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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 9 Documents
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Search results for , issue "Vol 3, No 4 (2014)" : 9 Documents clear
Intregrated Marketing Plan of Beauty and Health Center (Case: Voila) Dewi, Riani Saraswati; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Growing trend of beauty trends has made the rise of beauty salons in Bandung. The need of pampering and increase good freshness from hectic activities made the idea of making service facility where consumers can enjoy all in one package. With the combination facilities consisting of a salon and fitness classes, Voila became one-stop beauty and health center. Business issues faced by Voila today are stagnancy growth revenue where revenues do not achieve sales target in the initial business plan. Problem solving was restricted into two goals categories that are increase brand awareness and gaining sales revenue. Root cause was analyzed from Voila internal data and customer perception via questionnaire. The analysis obtained that Voila have no marketing action and the business have no uniqueness with compared to other competitors. To solved the problem, Voila need to do marketing strategies and product modification strategy. Implementation plan was divided into immediate and long-term program. For immediate program, Voila strategies were increasing brand awareness by viral marketing, improved productivity by adding temporary high skilled employee and trained low skilled employee also maintain company flow by created financial structure. Marketing strategy can be done by improving website, update in social media, also active in events related to beauty and health issue. Moreover, productivity in health studio will be improved by adding new variation of fitness class. The synergy between salon and fitness studio can be built by making integrated system for each product.  For long-term program, Voila planned for product modification strategy by creating new service in medical-based beauty treatment and create additional facility such as café. In addition medical-base beauty service, Voila will collaborate with dermatologist to create skin care salon medical based, also making mass product of hair and skin treatment. Keywords: marketing, service, brand awareness, beauty and health
The Optimal Financing Decision of Indonesia Digital Network (IDN) Arsiyanti, Ida; Wiryono, Sudarso Kaderi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. Becoming a broadband wireless access operator is in line with the transformation of Telkom’s business to Telecommunication, Information, Media, and Edutainment (TIME). In order to deliver IME service, high speed bandwidth is required so there is no other choice but to prepare network with true broadband capability. Regarding that poin, Telkom plans to focus on the Indonesia Digital Network (IDN) until 2020 for development of internet broadband, pitching the initiative to Indonesian  as a way to bridge the digital divide suffered by the developing country and also significantly boost its GDP. IDN is a vision of true broadband infrastructure development of Telkom by end-to-end (user terminals, access, transport and service). IDN is a mega project that requires large amount of financing support. Missmanagement on financing strategy could affect Telkom’s long-run equity performance. The connections between capital structure and investment decisions should be most apparent when a company undertakes a large investment. By taking the right financings decision, IDN is expected to be able to be developed without cause any financial difficulty for Telkom. The objective of this final project is to formulate  financing strategy for IDN Project at the lowest cost of capital and the optimal mix of debt and equity that maximizes firm value itself. The financing decision for IDN Project despite to achieve the cheapest financing, should also encourage the overall company’s capital structure towards optimal, respectively. Keywords : cost of capital, company capital structure, firm value, financing source
Proposed Marketing and Its Implementation for RSH Housing in Kecamatan Sematang Borang (Case Study: PT Hanafia Property) Apriadi, Andi Hanafiputra; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract-- RSH (Simple Healthy Home) is a home built using simple building materials and construction but still meet the minimum requirements of health, safety, and comfort. The RSH housing business in South Sumatra is a huge opportunity, so that PT. Hanafia Property (PT. HP), a property company, tries to take this opportunity by building Borang Housing in Kecamatan Sematang Borang, Palembang. The current problem is PT. HP needs to develop marketing strategy for Borang Housing. The conceptual framework is expected to provide a broader view to analyze and to provide solutions for the company's marketing strategy. Situation analysis uses the 5Cs that shows the market in Sematang Borang is attractive. Through STP analysis, the company targets lower middle class through the affordable RSH supported by complete facilities and infrastructure. The strategy formulation starts with choosing business strategy, and PT. HP chooses as follower position (me-too strategy) to avoid direct competition with other companies that has entered the RSH market. Next from Marketing Mix strategy, HP offers units that meet not only physical needs but also (augmented product) emotional benefit. Borang Housing also provides complete residential facilities to be enjoyed by the buyers in the housing complex. The housing offers low prices with ease of payment. HP uses a familiar name and recognizable by consumers for RSH housing, Borang Mandiri Residence. The implementation plan contains the explanation of marketing mix programs to be run, functions in the company which are responsible, and budget needed. The period is three phases totaled in 3 years, and with total budget of around Rp. 770 million. The evaluation of the marketing strategies is done through benchmarking,, number of inquiris, and ratio of inquiry with sales. Key Words: Hanafia Property, Marketing Strategy, Marketing Mix 
Business Model Improvement of PT Telin Submarine Cable Network to Become The World's Digital Hub Winata, Hendra; Wandebori, Harimukti
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract—. Nowadays, long-distance communication growth as an important part of human life, include data communication called internet. According to HCom (2011), 97% international data traffic carried by submarine cable network. Although this fact pointed that submarine cable network is the important infrastructure in telecommunication industry, unfortunately, TELIN did not optimize the strategic role of submarine cable network in its business model for reach its vision to become the world’s digital hub. Basically, this study using qualitative method where primary data comes from In-depth interview and focus group discussion with the expert of submarine cable within TELIN while secondary data comes from annual report and other publication data related to submarine cable industry. Some steps was taken to improve the business model of submarine cable network beginning with environment scanning summaries in SWOT Analysis, strategic positioning summaries in TOWS Matrix, and assess current business strategy and business model. Result of the study show that there are some key opportunities and strengths for TELIN to leverage international submarine cable network such as strategic geographical location of Indonesia and strong support from Indonesian Government combined with strong financial of TELKOM Group and broad coverage of domestic submarine cable network. Therefore, competitive business strategy of TELIN’s submarine cable network should be changed from cost-focus to integrated cost-leadership and differentiation. Along with that, business model also improved with value driven base where value proposition shifted from Focus in Serving Low-Cost International Bandwidth Requirement for TELKOM Group traffic while serving other International customer to Serving Low-Cost, High Quality, and Unique Service of Submarine Cable Network for Domestic and International Customer. For further study, this study can be as the inputs for adjust functional strategy in Marketing, Human Resources, Operation, and Financial aspect, which support the TELIN’s vision to become the world’s digital hub. Keywords: Business Strategy, Business Model, Submarine Cable, Digital Hub 
Strategic Management for An Entrepreneurial Venture (Case Study: Eternitea) Puspita, Indah; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. The competition in the RTD (Ready-To-Drink) milk tea currently in Indonesia is rapidly increasing. Until April 2013 Eternitea, an RTD milk tea company, has been growing, but in May 2013 the sales was decreased and not able to reach its target. The business issues of Eternitea are: (1) how to increase Eternitea sales to reach its target sales, and (2) how to develop Eternitea in order to survive and continue to grow in the long-term. The external and internal analyses, followed by SWOT analysis, are used to analyze the business situation. The roots of problems that are found are: (1) limited production capacity because of no employees and (2) no established strategic management processes. Strategic formulation is used to find and analyze the business solution. From EFAS and IFAS, the most appropriate business strategy to be implemented by Eternitea is a growth strategy, while considering the company’s external and internal strategic factors, the best competitive strategy is differentiation focus. Eternitea should focus to serve middle-to-higher-income potential customers and create differentiation through its product and distribution. There are three alternative growth strategies that will be implemented by Eternitea in order to survive and continue to grow in long-term: (1) product development for short-term, (2) market penetration for medium-term, and (3) market development for long-term. In conclusion, Eternitea should hire employees in the field of marketing and operation. Key words: Eternitea, Ready-To-Drink, Strategic Management
Proposed Integrated Marketing Strategy for NahlaFashion.com Johara, Ace; Aldianto, Leo
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract – The increasing number of Internet users in Indonesia led to many online business opportunities, Muslim fashion online store is one of them. Nahla Fashion, Muslim fashion online store, established on November 4, 2009 with the main business is selling various brands of Muslim Fashion through online media such as: Facebook and Website. Currently, Nahla Fashion faces two main problems: decreasing of sales and online promotion problems. To find out the root of the problems faced by Nahla Fashion, the study conducted using quantitative approach such as: sales database and qualitative approach such as: customer experience questionnaire survey. The decreasing of sales was analyzed by using segmenting, targeting and positioning (STP) and the 4Ps (product, price, place and promotion). While online promotion problem is analyzed by using customer experience surveys and web analytics. From those analysis obtained three main root causes: simple marketing strategy approach, bad Content Management System (CMS) of website and no website optimization with SEO techniques. To solve the problems faced by the proposed Integrated Marketing Strategy, a combination of online marketing strategy and offline marketing strategy (brick and mortar). For online marketing strategy is to sharpen STP strategy and 4Ps strategy. In addition to the proposed changes Content Management System of NahlaFashion.com website and optimization with SEO techniques to increase SERP rankings (search engine results pages) for some targeted keywords on Google. For offline marketing strategy, it is suggested to build an offline store with the new STP and The 4Ps same with online store. Implementation plan is divided into two categories: short term strategic plan is to implement an online marketing strategy and the long term plan for implementing of offline marketing strategy. Keywords: Online store, Internet marketing, Web analytics, Brick and mortar, Integrated Marketing Strategy
The Influence of Creative and Cultural Elements On The Boarding House in Order to Develop an Appropriate Business Model to be Applied at GW Indekost Wibowo, Gabriella; Larso, Dwi
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract - In the world of newcomers business, “the differentiation” becomes something that must be possessed in order to enter and defense among the tight competition with many competitors. From a many factors that may be influence, the creative and cultural are one of the unique factors that need to be considered. In this research, those both factors were lifted up as the independent variables to be observed further about the presence-absence or large-small impacts that appeared against the dependent variable, namely: student’s decision, in the context to choosing the desired temporary shelter. By the questionnaire mediator, this research was improved moreover systematically, and the answers of the respondents are the key decider where is these research culminates. Wherein, the multiple linear regression analysis was the chosen method in order to helping solve this problem. Through this method, was obtained a multiple linear regression equation that refers to the important information about the correlation among those three variables, which is explicitly state that the creative and cultural elements turned out have a positive influence. With the results: Fcount (54,182 > 3,091) which means that, “The creative and cultural elements simultaneously influence on student's decision in choosing the desired boarding house”, also tcount (4,233 > 1,984) and (2,601 > 1,984) which means that, “The creative or cultural elements partially influence on student's decision in choosing the desired boarding house”. Based on these final result that given, and then arranged a business model with the addition of creative and cultural elements in it, that appropriate to be able to applied at a newcomer boarding house as the main object, which also is the source problem of this business research, namely: GW Indekost. Wherein, the solutions that are meant above, among others: the waste recycle to be the new useful goods, the routine donation to be distributed to orphanages, the special privilege in phone rations to contact the parents, the adopting of eco-green principal, the alternative invoice by a pulse system, the royal exterior design with Balinese architecture, the ethnic Balinese interior design that is modern, simple and minimalist, the distinctively Balinese ornaments detail, the set of Balinese traditional music instruments, the application of vertical garden as a green area. Keywords: creative, cultural, student’s decision, multiple linear regression analysis,  business model.
Business Opportunity Analysis in ROW Land Utilization at Western Java Area, PT. Pertamina Gas (Case Study: PT Cipta Energy)
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstact - Western Java Area (WJA) is one of the operation area of PT . Pertamina Gas that currently responsible for managing and operating assets that exist in the western java area. Given today's gas business development especially in the Western Java Area, Banten and Jakarta very rapidly, especially in line with Government policy whereby natural gas into alternative fuels as a substitute for fuel oil price is higher today while its reserves are very low, many parties especially entrepreneurs or business in the gas industry , are racing to build gas infrastructure to meet the gas demand in the industrial zones in the regions of West Java and Banten in particular and gas needs in the Jakarta area.  With businesses becoming increasingly difficult to obtain land for the installation of firm gas infrastructure, then there is a business opportunity in the Western Java Area to increase the revenue of the land utilize is through a profit sharing by allocating land ROW value as equity capital in the form of participating. The methodology used PESTEL Analysis, SWOT Analysis, Supply/Demand Analysis, and 5-forces Analysis. From these analysis, then performed economic calculation that focused at PT.XYZ in Bitung Gas Pipeline Project.From the analysis and calculation performed concluded that by changing patterns of land rental rates by a third party to build a business-related infrastructure Pertagas of the original using the base "50% of SVTO" into "profit sharing" will provide increased revenues larger company. From case studies conducted successfully obtained a profit of 1.5 times Keywords : land  utilization, sharing profit, market value.
Implementation of Customer Relationship Management for Quality Improvement Management at "Bima Workshop"
The Indonesian Journal of Business Administration Vol 3, No 4 (2014)
Publisher : The Indonesian Journal of Business Administration

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Abstract. “Bima Workshop” which concern in reparation of engine, certainly the customer service satisfaction must be given main focus by the company. This company has always want to provide the best quality of service but it all can not be separated terms of performance are often unefficiency and uneffectiveness of the process and this can lead to high cost. Based from the  interview by top management of “Bima Workshop” obtained  is often gets complains from customer about the duration of process and the high price of the unit, so it will be do performed analyzes and implementation to improve of the service quality in terms of process and human resources. Analysis is generally done by analysis the benefits of a product (service) and then performed mapping to the customer window who have 4 quadrants (attention, bravo, cut, don’t worry be happy).To find out the root cause of the problem , then analyzed the causal diagram identifying factors that can cause problems with using criteria 7M factors ( manpower , methods , materials , machinery , media and work environment, motivation and money ). To evaluate the performance of the productive commitment to the company, the CRM analysis is divided into 7 categories with the percentage 66.53 % for category 1 ( good ) , category 2 75.43 % ( good ) , category 3 67.86 % ( good ) , category 4 68.98 ( good ) , category 5 61.43 % ( good ) , category 6 48.98 ( mid ) , category 7 53.81 % ( mid ) . Then to evaluate the company's service excellence to the consumer , then the scoring for customer service evaluation and outcome scores obtained value was 41.43 ( mid ). Further analysis of the approach is the reduction of waste which has 8 kinds of criteria (defect, overproduction, waiting, not utilizing, transportation, inventories, motion and excess processing)  that is It will be used as a basis for planning the waste identification form in order to identifying and eliminate waste. Implementation plan of the recommended action is to do a campaign or briefing about the vision, mission and company goals, market research, documenting the fatal event to the quality improvement worksheet and waste identification form also monitoring performance of the employees in performing in order to work correctly and appropriately, this is all based from evaluating and analyzing that has been done. Key Word: Bima Workshop, quality improvement, quality improvements worksheets and waste identification form

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