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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 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 International Journal of Science and Environment Eduvest - Journal of Universal Studies Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Multidisiplin Indonesia JER Management Analysis Journal
Dalimunthe, Gallang Perdhana
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Strategic Marketing Formulation Through External And Internal Analysis : A Case Study of Mekar Bersorai Florist Nabilah Khairunnisa, Zulfa; Perdhana Dalimunthe, Gallang
International Journal of Science and Environment (IJSE) Vol. 5 No. 4 (2025): November 2025
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijse.v5i4.273

Abstract

Since the end of 2024, Mekar Bersorai faces a critical business challenge due to declining sales performance. The research design adopts a descriptive case study approach focusing on Mekar Bersorai’s core problems of declining sales and customer behavior change. This design enables a deep examination of internal and external circumstances of the flower industry and determination of appropriate marketing solutions to enhance the company’s competitive opportunity. Porter's five forces revealed that the industry has a high level of rivalry and buyer power, as well as high threat of substitute. VRIO analysis showed that even though Mekar Bersorai has a personalization service and unique design ideas, it can still be duplicated by competitors if not structured and organized; the VRIO found a lack of organizational structure, less frequent innovation, and formal processes. This study reveals that the best way of ensuring Mekar Bersorai experiences a recovery is through strengthening its unique brand image, gradual incorporation of technology to enhance service accessibility, and fostering greater customer relationships to create loyalty in a highly competitive market.
Strategic Roadmap for Biodiesel Market Leadership Using Analyze-Formulate-Implement Framework and Analytical Hierarchy Process in Indonesia Ida Rosida; Gallang Perdhana Dalimunthe; Widhyawan Prawiraatmadja
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3415

Abstract

Indonesia’s biodiesel industry, driven by government mandates like the 2025 biodiesel blending policy, relies heavily on imported sodium methylate oxide, exposing it to supply chain risks and cost fluctuations. This study aims to develop a strategic roadmap for Company to enhance its market position in the sodium methylate oxide market and achieve a 50% market share by 2029. Employing the Analysis-Formulation-Implementation Framework, the research integrates qualitative interviews with stakeholders and quantitative analysis using the Analytic Hierarchy Process. Findings reveal that price, supply reliability, and product quality are critical factors influencing biodiesel producers’ purchasing decisions. The Analytic Hierarchy Process prioritizes financial (29.9%), operational (27.9%), strategic (24.7%), and risk (17.5%) criteria, with the Borrow strategy forming partnerships with existing producers identified as the most effective approach (39.1%). The implementation plan focuses on strategic partnerships in key regions, starting with partner selection in 2025 and commercialization by 2028. This strategy leverages Company’s strengths to reduce import dependency and enhance competitiveness. The study concludes that this approach positions Company as a market leader, supporting Indonesia’s renewable energy goals while offering a replicable framework for strategic decision-making in the petrochemical sector.
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.
Developing A Digital Marketing Strategy to Enhance Product Sales and Brand Awareness: A Case Study of Sentraloka Indonesia Nur, Ibrahim Muhammad; Dalimunthe , Gallang Perdhana
Journal of Economics and Business UBS Vol. 15 No. 2 (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.
Brand Identity Development Strategy for RM. Laksana Syaugi, Jaka; Dalimunthe, Gallang Perdhana
Journal of Economics and Business UBS Vol. 15 No. 2 (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/g09aey51

Abstract

This research examines the development of brand identity strategies for RM. Laksana, a traditional Sundanese restaurant in Kuningan, West Java, that has been operating for more than 50 years. In the context of the food and beverage (F&B) industry that continues to grow in Indonesia, especially in West Java with a growth of 15.53% (y-o-y) in the third quarter of 2025, RM. Laksana faces challenges in building a strong brand identity in the midst of increasingly fierce competition. This research uses a qualitative approach with in-depth interview methods with restaurant owners and managers, direct observation, and document analysis. The findings of the study show that RM. Laksana has strategic assets in the form of a 50-year heritage of hereditary recipes, a commitment to quality raw materials (live fish and homemade spices), and strong family values. However, the restaurant faces the problem of using generic names that causes consumer confusion. The recommended strategy includes developing an authentic brand identity by positioning RM. Laksana as the "Guardian of Heritage", the implementation of a new visual identity that still respects historical heritage, and consistent communication about the restaurant's values and excellence. This research makes a practical contribution to culinary MSMEs in developing a strong and sustainable brand identity.
Proposed IMC Strategy of BMW Motorrad Indonesia Sport-Line-Up to Increase Brand Awareness in Premium Superbike Segment Zidane, Geralldien; Dalimunthe, Gallang Perdhana
Journal of Economics and Business UBS Vol. 15 No. 2 (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/mswgtt91

Abstract

The premium motorcycle industry in Indonesia is shifting from a functional market to a high-involvement lifestyle sector. In this competitive landscape, BMW Motorrad Indonesia dominates with its Adventure (GS) series, but this success has created an internal strategic imbalance where the adventure image heavily overshadows the sport segment. Consequently, the flagship sport lineup (S1000RR and M1000RR) suffers from low top-of-mind awareness and internal cannibalization, despite possessing superior product technology and global brand heritage. This study adopts a qualitative-descriptive approach to formulate a new Integrated Marketing Communication (IMC) strategy. Data were collected through semi-structured interviews with key internal stakeholders (General Manager, Sales, and Marketing) and in-depth interviews with ten external respondents from the target market. The data were analyzed using strategic frameworks including VRIO, Porter’s Five Forces, and SWOT for internal diagnostics, while external consumer insights were processed using NVIVO thematic analysis to identify behavioral drivers. Based on the analysis, this study designs an "Active Digital & Physical Visibility" strategy to disrupt market perception and prioritize brand awareness. The proposed strategy integrates four key components: Visual Decoupling to separate the sport identity from the adventure series; an Influencer Partnership Program to penetrate social algorithms with lifestyle content; Mobile M-Gallery showcases for organic street awareness; and Open Riding Invasions to utilize social proof. This structured IMC plan serves as a roadmap to increase the brand awareness of the sport bike lineup.
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.
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 Danial Wildansyah Devi, Tandya Vera Diana Sari Diana Sari Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dinda Kayani Putri Bestari Dita, Olivi Onma Dwi Kartini Dwi Kartini, Dwi Eddy Karlowee Gina Apryani Nurunnisha Hapsari, Ayuningtyas Yuli HASBIAN FAUZY PERDHANA Ida Rosida Ifa Latifah Irma Nilasari Jacob Silas Mussry Latifah, Ifa Lisdayanti, Annisa Muhammad Indrahanif Nabilah Khairunnisa, Zulfa Ni Putu Nurwita Pratami Wijaya Ni Putu Nurwita Pratami Wijaya Nilasari, Irma Nur, Ibrahim Muhammad Nurunnisha, Gina Apryani Pipin Sukandi Praditya, Yusuf Alfyan Pratami, Ni Putu Nurwita Prawiraatmadja, Widhyawan Ryan Kurniawan Ryan Kurniawan Sekar Anandarri, Nindya Sultan Meurizki Prasetyo Susanti, Nuke Syarifah Khoiriyah Syaugi, Jaka Tanzil, Nessa Widhyawan Prawiraatmadja Widhyawan Prawiraatmadja Wijaya, Ni Putu Nurwita Pratami Yelli Eka Sumadhinata Yuyus Suryana Zidane, Geralldien