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Avid Leonardo Sari
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UIN Sunan Gunung Djati, Kampus 2 - Gedung FEBI Jalan Cimencrang, Panyileukan, Cimencrang, Gedebage, Kota Bandung, Jawa Barat 40292
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Branding: Jurnal Manajemen & Bisnis
Published by Universitas Islam Negeri Sunan Gunung Djati Bandung
ISSN : -     EISSN : 29638852     DOI : https://doi.org/10.15575/jb
Core Subject : Economy,
Economics, Econometrics & Finance
BRANDING: Jurnal Manajemen & Bisnis (issn: 2963-8852) is a peer-reviewed journal published two times a year (April and October) by Department of Management, Faculty of Economic and Islamic Business. This journal is intended to be the journal for publishing articles reporting the results of research on management. BRANDING: JBM invites manuscripts in the various topics include, but not limited to, functional areas of marketing management, finance management, strategic management, operation management, human resource management, e-business, knowledge management, management accounting, management control system, management information system, international business, business economics, business ethics and sustainable, and entrepreneurship. BRANDING: Jurnal Manajemen & Bisnis includes research related to: 1. Marketing Management 2. Financial Management and Banking 3. Human Resource Management 4. Operations Management 5. Strategic Management 6. Knowledge Management 7. Business, Innovation, Economy 8. Entrepreneurship 9. Syariah Management 10. Related topics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 65 Documents
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CAPITALIZING ON THE BOYCOTT WAVE: STRATEGIES FOR MUSLIM ENTREPRENEURS TO SEIZE MARKET OPPORTUNITIES FROM THE BOYCOTT OF PRO-ISRAEL PRODUCTS John Christianto Simon; Abdul Rokhim; Mahben Jalil; Irwandi Irwandi; Abdullah Rasjid
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 2 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i2.31917

Abstract

In an era marked by increasing geopolitical tensions and consumer activism, the boycott of products associated with certain political stances, such as those supporting Israel, has created unique market voids and opportunities. This paper explores strategic avenues for Muslim entrepreneurs to capitalize on these emerging market gaps. Utilizing a mixed-method approach, combining qualitative insights from expert interviews and quantitative market analysis, this study identifies key areas where Muslim entrepreneurs can effectively intervene and thrive. The findings reveal that the boycott movement has led to a demand shift in various sectors, including food, technology, and apparel, presenting ripe opportunities for alternative products and services. This paper proposes a framework for Muslim entrepreneurs to identify these opportunities, develop culturally and ethically aligned products, and employ targeted marketing strategies to capture and expand their market presence. The study not only contributes to the existing literature on market strategies in politically charged environments but also provides practical guidelines for entrepreneurs seeking to navigate and leverage these complex market dynamics. The implications of this research extend beyond immediate market opportunities, suggesting a broader role for entrepreneurial ventures in shaping economic landscapes amidst political and social upheavals.
MENGOPTIMALKAN KINERJA BISNIS ES TEH MILENIAL MELALUI PENDEKATAN EKONOMI MANAJERIAL Fadia Nanda Luthfiana; Nur Asifa Intan Thania
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.26564

Abstract

Es Teh Milenial yang berdiri sejak tahun 2018 adalah bisnis minuman yang didirikan dengan tujuan untuk membantu menciptakan lapangan kerja bagi masyarakat. Dalam penelitian ini, metode observasi digunakan untuk mengumpulkan informasi tentang bisnis tersebut. Hasil observasi menunjukkan bahwa Es Teh Milenial hanya menjual minuman dan tidak menjual makanan. Varian minuman unggulannya adalah teh susu, dan bisnis ini juga menawarkan variasi produk minuman es teh. Selain itu, Es Teh Milenial rata-rata membutuhkan 5 ton gula setiap bulannya dan telah memiliki 23 cabang di Karawang sejak didirikan oleh Budi Wibowo pada tahun 2018. Peminatan ekonomi manajerial dapat membantu bisnis Es Teh Milenial dalam mengoptimalkan kinerja dan pertumbuhannya dengan strategi-strategi manajerial yang tepat. Misalnya, penggunaan strategi pemasaran yang efektif untuk meningkatkan penjualan produk minuman dan pengurangan biaya produksi melalui optimasi rantai pasok. Penerapan manajemen risiko juga dapat membantu bisnis ini mengatasi tantangan yang mungkin terjadi di masa depan, seperti fluktuasi harga bahan baku dan persaingan yang semakin ketat di pasar minuman.
ANALISIS STRATEGI PEMASARAN DALAM MEMPERTAHANKAN PENJUALAN PADA MASA PANDEMI COVID-19 Wadda Kamila Ikhwan; Ruhenda Ruhenda
Branding: Jurnal Manajemen dan Bisnis Vol 1, No 1 (2022): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v1i1.17249

Abstract

Pada masa pandemi Covid-19 seperti sekarang ini banyak perusahaan yang kesusahan untuk mempertahakan dan meningkatkan penjualannya, maka dari itu penting sekali untuk merencanakan berbagai strategi pemasaran yang efektif dan menarik. Strategi pemasaran merupakan program yang dirancang dan dilaksanaan perusahaan dalam menentukan target pasarnya untuk meningkatkan penjualan agar mendapatkan keuntungan. PP Louvin apartemen melakukan berbagai strategi pemasaran guna mempertahankan penjualannya pada masa pandemic seperti ini diantaranya yaitu, melakukan promosi melalui media online dan melakukan promosi secara offline. Dalam media online yaitu dengan membuat iklan menarik, melakukan live Instagram, dan membuat website. Sedangkan untuk media offline yaitu dengan melakukan open table, flyering , open house dan gathering. Walaupun dalam keadaan pandemi yang serba terbatas, tetapi PP louvin Apartemen terus mencari cara dengan membuat berbagai strategi pemasaran yang menarik dan efektf agar bisa bersaing dan mempertahankan penjualannya. Maka dari itu PP Louvin Apartemen memang belum bisa meningkatkan penjualannya tetapi masih bisa mempertahankan penjualannya di masa pandemi seperti sekarang ini.
THE ROLE OF COFFEE AND TEA EXPORTS IN DRIVING REGIONAL ECONOMIC GROWTH: A QUANTITATIVE ANALYSIS Nita Rachmanisa Hanifa; Dika Djatnika
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 2 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i2.31923

Abstract

This study endeavors to meticulously scrutinize the causal relationship between the exportation of coffee and tea and the dynamics of the Bandung Regency's GRDP. Employing a quantitative research approach, the study leverages a comprehensive documentation method. Its analytical framework hinges on secondary data, specifically time-series data spanning from 2018 to 2022. These invaluable data sources are culled from official reports furnished by the Bandung Regency Department of Trade and Industry, the West Java Provincial Department of Trade and Industry, Plantation Company Associations, the Central Statistics Agency (BPS) of the Bandung Regency, and the Central Statistics Agency (BPS) of West Java. The methodological cornerstone of this study is the utilization of multiple regression analysis, a robust tool for dissecting intricate relationships. The empirical results, derived from rigorous statistical testing, illuminate noteworthy insights. Specifically, the t-test outcomes underscore the salience of the impact of coffee exports on the GRDP. The calculated significance value (Sig.) of 0.003, well below the conventional significance threshold of 0.05, indicates a robust, positive, and statistically significant influence of coffee exports on the GRDP. Equally compelling is the analogous analysis applied to tea exports. Here, the significance value (Sig.) of 0.000, likewise below the 0.05 threshold, signifies a potent, positive, and statistically significant effect of tea exports on the GRDP. Of paramount significance is the application of the F-test, providing a holistic evaluation of the combined influence of coffee and tea exports on GRDP. The calculated F-value (410883.205) convincingly surpasses the tabulated F-value (6.94), cementing the inference that coffee and tea exports jointly exert a substantive, positive, and statistically significant impact on GRDP. The plantation sector emerges as an indispensable driver of economic expansion in the Bandung Regency.
LEVERAGING SOCIAL-MEDIA: BUILDING EXCEPTIONAL BRAND IMAGE AND BRAND AWARENESS Mashudi Mashudi; Endang Fatmawati; R. Ayu Erni Jusnita; Iman Ahmad Gymnastiar; Reni Sara Indrawati
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.29117

Abstract

Penelitian ini bertujuan menyoroti signifikansi penggunaan media sosial sebagai alat dalam membangun citra merek yang kuat dan meningkatkan Kesadaran Merek. Metode literatur review digunakan secara sistematis untuk mengumpulkan, mengevaluasi, dan menyintesis temuan-temuan relevan dari berbagai sumber yang membahas pemanfaatan media sosial dalam konteks citra merek dan kesadaran merek. Hasil penelitian menjelaskan bahwa keterlibatan konten yang efektif menjadi komponen kunci dalam membangun hubungan yang kuat antara pelanggan dan merek melalui media sosial. Melalui media sosial, merek dapat memperkuat identitasnya dan membentuk hubungan emosional dengan pelanggan melalui konten yang kreatif. Pemanfaatan platform media sosial juga memungkinkan kolaborasi dengan influencer serta berbagi konten menarik, yang pada akhirnya meningkatkan kesadaran merek. hasil literatur review menekankan pentingnya citra merek yang konsisten, konten menarik, dan interaksi aktif dengan pelanggan untuk membangun kesadaran merek yang kuat dalam era digital. Merek dapat mencapai "Kesadaran Merek" dan menjalin hubungan dengan pelanggan dengan menggunakan strategi media sosial yang tepat.
BARRIERS TO MARKET ENTRY AND STRATEGIES FOR SUCCESS: A STUDY ON SMALL AND MEDIUM ENTERPRISES (SMES) IN GHANA AND TANZANIA Mwamba, Katarina
Branding: Jurnal Manajemen dan Bisnis Vol 3, No 1 (2024): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v3i1.38745

Abstract

Small and Medium Enterprises (SMEs) play a pivotal role in the economic development of emerging economies, yet they face substantial barriers to market entry that can impede their growth and sustainability. This study aims to analyze the major barriers to market entry encountered by SMEs in Ghana and Tanzania and explore the strategic approaches adopted to overcome these challenges. Utilizing a comprehensive literature review, this research synthesizes existing knowledge on entry barriers such as regulatory constraints, access to finance, market competition, and infrastructure deficits. The findings indicate that while both countries face similar obstacles, the intensity and impact of these barriers vary due to distinct economic and policy environments. Moreover, the study identifies successful strategies, including innovation, networking, and capacity building, that SMEs employ to navigate these challenges. By highlighting these barriers and strategies, this study contributes to a deeper understanding of the SME landscape in Ghana and Tanzania, offering insights for policymakers and practitioners to foster a more supportive business environment. The research emphasizes the need for targeted policy interventions to reduce entry barriers and enhance the competitive capabilities of SMEs. Future research should further investigate the dynamic interactions between these barriers and strategies across different sectors.
DIGITAL TRANSFORMATION AND E-COMMERCE ADOPTION AMONG SMALL BUSINESSES IN DEVELOPING AFRICAN ECONOMIES: EVIDENCE FROM ETHIOPIA AND UGANDA Moses, Victor
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.38746

Abstract

Digital transformation is a crucial driver of economic growth and innovation, particularly in developing economies. This study explores the adoption of e-commerce among small businesses in Ethiopia and Uganda, focusing on the factors influencing digital transformation in these markets. A comprehensive literature review was conducted to synthesize existing research on e-commerce adoption, technological readiness, and the socio-economic challenges faced by small businesses. The findings highlight the pivotal role of technological infrastructure, government policies, and digital literacy in shaping e-commerce adoption. Barriers such as inadequate internet access, limited financial resources, and regulatory hurdles were identified as significant challenges. Conversely, the study found that entrepreneurial orientation and market dynamics foster digital growth and e-commerce participation. This review provides a conceptual framework to understand the complexities of digital transformation in small businesses within developing economies. Recommendations are offered for policy interventions and strategic support to enhance digital integration in these contexts. The study underscores the importance of fostering an enabling environment for e-commerce to thrive among small businesses in Ethiopia and Uganda.
THE ROLE OF MICROFINANCE IN ENHANCING ENTREPRENEURIAL GROWTH IN SUB-SAHARAN AFRICA: A COMPARATIVE ANALYSIS OF NIGERIA AND KENYA Abubakar, Abdulsalami
Branding: Jurnal Manajemen dan Bisnis Vol 1, No 2 (2022): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v1i2.38748

Abstract

This study explores the role of microfinance in enhancing entrepreneurial growth in Sub-Saharan Africa, focusing on a comparative analysis between Nigeria and Kenya. Microfinance has emerged as a crucial tool for economic empowerment in developing regions, particularly for fostering entrepreneurship. The research is grounded in existing literature, examining how access to microfinance services impacts entrepreneurial development in both countries. Nigeria and Kenya serve as significant case studies due to their distinct economic landscapes and microfinance penetration levels. The findings suggest that microfinance significantly contributes to entrepreneurial growth, albeit with varying degrees of effectiveness influenced by local economic policies and infrastructure. The study also highlights the challenges faced by microfinance institutions, such as high-interest rates and inadequate financial literacy among borrowers. The comparative analysis reveals that while both countries benefit from microfinance, Kenya demonstrates more robust outcomes due to better regulatory frameworks. This paper contributes to the ongoing debate on optimizing microfinance for sustainable entrepreneurial growth in emerging economies. Future research should focus on policy interventions that can enhance microfinance effectiveness across different contexts.
DIGITAL TRANSFORMATION IN SUPPLY CHAIN MANAGEMENT: THE IMPACT OF BLOCKCHAIN TECHNOLOGY IMPLEMENTATION ON OPERATIONAL EFFICIENCY Fauziah, Luluk; Mashudi
Branding: Jurnal Manajemen dan Bisnis Vol 3 No 2 (2024): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v3i2.44434

Abstract

Digital transformation in supply chain management has encouraged companies to adopt innovative technologies to improve efficiency and competitiveness. One technology that is increasingly being implemented is blockchain, which offers transparency, security, and automation in supply chain management. However, the integration of blockchain with existing systems still faces various challenges, including technical barriers, workforce readiness, and the need for clearer regulations. This study aims to analyze the impact of blockchain technology implementation on operational efficiency in supply chain management. The research method used is a qualitative approach with literature analysis from various relevant sources. The data obtained will be systematically reviewed to identify patterns, challenges, and potential for blockchain technology development in the supply chain. The results of the study show that blockchain can improve product traceability, speed up transactions, and reduce operational costs in the supply chain. The implementation of this technology also has the potential to change the competitive landscape of the industry by creating a more efficient and transparent system. Therefore, an appropriate integration strategy and regulatory support are needed to ensure wider and more sustainable blockchain adoption.
THE ROLE OF KNOWLEDGE MANAGEMENT IN ENHANCING PRODUCT INNOVATION: AN EMPIRICAL STUDY OF THE CREATIVE INDUSTRY IN INDONESIA Mashudi; Fauziah, Luluk
Branding: Jurnal Manajemen dan Bisnis Vol 3 No 2 (2024): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v3i2.44435

Abstract

The creative industry in Indonesia is growing rapidly, and digital transformation is driving innovation in various sectors. Knowledge management is an important factor in creating innovative products that can compete in the global market. However, there are still challenges in optimizing knowledge management strategies to increase the competitiveness and sustainability of the creative industry. This study aims to analyze the role of knowledge management in driving product innovation in the Indonesian creative industry. The research method used is a qualitative approach, which involves collecting data from various previous studies, industry reports, and relevant academic research. The data obtained are then analyzed systematically to identify the relationship between knowledge management and product innovation. The results of the study show that an effective knowledge management strategy contributes to improving the quality, efficiency, and sustainability of product innovation in the creative industry. A work environment that supports the exchange of ideas, the use of digital technology, and cross-sector collaboration are the main factors in strengthening the knowledge-based innovation ecosystem. Therefore, optimizing knowledge management must be a priority in the creative industry development strategy to remain competitive in the global market.

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