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The Indonesian Journal of Business Administration
Published by Institut Teknologi Bandung
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
The Indonesia Journal of Business Administration(IJBA) is a business journal that bridges the gap between business research and practice, evaluating and reporting on new research to help readers identify and understand significant trends in their fields. The IJBA seeks to publish papers relating to business, broadly defined. It publishes articles that address both theoretical and practical issues in the broad areas of Business Strategy and Marketing, People and Knowledge Management, Entrepreneurship and Technology Management, Decision Making and Strategic Negotiation, Operation and Performance Management, and Business Risk and Finance.Contributing academicians and researchers are encouraged to address a variety of concerns relating to all areas of business. We also encourage students to use an interdisciplinary approach to analyzing a topic, which often yields interesting and novel papers. The published articles provide valuable insight into matters of broad intellectual and practical concern to academicians and business professionals. The Journalis published three times a year: in April, July and October. The journal is mainly an outlet of MBA ITB students to publish their final project works, although it also accepts articles written by students at masters level from other institutions. A published paper is an honor that will be unambiguously beneficial for professional and academic careers, especially for those who want to attend graduate/professional schools. This means that papers written in relations to Accounting, Economics, Finance, Marketing, Management, Operations Management, Information Systems, Business Law, Corporate Ethics, and Public Policy all qualify for submission. Information on the journal format can be found in the journal's website. The number of pages must be at 10 pages. After published, the journal article will be available electronically at the journal's website. Print ISSN: 2252-3464; Online ISSN: 2252-9284
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Articles 66 Documents
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Search results for , issue "Vol 10, No 1 (2021)" : 66 Documents clear
Proposed Marketing Communication Strategy To Increase Consumer Brand Awareness And Purchase Intention (Case Study: Yogya Online)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The development of technology information influences the shift in behavior, economic, and business. One of the most visible changes is the shift in business method. These changes showed by the rapid increase of e-commerce. Yogya Group took this opportunity to establish its own e-commerce, using the name of Yogya Online. This research aimed to assist Yogya Online in increasing brand awareness and consumers’ purchase intention by identifying which factors influence consumers and proposing business solution based on these factors. There are two factors that are being examined in relation to brand awareness. This factor are marketing communication and website characteristic. On the other hand, there are four factors related to purchase intention that are studied. These factors are brand awareness, equity driver, marketing communication, and website characteristic. The result showed that marketing communication and website characteristic factors are significantly related with brand awareness. Brand awareness has significant positive influence toward equity driver. Brand awareness, marketing communication, and website characteristic factors are significantly related with purchase intention. However, equity driver factor is insignificantly related with purchase intention. Among these factors, website characteristic has the strongest relation with purchase intention. Keywords: Brand Awareness, Purchase Intention, Online Grocery Shopping
Proposed Marketing Communication for KAI Access Application Based On Consumer Product Knowledge
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

A mobile application is one of the major approaches that many service companies obtained to provide convenient service for the customers. PT. KAI (Kereta Api Indonesia) tried to make their services more accesible by releasing a mobile app called KAI Access. However, it was initially found that only 40% of KAI customers use the mobile application. This study aimed to identify the current knowledge of KAI customers about KAI Access mobile app using AIDA model (Attention/awareness, Interest, Desire, and Action) and to find out the gap between product knowledge and consumer attention. This study used quantitative research and was conducted by collecting primary data by using a questionnaire. 400 respondents were selected as research sample representing the staggering 2.409.000 active customers of KAI services. The result of gap ranking demonstrated the priority sequence on the mobile app user interface, supporting factors for customers to use the apps. This finding suggests that PT. KAI must develop the application to be visually attractive, easier to use continuously updated, and most importantly, to be more recognizable and interesting for KAI customers by providing adequate socialization and promotion by coordinating all the IT, marketing, and product distribution department.Keywords: KAI Access, marketing, mobile application, product knowledge.
ANALYZING FACTORS INFLUENCING INDONESIAN MOBILE GAMERS ON REPURCHASE INTENTION IN FREEMIUM MOBILE GAME WITH PERVAL
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

In 2018, Indonesia’s players spent a total of $1.1 billion on games in 2018[1], making it one of the biggest games markets in Southeast Asia. The rapid growth of mobile and internet users in Southeast Asia attracted many game developers’ attention to develop their products at SEA. The increased use of smartphones in SEA reflects the region’s mobile game market that offers revenue of $ 2.6 billion in 2019, with year-on-year growth of + 17.4%. This makes the world’s fastest-growing region for online game revenue. Mobile is growing the fastest, with the share of game revenue growing from 67,3% in 2018 to 69,4% in 2019. It means that the mobile-focused game publishers are dominating the SEA’s game market. The high-potential growth region was making companies both overseas and local contesting for a piece of it.The competition among game publishers in Indonesia dominated by international game publishers makes it very competitive and challenging for local game publishers to compete. It is found that the total spent of Indonesian players 99% goes to international competitions for all platforms ranging from mobile to PC to console, while 1.2% goes to locally-made games[2]. The author utilized the PERVAL Framework because it showed that perceived value is a strong indicator of consumer behavior, decision-making processes, and a competitive advantage for a product and service. Also, empirical studies are rare in assessing PERVAL concerning online game players’ attitudes, intentions, and behavioral intentions. To create novelties, the author modified the original PERVAL Framework based on the research’s needs. There are 390 respondents declared to meet the respondents’ requirements from the questionnaire that has been distributed. Next, the author processed the respondents’ data by utilizing SmartPLS to conduct a Path Analysis. The findings show that emotional value, price value, quality value, social value, satisfaction, addiction, and user loyalty significantly influence repurchase intention to buy virtual items at Mobile Legends.Keywords: PERVAL Framework, Repurchase Intention, Online Mobile Game, Mobile Legends
Business Strategy Formulation For Tourism Bus (Case Study: Po Gunung Sembung Putra)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

PO Gunung Sembung Putra is a tourist bus company that offers bus rental services for tourism activities. The company has loyal customers and it has been managed traditionally as a family business. Sales is relying on the pool of loyal customers. There is limited standard operating procedures in managing the bus fleet. Human resources are organised based on familial system. As the number of trips in Indonesia continues to increase, the number of sales at PO Gunung Sembung Putra has continued to decline.The purpose of this research is to help PO Gunung Sembung Putra increase the number of sales by formulating operational, marketing and human resource strategies that aim to solve these problems. This study analyses the business problem by conducting PESTEL, porter five forces, competitor analysis, STP analysis, marketing mix, and resource based analysis. After finding the root of the problem, the writer will propose a SWOT analysis, EFAS IFAS and the TOWS matrix as a guide. This study will also provide recommendations and implementation plan within one year to assist decision making for the PO Gunung Sembung Putra.Keywords: Business strategy, transportation, tourism bus
Proposed Marketing Strategy of Cookies n Chill Based on New Normal Baked Goods Business Ecosystem
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Cookies n Chill is a local culinary brand that focuses on American-style cookie, officially launched on January 1st, 2020. Cookies n Chill products are hoped can share the joy to anyone who enjoys it. The company experienced sales decreased in April 2020. Consumer behavior has changed due to the COVID-19 pandemic that began to spread in Indonesia. The purpose of this research is to determine the right business strategy for the current situation and find out how to grow business transactions and the volume of customer interactions to survive at critical times.This study uses internal and external analysis to determine the company's condition and determine the source of the problems. For internal analysis, this study uses Existing Business Model Canvas. For the external analysis, the company uses Customer Analysis to determine further customer wants and needs. After knowing its internal and external conditions, the marketing variable was chosen as the most crucial problem. It expected to help solve other Cookies n Chill problems.With Proposed Marketing Strategy (Marketing Mix 7P), recommendations that can be given in this study are adding a new menu for a niche market; healthy cookie lines. In the future, it is possible to add new variants according to market demand. Social media optimization, such as Instagram and Twitter, is also needed for promotional purposes. Food blogger recommendations and Facebook ads are also Cookies n Chill marketing strategies. Business expansions strategies are consignment partnership with coffee shops and registering as a tenant in food festivals after the COVID-19 pandemic has ended. At the same time, additional employees are needed after business transactions have improved. Keywords: Marketing, Marketing Mix, Baked Goods, Covid-19, Business Ecosystem
Economic Analysis Of Flare Gas Utilization For Electric Power Generation In PT. CPI
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

For generating electric power, PT CPI purchases gas from the third party for fuel in large portion beside utilize own gas from several gas production facilities. There is opportunity to reduce operating expenditure for gas purchasing by utilization of Alfa & Beta flare gas. For the years, associated gas production in Alfa and Beta stations were flared and have not been utilized for any economic purpose. Total cost to produce electric power by executing new proposal will be compared with existing condition. This research used a quantitative approach (capital budgeting) with data sources include associated gas production forecasts from the subsurface team, gas composition analysis from lab team, cost estimation by using the unit price of the current contract, and lessons learned from previous similar projects. As example, lesson learned about how many required manpower for engineering design, construction management or project management cost in previous similar projects. Alfa and Beta Flare Gas Recovery facilities will be built to process and deliver flare gas from these 2 stations to Pager Gas Plant (GP). In Pager GP, existing gas compressors deliver gas to Duri Power Plant, to be used further as fuel of power generators. On the other hand, capital investment and additional operational costs are needed for routine operation & maintenance activities, compressor overhaul, electric power, pipeline maintenance, chemical injection, and others. In terms of project feasibility analysis, cost-saving PV is $916,386, with IRR = 23%, and the payback period of investment is 1,8 years. By considering the analysis above, it’s concluded that Alfa and Beta Flare Gas Utilization is economically feasible and it’s recommended to execute soon when the Riau block is already handed over from PT CPI to PT PTM in 2021. By conducting sensitivity analysis, it’s concluded that the parameters that have the most impact on the variance of project economic result are gas production forecast (% decline rate), continued by gas price forecast ($/MMBTU), and continued by capital expenditure ($). By knowing this result, project team can pay attention more on validity of gas production forecast as the most influencing factor to project economic.Keywords: Flare Gas, Power Generator Fuel, Project Feasibility, Cost Saving
PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE PURCHASE INTENTION OF MANDALIKA TOUR DESTINATION IN ONLINE TRAVEL MARKETPLACE
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The growth of tourism industry has been rapidly increased proven by the increased amount of foreign tourist visit to Indonesia. Indonesian government recently prepares ten new tourist destination area called “10 Bali Baru”, including Mandalika as one of the priority tourist destination. PT HolaHalo is a new start up in online travel marketplace allowing travel agents and potential customers to meet and have transaction on tour destination packages. PT HolaHalo actively communicates Mandalika promotional video in its digital platform. However, the purchase of Mandalika tour package is still very low; and consumers and travel agents still do not trust to online travel market platform of PT HolaHalo. Hence, the objective of this research, to investigate the extent to which promotional video of PT HolaHalo could influence consumer positive response toward Mandalika tour package; to investigate significant factors that influence consumer intention to purchase Mandalika tour package; to develop marketing communication strategy to increase purchase intention. The researcher uses mix method of quantitative survey and qualitative interview in collecting internal and external data of PT HolaHalo. The external analysis of PESTEL, Five Porter Forces, and competitor analysis generates findings of opportunities and threats from external environment. Consumer analysis generates findings of significant factors that influence purchase intention, i.e. promotional video, trust toward PT HolaHalo, attractiveness of Mandalika, and consumer emotions. The internal analysis of STP, RBV, VRIO, Marketing mix generates findings of strengths and weaknesses of PT HolaHalo. Then the root causes of low purchase intention are identified, i.e. online travel marketplace business model of PT HolaHalo is easy to imitate; travel agents’ distrust to PT HolaHalo, video promotion do not arouse consumer positive emotions; consumer do not aware of PT HolaHalo; consumer distrust to PT HolaHalo, and HolaHalo do not utilize the attractiveness of Mandalika. This study generates alternative business solutions by conduction TOWS Matrix and Porter Business Strategic analysis. Then, five business solution is chosen by considering root cause of problem. Specifically, this study creates marketing communication strategy that is able to increase the purchase intention of Mandalika tour destination.Keywords: Tourism, Mandalika, online travel marketplace, marketing communication strategy
Green Purchase Intention During Covid-19 Pandemic Toward Natural Skincare Product
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Indonesia also named as the Asia's quickest-growing beauty market for beauty in terms of compound annual growth rate with woman population 135 million. Skin care products had the largest value share of 31.1% in 2018 and forecast to record the fastest growth and maximum share with a value CAGR of 9.6% over 2018-2023. Starting to embrace the natural beauty care products regarding their wellness and health. Natural ingredients in skin care products work efficiently with the body system, repair, rejuvenate and enhance it. In the early of 2020, The World Health Organization (WHO) declared the outbreak of infectious disease COVID-19 (Corona Virus Disease-2019) as a pandemic on 11 March 2020. COVID-19 caused by SARS-CoV-2 (severe acute respiratory syndrome coronavirus 2). This COVID-19 pandemic changes the way consumers purchase and consume product, including the beauty and skincare industry. This study uses a deductive research approach, and quantitative research method by distributing questionnaire to gain the data from skincare female users who domicile in Jakarta and Bandung, with 186 respondents. The result show that in the situation of COVID-19, the respondent attitude is influenced by health and environment consciousness. Furthermore, appearance consciousness has a weak influence and not significantly influenced their attitude. Aside from that, social influence doesn't influence their attitude at all regarding buying the natural skincare. As a final result the attitude has strong positive and significant influence toward green purchase intention regarding buying natural skincare. The final result of this study is a marketing strategy that uses the 4P's marketing mix. The product based on the potential beauty trend in 2021 and diversification assisted by collaborations with beauty influencers. The price should be affordable and colored with seasonal discounts, promos, and free delivery. The best options place to sell the product is to utilize the e-commerce, wholesaler, and social media to gain the mass. Furthermore, the promotion, it is better maximized at social media, collaborate with beauty influencers, endorsement, sponsorship for beauty events, and assign beauty ambassadors. Keywords: Attitude, Beauty Trend, COVID-19, Green Purchase Intention, Natural, Skincare
PROPOSED DIGITAL MARKETING STRATEGY TO CREATING BRAND AWARENESS FOR NEW BRAND ESTABLISHMENT (CASE STUDY : YUGEN)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The Indonesian Creative Economy has good potential with extraordinary economic value, this economic growth is supported by the increasing number of companies from various industrial sectors. This can be seen from the data from the Indonesian Creative Agency (BEKRAF), it is noted that the fashion industry is in the second largest rank of 18.15% after Culinary 41.69% in Indonesia on 2018. Over time, the necessity of fashion is influenced by the large human population in Indonesia. Judging from the high demand for fashion every year in Indonesia, it opens up great opportunities for YUGEN to try to take advantage of opportunities to enter the world of the fashion industry. However, with so many competitors making YUGEN have to find the best strategy to develop in the fashion industry, this study aims to find the right marketing strategy to be implemented in the company to create brand awareness that will increase future sales. By analyzing internal and external factors as the first step in this research, using several methods to analyze internal factors, namely Segmenting, Targeting, Positioning(STP), and Marketing Mix (4P). Meanwhile, the external analysis uses three methods of Consumer analysis, Customer analysis, and Proter's Five Forces. For data collection, YUGEN uses quantitative and qualitative methods by distributing questionnaires which are represented in numerical form (Qualitative), which will then be described using detailed ideas and insights (Qualitative) so that readers can see the meaning of these numbers.Keyword: Fashion Industry, Marketing Content, Digital Marketing, Create BrandAwareness
Data Quality Assurance Improvement for Commercial Segment at PT Bank XYZ
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Bank XYZ Wholesale Credit Operations Bandung (WCOB) are faced with the challenge of dealing with ever-increasing amounts of data. Provision of quality data is essential to support business decisions and reports to SLIK (Sistem Layanan Informasi Keuangan) by OJK as regulators. This research will focus on Commercial segment which is 65% of the total bank wide portfolio. With such a large portfolio, of course accompanied by a very large risk of errors in data. Error data can cause various types of loss for Bank XYZ both in Operational risk, legal risk, reputation risk, and financial risk (fines sanction by OJK). Currently, there are still a lot of Debtor data errors that arise at Bank XYZ, this has the potential to result in substantial fines from the OJK, which will harm Bank XYZ. The root cause of the problem is identified by using CRT. The Data Quality Assurance (DQA) error rate is caused by the internal system which not yet qualified and the Employee lack of knowledge. The important part which affects the appearance of data errors is the first input of data in the system. If the PIC did not input data accurately, and complete, or even did not filled in the system, then it will cause an error data. This problem caused by the PIC who still doesn’t have a risk awareness, and that is because they still lack of knowledge. Thus, if the system not yet qualified; no validation system, which can detect blank data, and ‘anomaly’ data, it will also cause a potential error data. With the ‘Done Right at the First Time’ approach, the author proposed several solutions; for the system is upgrade internal system (IPS) by implement Poka Yoke method, and for the employee is through employee training and development, and implement reward and punishment system. By implement these solutions, using pessimistic scenario it is estimated that the error data will decrease by 27% and also estimated to decrease in potential fine sanction as much as IDR 112 million, and by optimistic scenario it is expected to decrease error data by 78% in the future and it is estimated to decrease fine sanction as much as IDR 226 million.Keywords: Data Quality Assurance, Banking Data Reporting, Current Reality Tree, Poka Yoke.

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