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INDONESIA
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 10 Documents
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Search results for , issue "Vol 3, No 2 (2014)" : 10 Documents clear
Integrated Marketing Communication For L'Oreal Paris Revitalift Riady, Indra; Wibowo, Satya Aditya
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract– Revitalift from L’Oreal Paris as one of the player in women anti-ageing skincare market has a goal of their marketing activities to achieve marketing effectiveness. Performance of L’Oreal Paris Revitalift was decreased since 2010 to 2012, shown by the low market share of Revitalift in Indonesia women anti-ageing skincare market. Performance also had impact to the revenue that Revitalift received, sales of Revitalift product also decreased since 2010 to 2012. The performance that have targeted by the company both market share and sales was not achieved in three consecutive years. Increasing market share, company have to push five factors, one of the factor is awareness. L’Oreal Paris Revitalift is not top of mind brand in Indonesia women anti-ageing skincare market, it shown by TOPBRAND index that Revitalift has the lowest score than the competitor such as Pond’s and Olay. Awareness is related with marketing communication strategy as way to introduce and communicate the brand to the target market. Marketing Communication is one of the ways to create awareness among audience. This paper focus to analyze Revitalift consumer channel preferences of marketing communication channel.  Cluster analysis use to grouping the respondent, discriminant used for analyze the most potential channel that choose by consumer. Completing the analysis, in this paper also use recommendation score as a method to evaluate marketing channels role analysis based on brand management theory. Two main objectives of the integrated marketing communication (IMC) activities are increasing product awareness and increasing purchase intention. This paper focus in strategy and tactics on media mixes that will use for Revitalift and also propose new budget allocation for media use based on result of consumer preference. The strategy will be implemented for a whole year of 2014. Based on strategy and tactics Revitalift will use all the communication channels that already have and some of sales distribution channel also will be empowered to maximize the result of marketing communication objective. Keywords: Integrated Marketing Communication, Marketing Communication Effectiveness, L’Oreal Paris Revitalift, Awareness, and Market Share.
Electronic Medical Record Design to Enhance Hospital Performance (Case Study JAVACARE Hospital) Nugraha, Andri Bagus; Basri, Mursyid Hasan
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. In terms of obtain accreditation from Joint Commission International (JCI) and fulfill the government’s Minimum Service Standards (SPM), JAVACARE Hospital should perform several improvements in their business process especially in process integration.In this final project, the problem identification is using Current Reality Tree (CRT) method. The result of this method is shows that there’s no integrated system could raise the problems such as coordination problem between doctors in patient handling, coordination between doctor and medical record coder in term of pricing, and reporting problem which caused by long time to gather the data or the data is not even exists. Those problems will affect the hospital accreditation from JCI and SPM fulfillment.The objective in this final project is to facilitating the hospital with designing electronic medical record system which integrated with the other process in the hospital. The system type is Executive Information System. Performance measurement hospital also designed which using Integrated Performance Measurement System (IPMS) that developed by Dermawan Wibisono.. IPMS will become a framework to map the SPM performance variables, determine the weight of the variables, and find the linkage between the variables. So that, The Electronic Medical Record will become facilitator for user to input the data and those data will be measured and shown in performance dashboard. The expected result in this final project is with the implementation of Electronic Medical Record can integrating the hospital processes, improving hospital performance and real-time monitoring the hospital performance.
Proposed Marketing Strategy of Streaming TV Service to Increase Customer in Bandung City (Case Study: UseeTV Mobile at PT Telkom) Hapsari, Putri Karima; Purwanegara, Mustika Sufiati
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract— Recent fast paced of the technology development, especially in mobile device and broadband technology, has created a new demand about type of entertainment that can be accessed anywhere and anytime. PT Telkom Indonesia, as one of the biggest telecommunication provider in Indonesia, as respond to this new opportunity, developing UseeTV a new streaming entertainment services. UseeTV first launched to the market on August 2012. Although it’s still on introduction, the company has stated a target to have 1 million users on April 2013. But unfortunately, up until the due month the target is still not achieved. Finding the root cause of the problem is important by analyzing 5C method, analyzing the consumer behavior along with analysis of marketing strategy that has been created by the company. The analysis shows that there are three main factors causing the issues: low brand awareness, weak value proposition, and not align product targeting and product offered. To solve the problem, an appropriate and interesting marketing strategy needed. Solutions formulated aim to increase the number of UseeTV users. To overcome problem related to weak value proposition of the service, proposed an increasing on more interesting content according to customers’ needs and wants. Besides, a new STP strategy formulated to develop appropriate marketing strategy. A deeper analysis using factor analysis method is performed to know more about several kinds of factors that could affect customer preference on using the streaming TV services. The discriminant analysis method is also used in this research to know some factors that will differentiate between the streaming TV users who use Usee TV product and those who don’t.  Keywords: streaming, value proposition, brand awareness, factor analysis, discriminant analysis
Marketing Strategy and Capacity Planning for Pastel Chic Utami, Sarah Sari; Aldianto, Leo
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract—Nowadays, there are so many brands of Muslim fashion competing to enter the same market. Pastel Chic as a new brand of Muslim fashion strives to attract customer with a different product. But after running 4 months, there is no significant improvement in term of sales. Tight competition, high production cost, and lack of awareness in social media are problems faced by Pastel Chic thus resulting in unachieved sales target. The finding in this research show that there are three root causes which cause unachieved sales target that are unplanned capacity production, marketing communication is not maximal, and design characteristic design of product is not strong. Root causes analysis in this research are determined based on conceptual framework that contains of competitor analysis, capacity planning and integrated marketing communication. The results this research generate a marketing strategy and capacity planning strategy that can be implemented by Pastel Chic to achieve its objective that is increase of brand awareness and increase of sales and profit. By doing capacity planning, marketing communication and media mix, also product planning and development, it is expected that brand awareness of Pastel Chic will increase and sales target can be achieved. The implementation of business solution will be implemented for 1 year and will be evaluated every 3 months. Keywords: Integrated Marketing Communication, product planning and development, Muslim fashion product.
Business Process Redesign for Inpatient Installation in Javacare Hospital Hakim, Audi; Basri, Mursyid Hasan
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - One of Ministry of Health programs that purposed to improve the service quality of hospital services is accreditation program. KARS (Komisi Akreditasi Rumah Sakit) was appointed as an as an independent agency that implementing accreditation of hospitals. Javacare Hospital already accredited by KARS in 2011 and should renew its accreditation in 2014. However, KARS has established new accreditation standards in 2012 with major changes with the previous accreditation standards.  Javacare Hospital should response to the change in KARS accreditation standards and adapts its business to it. Business situation in Javacare Hospital was analyzed based on 5 pillars that influenced its business: customer, environment, people, process, and technology. From business analysis, it was found that there are problems in process and technology pillars in Javacare Hospital. The right way to transform organization is to begin with people and process, then make sure the technology is set up to follow people and process rollout in integrated manner. Based on this consideration, the solution for Javacare Hospital should start with process first, then technology. The proposed solution for Javacare Hospital is to make a documented business process that aligned with the new KARS accreditation standard.  The methodology of the documented business process design takes approach from the methodology of the business process reengineering design. The scope that selected to be designed in this final project is inpatient installation. KARS accreditation standards and hospital minimum service standards (SPM) points were mapped on the business process. Then the business process design was checked by practitioners in Javacare Hospital. There are several steps in this final project’s action plan. The first is to build leader’s commitment because it plays a critical sponsor role to carry out the plans. The second is socialization to ensure those who are affected by change are actively engaged and informed. The third is to perform pilot project before the actual implementation. During the pilot project, there will be several periodic evaluations. Keyword: KARS Accreditation, Business Process, Inpatient Installation, Hospital SPM
Proposed Social Media Strategy for PT. Merpati Nusantara Airlines Mandagi, Marcia Louise; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract- Growth phenomenon of the number of internet users in Indonesia has reached 55 million people; it is driven by the growth of population which raises the need of digital technology. Social Media becomes a favorite activity in internet usage. Based on city research, Twitter is the most accessed among two cities, which are Jakarta and Bandung. In Indonesia, the number of twitter account owners almost reaches 30 million. Nowadays, Social Media is an instrument that can be used for Marketing Communications. For brand holders, Social Media is not only defined as the sharing of information and communication, but also often used as a weapon for branding. Merpati Nusantara is one company in airlines industry in Indonesia that used social media. Through Social Media usage, companies can enter the consumers’ mind easier. By using social media, Merpati Nusantara facilitates direct communication with their consumers and gains many inputs or suggestions that come from the consumers. Building awareness toward consumers becomes a crucial thing for the brand. In this case, Social Media plays an important role as a way for the company to communicate with its customers. Purpose of this study that Merpati Nusantara to further strengthen its role in social media strategy and supported by the creation of an Brand Ecosystem in the company and adopt a new model of Customer Social Context and Social Contagion that strategy is made according to what people want. Keywords: Branding and Promotion, Marketing Communication, Social Media, Social Media strategy.
Business Strategy for PT. Bhakti Usaha Era Makmur in Purpose to Increase Sales Yosheko, Tita Gracia; Aldianto, Leo
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Albizia is a plan with high functional value and also reasonable price. As a trading company, PT. Bhakti Usaha Era Makmur is trading albizia timber. Currently, there are several disadvantages situation for West Java business segment. Decreasing number of suppliers, high uncollectible receivable, and low customer demand satisfaction are became company business issues for recent years. Those three business issues will be analyzed by Carter 10 C’s, value chain etc. The root causes are legal agreement cannot implemented properly, few customers were active, and delegated primary activity to suppliers.. Considering the root cause and objective, and also remembering the business life cycle of company which is in growth stage, the author propose that company is conducting backward vertical integration. The strategy is completed with financial analysis, which is resulting positively (IRR 64% and BEP in 4 years). Keywords: Agribusiness, Ablizia, Vertical Integration, Business Strategy
CV. Freezer Teknik Business Strategy Formulation and Proposed Implementation Raeros, Rangga Tri; Paramarta, Riawan B
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. CV. Freezer Teknik is the company which engages in refrigerant industry. In the beginning, they only provide any refrigerant service, such as refrigerator, air conditioner, etc. CV. Freezer Teknik only have one factory that located in Mamuju City, West Sulawesi. Their factory already running for two and half of years, and the sales tends to stagnant. A proper strategy formulation is needed to help CV. Freezer Teknik to overcome their issues and also to expand their business, due to their stagnation.The strategy formulation is started by analyzing the external and internal environment of CV. Freezer Teknik. The Strength, Weakness, Threat and Opportunities or SWOT analysis used to create Internal Factor Analysis Summary, External Factor Analysis Summary, and TOWS Matrix analysis. According to the forecast demand and capacity planning, so the best location for new ice factory is defined. An action plan to implement this strategy is created. The financial projection needed to calculate the feasibility of this project. Then, the time plan created which is contained every activity, the responsible division, and the time plan. The critical success factor, then used to determine every key factor or objectives that should be achieved by each activity.Keyword: Corporate strategy, Ice Block Factory, Fisheries Industry, Quantitative Strategic Planning Matrix (QSPM)
Strategic Importance Analysis of PT Telkom Telecommunications Products According to Critical Performance Indicators of The Products in Telecommunication Industry
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - Analysis of product strategic importance needs to be undertaken by companies to manage product portfolio also to develop product. TELKOM needs to assess their product strategic importance, to select which products were more important to the company for forseeable future. This study would help TELKOM in selecting the most important product from six of telecommunication products that has contribute to majority of TELKOM income: Wireline Voice, Astinet, Metro Ethernet, IP Transit, VPN and Speedy, throughexamining critical success factors behindproducts. Critical success factors of products were obtained through studying product development concept using literature review. While, critical success factors of telecommunication industry was obtained through adapted Grounded Theory (GT) method using literature review and knowledgeable employee interview. Based on these findings and knowledgeable employee interview, critical performance indicators of fixed wireline and internet and data products were formed. It was continued by selecting critical performance indicators of TELKOM’s product and determining product strategic importance for 0-3 and 3-5 years ahead using Analytic Hierarchy Process (AHP) model. Resultsfor the most important product for the next 0-3 and 3-5 years were then justified and verified by employee opinions. AHP results indicated that Speedy was the most important product for TELKOM during 0-3 and 3-5 years ahead, with relative weight 0,204 and 0,241 respectively, which strengthen by employee verifications. Therefore, to develop Speedy TELKOM needs to conduct two things, which were maintaining performance of Speedy through its factors and organize different perspectives between Marketing and Product divisions.Keywords: product strategic importance, product’s critical success factors, product portfolio management, telecommunication, product development.
Financial Performance Analysis of PT Wismilak Inti Makmur Related to Its Initial Public Offering Stock Price and Future Prospect
The Indonesian Journal of Business Administration Vol 3, No 2 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract- This final project will discuss about PT. Wismilak Inti Makmur IPO, the aspects that made Wismilak shares become oversubscribe until 2450%., the decision that made Wismilak for conducting an IPO,  analyze the performance of Wismilak over the competitors, and to analyze the prospect of Wismilak for the future investment and gives recommendation for investor and Wismilak management to maximize its firm value.  Keywords: Initial Public Offerings (IPO), Discounted Cash Flow method, Relative Valuation, Capital Structure, Tobacco Industry

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