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Jurnal Bisnis dan Pemasaran Digital
Published by Goodwood Publishing
ISSN : -     EISSN : 27983293     DOI : https://doi.org/10.35912/jbpd
Core Subject : Economy,
Economics, Econometrics & Finance
Diterbitkan oleh Penerbit Goodwood, Jurnal Bisnis dan Pemasaran Digital (JBPD) adalah jurnal ilmiah bertaraf nasional yang menerbitkan artikel berkualitas di bidang bisnis dan pemasaran digital. JBPD bertujuan untuk menjadi wadah akademis yang menampung ide, penemuan, dan inovasi baru dalam rangka pengembangan teoritis pada bidang ilmu bisnis dan pemasaran digital di Indonesia.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 5 Documents
 1 
Search results for , issue "Vol. 3 No. 2 (2024): Januari" : 5 Documents clear
Strategy for Automation and Digitalization in Indonesian Aerospace Manufacturing Ekawati, Dian; Yudoko, Gatot
Jurnal Bisnis dan Pemasaran Digital Vol. 3 No. 2 (2024): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4510

Abstract

Purpose: Strategy formulation is part of organization design study to evaluate decision thoroughly, then enable organization to achieve company goal. This study aims to formulate strategy of automation and digitalization for PT XYZ, to be ready for welcoming future growth of demand by maintain competitive cost within the same industry. Method: The study collects primary data from focus group discussion with selected participant of PT XYZ, located in Bandung, Indonesia, with participant selection based on information rich person reference. Data collection and analysis utilize qualitative and quantitative approach, and utilize three steps of strategy formulation (input stage, matching stage and decision stage). Results: Strategy formulation steps as per theory, applicable to finalize strategy to support industry 4.0 transformation at PT XYZ. Combine steps with latest internal and external factor analysis method, such as PESTLE, VRIO, Porter Value Chain analysis, and QSPM, help broaden the perspective of the participant during discussion. The study resulted eight strategies, which then simplified by data reduction approach to be four. Conclusions: The study successfully formulates PT XYZ's digital transformation strategy for Industry 4.0 by integrating comprehensive strategic tools such as PESTLE, Value Chain Analysis, VRIO, SWOT, TOWS, and QSPM. Strategy execution is prioritized in three phases: establishing an organizational hierarchy aligned with internal capabilities, adapting appropriate technologies to support human functions, and enhancing local and intercompany networks. Limitations: This study is limited by its qualitative reliance on focus group discussions, which may be influenced by participant bias and lack real-time implementation feedback. Contributions: By conducting this study, author expect it will prove the practical implementation of strategy formulation in industry 4.0 transformation for aerospace industry in Indonesia and Asia.
Reliability Improvement Process Case Study: PT HMS Tbk Putri, Sylvania; Utama, Akbar Adhi
Jurnal Bisnis dan Pemasaran Digital Vol. 3 No. 2 (2024): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4512

Abstract

Purpose: This study investigates the impact of unplanned and planned downtimes on PR (Production Reliability) performance in the tobacco industry, focusing on a company facing challenges due to COVID-19. Method: A mixed-method approach is employed, combining quantitative data analysis of production lines (Q1 2024) with qualitative interviews. Root cause analysis (Current Reality Tree) and prioritization (Analytical Hierarchy Process) are used to identify and evaluate solutions. Results: The research reveals maintenance focus on critical parts only and untested new materials as key contributors to low PR. Conclusions: Improving Process Reliability at PT HMS requires a dual focus on minimizing unplanned disruptions through predictive maintenance and structured response strategies, while also optimizing planned maintenance to reduce its operational impact. Implementing a comprehensive maintenance framework and validating new materials through rigorous testing will ensure smoother production, fewer disruptions, and enhanced overall performance. Limitations: The study focuses on one company during a specific timeframe. Contributions: This research proposes a framework for improving PR by recommending a comprehensive maintenance plan, thorough material testing, and an implementation plan based on the PDCA cycle. This is expected to lead to enhanced PR, reduced downtimes, and improved operational efficiency.
The Significance of Brand Positioning to UX Design Business Growth Ferdian, Bayu Bagja
Jurnal Bisnis dan Pemasaran Digital Vol. 3 No. 2 (2024): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4513

Abstract

Purpose: This paper illustrates the significant branding enhancement for PT Laluasa Cipta Asia using the concept of brand positioning strategy, specifically for one of their business units called Gizalab which focuses on User Experience design services. The study's primary objective was to evaluate the current service process to identify strengths and weaknesses, understand customer behavior, and analyze the competitive landscape. Method: The main methods in this study are market surveys, competitor analysis, and in-depth interviews. The author uses a market survey to discover how the target market perceived the existing brand perception. This understanding is important as the basis for the creative brand positioning strategy. Results: While VRIO analysis emphasizes what valuable resources are from the company’s point of view, the in-depth interviews exhibit the gap in what matters to the customers and the target market. There are several key prominent insights found through in-depth interviews, one of them is the poor performance of the company’s branding strategies. The research results indicate that the existing Gizalab’s branding as the user experience design expert is not perceived as intended and currently is not convincing the target market. Conclusions: The study highlights the critical importance of basic branding elements in supporting business growth and stakeholder vision. A key finding reveals that Gizalab lacks foundational branding assets, particularly a clear brand positioning. Without a strong and concise positioning statement, the company risks confusing potential clients and missing opportunities for differentiation in the market. Limitations: This study was limited to an internal branding assessment and did not include comprehensive market analysis or competitor benchmarking, which could provide a deeper context for strategic positioning. Contributions: The findings of this study are particularly relevant to branding consultants, marketing strategists, and business development teams working with startups or SMEs lacking structured brand frameworks.
Business Process Improvement in Call Center Operations at XYZ Malaysia Using Lean Six Sigma Andini, Trisnawati; Yudoko, Gatot
Jurnal Bisnis dan Pemasaran Digital Vol. 3 No. 2 (2024): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4515

Abstract

Purpose: This study explores the application of Lean Six Sigma methodologies to improve the business process in call center operations at XYZ Malaysia to enhance service quality and increase customer satisfaction. This study emphasizes the importance of adopting Lean Six Sigma. Research Methodology: This study employed a mixed-method approach that utilized both qualitative and quantitative data. Qualitative data explores challenges and customer satisfaction levels, while quantitative data assesses the impact of Lean Six Sigma on specific metrics used by the call center. Results: The findings suggest that Lean Six Sigma methodologies can provide a structured approach to problem-solving and process enhancement, enabling call centers to achieve higher performance standards. The findings underscore the potential of Lean Six Sigma to drive continuous improvement, ensuring that call center operations not only meet but also exceed customer expectations. Ultimately, this approach is expected to set new standards for customer care and call center management, particularly in the English-speaking market, contributing to XYZ Malaysia's vision of delivering outstanding customer experiences through exceptional service quality. Conclusions: The study concludes that XYZ Malaysia's call center operations have significant potential to improve performance by focusing on Average Handling Time (AHT), Customer Satisfaction Scores (CSAT), and Resolution Rates (RR) using Lean Six Sigma's DMAIC framework. Limitations: This study is limited to data from Q1–Q2 2024 and focuses primarily on three key performance indicators without deeper analysis of workforce behavior, system constraints, or customer demographics. Contributions: This research demonstrates how applying Lean Six Sigma and process capability analysis can identify inefficiencies and guide strategic improvements in a call center environment.
Decision Analysis of ANH Gas Field Using Value Focused Thinking and AHP Manurung, Adolf S. P.; Putro, Utomo Sarjono
Jurnal Bisnis dan Pemasaran Digital Vol. 3 No. 2 (2024): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v3i2.4516

Abstract

Purpose: The purpose of this study is to obtain the best gas field development scenario based on company values. Research Methodology: This research used qualitative methods obtained from interviews, questionnaires, and discussions. The data obtained were analyzed by researchers with a focus on the content and the relationship between one content and another. This method is used in the value-focused thinking process to determine goals, criteria, and alternative solutions. In addition to qualitative methods, quantitative analysis was performed using the Analytic Hierarchy Process method. This method is used to determine the ranking of project selection criteria and sub-criteria and to determine the best field development scenario. Results: The Project Profitability criterion has the largest weight score of 0.529, while the most important sub-criteria are the Profitability Index (PI) ratio and Net Present Value (NPV), with global weight scores of 0.266 and 0.263, respectively. The selected solution based on the analysis was scenario two with a weight score of 0.477 and an inconsistency value of 0.05. The scope of work for this scenario is drilling nine wells, building a pipeline, and installing a compressor, which is divided into two stages, starting with the MP-HP compressor and the LP-MP compressor. Conclusions: This study applied VFT and AHP methods to evaluate gas field development scenarios, considering criteria such as cumulative production, cost, profitability, and risk. Profitability emerged as the most influential criterion, with the Profitability Index and Net Present Value being the highest-ranked sub-criteria. Scenario 2 was identified as the optimal development plan, involving nine wells, staged compressor installations, and pipeline construction. Limitations: The values of reserves, production, and economic data were slightly modified due to company policies but did not change the qualitative nature of the data. An interview, Focused Group Discussion, and pairwise comparison questionnaire were distributed to Subject Matter Experts who are knowledgeable and involved in decision making in the company. Contribution: This research provides a reference for companies who want to know how to make the right decisions according to company values, particularly in the upstream oil and gas industry.

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