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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
Strategy of PT. XYZ Facing Expiry of Contract in 2025 and Change of Company Vision
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

PT. XYZ is a subsidiary of PT. MNO and a sister company of PT. ABC. PT. XYZ has a contract of coal hauling, heavy equipment rental and road maintenance with PT. ABC. PT. ABC has a contract of coal mining with government until 2025. PT. XYZ also will be ended the contract by PT. ABC. Besides, old vision of PT. XYZ, “To Be A Leading Mining Company in Indonesia,” was changed to new vision, “To Be A National Supply Chain Management Company” as a recovery from bad performance of two business units that were ended by PT. ABC. PT. XYZ must set strategies to face end of PT. ABC’s contract with government in 2025 and change of company vision.To face end of PT. ABC’s contract with government in 2025, PT. XYZ must know estimated coal hauling target in 2021-2025. There are two allocation scenarios of the target because there are two contractors at same area (PT. XYZ and PT. DEF). First, 60% of the target for PT. XYZ and 40% for PT. DEF (PT. XYZ does not require investment to achieve the target). Second, 100% of the target for PT. XYZ (PT. XYZ requires investment to achieve the target). On the other hand, bad coal price condition reduces the target by 20%. Probability of good coal price condition is 60% and bad coal price condition is 40%. By using decision tree and NPV method, scenario of 100% of the target gives PT. XYZ higher NPV than scenario of 60% of the target but the decision will be matched with strategy to face change of company vision.To face change of company vision, by quantifying and combining analysis result of external and internal condition, PT. XYZ should use generic corporate strategy of diversification. It is matched with the new vision because general concept of the new vision is PT. XYZ must analyze any potential business (mining and non-mining) then PT. XYZ must use vendors/subcontractors to do the job. To position business in the market, PT. XYZ should use generic business strategy of cost leadership and non-equity alliance. To organize activities as support for business strategy more details, PT XYZ should use functional strategy that focuses on technology function, logistic and operation function, business development function and human resources function.By matching those two strategies, PT. XYZ should choose scenario of 60% of coal hauling target rather than 100% of the target. PT. XYZ should diversify current business become mining services by using applicable technology and supporting equipment rental services. PT. XYZ should do further market analysis for potential business diversification like supplier of stone, supplier of concrete product, civil contractor in mining activities, expedition vendor and fabrication activity. Keywords: decision tree, net present value, strategy management, corporate strategy, business strategy, function strategy.
Proposed Digital Marketing Strategy for Pempek Emak Seroja Restaurant
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Pempek Emak Seroja is a restaurant that sells pempek as its trademark which was founded by Agni Hendrawati Tuah in 2018, located on Jalan Taman Ratu Kemuning Blok D11 no. 26C, Duri Kepa - West Jakarta, Indonesia. Their restaurant is open daily from 10am - 7pm. Over time, sales at the Pempek Emak Seroja restaurant were unstable every month. This research will provide marketing strategy solutions to solve the problems faced by Pempek Emak Seroja restaurant in an effort to determine the root cause of Pempek Emak Seroja in brand awareness problem and to find the marketing strategy to improve the brand awareness of Pempek Emak Seroja.This research project is carried out using a qualitative method with a combination of primary and secondary data. Primary data obtained came from interviews with restaurant managers, employees and consumers. The author also uses secondary data obtained from several sources such as websites, articles, etc. to support this research. This research begins with the interpretation of business problems, followed by analyzing marketing problems which are divided into two parts: Internal and External Analysis. Internal analysis was carried out using the STP analysis method, marketing mix, company resources. External analysis will be carried out using PESTEL and Porter's 5 forces, competitor and consumer analysis.Based on the results of the overall analysis, this study produces a SWOT matrix, and identifies the root of the problem. There are three reasons for Pempek Emak Seroja's problems, namely: not optimal use of the digital platform, lack of marketing content and no creative content. After knowing the cause of the problem, several alternative solutions were formulated in the TOWS matrix. Then the alternative solutions are matched with the root of the problem to produce a strategy. As a result, the authors identified that digital marketing is an important key to the problems faced by Pempek Emak Seroja. This study proposes five strategies to improve brand awareness of Pempek Emak Seroja restaurant. Keywords: Business strategy, Indonesian Food, Decreased sales, Digital marketing, Marketing mix.
Proposed Strategy of Internal Recruitment within The Coal Mining Industry (Case Study at PT Berau Coal)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Berau Coal founded in 1983 as a company that produces coal in the East Kalimantan area. In the Covid-19 pandemic situation, the management of the company issued a policy not to recruit new employees from external company candidates, which means that the existing vacant positions can only be filled by recruitment from internal employees of the company. The difficulty of the HR Department in filling vacant positions is crucial where this will have an impact on the achievement of coal production. The purpose of this study is to provide recommendations regarding the recruitment strategy for the company in accordance with existing conditions in the company. The research methodology used is quantitative data, by distributing questionnaires to PT Berau Coal employees. Based on the results of the study, all independent variables showed a significant influence on the dependent variable. The results of the analysis also show that there are alternative solutions that companies can use to do internally branding for attracting their employees.Keywords: Employer Value Proposition, Employer Branding, Employer Attractiveness Intention toApply
Evaluating Alternatives on Loss Production Opportunity Due to Surface Facility Constraint: Case Study of Anoa & Pesut Gathering Station in PT RCI
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Having managed one of the largest oil and gas concession in Indonesia for more than 90 years, PT RCI strives to optimize the highest recovery from Romeo block, including from Pesut field and its surrounding. As the asset matures and facility ages, the volume of unrealized production grows caused by reservoir dynamics and changes in environmental policy. The unrealized production volume per year is estimated at 40,000 bbls of oil. As the unrealized oil production inflicts revenue deferment and considering concession contract is near to its end, a list of potential alternatives was assessed to solved the problem. A team of experts are assembled to identify the fundamental problem through root cause analysis as well as generating potential recommendations. Using Value Focused Thinking (VFT) approach, experts discussed and identified the key value that the project want to achieve, then continued to identify opportunity to meet the criteria agreed. A multi criteria decision-making approach is carried out to carefully determine the best alternatives to minimize the unrealized oil production using Analytical Hierarchy Process (AHP). The decision-making process was guided using the combination of quantitative and qualitative criteria including safety aspect, perceived reliability and forecasted financial performance. The result suggested that simple facility alteration by creating interconnection pipe between two gathering stations as the most favored alternatives, providing highest short-term NPV coupled with high system reliability and manageable safety aspect. The proposed alternative is expected to recover 41,000 bbls of unrealized production until the end of concession, while add contractor’s net present value (NPV) of $23,785 with 1.6 of profitability index. Keyword: AHP (Analytical Hierarchy Process), VFT (Value Focused Thinking), LPO (Loss Production Opportunity)
Proposed Marketing Strategy of Gang Nikmat
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

In the current era, culinary business isn’t only limited to fulfill the human primary needs but also part of a lifestyle so it needs a more supporting medium to actually compete in the current business. Bandung is one of the more famous tourist cities because of its high creativity. The culinary business potential in Bandung still continues to grow. This is backed up by the number of contributions done by the culinary business as the 3rd biggest contributor in its Gross Domestic Product (GDP) in Bandung (BPS Kota Bandung, 2019). Gang Nikmat, as one of the culinary businesses in Bandung, wants to continuously contribute to the culinary business development in Bandung while still highlighting the “modern alley” concept in Bandung. Gang Nikmat offers a fusion of Asian-Indonesian food products. The high rivalry in culinary business pushes Gang Nikmat to have the right strategy to maintain itself and continuously develop. This research is a way to know an effective marketing strategy to improve the relationship with the customers and improve the sales figures of Gang Nikmat using a quantitative method. To analyze the current condition of the company itself, literature review is implemented to the internal analysis and external analysis. Gang Nikmat implements the Porter Value Chain and Existing BMC for its internal analysis, whilst Customer Analysis, Competitor Analysis and Porter's Five Forces is used for external analysis. Gang Nikmat uses a quantitative method with a questionnaire to 100 respondent who visited Gang Nikmat. After the value is acquired, internally and externally, a quadrant position is produced inside of the SWOT to decide on which development is needed going forward. Based on research exploration, Gang Nikmat is being demanded to do an aggressive strategy like market development, market penetration and product development to improve relationships with customers and improve sales figures.Keyword: Culinary Business, BMC, Quantitative Method, Sales, Porter’s Five Force, Porter Value Chain, Quadrant
Integrated Marketing Communication To Develop Brand Identity In Fashion Business Case Study: Animal Days
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The online fashion industry in Indonesia growing rapidly, especially for clothing brand. Especially in the digital era like now that can facilitate people to make buying and selling via online. So, many MSME are making use of this by selling fashion products online. Based on this, a new clothing brand like Animal Days must have the right strategy in order to compete with its competitors. In this research, Animal Days as a new brand wants to develop the brand identity by using kapferer brand identity prism analysis through Integrated Marketing Communication. This research uses quantitative method to analyze whether the brand identity of Animal Days is in accordance with the market or not by using questionnaire. From the result, Animal Days has to evaluate the brand identity on several factors. This research uses Integrated Marketing Communication (advertising, sales promotion, event & experience, public relations, direct marketing, word of mouth) to develop brand identity of Animal Days. In order for this strategy can be realized, this research also creates an implementation plan in the form of a time line so that the plans that have been made can be more focused.Keywords: brand, brand identity, integrated marketing communication, fashion, clothing brand
Proposed Marketing Strategy for Truck Coffee Shop in Bandung (Study Case: Ideologi Kopi)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Truck Coffee Shop business is one of the business that nowadays have a lot of interest, which can be seen with many truck coffee shops that have recently appeared. The huge number of coffee lovers and lifestyle also supported this phenomenon for people who love to hang out after activities with friends or colleagues. One of the players in the coffee shop business is Ideologi Kopi. In order to become a truck coffee shop, the owner uses his own VW cart. Ideologi Kopi creates a comfy retro atmosphere as a truck coffee shop with a comfortable retro concept that makes customers feel like their own car in the mall side area. Until recently, the majority of loyal customers of Ideologi Kopi are from the relation of the owner knowledge. Ideologi Kopi must increase their market share with the large number of competitors in this industry and get new loyal customers to sustain the business for a long time. Author is using elements from marketing strategy to identify some of the necessary factor and it was discovered on the basis of external analysis that this industry has intense competition. Competitor comes mainly from truck coffee shop, who normally just a conventional coffee shops, because they wanted to follow for a trend. In addition, from an internal point of view, Ideologi Kopi also mostly relies only on Instagram without another promotional program. Ideologi Kopi has several limited installation problems with the use of its own VW cart. SWOT analysis was then obtained from internal and external analysis of factors in Ideologi Kopi. If Ideologi Kopi is not yet optimal for looking for new customers and retaining it, then it can be found from SWOT analysis. Several important matters have also been found from competitor and customer analysis that feel important and can be further enhanced by Ideologi Kopi. The author also suggested several elements of alternative marketing strategies from the matrix TOWS analysis; Segmentation, Targeting, and Positioning (STP) for the business, including within are Points of Parity (PoP), Points of Difference (PoD) to know its value in terms of Value Proposition alongside proposed Marketing Mix with a 7P’s also a support operation strategy, hoping that Ideologi Kopi can implement. These alternatives enhance promotion by representing several strong points on Ideologi Kopi and social media ad placement, collaborating with social media influencers, developing loyalty program and product promotion, and improving Ideologi Kopi facilities.Keywords: Truck Coffee Shop, Alternative Solutions, Marketing Strategy, Promotion, SWOT analysis
Proposed Marketing Strategy to Increase Foreign Surfers Intention to Visit Ciletuh-Palabuhanratu Unesco Global Geopark
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Ciletuh-Palabuhanratu UNESCO Global Geopark (CPUGGp) is the first West Java Geopark located in Sukabumi Regency, and received UNESCO Global Geopark status in 2018. As a tourist spot, CPUGGp provides three geoparks that attract tourists, such as: earth diversity, biodiversity, and cultural diversity. Although CPUGGp had the highest number of visitors in 2018 with 1,175,258 visitors, compared to foreign visitors who came to Indonesia in 2019, GGPG in 2019 fell by 26% to 873,894 visitors, and CPUGGp still 1% of them. The theoretical method of this research is to use customer analysis, perform external analysis of the general environment (PESTEL) and industrial environment (Porter 5 Forces), and perform an internal analysis of a resource-based model. The methodology used for customer analysis uses multiple regression analysis. Education, relaxation, joy, comfort, attraction, intimacy with locals and a variety of destination activities. At the same time, the visit intention is the dependent variable. It turns out that the results that affect the intention of the visit are interest, intimacy with the surrounding community and various destination activities. The results of this analysis will be developed as a comprehensive marketing communication strategy to achieve surfers’ motivation, which is expected to increase their willingness to visit CPUGGp. Keywords: Motivation; Geopark; Ciletuh UNESCO global Geopark; Internal Analysis: External Analysis; Customer Analysis; Surfer
Analysing Consumer Behavior for Healthy Food and Beverages to Create Marketing Strategy for Early-Stage Company
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The rise of awareness of links between food and health has been one of the most advanced social development in the past years. Health awareness related to food continues to rise as the availability of health information, technology, growing population, and increased risk for lifestyle disease also rise on the surface. The challenges faced by Temandni was shallow knowledge about the behaviour of the potential market. As the first step, research is conducted to analyze customer behaviour, and the research finding is aimed to evaluate and renew the marketing strategy.The research is a mix method study through the interview with 15 proposed interviewees and surveys from 215 respondents to gain insights for customer behaviour study. The qualitative study is used as an explorative study and continuous by confirmatory research used K-means cluster and ANOVA test for customer segmentation.According to the findings, it is founded that there are three different segments; cluster 1, cluster 2, and cluster 3. Each cluster has its characteristic. Cluster 1 is recommended to be chosen along with the recommendation on STP and mix marketing on Temandni. Keywords: Customer Behaviour, Healthy food, marketing strategy
Proposed Growth Strategy for PT Lintas Mitra Sejahtera
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The event organizer industry has grown by about 15% to 20% and the industry value is over Rp500 trillion. To date, there are approximately 4,000 business actors and approximately 40,000 regular employees. PT Lintas Mitra Sejahtera has been in the event organizer industry for nearly 23 years. Of course, we need to make changes and adaptations to the developments that have occurred so far. The purpose of this study is to analyze the internal conditions to determine the best way to strategy from the problem arising from the external conditions resulting from the rapid development of the Indonesian event organizer industry. And to know the components that influence the strategy to maintain the company's wheels and maintain its presence in the industry.The analysis was performed using several working frameworks with complementary results to obtain answers and solutions to the business problems faced by PT Lintas Mitra Sejahtera. The frameworks used include Five Forces Porter, PEST, VRIO, IFAS & EFAS, Grand Strategy Matrix, TOWS Matrix. Researchers use corporate data and questionnaire to obtain the right analytical components to generate accurate analytical results for the condition in which PT Lintas Mitra Sejahtera faces. The results of this study show that PT Lintas Mitra Sejahtera needs to focus on the three service product programs that are most in demand by users. As a result, PT Lintas Mitra Sejahtera can make internal improvements to the company which aims to support the development of these three programs in the short term and the long term development of the company in the event organizer industry which continues to growing rapidly. Keywords: PT Lintas Mitra Sejahtera, Event Organizer, VRIO, IFAS, EFAS, Growth Strategy

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