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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
ANALYSIS OF ONLINE SHOPPER BEHAVIOR AND MARKETING STRATEGY FOR CAKE PRODUCT (CASE STUDY: TIME TO EAT CAKE)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Indonesia has the potential power to become the largest digital economy. Development of the digital economy as new technologies is an opportunity to access global markets and drive new innovation for the food industry. Therefore, there are three objectives of this study. First, to investigate online shoppers’ behavior toward food product, particularly of cake. Second, to explore the possibility of internet as alternative tools for food distribution channels, particularly of cake. The last is to perform the recommendation online marketing strategy for the business. The study used mixed methods approaches (quantitative and qualitative) to explore different areas of management. The quantitative methods of this study are using the Theory of Planned Behavior. The study was conducted by distributing a survey to online shoppers’ behavior toward food products, particularly of cake in Bandung. Using the final data from 100 respondents, the data was analyzed using Microsoft Excel, SPSS, Factor Analysis, and Multi Linear Regression. The quantitative methods were conducted by interview to gain the information of E-Consumer Decision-Making Process in buying Time to Eat Cake product. Furthermore, this study was used the observation technique to analyze social media content marketing among similar business using the theory of Social Media Marketing. The survey result found that the attitude towards buying, subjective norms, and perceived behavioral control variable have a positive influence on the online shopping intention. The interview result found that consumer obtains Time to Eat Cake information through an Instagram, the reason in buying through an online platform is easy to obtain information, and process of purchasing product. Next, by consumer evaluation, Time to Eat Cake need some improvement in product, price, content marketing, also adding a promotional program, and for the place, the existence offline store is still important for the consumer. For purchase decision, consumers are influenced by friends. The last is post-purchase, the majority of consumer are satistied in buying Time to Eat Cake through an online platform. Furthermore, the observation result found that from several businesses that have been analyzed, almost all businesses have the same content marketing strategy. This research provides input to Time to Eat Cake to develop a mix marketing strategy.Keywords: food industry, cake product, theory of planned behavior, online shopping behavior, decision-making process, social media marketing, mix marketing strategy.
PROPOSED MARKETING STRATEGY FOR LOGISTICS SERVICE PROVIDER (A CASE STUDY: PT. SEMBRANI MUKTI TRANS)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Digitalization era affects the micro, small, and medium-size enterprises (MSMEs) and Small Medium-sized Enterprises (SMEs) conducts the marketing and promotion via online media market place. Moreover, e-commerce is also growing. It generates the higher demand for logistics service provider in delivery process. The improvement and new innovation in technology generates more competitive advantage. Currently, PT. Sembrani Mukti Trans is still facing the issue that the sales growth is not increased while the market segment is increased that caused by lack of marketing strategy.This research uses quantitative descriptive method, which defined the current condition through the external analysis (PEST, Porter’s Five Force, and Competitor Analysis) and internal analysis (STP, Marketing Mix 7Ps, and Business Model Canvas). Followed with SWOT analysis and Root Cause Analysis) to define the market potential and root cause of the business issues. The main issues are caused by promotion, people, and product.There are several solutions after defining the TOWS Matrix and also supported by the research data from questionnaire that distributed into potential customer and interview the existing customer. To compete and gain more sales the company should provide digital marketing strategies, improve the skills and experinces of human resource, and develop new product.Keywords: Logistics Service Provider, TOWS Matrix, Marketing Mix, Business Model Canvas, Marketing Strategy.
PROPOSED CO-CREATION STRATEGY OF PAYMENT AGGREGATOR PLATFORM FOR SME BUSINESSES (CASE STUDY: PT. Moka Teknologi Indonesia)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The growth of digital business is currently in development in every country, specifically in Indonesia. There are more easy way to easier consumer fulfill their needs on their daily activity, included in payment, buying, selling, renting, lending and funding. This digital system is changing a perspective where the traditional system mostly not used, time efficiency and easiness to access is most reason of people switching from the traditional system into technology system. Moka is one of technology start-up company pioneer that creating platform in payment aggregator and point of sales that can used by smartphone and gadgets. They currently facing challenge  while the platform is not performed as their expectation, as their co-creation strategy was implemented, when the company are collaborated in ideation process to create something valuable to the consumers. The conceptual framework that used to formulating strategy for Moka is consist of co-creation in co-definition framework, co-creation is a strategy to develop mutual understanding by collaborating with customers, determine market positioning and segmenting by STP analysis, analyzing the internal resource with VRIN and define their competitive advantage. From the external analysis, consist of social media and netnography research, in-depth interview, and company survey analysis. To get the perception of brand and services and overseeing from customer side to get significant factor to initating collaboration in co creation with Moka. The findings of this research find that some of MokaPay customer are satisfied because the usefulness of features and social belief after they use this platform. Some of MokaPay customer not satisfied because the interfaces is not attractive and communcative also the customer services is unsatisfying. The factor that defined is needed to be taken as strategy to keep existing user and enlarging customer base of MokaPay.Keywords: Point of sales, payment aggregator, Moka, co-creation, collaboration
PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR PURU KAMBERA MUSLIM FASHION INDUSTRY
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Puru Kambera is one of the best hijab brands in the city of Bandung provide quality products and unique designs. As early as 2019 Puru Kambera corrected ineffective marketing communication, various consumers in choosing other hijab fashion brands affects fluctuations promotions that have not been effective so as to increase brand image. This research conducted several steps that summarized in the conceptual framework. By analyzing the business issue with internal analysis used Marketing Mix 4P and STP. Meanwhile, external analysis used Porter Five Forces, competitor analysis, and customers analysis. SWOT analysis and TOWS matrix are also used to develop the strategy. Using  two types of data, which are the primary data that collected from In Depth Interview and questionnaire, with secondary data that gathered from journals, books, internet, and internal company data. The result of the research is developing new marketing communication plan using marketing communication mix, which is advertisement, personal selling, sales promotion, public relation, and direct marketing. Puru Kambera also using electronic media and print advertising in promoting according to integrated marketing communication concept. The implamantation plan of the new strategy consist of a timeline activities, and a budget plan. The timeline activities consist of a more detailed set of what activities Puru Kambera needs to be done and the time it needs to be conducted, starting from July to December 2019. The budget plan details the total cost required by Puru Kambera to conduct the plan.Keyword: Marketing Communication Strategy, STP analysis,  Porter Five Forces, Competitor Analysis, SWOT Analysis
IMPROVING EMPLOYEE SATISFACTION IN HEALTH SERVICE PT ANGKASA PURA II (PERSERO) (CASE STUDY : SENTRA MEDIKA CLINIC PT ANGKASA PURA II (PERSERO))
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Angkasa Pura II (AP2) is a company engaged in airport service, AP2 has a clinic called sentra medika clinic (SMC) to serve AP2 employees and families. During running the service at SMC, many complaints were encountered, including related to less comfortable and clean facilities at the clinic, the unclear SOP in the SMC service, the lack of responsiveness of officers and the system that was not yet running perfectly. The research aims to analyse these problems in order to provide solutions to companies in improving service quality.In analysing the problem, the writer uses qualitative data analysis (interviews) and quantitative data analysis (survey). Servqual survey with 7 (seven) dimensions is used to analyse service quality from the customer side. Analysis result of service quality is all the results of the gap are negative (the largest gap is tangible dimension, -1,23 and the lowest gap is assurance dimension, -0,92), which means the customer is not satisfied with the services provided. And for the results of the mapping of importance performance obtained 7 attributes in quadrant A, 5 attributes in quadrant B, 5 attributes in quadrant C and 8 attributes in quadrant D. Based on the results of importance and performance analysis, the attributes in quadrant A are priorities that must be immediately improved in order to get customer satisfaction.Keywords : Sentra Medika Clinic, Service Quality, Customer Satisfaction, Importance Performance Analysis (IPA), Cartesius Diagram
BRAND ARCHITECTURE RECOMMENDATIONS FOR TINKER GAMES BRAND ALIGNMENT WITH THE PARENT COMPANY
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

It is known that the video game industry is growing every year and generate $137.9 billion revenue in 2018 with 11% CAGR, and estimated will reach $180.1 billion in 2021. In contrast, Tinker Games, one of Indonesia mobile game developer, face a declining of their revenue. This declining occurred because of their lack of their marketing campaign and low of their brand awareness. Recently, Tinker Games get a good news that is new investors who join the company and build a new entity that will become a parent company. But, that situation is also create a new problem that is the alignment of Tinker Games with the parent company. The analysis using brand audit concept that consist of brand inventory and brand exploratory. In the brand audit summary, the author assumes that there are five root cause in this research. After knowing the root cause, strategy designed for business solution using brand reinforcement strategy. Solution proposed including build more potential marketing campaign, evaluate current marketing campaign, provide customers engagement forum, create new strong unique differentiation, and create new sub-brand alignment and architecture. Proposed solutions will be implemented in the marketing mix, hopefully that it will solve Tinker Games business issues.Keywords:  Mobile Game, Branding Strategy, Brand Awareness, Brand Audit, Brand Architecture.
INTEGRATED MARKETING COMMUNICATION STRATEGY AND VISIT INTENTION THE CASE OF ARUNA DINE AND COFFEE
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

IMC believed will increase the revenue of a company, The research will focus on the integrated marketing communication and how to improve the marketing communication for Aruna dine and coffee and to find the best solution in integrated marketing communication so Aruna dine and coffee can compete for the competition at the cafe and coffee shop, the typical of IMC that used is advertising, direct marketing, personal selling, and sales promotion with this research it will improve the Visit Intention to a coffee shop.Keywords:IMC, Integrated Marketing Communication, Advertising, Direct Marketing, Sales Promotion, Personal Selling, Visit Intention, Cafe, Coffee Shop.
EVALUATING PERFORMANCE TO IMPROVE CAPACITY EFFECTIVITY AND TIME OF SERVICE: STUDY CASE PT BERKAH MULTI CARGO
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

This paper aims to evaluate design layout depot container to improve the performance of existing capacity to be more efficient. The design of the layout depot container can now be said to have not followed a good design so that it needs to change the container depot design as a whole so that the existing capacity in each depot can be maximized.Data collection is a very important method in a study. Data collection in this study through field observations for 7 days at 09.00-16.00 where at this hour were the busiest and active hours in each depo. As for historical data, it will use production data from Depo CCC-CDC for 2015 to 2018. Where this data includes container flow data that goes to the Banjarmasin CCC-CDC depot.Based on the results of interviews that have been conducted, many say that the container service time is long because the position of the container is piled up by another container, so it is necessary to shift the container first. Shifting containers vary from 1 box to 3 boxes. With this container shifting, it can be concluded that container arrangement still needs to be improved and the costs that come out become bigger.The effect of fuel consumption greatly affects the cost because the price for subsidized Solar fuel is Rp 5.150.00 and Solar Industry is Rp 11,020.00. With a better arrangement on the container, depot can reduce shifting containers will affect the cost of Reach Stacker because the costs incurred by Reach Stacker is quite large. Truck costs will also decrease because the fuel consumption will also decrease because trucks will be served faster and require less time in the container depot. Reduce waiting times for service and control of parking vehicles in the container stacking area.Keywords:  Capacity, Container, Depot Container, Layout, Shifting
PROPOSED MARKETING STRATEGY FOR PHOTOGRAPHY BUSINESS
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Since the beginning of the 2000s until now, the development of technology certainly can’t be separated from human daily life. The variety of cameras also increase from DSLR cameras to smartphone cameras can be used by anyone to capture the best moments with those who closest to them. Eunoia Verde Picture House is one of the photography service companies that participate in this market competition, especially for Bandung region and its surrounding areas. In carrying out business activities for companies that have only been running for 2 years, they always experiencing some problems, especially in aspects of stagnant income and uncertain sales. This study aims to determine the right strategy to deal with the problem. To overcome this problem, Eunoia Verde has several strategies that are suitable to be implemented. Among them are remodeling the marketing mix to be more concrete because it has been adjusted to surveys and benchmarks. Eunoia Verde is also looking for suitable strategies using Brand Touchpoint Wheel primarily to create consumer loyalty. From before the consumer makes a purchase until after the purchase, the process must be exercised so that the consumer experience while interacting with Eunoia Verde has the increase level of satisfaction.Keywords: photography, marketing strategy, marketing strategy, brand touchpoint.
IMPACT OF ARTIST ELEMENT ON LOYALTY AND PURCHASE INTENTION CONSUMER IN MUSIC INDUSTRY (CASE STUDY : BANDUNG-JAKARTA MUSICIAN)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Nowadays, there are many musicians who want to represent their work and obtain the revenue and profitability from their product, either come from live concert ticket sales, physical product sales, digital product sales, live concert streaming sales, branding sales from endorsement, partnership and other product,  with variety of different music genres. The revenue and profitability come from loyalty and purchase intention of music enthusiast, either listener, musician, and manager as the consumer.This research is using quanitative and qualitative methods for processing the data. Quantitative method is used by instrumentation test such as validity and reliability, classic assumption test like normality, heteroscedasticity, multicollinearity, autocorrelation, hypothesis test such as t-test and path analysis. To determine the significant influence of independent variable to dependent variable, researcher divided into three model. Qualitative method is used by interviewing method, to obtain the confirmation from the result of data process.From the quantitative result, based on first model, researcher obtain that branding has significant influence to music enthusiast’s loyalty. On second model, researcher obtain that branding, live concert, and physical product have significant influence for music enthusiast’s purchase intention. On third model, music enthusiast’s loyalty has significant influence for music enthusiast’s purchase intention. According from the result of data process, researcher purposed several recommendations to the musician, manager of musician, and record label to develop their revenue and profitability.Keywords: Quantitative, qualitative, t-test, path analysis, musician

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