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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 94 Documents
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Search results for , issue "Vol 8, No 3 (2019)" : 94 Documents clear
PROPOSED NEW MARKETING STRATEGY FOR FASHION BAG COMPANY (A CASE STUDY : MAIKA ETNIK BRAND)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Maika Etnik is a brand of fashion bag company located in Cimahi which was founded in 2006. The concept offered in this bag is the uniqueness and strong characteristics of the motifs offered and adapting to the trends in the market related to the ethnic bag. But in terms of sales, Maika Etnik experienced several problems.These problems are analyzed in this study with the aim of finding the root cause of the problems that become obstacles in the business. To overcome the problems that exist in this research, several analyzes are used, STP analysis, 7P Marketing mix, SWOT and TOWS analysis, consumer analysis and competitor analysisMaika Etnik has a problem in the low number of sales caused by several factors related to the 7P aspect of the marketing mix, some of which are the absence of scheduling marketing activities, unorganized marketing activities, lack of innovation and attractive promotions, late in delivery of goods, having no website and offline store that has not been well organized.To be able to increase the number of sales again, then Maika Etnik needs to fix the use of marketing strategy. Improvement related to the 7P aspect of the marketing mix is an important thing, so that improvements can be made optimally by re-analyzing first about the intended STP and the desires of the consumers by distributing questionnaires to 40 respondents. So the solution that can be offered is by creating a new website, using ads on Instagram and Facebook, and consigning to offline stores in Cimahi and its surroundings.Therefore, the design of the new marketing strategy needed to fix all the variables that can affect sales in this case is the 7P marketing mix. To be able to achieve short and long-term, an implementation plan is designed consisting of the implementation schedule, budgeting, and Key Performance Analysis (KPI).Keywords: fashion bags, sales, marketing mix, STP, SWOT
ANALYSIS OF PERSONNEL CAPABILITY GAP IN COVERING VACANT POSITION OF D&C OPERATION PT. SOG
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

This research aims to help D&C to evaluate DWSM consultant role that currently substitute employee role in operation. This research will first figure out non-satisfaction aspect of consultants in D&C. It is found that the user is not satisfy regarding consultant performance. Problem analysis is conducted using 5 Whys to gain better understanding regarding the root cause of the problem, which recommend to conduct assessment of capability that required for DWSM vacant position. Capability Based Assessment is conducted to address un-ideal condition of current consultant performance toward D&C expectation. Using Capability Based Assessment (CBA), this research concludes there are 12 capability gaps between current Consultant and D&C standard. By having these gaps, it means D&C currently facing lack of capable personnel for the position. To generate recommendation to fill the gaps in order to get capable personnel, this research will use HCM value matrix framework. Each capability gap will be categorized based on its “level of value” provided. Found out that the gaps are in the “added value” which represents capabilities that required to meet business needs. This value level becomes a basis to generate input in HCM value chain that led to the “input” for what the team really needs to do to fill the gaps. Finally, using HCM Value Matrix is it generated that the D&C Operation needs to develop talent pool by hiring new employee and apply “the learning organization” to get the talent into expected capability level.Keywords: assessment, capability, human capital, management, performance
PROPOSED CO-CREATION STRATEGY FOR COMMUNITY BASED MARKETING AND BOARD GAME COMMUNITY MONETISATION (CASE STUDY MAHAVIRA.STUDIO IN JAKARTA INDONESIA)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Board game internationally is in emerging trend and Indonesia is still catching up to the trend, Indonesia board game market is still very small compared to European market, or even Japanese and Singapore market. MAHAVIRA.studio as a board game publisher have a mission to accelerate awareness of the board game in Indonesia. Traditional board game in Indonesia is already known by many of the Indonesian such as Mancala, Monopoly, and UNO, contradict with modern board game Indonesia still have long way to reach the maturity of the board game market. A regional board game community became the quick solution for the still tiny market compared to other hobbies. Board game publisher with their designer is already emerging from major city in Indonesia with higher risk of failure because of the information and awareness to board game in Indonesia is still low.The main problem in board game industry awareness in Indonesia is an accesbility of the board game to the masses and board game community in Indonesia with proper way of intergrating regional based community. Board game industry itself is need a leverage to grow, and increasing the quality of the industry in Indonesia. One option to increasing the awareness of the board game industry is to collaborate within industry and cooperate with other industry.MAHAVIRA.studio using co-creation, collaboration, and cooperation with many board game stakeholder in Indonesia, analyzing the resource advantage of co-creation, and determine the correct market audience with STP and marketing mix analysis. Researcher using analysis tools mentioned to draw conclusion and developing strategy to raise awareness of board game with co-creation of system, collaboration inside board game publisher, and making alternate monetization cooperation plan.Keywords: board game, Indonesia, market awareness, community development, monetization system development, co-creation, collaboration, cooperation
PROPOSED MARKETING PLANNING IN SMALL-SIZED ARCHITECTURE FIRM IN BANDUNG (CASE STUDY: CP DESIGN STUDIO)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

In this era, creative industries have become a major impact on the development of the world economy. In Indonesia, the creative industry is one of the biggest contributors to total GDP. Architecture is one part of the creative industry in Indonesia that is growing rapidly. In the city of Bandung, the architectural business is rapidly expanding to offset the rapid growth of the city due to the development of business opportunities in the city. CP Design Studio as an architecture firm sees Bandung as a city that has great opportunities in the field of architecture. The increasing number of homes and businesses is one proof of Bandung as a potential city. To start a business in Bandung, CP Design Studio needs a strategy, moreover because CP Design Studio doesn't have a connection in Bandung. This study aims to develop the right marketing plan for CP Design Studio in the city of Bandung. This study uses a qualitative method. Qualitative methods are used to obtain primary data from observations and in-depth interviews with business competitors in Bandung. The collected data is then used as external data together with PESTEL analysis and Porter’s Five Forces. Internal analysis is used to analyze the company's current internal conditions. Internal analysis uses analysis of marketing mix and STP analysis. After conducting external and external analysis, the author uses SWOT to evaluate the company's internal weaknesses and strengths as well as opportunities and threats in the external environment. The SWOT analysis was then applied to the TOWS matrix to find suitable and relevant alternative strategies. Alternative strategies found were then applied to the marketing mix to develop new marketing mix elements that were suitable for the Bandung environment. Conclusion and implementation of the marketing plan by carrying out an action plan. The action plan is an action plan calendar that details what CP Design Studio must do during the next six months.Keywords: CP Design Studio, Architecture Firm, Marketing Plan
PROPOSED MARKETING STRATEGY FOR PT DWIPUTRA SABARAYA KANCANA (CASE STUDY : RASAMALA HOUSING CLUSTER)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Housing is one of the property sectors that has attractive prospects. This was caused by the demand for houses which were not solely for living quarters. Houses have unique aspects, the demand has two sides based on two motives, namely consumption motives and investment motives. PT. Dwiputra Sabaraya Kancana as one of the housing developers in the city of Bandung for the upper middle market segment. Based on the data, sales for Rasamala cluster have not reached the predetermined target. Reseach objective to identify internal and external factor of Dwiputra Sabaraya Kancana to create marketing mix strategy. Using PESTEL Analysis, Porter 5 forces, client analysis and competitor analysis, this research utilizes internal analysis to comprehend the environment that impacts company. Furthermore, internal analysis to determine the strengths and weaknesses of the business by using STP analysis and marketing mix, then formulating a SWOT, which will lead the research to know the root cause. The first priority is place strategy because of the location is a strategic, with so many accesses housing can provide convenience for consumers to go to location, so that it can attract consumer interest. Price strategy is done by providing convenience in payment, that is, it can be done by hard cash, cash step by step, and by credit (KPR). Promotion strategy by doing it intensively and effectively at print media and electronic / online media. While the product strategy done with the development of quality products, durable and follow the trend by using good raw materials and labor the expert. Keyword: Marketing Mix Strategy, SWOT, Developer, Real Estate
DEVELOPING PLATFORM FOR STRATEGY BUSINESS SOLUTION THROUGH VALUE CO-CREATION: A STUDY IN PT AUN.
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Indonesia enduring expectation to increase realization of foreign investors to Indonesia, in fact the companies have difficulty convincing investors about the ease of investment in Indonesia. Besides that, digitalization brings a change in B2B industry that investors expect fast services and solutions with high accuracy in business reality.For the first three years, the company obtained a rapid growth in business by the large number of foreign investors that invested in manufacturing industry, revenue had  increased more than 20% each year. However, along with weak performance of country's economy, the investor in the manufacturing industry is declining. Investors start complaining regarding the investment and some of investor disappointed for the uncertainly. This condition made the management decide to develop new business strategic. Government create a strategic plan to revitalize manufacture by comply Industry 4.0, this strategic is expected to improve the investment climate with the help of technology.To adapt the technology, the industry players, especially small and medium enterprises are trying to take part in the digital era. It takes initiative from PT AUN management to take an action, company develop sub-business by creating  a bulletin board platform that is connected to the website, presenting news related to business and economy via email. This sub-business is not enough to increase revenue and attract markets to connect with the core business, which is business research and business matching.Through internal and external analysis and the customer approach as a value co-creation, the company is recommended to create an integrated platform between the sub-business and the main business. Strategic formulation using TOWS Matrix, Diamond Strategy and Business model canvas is found out that platform must provide collaboration, the interaction between people and technology and have integration with global industry that aligned with supporting from the government. By  implementing of this strategy, the company is expected to enhance services to its clients, increase the revenue, and creates synergies by collaborating with local and international business players.Keywords: Business Strategy, B2B, Digital Platform, Small and Medium Enterprise (SME), Value Co-Creation.
PROPOSED STRATEGY FOR INCREASE NON-AERONAUTIC BUSINESS OF PT ANGKASA PURA II (CASE STUDY : RETAIL AND FOOD & BEVERAGE AT TERMINAL 3)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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PT Angkasa Pura II as airport operator in 16 airports in Indonesia in its business of providing services in the aeronautical, non-aeronautical, cargo and other business segments. In 2018, the ratio composition of aeronautical and non-aeronautical revenue is 63.35%: 36.65%. Whereas in the 2016-2020 RJPP document PT Angkasa Pura II has targeted to achieve a non-aeronautical income ratio of 50-60%. The largest non-aeronautical revenue component comes from business concessions obtained from one of the revenue sharing of the tenants. The biggest contribution to revenue sharing came from retail and food & beverages business partners located in Terminal 3 of Soekarno-Hatta Airport with 74.48% of the total revenue sharing. To encourage the increase in the composition of revenue sharing, PT Angkasa Pura II needs to implement strategy adopted from SWOT analysis based on understand the current business situation by analyzing the current conditions of the company internally and externally. This research also focused to measure customer satisfaction with the services provided in the retail and food & beverages business fields, which use the Important Performance Analysis Method based on the five dimensions of service quality contained in Service Quality, namely tangible, empathy, reliability, responsiveness and assurance (TERRA). The research data obtained through the distribution of questionnaires which include questions based on 5 dimensions of service quality, and knowing the factors that most influence the customer to shop in Terminal 3. From the results of the questionnaire data processing, obtained several aspects of the service that must be corrected to be improved in order to meet the customer's expectations. This research finds three factors that need to be concerned to correct rapidly in retails’ service, they are the products’ price, the products’ promotion and easy access for customers to get the information about the product (price, location, promotion etc.)Proposed corrective actions are aligned to the results of strategy analysis obtained through the use of TOWS Matrix. There strategies that might be implemented by PT Angkasa Pura II immediately are: create service blue print for retail business with international standard, enhance the shopping feature in Indonesia Airport application, develop airport e-commerce and pro-hire recruitment with international experiences. More quickly implemented, PT Angkasa Pura II will have chance to achieve the revenue target faster.Keywords: Service Quality, Customer Experience, Cartesian Diagram.
PROPOSED MARKETING STRATEGY FOR HOTEL BUSINESS AT INTEGRATED BUILDING SOEKARNO HATTA AIRPORT
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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PT Angkasa Pura II (Persero) through PT Angkasa Pura Propertindo as a subsidiary is currently in the construction phase of a hotel located in the Integrated Building area of Soekarno Hatta Airport. This activity as one of the company’s efforts in business development an to increase non-aero revenue to achieve the 11.4T revenue target by developing support from subsidiaries.This study analyses the marketing strategy of the Integrated Building Hotel in the midst of hotel competition around the existing Soekarno Hatta Airport area and how PT APP’s strategy as a hotel business manager can seize the hotel business market and compete in the hotel business to increase PT AP2’s non-aero revenue as a result of developing support for a subsidiary of PT APP.The theoretical approach used are external analysis consisting of the general environment, industrial environment, competitor analysis, customer analysis, and internal analysis. Then the result of the analysis are categorized using a SWOT analysis. The process starts with finding a TOWS analysis solution. The marketing strategy is obtained by considering and using the results of the analysis of various previous factors by designing proposal for the development of Segmentation, Targeting, and Positioning (STP), and Integrated Building Hotel Marketing Mix.Keyword: Integrated Building Hotel, Marketing Strategy, TOWS, STP, Marketing Mix.
SENSING ANALYSIS OF PT PELABUHAN INDONESIA III (PERSERO) FOR DEVELOPING BUSINESS STRATEGIES TO MAINTAIN COMPETITIVE ADVANTAGE
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Pelindo 3 is a State-Owned Business Entity engaged in port services that offer Ship Services, Passenger Services, Goods Services, Loading and Unloading Services including Container, General Cargo, Dry Bulk and Liquid Bulk in International and Domestic, and Services related to Port ServicesWith the enactment of the mandate of Law No. 17/2008 on Shipping, Pelindo 3 which was previously a Port Authority turned into a Port Operator, the law also abolished the state sector's monopoly rights over ports and opened up broad opportunities for the private sector to take part in the supply business and / or port services.In its development, in addition to ratifying the Law on Shipping, the Government as the majority shareholder will also restructure by establishing a maritime holding sector and an APBMI effort will require the government to revise the Minister of Transportation Regulation on the Implementation and Exploitation of Loading and Loading Goods from and to Ships.In addition, up to now Pelindo 3 has not been able to achieve the company goals set in the Company's Long Term Plan (RJPP), according to Pelindo 3 management report data in 2018, Pelindo 3's market share in handling General cargo services, dry bulk cargo, bulk liquid cargo not reaching the target. only the container and container loading service market share reached the target but was still inferior to competitors.In connection with these problems, researchers want to develop sustainable business strategies and improve existing business strategies by using PASTEL Analysis and Porter's 5 Forces Analysis to identify events and information that occur in the company's external business environment and use Resources / Capability analysis tools and VRIN Analysis to identify events and information that occur in the internal environment and then use SWOT and TOWS analysis to recommend business strategies using 5 indicators, namely (1) Managerial, (2) Marketing, (3) Technological, (4) R&D and Innovation, and ( 5) Human Resources as a benchmark for the company's operational activities in creating a company's competitive advantage.The analysis shows that Pelindo 3 has the opportunity to develop maritime ecosystems by collaborating with stakeholders including customers and conducting research and development by involving the general public.Thus, this research has contributed to managerial how to develop strategies and improve existing strategies.Keywords: Port Services, Changes in the Business Environment, Internal Analysis, External Analysis
DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND TRUST OF CUSTOMER OF ALL TOUR AND TRAVEL
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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This research explain about digital marketing strategy of ALL Tour and Travel (ATT) to increase brand awareness and trust from customer. This research uses several analytical tools to examine the internal and external conditions, the analysis tools used are: Digital Marketing, Marketing Mix, STP Analysis for internal analysis. Then to find out external condition, the analytical tools used are: PEST Analysis, Industry Analysis, Consumer Analysis, and Competitor Analysis. Continued using SWOT analysis and Root Cause Analysis diagram. From the results of the research, there are four problem that ATT faced, such as Lack of brand awareness and product knowledge, not optimal use of digital platforms and social media, and lack of content marketing communication. The solution to this research uses TOWS Analysis, to identify problems and formulate strategies to solve the problem. The implementation of strategies to solve these problems are optimizing the digital marketing platform which includes website redesign, optimization of SEO and SEM, social media, and email marketing. Then to increase brand awareness through content marketing, including social media, photos, videos and collect testimonials. Next, to determine the priority of the implementation of the strategy is carried out using the urgency analysis of the Situation Appraisal Kepner-Tregoe Approach.Keywords: Digital Marketing Strategy, Brand Awareness, Customer Trust, Situation Appraisal, Travel Business.

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