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Proposed Marketing Communication Strategy to Increase Online Housing Loan Application Through BTN Properti Platform in PT Bank Tabungan Negara (Persero) Tbk
Get PDFThe housing backlog of 13.7 million from 69.2 million households and the increasing number of internet users in Indonesia are both opportunities and challenges for Bank BTN as a government bank that focuses on housing by providing online home purchase facilities through the BTN Properti platform. From January to December 2020 the conversion rate was 0.54%, based on the 2019 average global financial services is 4.43%. The purpose of this study was to determine the cause of the low conversion rate of BTN Properti, the method used in this study was descriptive-analytic by analyzing primary data and secondary data. The results of this research, based on questionnaire data and analysis using The Five A’s concept (Aware, Appeal, Ask, Act, Advocate) found gap values at the Ask and Aware touch points. For business solutions, the author proposes a marketing communication strategy by making improvements to touch point aware and ask, so it is hoped that BTN Properti can provide convenience for consumers, increase BTN income and assist the government in providing housing for the people of Indonesia. Keywords: Marketing communication, BTN Properti platform, The Five A's Concept (Customer Journey
Cover ICMEM 2021
No full textBook of Proceedings the 6th International Conference on Management in Emerging Markets (ICMEM) 202
Digital Transformation to Accelerate Indonesia's Hydrocarbon Exploration from Data to Discovery
Get PDFWith the growth of Indonesia’s economy, there has been a rise in demand for competency in Indonesia’s enterprises (MSME) to deliver the best products and services. The recent COVID-19 pandemic has increased the challenges to the MSME’s sustainability. PT. Gemilang Karya Bersama Lestari is one of the B2B MSME located in Jakarta, which is also greatly affected by the pandemic. The current study used a business coaching method to develop a corrective action to solve the problem. Several internal analyses such as business process, business model canvas, STP, and marketing mix were combined with external analysis such as Porter’s five forces, and PESTEL to create the SWOT analysis and establish the TOWS strategy. This article’s output is to help this MSME to create a marketing strategy through personal selling and digital marketing by creating SOP for personal selling activities and developing the business’ website. This article highlights the MSME efforts to combat the weakening in the demand caused by both the pandemic and the lack of strategic management in the first place.Exploration data are the forefront and the driving force of exploration activity in the upstream oil and gas sector. The accessibility and quality of the data are the deciding factor to de-risk the exploration. Data have not been properly managed in the past despite its potential to accelerate hydrocarbon discovery. Government has initiated attempt to liberate Indonesian’s subsurface data through Migas Data Repository (MDR). However, the current functionality of the MDR is yet to attract investor and increase the exploration activity. This research proposes a business solution through digital transformation to elevate MDR functionality into a National Upstream Gateway (NUG). The solution is derived from system thinking which was built based on the internal and external factor of the industry. NUG requires a self-sustaining business model powered by collaboration building block which enable investor and existing contractors to access Indonesian exploration data virtually in an intuitive manner. NUG is expected to break silos and improving the performance of the exploration program. The system allows licensing round marketing to penetrate global audience and ultimately accelerate Indonesia’s hydrocarbon exploration. Keywords: data liberation, digital transformation, hydrocarbon exploratio
Software Product Initiative Prioritization with Analytic Hierarchy Process in Doctor to Doctor Application
Get PDFDoctor to Doctor (D2D) is a mobile application for doctors. To gain competitive advantage, D2D has numerous initiative idea and need a systematic way to prioritize the development. The purpose of this research is to create a prioritization model which consists of criteria and weighting to help the decision-makers in D2D to select which initiative to pursue. Literature study, interviews with key decision-makers in the company, questionnaires to company experts, and a questionnaire to practitioners in the industry were done to determine the criteria and prioritization technique. Three criteria of demand, business sustainability, and complexity were found to support the prioritization process using Analytical Hierarchy Process (AHP). Among the ten sub-criteria, the sub-criteria with the highest global weights are competitive advantage, profitability margin, and user demand. The model was tested on three alternatives which are Pairing TD, Webinar 360, and Multi-country. Quantitative rating and criteria weight calculation was applied to the initiatives, resulting in Webinar 360 as the highest priority initiative. Keywords: Initiative, requirement prioritization, MCDM, multi-expert, software development, analytic hierarchy proces
Analysis of Consumer Technology Acceptance Model on Indonesian Telemedicine Applications
Get PDFAbstract. The digital era makes it easier for humans to cope with pandemic-related confinement, including in terms of access to healthcare. Health e-commerce facilitates consumers' access to healthcare and pharmaceuticals without having to leave the house, and startups in the health sector can contribute to economic growth and a culture of healthy living. This study gauges consumer perceptions as related to the purchase of medicines and doctor consultations online through telemedicine platforms in Indonesia. More specifically, we use the technology acceptance model to investigate how consumer perceptions on the quality, services, and products of both web- and application-based platforms influence consumer purchasing intentions for online health consultations and prescription and non-prescription medicines. Our data comprise the responses of 250 survey participants, analyzed via structural equation modeling techniques. The results show that trust can play a positive role in determining consumer intentions to purchase health consultation services or medicines through telemedicine platforms in Indonesia. Moreover, they show that 1) e-commerce telemedicine can earn greater consumer confidence via the improvement of product and service perceptions, and 2) websites and applications can ensure consumer trust via the improvement of website quality and service perceptions. The analysis of our research findings indicates that the quality of websites, applications, services, and product perceptions determine trust, and hence build consumer confidence in shopping for health products or for online consultations with competent doctors.Keyword: Covid-19, digitization, consumer , start up, telemedicineAbstract. Era digital memudahkan manusia ketika harus terkurung dalam pandemi Covid-19, termasuk akses kesehatan. Health e-Commerce hadir untuk memudahkan konsumen mendapatkan akses transaksi kesehatan dan obat tanpa harus keluar rumah. Secara tidak langsung, kehadiran Start-Up di bidang kesehatan memberikan kontribusi yang signifikan terhadap pertumbuhan ekonomi dan budaya hidup sehat. Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap pembelian obat dan jasa konsultasi dokter secara online melalui platform telemedicine di Indonesia. Model penerimaan teknologi digunakan untuk menyelidiki peran kualitas web dan aplikasi, persepsi layanan dan produk pada niat konsumen untuk konsultasi kesehatan online dan pembelian obat resep dan non-resep. Sebanyak 250 responden disurvei dan data dianalisis menggunakan teknik pemodelan persamaan struktural. Hasil penelitian menunjukkan bahwa kepercayaan berperan positif dalam menentukan niat konsumen untuk menggunakan jasa konsultasi dokter atau membeli obat melalui platform Telemedicine di Indonesia. Hasil penelitian menunjukkan bahwa E-Commerce Telemedicine dapat meningkatkan kepercayaan konsumen secara signifikan dengan meningkatkan persepsi produk dan layanan, sedangkan situs web dan sistem aplikasi dapat memastikan kepercayaan konsumen dengan meningkatkan kualitas situs web dan persepsi layanan. Analisis hasil penelitian ini berarti bahwa kualitas website, sistem aplikasi, layanan, dan persepsi produk menentukan kepercayaan, dan mereka membangun kepercayaan konsumen dalam berbelanja produk kesehatan atau konsultasi online dengan dokter yang kompeten.Kata kunci: Covid-19, digitalisasi, konsumen , start Up, telemedicin
Does Pricing Strategy Increase the Competitive Advantage of Companies Implementing an ABC System?
Get PDFAbstract. This study aims to investigate the extent to which pricing strategy creates an effective competitive advantage for companies implementing an activity-based costing (ABC) system in their production activities. The research data were obtained through a questionnaire-based survey of several manufacturing companies in Indonesia that implement ABC systems. This research used the Structural Equation Model with Partial Least Square statistical method. The results of this research indicate that those companies who apply an ABC system are capable of making their pricing strategy more effective and increasing their competitive advantage. The empirical results show that price competition is unavoidable among manufacturing industries. However, implementing an ABC system can increase manufacturing companies' competitive advantage. Thus, the implementation of an ABC System employs pricing strategy as a determinant factor of competitive advantage. This research supports the results of previous studies that also concluded that there is a strong relationship between ABC systems and competitive advantage. In addition, this research found that pricing strategy can improve competitive advantage with implementation of an ABC System.Keywords: Activity-based costing system; competitive advantage; pricing strategy Abstrak. Studi ini bertujuan untuk menginvestigasi sejauh mana Strategi Penetapan Harga mampu menciptakan Keunggulan Bersaing yang efektif bagi perusahaan yang menerapkan Sistem Activity Based Costing dalam kegiatan produksinya. Data dalam penelitian ini didapatkan menggunakan survei berbasis kuesioner dari perusahaan manufaktur di Indonesia yang menerapkan Sistem Activity Based Costing. Penelitian ini akan menggunakan Structural Equation Model (SEM) dengan metode statistic Partial Least Square. Hasil penelitian ini menunjukkan bahwa perusahaan yang menerapkan Sistem Activity Based Costing terbukti mampu membuat Strategi Penetapan Harga perusahaan lebih efektif dan sekaligus berdampak pada peningkatan Keunggulan Bersaing. Hasil empiris menunjukkan bahwa persaingan harga tidak dapat dihindari dalam industri manufaktur. Tetapi, dengan menerapkan Sistem Activity Based Costing, perusahaan manufaktur mampu meningkatkan Keunggulan Bersaing. Sehingga, kehadiran Sistem Activity Based Costing menjadi Strategi Penetapan Harga sebagai penentu Keunggulan Bersaing. Penelitian ini memperkuat hasil penelitian sebelumnya yang juga menyimpulkan bahwa ada hubungan yang kuat antara Sistem Activity Based Costing dan Keunggulan Bersaing. Dalam penelitian ini, juga menemukan kesimpulan bahwa Strategi Penetapan Harga mampu meningkatkan Keunggulan Bersaing melalui implementasi Sistem Activity Based Costing.Kata kunci: Sistem activity based costing; keunggulan bersaing; strategi penetapan harga
Analytic Hierarchy Process (AHP) to Select the Best Service Contract Model in MNS Laboratory to Support CEOR Project
Get PDFResources support from the 3 rd party contractor is essential in MNS Laboratory operation. The use of 3rd party to support laboratory activities is intended to optimize cost, maintain resources efficiency, and provide world class laboratory service. The contract model used will significantly affect laboratory performance as measured in terms of cost, turn-around time (TAT), quality of data and reporting, and level of customer satisfaction. Selecting a fit-for-purpose contract model for MNS Laboratory operations is very important to help MNS Laboratory to have a strong resources base. Analytic Hierarchy Process (AHP) method is used in selection process with four key criteria. They are Cost, Turn-Around Time (TAT), Organizational Capability and Industrial Relation. Brainstorm with stakeholder is conducted to obtain data for pair-wises comparison and AHP software from BPMSG is used to formulate data. In the final process, the Lump Sum with Modification contract model is selected as the best alternative. Keywords: cost, customer, data quality, industrial relation, organizational capability, turn-around time (TAT
The Level of Organizational Health and Recommended Health Aspiration at Bank BRI KC Gatot Subroto Medan
Get PDFIn the world of VUCA (volatility, uncertainty, complexity, and ambiguity) or referring to Price and Keller (2011), as a world of hyper-competitive and hyper-dynamic environments, organizations need more than to survive but also thrive in the long term, especially in a business world full of competitors. To succeed in this environment companies must focus simultaneously on performance and health [2]. As one of Indonesia is leading commercial banking branch offices located in Medan, North Sumatra, BRI KC Gatot Subroto only measures and evaluates performance, but not health. Although in 2020 BRI KC Gatot Subroto has exceeded its performance target, the organization's health must be maintained to keep the high long-term performance. It's because organizations that focused on performance and health simultaneously were nearly twice as successful as those that focused on health alone and nearly three times as successful as those that focused on performance alone [2]. Using the Organization Health Index (OHI) questionnaire by McKinsey, this study measures BRI KC Gatot Subroto& organizational health level and proposes the best-fit business solutions based on the OHI result. The OHI result shows that BRI KC Gatot Subroto has exceeded the requirements of a healthy organization. Still, several OHI management practices need to be improved based on the recommended health aspiration, namely the leadership-driven archetype. Keywords: Organization Health Index, Organizational Sustainability, Performance
Do The Intrinsic Leadership Values Work in Three Sector Organizations? An Exploratory Study
Get PDFIntrinsic leadership values are based on individual’s true values such as honesty, competence, responsibility, caring, sincerity, and willingness to sacrifice. They work beyond the formal authority. At the top of the organizational pyramid, it is not sufficient for a strategic leader to rely solely on authority in leading. They must also portray certain values and characters, which are often called as intrinsic values, as the instrument of leadership. This paper aims to identify the intrinsic leadership values, and to examine whether the common leadership intrinsic values and characters can be implemented in all kind of organization, whether it is private, public, or non-profit organizations. This qualitative research is an exploratory study, using 6 organizations from three sectors in Indonesia as a case study. The paradigm shift of the concept of leadership and the convergence of roles, skills, and approaches have underlined the superiority of values and characters over formal authority. This is an ongoing research, nevertheless, this paper will present some of the early findings and observations.Keyword:Leadership, Strategic Role, Intrinsic Values, Three-Sectors Organization
Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps?
Get PDFAbstract. This study investigates how descriptive norms and perceived product attributes (utilitarian and hedonic benefits) influence the intention of young consumers to continue to adopt ride-hailing apps. We developed a conceptual model drawing upon the socio-technical theory by involving 333 Indonesian users of ride-hailing apps and estimating the model using the statistical tool of PLS-SEM-based software. The findings showed that social aspects (descriptive norms) and technical aspects (utilitarian and hedonic benefits) significantly influence young consumers to adopt ride-hailing apps. Intriguingly, a positive perception of the apps’ benefits is instrumental for encouraging young consumers to continue to adopt ride-hailing apps when descriptive norms appear, when peers in their social circle widely adopt similar apps. This study highlights the unique behavior of young consumers in adopting ride-hailing apps by accentuating the role of descriptive norms and perceived product attributes from the perspective of socio-technical theory. This study provides practical recommendations for digital platform providers, particularly TNCs (Transportation Network Companies), which offer ride-hailing services to address the young consumer segment with a community-based marketing approach to maintain their continued adoption. Keywords: Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumer