The Indonesian Journal of Business Administration
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PROPOSED OF MARKETING STRATEGY FOR OUTSOURCING BUSINESS AT PT. PELINDO DAYA SEJAHTERA
No full textMost of the companies over the past decade has sent some of their job function usually a non-core job, to other parties with the intention of focusing the company’s growth and win the business competition. These activities called an outsourcing activity and its already become a global trend recently since it creates a new specific market demands and business opportunities. The outsourcing company still interesting the Domestic market to be developed and marketed, likewise PT Pelindo Daya Sejahtera (PT PDS), as a PT Pelindo III’s subsidiaries company, PT PDS was established to manage contract workers in PT Pelindo III who already have work competencies in port industries. PT PDS’s Market Size still dominate with PT Pelindo III Group (Captive Market) as much as > 99% while the external market only < 1%.Whereas, the external outsourcing market for a non-core job activity, both in Port Industries nor general industries outside Pelindo III Group are still potentially captured by PT PDS, but it still can not be captured by PT PDS.The thesis is organized to analyze the Marketing Strategy that will be implemented and run by PT PDS in order to expand the market size especially the External Market. In formulating a possible strategy in PT PDS, are using the analysis tools namely PESTEL, Porter's Five Forces, Competitor Analysis and Market Analysis for company's external factors and as a company's internal factors analysis will be using a value of chains analysis and resources analysis. The proposed of product strategy in expanding PT PDS external market is the recommendations as results of the analysis that has been done and will set into an action plan that will be executed by PT PDS. Based on this action plan, then the timetable and planning resources are arranged.Keywords: an outsourcing business, internal market, the external market, market size, marketing strateg
The Influence Of Capital Structure And Macroeconomic Factors On The Profitability Of The Manufacturing Industry In The Consumer Goods
No full textThe goal of this research is to look into and analyze the impact of capital structure and macroeconomic factors on profitability in the consumer goods manufacturing industry, which was listed on the Indonesia Stock Exchange (IDX) from 2015 to 2019. Return on Equity (ROE), Debt to Equity Ratio (DER), inflation, interest rate, and exchange rate are the research variables. Purposive sampling was used in this study, and a total of 33 companies were sampled. Panel data regression analysis was used as the research method, and EViews 9 was used to process the data. The overall variable has a 6,36 percent effect, according to the findings of this study. Depreciation and amortization (DER), inflation, interest rate, and exchange rates are all variables that have an impact on Return on Equity (ROE).Keywords: Capital Structure, Profitability, Debt to Equity Ratio, Macroeconomic Facto
Measuring Sociolla Services Quality Influence To Customer Satisfaction and Behavioral Intention
No full textIn the midst of many online shopping transactions through e-commerce in Indonesia, Sociolla offers an e-commerce that specifically sells beauty products such as make-up, skincare, and beauty tools. Along with this phenomenon, problems about quality of services on e-commerce have started to raised. This study will analyze the effect of e-service quality and perceived product quality on customer satisfaction and behavioral intention in the case of e-commerce. The method used is a quantitative method by distributing questionnaires to 302 consumers who experienced in buying toner products from Sociolla. The data were analyzed by doing factor analysis and path analysis using SPSS and SmartPLS. The results show that the each perceived product quality and e-service quality have a positive and significant influence on customer satisfaction. In addition, the customer satisfaction resulting from the quality provided by e-commerce has a positive and significant influence on behavioral intention. Last, e-service quality provided by e-commerce also has a positive and significant influence on behavioral intention. Keywords: e-service quality, perceived product quality, customer satisfaction, behavioral intention, e-commerce
DEVELOPING NIION INSTAGRAM CONTENT FOR INCREASING CUSTOMER ENGAGEMENT
No full textIn Indonesia, the internet users and active social media is riding into a half of the total population of the country which is 150 million people. Report said that the most active social media platforms are Youtube, Facebook, Whatsapp, and Instagram. Indonesia is reportedly has become the biggest market for Instagram in Asia Pacific with no less than 60 million people logging on. In Instagram, people able to take real action, not only follow accounts, give likes, or comment, but Instagram can also convince users to click on links to sites to buy product. Research said that the most happening market on the global front is the personal accessories market which majorly comprises of jewelry, bags, watches, and etc (Based on data from Statista, 2019).PT NIION Indonesia Utama is one of the local brands which manufactures bags with various models such as sling bags, duffle bags, hip bags, and many more. The signature of NIION is that it is also providing full colours of bags starting from red, yellow, green, navy, white, black, pink, grey, orange, chocolate, and many more. Although NIION having a lot of followers in Instagram, and always participates in many events, NIION’s engagement rate in Instagram still in the low level that makes the sales of NIION is also under the expectation.To further understand the issues, this study has been used a series of analysis from external and internal environment analysis to consumer analysis using an exploratory sequential mixed method for a combination of both exploratory and descriptive research as the primary data, including the SWOT Analysis and Root Cause Analysis. The exploratory research done by conducting focus group discussion with the suitable target segment to get insight for the factors that can be affected to increasing the customer engagement and sale. After doing the exploratory research, the findings used to build a questionnaire for descriptive research. Then, the questionnaire will be spreading in to minimum of 200 respondents as needed for problem-solving research. To analyse the descriptive research, the data will be processed with SPSS to find what independent factors that has significant score to dependent factors which is customer engagement.The proposed solution to the problem are: a new STP and Marketing Mix Strategies, including the results from the data that show the factors that can affected customer engagement such are Detail Specific content, Responsible content, Fun and Cinematic content, also Collaboration content. The findings chosen according to the company’s circumstances and is expected to be able to solve the problem in engagement rate when the solution of the findings is implemented by NIION after developing the new design of content for its Instagram.Keywords: customer engagement, Instagram, social media content, fashion
DESIGNING HUMAN CAPITAL MANAGEMENT SYSTEM IN PT. HARIFF POWER SERVICES
No full textPT. Hariff Power Services is national private company engaged in Mechanical and Electrical Services, especially transformer maintenance services. At the end of 2020, target for transformers quantity that must be repaired could not be achieved, causing company's revenue to not match the target, also some employees are dissatisfied with the company's current performance. Main factors that cause employee dissatisfaction are caused by ineffective work coordination, unclear details of work and miscommunication between individuals. This research aims to determine the implementation of several human resource management practices elements in an integrated human resource management system, so it can help company problems within scope of human resource management. This study uses 5 elements in human resource management practice, such as job analysis, performance measurement, competence, career management, and recruitment.Based on research results, it can be seen that more targeted job descriptions and job specifications have been prepared for each position as part of the job analysis, besides that more measurable Key Performance Indicator (KPI) framework has been developed for each position as part of performance measurement. In competency element, competency model that consist of 22 competencies dimension has been compiled for each position accompanied by competency level, where this competency level becomes data that will be processed using hierarchical cluster analysis to describe career-path for each position which is divided into 3 clusters and 3 job levels. In recruitment element, more integrated recruitment flow has been proposed along with determination of stakeholders and materials for each position.Keywords: human capital management practices, job analysis, performance measurement, competencies, career management, recruitment, mechanical electrical services, transforme
Integrated Marketing Communication To Develop Brand Identity In Fashion Business Case Study: Animal Days
No full textThe online fashion industry in Indonesia growing rapidly, especially for clothing brand. Especially in the digital era like now that can facilitate people to make buying and selling via online. So, many MSME are making use of this by selling fashion products online. Based on this, a new clothing brand like Animal Days must have the right strategy in order to compete with its competitors. In this research, Animal Days as a new brand wants to develop the brand identity by using kapferer brand identity prism analysis through Integrated Marketing Communication. This research uses quantitative method to analyze whether the brand identity of Animal Days is in accordance with the market or not by using questionnaire. From the result, Animal Days has to evaluate the brand identity on several factors. This research uses Integrated Marketing Communication (advertising, sales promotion, event & experience, public relations, direct marketing, word of mouth) to develop brand identity of Animal Days. In order for this strategy can be realized, this research also creates an implementation plan in the form of a time line so that the plans that have been made can be more focused.Keywords: brand, brand identity, integrated marketing communication, fashion, clothing bran
Proposed Marketing Strategy For Work From Home Application By Telkom Indonesia
No full textPT. Telkom Indonesia is a state-owned enterprise that is engaged in the telecommunication and information technology sector. Since the dawn of COVID-19 pandemic, the majority of business sectors are migrating their workers to work from home (WFH). Meanwhile, Telkom Indonesia doesn’t have a WFH application in their product offering. The author of this study felt that the lack of WFH application is a missing opportunity for Telkom Indonesia to gain additional revenue from. This study is meant to understand what is the proper marketing strategy to market the WFH application.A strategic management process is used in this study to craft the best marketing strategy for the WFH application. The process starts from external and internal environment scanning and culminates into SWOT analysis. Segmenting, targeting, and positioning (STP) method used to choose which target market to tap into then a further analysis using TOWS matrix to choose suitable strategies given the opportunities or threat presented from the external factor; strength and weakness owned by the company.The proposed marketing strategy then formulated from the combination of the result of STP analysis and the TOWS analysis results in what is the best target segment to tap into and what is the suitable marketing strategy for the target segment. The following implementation program then formulated using the proposed marketing strategy.Keywords: Telkom Indonesia, marketing strategy, work from home, STP, TOWS, SWO
PROPOSED BUSINESS STRATEGY FOR CLOTHING RENTAL SERVICE TO FACE THE NEW NORMAL (CASE STUDY: ELOK STUDIO)
No full textElok Studio is an online-based company that specializes in casual and formal clothing. Elok Studio uses a rental system with the sole purpose of establishing smart women's lifestyle in Indonesia, inspired by Indonesia&#39;s rapid development fashion sector. The business target market is mainly women who live in Bandung that frequently go to official events. Elok Studio has to compete with many similar businesses in this rapid digital development era that emerged quite significantly in this industry. Moreover, the existence of the corona virus which has a major impact on the existence of small and medium-sized businesses, requires Elok Studio to implement new strategies to survive to maintain its revenue stream. Researcher using qualitative methodologies to create new business strategies with several tools such as STP Analysis, Marketing Mix, PESTEL Analysis, Competitors Analysis, Customer Analysis, , SWOT Analysis, Root Cause Analysis, and TOWS matrix. Furthermore, researcher using interview and survey to gain more insight from customers perspective. According to research result, there are some finding on customers perspective to developing new strategies marketing of Elok Studio. Most of respondents says that the promotion is unreachable and not effective. As a result, researcher proposed new business strategies that can gain more sales in the future, such as propose a new channel in the form of a website, new social media content for Elok Studio, new product development and counseling on preventing the spread of the corona virus on social media. Moreover, researcher create implementation timeline start from January 2021 to monitoring strategies to keep company stay on track.Keywords: Business Strategies, Fashion Industry, Social Media, Instagram, Entrepreneu
PROPOSED INVENTORY MANAGEMENT SYSTEM IN SMALL BUSINESSES TO AVOID STOCK OUT FOR FAST MOVING ITEMS (A CASE STUDY AT TOKO TANI MANDIRI)
No full textToko Tani Mandiri (TTM) is a retail business that sells poultry, cat and fish feed in Duri City, one of the sub-districts in Bengkalis Regency which has a high enough population density. Operational TTM often experience runs out of stock for some of the products it sells, especially for poultry feed products. Three main poultry feed products are 512V, N544 and Cracked Corn. Run out of those stock potentially losing profits of TTM. Besides that, the frequent absence of those products will indirectly make customers unhappy and switch to other animal feed stores. Of course this is not good for the TTM business in the future. Root cause of the problem is obtained from analyzing using the Fishbone Diagram. From the results of observations and analysis during the research, the problems experienced by TTM occur due to; No accurate recording for sales and purchases each product, No competent cashier on weekends, No suitable storage place and system for reorder products still based on the decision of the owner. By combining 3 important elements, that are; People, Process and Technology that are related to Inventory Management System implementation, TTM will have accurate stock data so that it can avoid out of stock, this data can be used to calculate when the right time is and howmany products to order to make it more economical so that TTM can sell the products with competitive price. This data later could be used to predict the demand for a product in the future and even to develop the TTM business in the future. Keywords: Inventory Management, Ordering system, Poultry Feed, Economic Order Quantity, Deman
Proposed Marketing Strategy For Outdoor Apparel Based On Consumer Perception And Lifestyle Case Study Of Zebrawall Outdoor Apparel
No full textOutdoor activity is a popular activity in Indonesia. The increasing trend of outdoor activity affect the increase growth of outdoor apparel industry. Zebrawall is a local outdoor apparel brand from Bandung. With intense competition in the outdoor apparel industry, Zebrawall begins to lose consumers and its brand is slowly being forgotten. To remain competitive in the industry, previous literature suggest that the company should understand consumers’ lifestyle and their perception toward outdoor apparel. The objectives of this study are, To analyze the relationship between consumers’ perception and purchase intention of outdoor apparel products; To analyze the relationship between consumers’ lifestyle and their intention to buy outdoor apparel products; and To suggest appropriate marketing strategy based on consumer perceptions and lifestyle. This study used a mixed methodology. External analysis was performed using PESTLE analysis, Five Porter Forces, competitor and consumer analysis; The internal analysis was carried out using the RBV, VRIO, STP and marketing mix. SWOT and Fishbone analysis identified the root causes of low purchases of outdoor apparel products. Based on TOWS Matrix analysis 8 business solutions selected to solve the root causes of the problem and formulate them into marketing strategy. Keywords: consumer perception, lifestyle, purchase intention, outdoor appare