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Business risks level of consequences identification: case of women formal fashion smes in Bandung and Jabodetabek Putri, Ghaissani Elsa; Darmansyah, Asep
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Fashion SMEs is one of the creative industry sectors in Indonesia that contributes high to the gross domestic product (GDP). Based on a study, inexperienced people (in this case, fashion SMEs) usually do not see the risks that might occur, or if they do, they underestimate the possibility that they will be affected by them. This study aims to identify business risks and their level of consequences in women's formal fashion SMEs. This research use a qualitative approach with in-depth interview methods. Based on the research known from the five risk categories according to the reference literature, each has a different level of impact. This level of consequences is strongly influenced by the condition of the business scale, business models, vision and mission.Keyword:Business Risk, Risk Identification, Risk Level of Consequences, Small and Medium Enterprises, Women Formal Fashion

Customer preference for apparel product based on its attribute: a conjoint analysis approach Putri, Navissa Syahnindita; Belgiawan, Prawira Fajarindra
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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In 2015, the apparel industry contributed 18.15% of the country’s creative economy. And by 2018, clothing and beauty are the categories of goods and services that are most in-demand by Indonesian people. However, not knowing what does the customer prefer in an apparel product can result in long experiments processes and unintended product fit. Therefore, this research is conducted to explore customer preference of apparel by assessing its product attributes. A total of 408 respondents has participated in the research. The researcher used non-probability sampling and used a questionnaire to collect the data. Conjoint Analysis is used to analyze the respondents’ preferences for products that are described by attributes and levels in the form of combination cards; thus, it can be an input for fashion companies. The result of the research reveals that the preferences of apparel product according to the customer by its attributes are oversized fit apparel in neutral colors that displays a feminine or masculine style or silhouette. Another result revealed that the most important product attribute according to the customers’ preference is the color. The researcher recommends to conduct future research further to explore more of the product attributes that might influence the customer preference. Keywords: apparel, conjoint analysis, customer preference, fashion, product attributes

Analysis of POT Branding House Brand Personality Using Jennifer Aaker's Brand Personality Scale
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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The creative industry growth in Indonesia is promising, it has contributed 7.38% to the total national economy. Kemenparekraf states that the 8,14% development rate caused by the high demand from millennials for the business branding, visual identity system, advertising and others necessity. In practical terms, Indonesia Graphic Design Association showcases the data that the amount of practitioners in Indonesia holds the biggest amount compared to other ASEAN countries, either as a self-designer or design agency and studio. Humane, as one of the design studios in Bandung captures the problems that arise along with the visual communication design industry development. The research problem is specific at the tight competition in the design industry. Therefore, as Humane Studio starts growing, an initial strategy to create competitive advantage should be considered.The methodology of the research conducted with a quantitative approach and for the data collected by distributed online questionnaires through Instagram. The collected data then analyzed using SEM PLS with confirmatory factor analysis. The dependent variable is the Brand Personality and for the independent variable is the five brand personality dimensions. The result shows that, among five variables, the brand personality that represents POT Branding House is the Sincerity dimension.Keywords : brand personality, brand personality scale, competitive advantage, design studio, SEM PLS.

Analysis Instagram Ads and Celebrity Endorsement to Purchase Intention on N95 Mask Product
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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There is a negative trend in the campus radio market. There are many reasons that suggest that the trend of campus radio is not good, such as a decrease in the popularity of campus radio in college advisory and university societies, a drop in the amount of direct institutional financial funding for college radio, an unavoidable move towards digital development and broadcast, changes in the composition of students involved in campus radio, and That mix makes it important for campus radio to make a leap in order to continue working. The goal of this research is to examine the motivation of campus radio listeners. Depending on the outcome, researchers will assess the motivation of campus radio listeners. The study used a quantitative approach through a questionnaire with a total of 110 respondents between the ages of 18 and 23, domiciled in Indonesia, and who are ITB students. The data where analyzed using a multi-linear regression method to identify the correlation. The study obtains four hypotheses from the literature review in the examination of the underlying motivation. Information, personal identity , social interaction and entertainment are the variables examined in this study. The outcome of the study showed information and entertainment has a significant correlation with the motivation of the campus radio listeners. This study is important to explain the behavior of listeners on the radio campus and to help marketers and program directors identify the best marketing and program approach. In fact, the results of the study could also improve and enhance the campus radio program based on identified variables in order to be more successful.Keywords: Motivation, Campus Radio, Community Radio, Uses and Gratifications, Environmental Friendly Attitudes.Keywords: Celebrity Endorsement , Instagram Ads , N95 Mask , Purchase intention, Social Media Marketing

The Study of Web Page Design Improvement for "Selectedgoods" Company
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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In the fashion industry, there are smaller sector that are growing in the past ten years which is rugged menswear industry. Having experience as being in the industry, the founder of Selectedgoods felt there are gap between the leading brands and the small brands in the industry. Due to this gap occurring in the industry and established to help and aid the small brands to be able to compete with the leading brands in the industry. Based on this study, it shows that the root cause of Selectedgoods are poor performance of their internal team and have not done market test which makes the company does not understand the customer preference. Without having knowledge in developing a website, it is possible for Selectedgoods to create a platform with a substandard system and design, which might affect user experience. Therefore, this research is done to determine and plan the website interface design according to the customer preferences to improve customer satisfaction and experience towards the website. Based on the data collected, it shows that the consumers prefer the website to be personalized to its brand, a clean-looking layout, and like interactive features such as forum, weekly articles, and a chat feature.Keywords: E-Commerce, Rugged Menswear, Selectedgoods, Web Page Design

The Influence Of Digital And Traditional Marketing Strategy On Consumer Behavior And Its Impact On Consumer Purchase Decision In Honey Products
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Business competition in the culinary field is always being high competition and affects the food and beverage industry from producers to consumers. One of the sectors in the food and beverage industry is the honey industry. Honey goods developed from the area of health supplements development into the field of economic development. (Yeow et al., 2013). Nevertheless, in the market, we can see the price of the honey product, especially Raw Honey, is varied based on the Quality, the brand, and the marketing strategy. With this condition, every Honey company has a different marketing strategy to increase the revenue of the business, especially in the digital era. So, they have to choose rather than use traditional or digital marketing strategy as the primary marketing strategy for their strategic plan. Therefore, Hivellion Company, as one of the honey businesses, also finds it challenging to determine the right marketing strategy for its products to compete with other competitors and to solve high competitiveness in honey products. In this research, the author wants to analyze the influence of digital and traditional marketing strategies on consumer behavior and its impact on consumer purchase decisions of the Honey products. To get more data, Quantitative methods are used to obtained primary data for analysis from potential customers by giving the questionnaire to 175 respondents who buy honey products. To support this method, the authors use secondary data such as literature and journal. This paper will be useful for marketers, business owners, and especially for another party involved in culinary SMEs to understand the impact of digital and traditional marketing strategy and understand the importance of digital and traditional marketing strategy in order to attract purchase decisions of customers so they can get more sales from the product sold. Hopefully, they can understand how to design the strategy of digital marketing to attract customer purchase decisions so that they can implement this strategy in their business.Keywords: Digital Marketing, Traditional marketing, Consumer Behavior, Consumer Purchase Decision

Analysis of Significant Factors Influencing Employee Engagement in Startup Companies in Bandung
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Indonesian startups has grown very rapidly in the last 5 years and currently the country ranks first in ASEAN and fifth globally in number of startups, and they are the hope for the Indonesian economy in the future. However, the fact shows that almost 90% of startups from various sectors from all over the world fail to develop their startups. There are several reasons why startups can fail to run their business, one of the important factors is a poor team. To avoid have a poor team, they need an employee engagement to increase the employee performance, individual participation, employee happiness and enthusiasm for work. However, startup have a lot of limitations such as capital, resources, and knowledge to increase their employee engagement. So, in this research, the author aims to help startup in Bandung to know what is the significant variable that influence employee engagement in startup company. The independent and dependent factors on this research are: Leadership, Organizational Culture, Rewards, and Employee Engagement.Keywords: : Leadership, Organizational Culture, Compensation, Employee Engagement

Implementation of Design Thinking and Lean Startup Method in New Product Development of Natural Skincare from Cascara: Study Case of Kamala
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Beauty has become a necessity in this era, especially for women. The trend for beauty products is now moving to natural ingredients, as customers are scared of chemicals. As a result of seeing the positive opportunity and promising market growth in natural skincare, Biesha - a biotechnology startup in Bandung emerges to develop new products in the beauty industry with the main material from cascara. Based on the study, it shows that the root cause that beauty value in the product is not delivered yet as customer expectation. We see the potency that cascara can be developed into new products in the form of skincare. This is based on the idea of supplementing the skin from the outside is gaining more impact (Ascenso et al., 2013; Carneiro et al., 2011). Thus, this research was aimed to gain insights from the implementation of new product development using design thinking to contribute to new solutions that meet the most critical consumer needs. Based on the data collected using a semi-structured interview, the researcher found out some insights about the skincare product from cascara that already meets the needs and requirements of the persona which is called cascara serum. While the lean startup approach is used to do validated learning after the Minimum Viable Product (MVP) is created. This step is aimed to establish the consumers by the time the product is ready for widespread distribution. The researcher validated the value that influences the choice intentions of cascara serum by using Structural Equation Modelling (PLS-SEM). It was found that the choice intentions significantly affected conditional value then followed by the functional value of benefit and functional value of price. Other than that, the researcher also measures the growth hypothesis of MVP by using Net Promoter Score (NPS) to know how many people would recommend the product. The result of NPS shows that the ‘passive’ gets a greater score than the ‘promoter’. The insights from the implementation of design thinking and lean startup methods then used to create the recommendation of marketing strategies to be implemented in cascara serum.Keywords: New product development, natural skincare, design thinking, lean startup

Men Buying Behaviour on Plus Size Jeans Product
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Based on the data from Warta Pengkajian Perdagangan Volume 3 no. 12 Tahun 2016, the sales of jeans are increasing every year. In Indonesia, the number of obesity is also continuing to keep growing every year, including in Bandung. This phenomenon allows Avant Grande, a big-size jeans company based in Bandung, to step in into the market and get the potential market to increase their big size jeans sales. Avant Grande has been facing sales issues, where their sales didn’t reach its target and did not achieve their expectation. This research aims to find men's purchase decision process on plus-size jeans and also understand men's buying behaviour on plus-size jeans purchasing. The researcher found that the decision-making process of men buying behavior on plus-size started from the firm's attendance state. Then, it will be affected by the purchase environment factor. An environment will influence how the customer chooses the product. Then, men who use plus-size jeans will purchase a product then do a post-purchase activity. Based on the result of the study, men who use large-sized jeans prefer to purchase offline than online. Foreign brands are more preferred products to buy than local brands or tailor because they perceive it as more trusted.Keywords: Men buying behavior, purchase decision, plus size, jeans, SEM PLS

Analysis of Factors Influencing the Purchase Intention of Online Auction Consumers on Facebook
Journal of Innovation, Business and Entrepreneurship Vol 5, No 1 (2020)
Publisher : Journal of Innovation, Business and Entrepreneurship

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According to DilelangAja - an online auction service provider currently operating on Facebook - online auction’s rate of sales fluctuates with few studies having researched the cause of this, particularly Indonesian online auctions. The purpose of this research is to discover the factors which influence online auction customer’s purchase intentions and determine the best solution to apply the newfound knowledge to DilelangAja and similar services. The data collection method for this study was through an online survey, consisting of quantitative questions with Likert scaled-answers. The respondents of this survey were 150 members of various hobby communities on Facebook in the same market as DilelangAja with the sampling method using the non-probability judgmental method. Descriptive statistics along with partial least squares structural equation modeling (PLS-SEM) were used to analyze the data gathered from the online survey. It was found that the perceived product and service quality and perceived convenience are the most influencing independent variables to the purchase intention, through the perceived ease of use and usefulness. For DilelangAja, the recommendations from the findings are focusing improvements on product quality, service quality, and the convenience of the auction.Keywords: E-commerce, online auction, DilelangAja, Facebook, purchase intention, PLS-SEM

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Home Page

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Reviewer

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Abstract

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Contact Name
-

Contact Email
-

Phone
-

Journal Mail Official
-

Editorial Address
-

Location
Kota bandung,

Jawa barat

INDONESIA