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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 1,144 Documents
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PROPOSED MARKETING STRATEGY (CASE ON MEJABUNDAR STUDIO)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

With the rapid development of information technology today. Make it easier for a business to get information about a product or service that they want to use for their business needs to grow. This will lead to a problem where a service company cannot reach their customer in this era. This will cause fluctuations sales of services provided each month for the company. This is what happened to Mejabundar studio, a motion graphic studio from Bandung that cannot maximize their marketing strategy to reach consumers for stabilizing the number of projects each month. With the ease of use of social media and the development of media content, it has become one of the opportunities for MejaBundar to optimize their online channels. To generate new marketing strategy that fitted, the author uses the results of TOWS analysis from internal and external factors. The strategy generated are Promotional Strategy, Social Media Strategy, Customer Experience Strategy, Collaboration, Market Development Strategy, lastly, Product and services. This study generated an output in the form of a new marketing strategy to solve problems from MejaBundar Studio.Keywords: marketing strategy, TOWS analysis, service company, fluctuations sales, motion graphic studio
Proposed Marketing Strategy of Ina Cookies Surabaya
The Indonesian Journal of Business Administration Vol 10, No 2 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Ina Cookies founded by Hj.Rr. Ina Wiyandini since 1998. Ina Cookies opened distributors in Surabaya has been around for 5 years ago. After 5 years, sales performance continued to increase. But in 2020 the business world experienced a storm due to covid 19, so sales performance decreased drastically, especially sales made by traditional marketing channels, namely marketers and outlets in modern shopping centers. The study aims to explore the issue of declining sales by conducting external analysis of PEST Analysis, customer Analysis and competitor analysis, combining internal analysis of business of Segmentation, targeting, positioning, and marketing mix. Referred to business analysis, resulted what is root causes of business issues. Using TOWS Matrix analysis was resulted the choice of alternative strategies and find the right marketing strategy to solve business problems.The business solution was choosing program Ina Cookies for Giving where Ina Cookies Surabaya switch target market from product to services. Ina Cookies provides a solution for those not only who want to consume cookies but also for customers who want to give Ina Cookies as a gift. To realize that, Ina Cookies Surabaya develop product support services in the form of cookies parcel packaging.Keywords: Ina Cookies, Cookies, marketing channel.
ANALYZING FACTORS INFLUENCING INDONESIAN MOBILE GAMERS ON REPURCHASE INTENTION IN FREEMIUM MOBILE GAME WITH PERVAL
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

In 2018, Indonesia’s players spent a total of $1.1 billion on games in 2018[1], making it one of the biggest games markets in Southeast Asia. The rapid growth of mobile and internet users in Southeast Asia attracted many game developers’ attention to develop their products at SEA. The increased use of smartphones in SEA reflects the region’s mobile game market that offers revenue of $ 2.6 billion in 2019, with year-on-year growth of + 17.4%. This makes the world’s fastest-growing region for online game revenue. Mobile is growing the fastest, with the share of game revenue growing from 67,3% in 2018 to 69,4% in 2019. It means that the mobile-focused game publishers are dominating the SEA’s game market. The high-potential growth region was making companies both overseas and local contesting for a piece of it.The competition among game publishers in Indonesia dominated by international game publishers makes it very competitive and challenging for local game publishers to compete. It is found that the total spent of Indonesian players 99% goes to international competitions for all platforms ranging from mobile to PC to console, while 1.2% goes to locally-made games[2]. The author utilized the PERVAL Framework because it showed that perceived value is a strong indicator of consumer behavior, decision-making processes, and a competitive advantage for a product and service. Also, empirical studies are rare in assessing PERVAL concerning online game players’ attitudes, intentions, and behavioral intentions. To create novelties, the author modified the original PERVAL Framework based on the research’s needs. There are 390 respondents declared to meet the respondents’ requirements from the questionnaire that has been distributed. Next, the author processed the respondents’ data by utilizing SmartPLS to conduct a Path Analysis. The findings show that emotional value, price value, quality value, social value, satisfaction, addiction, and user loyalty significantly influence repurchase intention to buy virtual items at Mobile Legends.Keywords: PERVAL Framework, Repurchase Intention, Online Mobile Game, Mobile Legends
Business Strategy Formulation For Tourism Bus (Case Study: Po Gunung Sembung Putra)
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

PO Gunung Sembung Putra is a tourist bus company that offers bus rental services for tourism activities. The company has loyal customers and it has been managed traditionally as a family business. Sales is relying on the pool of loyal customers. There is limited standard operating procedures in managing the bus fleet. Human resources are organised based on familial system. As the number of trips in Indonesia continues to increase, the number of sales at PO Gunung Sembung Putra has continued to decline.The purpose of this research is to help PO Gunung Sembung Putra increase the number of sales by formulating operational, marketing and human resource strategies that aim to solve these problems. This study analyses the business problem by conducting PESTEL, porter five forces, competitor analysis, STP analysis, marketing mix, and resource based analysis. After finding the root of the problem, the writer will propose a SWOT analysis, EFAS IFAS and the TOWS matrix as a guide. This study will also provide recommendations and implementation plan within one year to assist decision making for the PO Gunung Sembung Putra.Keywords: Business strategy, transportation, tourism bus
PROPOSED MARKETING STRATEGY TO INCREASE THE PERFORMANCE OF LOCAL BRAND SNEAKERS (CASE STUDY: NAH PROJECT)
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

NAH Project, a local SME that engaged in sneakers industry experienced rapid business development in terms of sales and brand traction. This invites attentions to local customers including the president, Joko Widodo, which then resulted “Jokowi effect” phenomenon. However, the sales resulted inconsistent and fluctuate in high margin. Hence, this research aimed to find the causes.External and internal environmental analysis were assessed in this research to obtain SWOT and root cause analysis, which resulted that the causes are the company still rely on certain products, few channel options given to customers, and lack of marketing effort in terms of promotion.Solution strategies to be proposed are based on TOWS matrix analysis. The solutions are launch classic model sneakers, adding additional value as complimentary for consumers, strengthen customer relation for competitive advantages, adding more online marketplace, more intense promotion on social media, more detail on categorizing product, and make use of public figure endorsement. New STP and marketing mix are also added to solution strategies.The proposed strategies has its detailed actions and timeline to make the most of its implementations by start in second semester of 2019 and will be ended in the end of first semester of 2020.Keywords: footwear, marketing strategy, public figure, sneakers, social media
IMPLEMENTATION OF INSTAGRAM DIGITAL MARKETING TOOLS TO IMPROVE SALES OF BUGAR HEALTHY FOOD PRODUCT
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Bugar is healthy food product from Bandung. Products from Bugar are fruit salads with variety of fruit, various choices of toppings, and yoghurt as salad dressing. Bugar sales activities are through online media, i.e., Instagram. It is because Instagram has high engagement compared to other social media platforms. But, in terms of sales, Bugar encounters problem, i.e., sales per month did not reach the target. The aim of this study is to find the right marketing strategies to improve sales. The analyses carried out are marketing mix, STP analysis, social media marketing, market analysis, customer analysis, competitor analysis, and trial of Instagram digital marketing tools. The research shows that the implementation of Instagram tools and activities are not successful to improve sales, but it successful to improve awareness. As for sales, the more effective way is to find customers on social media organically combined with customer offline promotions. Solutions that can be offered are increasing customers’ testimonials (E-WOM), maintaining loyal customers, optimizing Instagram Ads, choosing the right selebgrams and food bloggers, and looking for customers organically. To implement it, an action plan that consist of schedule, proposed budget, and estimated results has been created.Keywords: Bugar, Digital Marketing, Fruit Salad, Healthy Food, Instagram
Determining Optimal Capital Structure for PT Pupuk Kalimantan Timur
The Indonesian Journal of Business Administration Vol 11, No 1 (2022)
Publisher : The Indonesian Journal of Business Administration

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Abstract

PT Pupuk Kalimantan Timur (PT Pupuk Kaltim) is the largest Indonesian fertilizer producer. They wish to expand their business by building new plants. There are two ways to obtain external funding: debt and equity. The composition of debt and equity will affect the firm value. To maximize the firm value, optimal capital structure is needed to be estimated. Both qualitative and quantitative research methodology is used to analyze the optimal capital structure of the firm. This research use Library Research as a method for collecting data and secondary data are documentation of annual report, audited financial statement, data from credible website, and also media. The data period in this research is from 2013 to 2020. The optimal capital structure is calculated based on two approaches: cost of capital approach and APV approach.The result shows that the optimal capital structure based on cost of capital approach is 5%, while the current debt to capital ratio is 2.31%. The APV approach also shows that the current debt to capital ratio is lower than optimal debt ratio, which is 15% for all three scenarios: optimistic, most likely, and pessimistic. With the current condition of the firm that is underleveraged, the firm can take the new project with debt to increase the debt level and meet optimal capital structure that will increase the firm value. The current credit rating of PT Pupuk Kaltim is Aa2/AA, if the debt ratio is changed to 5% based on cost of capital ratio, the rating will decrease to A1/A+. While if it is changed based on APV approach with 15% debt ratio, it will decrease to A3/A- or Baa2/BBB, lower than cost of capital approach.Keywords: optimal capital structure, fertilizer producer, cost of capital approach, apv approach
Proposed Marketing Strategy of Cookies n Chill Based on New Normal Baked Goods Business Ecosystem
The Indonesian Journal of Business Administration Vol 10, No 1 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Cookies n Chill is a local culinary brand that focuses on American-style cookie, officially launched on January 1st, 2020. Cookies n Chill products are hoped can share the joy to anyone who enjoys it. The company experienced sales decreased in April 2020. Consumer behavior has changed due to the COVID-19 pandemic that began to spread in Indonesia. The purpose of this research is to determine the right business strategy for the current situation and find out how to grow business transactions and the volume of customer interactions to survive at critical times.This study uses internal and external analysis to determine the company's condition and determine the source of the problems. For internal analysis, this study uses Existing Business Model Canvas. For the external analysis, the company uses Customer Analysis to determine further customer wants and needs. After knowing its internal and external conditions, the marketing variable was chosen as the most crucial problem. It expected to help solve other Cookies n Chill problems.With Proposed Marketing Strategy (Marketing Mix 7P), recommendations that can be given in this study are adding a new menu for a niche market; healthy cookie lines. In the future, it is possible to add new variants according to market demand. Social media optimization, such as Instagram and Twitter, is also needed for promotional purposes. Food blogger recommendations and Facebook ads are also Cookies n Chill marketing strategies. Business expansions strategies are consignment partnership with coffee shops and registering as a tenant in food festivals after the COVID-19 pandemic has ended. At the same time, additional employees are needed after business transactions have improved. Keywords: Marketing, Marketing Mix, Baked Goods, Covid-19, Business Ecosystem
PROPOSED VALUE ADDED AND MARKETING STRATEGY IMPROVEMENT FOR INDONESIAN SPECIALTY COFFEE
The Indonesian Journal of Business Administration Vol 8, No 3 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Indonesia as a country that located in the coffee belt, produce coffee with various characteristics. High number of coffee production in Indonesia is not comparable with the income that the roastery get because Indonesia consumption of coffee still dominated by commercial coffee or low-quality coffee. To increase the income of coffee roastery can be done with increase the consumption of high-quality coffee or what it is called specialty coffee. But then, consumption of Indonesian specialty coffee is still low. Objectives of the research is to collect the related information for the Indonesian specialty coffee roastery, taste preference of Indonesian coffee drinker, also to find the right marketing strategy for roastery to increase the consumption of specialty coffee in Indonesia. The methods used in this research are blind cupping as the primary data and literature review as secondary data. As solution of the problem, marketing strategy programs that are used, include product development, allow and encourage the stakeholders to collaborate in creating a value experience to involve the customer. Consumers experience will stimulate their knowledge and interest in Indonesian specialty coffee. Collaboration between stakeholders also expected to increase the knowledge among the coffee roastery.Keywords: Consumer Knowledge, Coffee Flavor, Indonesian Specialty Coffee, Marketing Mix Strategy, and Product Development.
Proposed Marketing Strategy For N219 Aircraft in Domestic Market
The Indonesian Journal of Business Administration Vol 10, No 3 (2021)
Publisher : The Indonesian Journal of Business Administration

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Abstract

In the last 5 years, the sales of the military aircraft of PTDI has been stagnant. The dependency of PTDI to the military customers’ budget makes the business more volatile and uncertain since it is strongly influenced by political situation and economy changes.To compensate the demand uncertainty from the military market, PTDI has to start expanding its aircraft business to the commercial market. Therefore the N219 aircraft was initiated and PTDI started its development in 2014 and accepted its Type Certification in December 2020. However, despite all the marketing effort since 2018 and high potential market, N219 has not been able to win any contracts from the potential customers in domestic market.This research is using internal and external analysis approach to understand the situation that has been faced by N219. AHP method is also used to understand the criteria and sub criteria that are prioritized by the airlines potential customers to make a decision on buying a new aircraft. The analysis then formulated into SWOT analysis. From it, the author can identify the root causes of N219 business issue.The current Marketing Strategy, Marketing Tactics and also Man power are the main root causes that was identified from the analysis the author had conducted. Therefore, there are several things in those areas that require major changes and are also very crucial, namely Target Market, Positioning, 4P and People plus the Organization.The target market of N219 has to be adjusted with the capability of N219-100. While the new positioning needs to highlight the N219 benefits aside from its product performance. The Marketing Mix stage has to start from strengthening the man power of N219 marketing and sales department and as the consequences, the organization of PTDI should be changed. For the Product aspect, N219 has to offer other value added package to the potential customers, both airlines and local government, such as benefits non-product, namely excellent after sales service, financing facility, long-term pioneer routes flight contract, operation package, human resource development and multiyear budget package. As for the Price aspect, N219 should offer the competitive number for the launching price, while still giving the value added package to the potential customer. Meanwhile, for the Place aspect, PTDI has to consider the expansion of N219 service facility in several areas in Indonesia to provide faster response for the customers. Other than that N219 has to optimize the Digital Platform to increase its accessibility. Last but not least, the Promotion aspect, with an integrated marketing communication approach that is maximizing every marketing channel including Events and Experience, Public Relation and Publicity, Direct Marketing, Interactive Marketing and Personal Selling.The implementation of the Marketing Mix is the responsibility of all parties involved in the company. However, in order to implement the Marketing Mix optimally, the commitment from the management is the first key activity to start focusing on the N219 business. The implementation plan has to be realized within a year since N219 needs to enter the domestic market before it loses its moment and more competitors enter the market. Keywords: N219, marketing strategy, marketing tactics, benefits non-product

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