya, Ni Putu Nurwita Pratami Yelli Eka Sumadhinata Yuyus Suryana