SBM ITB Journal System
Not a member yet
2187 research outputs found
Sort by
Strategic Development Formulation for Improving Corporate Mobile Application Engagement Rates
Get PDFAbstract. In the digital transformation era, one company shifts from manual to digital reporting through a corporate mobile application called JSMART (Jababeka System Management for Advance Report) to serve those living in Kota Jababeka city. JSMART is a corporate application that can be utilized by the community who resides in Jababeka. JSMART was launched in 2017, though unfortunately, based on survey, only 17% of employees are actively using it. The aims of this research are to investigate the root cause of this employee reluctance to adopt the technology and the proposed corporate strategy. The Technology Acceptance Model (TAM) is used in quantitative approach to determine the influence of perceived usefulness, perceived ease of use, and attitudes towards using JSMART amongst employees. Based on path analysis results, these three factors significantly influence one another, and the total mean is calculated as 2.70, which suggests that JSMART is not considered good enough from the perspective of the employees. In addition, interviews were conducted as part of a qualitative approach to investigate further. The root cause mainly arises from organizational factors such as a lack of socialization and training, and unclear rules for utilizing JSMART. Therefore, this study proposes a strategic development formulation that prioritizes organizational development while rejecting a proposed in-app suggestion feature for future development. Keywords: Corporate mobile application, digital transformation, technology acceptance, engagement rate, strategy
The Effect of Customer Experience on Fast Fashion Actual Product Repurchase
No full textFrom year to year, fast-fashion retail is increasingly popular in Indonesia, such as H&M and ZARA. As fast fashion is constantly being updated, new things enter the store and are quickly replaced by the next collection, so some consumers may not get the chance to see the product twice as they are captivated by new clothes every time they visit the store. These two fast-fashion brands offer similar products but with different experiences. In this case, the in-store customer experience is one part of the marketing strategy that must be considered to maintain the continuity of the brand, besides that an attractive in-store customer experience can also attract consumers to make actual product repurchases. The in-store customer experience component includes cognitive experience, affective experience, social experience, and physical experience. These components help shape and build a more engaging customer experience for consumers. This research was conducted through a qualitative approach with semi-structured interviews and a quantitative approach with an online survey of fast-fashion product users who have purchased products at H&M and ZARA at least once in the last six months. Questionnaires were distributed through online surveys in Greater Jakarta and Bandung to 272 respondents who had bought fast fashion products, especially at H&M and ZARA. This study uses the PLS-SEM method to analyze the collected data. The results of this study show that there is a gap between two largest fast fashion retail in the world which is H&M and ZARA, this study also illustrate that cognitive experience has a positive impact on post purchase experience, social experience has a positive impact on brand experience and service provider experience also post purchase experience, physical experience has a positive impact on service provider experience, brand experience and service provider experience also post purchase experience has a positive impact on the actual product repurchase.Keywords: Cognitive Experience, Affective Experience, Social Experience, Physical Experience, Customer Experience, Actual Product Repurchase, Fast-fashio
Proposed Marketing Strategy for E-paper Pikiran Rakyat to Increase Subscribers and Sustain in Digital Era
No full textPT. Pikiran Rakyat is a mass media company that provides news through various channels, namely radio, newspapers and internet. To adjust the current behaviour of people who are close to gadgets, PT Pikiran Rakyat makes e-paper product or electronic newspapers that can be accessed through the MyPikiranRakyat application. However, the business achievement of e-paper has not met the company's expectation. Currently, e-paper has only few and the company does not yet know the business strategy for developing e-paper. This research method uses a qualitative and quantitative approach by analysing the internal and external business conditions of Pikiran Rakyat. The data collection technique was carried out by internal and external interviews of Pikiran Rakyat and distributing surveys to the readers of Pikiran Rakyat. Researcher then conducted a study on what business model is the most appropriate to be applied to sell Pikiran Rakyat e-paper. In various countries, there are three business models applied to paid digital news products, namely paywall, fundraising and brand extension. Each business model provides more benefits to readers. From the results of the research study, the brand extension business model is the most appropriate to be applied to sell Pikiran Rakyat e-paper because of various supporting factors such as customer trust in Pikiran Rakyat brand, the good reputation of Pikiran Rakyat and the human resources available to run brand extension business model. Meanwhile, more benefits that will be given to readers in brand extension business model are writing, photography and video making training, educational seminars and West Java data. These extra benefits can be implemented in a short time to generate income for Pikiran Rakyat.Keyword: mass media, electronic newspaper, paid digital news product, paywall, fund-raising, brand extensio
DIGITAL MARKETING STRATEGY FOR CLOTHING BRAND “KOMO”
No full textAt this time the creative economy in Indonesia will become an economic sector that is no less important than agriculture, industry and information. Especially in the creative fashion industry that is developing in Indonesia, which is supported by the rapid development of internet technology. So that the market place and online platforms that change shopping habits to shop online. KOMO is one of the fashion brands, needs a plan for effective digital marketing so that it is not left behind by other competitors. The main objective of this research is to find out the source of the problems that occur in KOMO so that they can formulate the best digital marketing strategy and can increase sales. This study uses internal and external analysis, for internal analysis using the STP analysis method and marketing mix while external analysis uses market analysis methods, competitor analysis, and customer analysis. From the results of this analysis it can be seen through fishbone diagrams there are 4 factors that affect KOMO's sales level, namely place, product, promotion, and human resource. From these results, the researcher formulated a solution to implemented by KOMO in the form of a digital marketing strategy.Keywords: KOMO, Digital marketing, Creative Economy, Fashion Industry, Market Place, Online Platfor
Identifying The Influences of Compass Limited Edition Shoes Series Characteristics Towards Purchase Intention
No full textShoe brands use limited-edition shoes as a marketing strategy because it doubles sales. OLE is a limited-edition shoe released once, while RLE is released multiple times. An Indonesian shoe brand, Compass, used this method to boost sales, and it worked. However, it also causes angry to customers who can't buy their products. This study examines how limited-edition Compass shoes affect customer purchase intentions by analyzing profit value and brand trust. PLS-SEM was used to analyze variables in an online survey of 205 buyers of limited-edition compass shoes on Java aged 18 to 40. Results show that in OLE, limited-edition implementation affects customer desire to buy Compass limited edition shoes. Emotional, social, and economic value build brand trust. Consumers' purchase intentions were influenced by emotional and economic value, but not social value. Emotional, social, and economic RLE boost brand trust and consumer buying intentions. Compass must maintain its unique character in each OLE and RLE shoe collection, increase collaboration, provide more information about limited edition shoes, and limit the number of purchases by the same buyer. This increases OLE and RLE consumers' purchase intent by increasing shoe characteristic. This research should help business and marketers understand how to increase purchase intention by releasing limited edition OLE and RLE shoes.Limited Edition Shoes Marketing Series; Perceived Value; Brand Trust; Purchase Intentio
Selecting Proper Sand Control Method to Achieve Production Target Through Decision Making Approach
No full textPT.LKOC is one of the largest companies in Indonesia which is engaged in oil and gas. Considering the production sharing contract that will expire in August 2021, PT.LKOC chose the path for optimization in servicing of wells through workover and well service to maintain the level of oil production. In addition, PT.LKOC has another effort to maintain production by reducing the amount of lost production oil (LPO) which has a very high number. Writer use the why tree and Focus Group Discussion (FGD) to find the root cause of not achieving the production target. The less effective sand control method is a potential cause of this problem. Then after conducting focus group discussion, team have 3 alternatives and 4 criteria. In making alternative choices, the teams use the Analytic Hierarchy Process (AHP) as a structured method for analyzing alternatives. The sand control pump screen method is rated as the most effective method of suppressing very high LPO in Ridu field. In addition, the result of implementation the pump screen can reduce the LPO number from average 2,098 BOPD to 1,747 BOPD and improve the oil production 1,000 BOPD above from the estimation.Keywords: Sand control, LPO, decision making, AH
PROPOSED STRATEGY TO OPTIMIZE DIGITAL MARKETING ACTIVITY FOR THE BUYER’S JOURNEY OF VEMA ID
No full textThe growth in the number of companies operating in Indonesia will always increase every year. To run its business on a daily basis, a company will not be separated from the use of the company's fixed assets. The more of fixed assets of the company used, the greater the work to manage all these fixed assets. Vema ID as a business-to-business (B2B) company that provides barcode-based software named VemaFATS and barcode equipment to help companies manage the company's fixed assets has decreased the number of clients by 82.75% from 29 clients in 2019 to 5 clients in 2020. Apart from knowing the internal and external factors of Vema ID, this research also intends to find out the buying process that is passed by Vema ID and its client’s company which is very time consuming and involves many specific positions within the company. To find out who is involved in the decision-making unit and how the client goes through several stages in the buyer’s journey framework during the buying process, the author uses a qualitative method in the form of interviews with 5 Vema ID clients. From the interview, it is known that each company of the client involves at least 3 people in his company to carry out the buying process. Also, in going through several stages of the buyer's journey, all interviewed clients found VemaFATS through Google and in the interview, it was also known that all of them were looking for other alternatives when taking decision. One of the interview clients reveal that the information about the products provided by Vema ID on the VemaFATS website was somehow lacking. The author proposes several strategies to optimize digital marketing activities that must be carried out along several stages in the buyer's journey. To optimize digital marketing activities in the awareness stage, Vema ID needs to do Search Engine Optimization by Google AdSense and YOAST Subscription. To optimize digital marketing activities from the consideration stage until the decision stage, Vema ID can provide beneficial articles on the website, then create a communication medium on the website and by providing complete information about products and services on the website. Lastly, to optimize digital marketing activities in all stages of the buyer's journey, Vema ID can do social media activation. Keywords: Fixed asset, software, the buyer’s journey, the decision-making unit, Vema ID, VemaFAT
Analyzing Factors Influencing Concertgoers on Revisit Intention at Online Music Concert Using PERVAL Framework
No full textThe music industry is one of the industries that contributes the most to the country’s GDP, contributed 8% in 2017 and contributed to the creative economy GDP of IDR 4.89 trillion. Concerts or festivals are one of the crucial mediums for the development of the music industry. Due to the COVID-19 pandemic, causing a decline in the music industry. There were 113 concerts, tours, and music festivals that were delayed as of April 2020, currently around 50,000 creative workers in the music festival event industry are in danger of losing their jobs, and 1,218 organizers throughout Indonesia, the minimum potential loss obtained is IDR 2.69 trillion and a maximum of IDR 6.94 trillion. This causes event promoters and musicians must adapt to the current conditions that prohibit crowds of people, by holding online music concert. Based on the problem, this research aims to analyze factors influencing concertgoers willing to move from live music concert to online music concert and revisit intention at online music concert.There are several related theories in this research, including PERVAL framework. It showed that perceived value is a strong indicator and positively influences future purchase intentions or behaviour. This research used a quantitative method by using questionnaire to collect the data via Google Forms. The data was distributed to 200 respondents who have attended online music concert. There are several other variables in this research, which are satisfaction, loyalty, and motivation.The data is processed using SmartPLS 3 software to conduct a Path Analysis. The findings show that emotional value, social value, quality value, and price value significantly influence satisfaction. Satisfaction and loyalty significantly influence revisit intention at online music concert. But motivation variable does not have a significant value on revisit intentions at online music concert. Keywords: PERVAL Framework, Satisfaction, Loyalty, Motivation, Revisit Intention, Online Music Concer
PROPOSED CORPORATE STRATEGY TO DRIVE SUSTAINABLE IN FUTURE BY USING HEXAGONAL RESTRUCTURING (CASE STUDY IN PT PERKEBUNAN NUSANTARA VIII)
No full textPT Perkebunan Nusantara (PTPN) VIII is a state-owned enterprise (BUMN) that has been established since March 11, 1996, PTPN VIII is a state-owned company engaged in agribusiness and agroindustry with business activities including cultivation, land preparation, nursery, planting, maintenance, management and sales of plantation commodities and optimizing the utilization of company resources amounting to 113,958 ha, which consists of two provinces (West Java and Banten). The agricultural sector itself is included in the 4 biggest industries in Indonesia, this is because Indonesia itself gets bonus topography, soil structure, and weather that strongly supports the agricultural business. At present PTPN VIII out of 113,958 ha of land that has been given by the government, there is still 47,145.11 ha that has not been productive in producing agricultural products, and it is alleged that PTPN VIII made efforts to utilize land resources by developing business towards the property business (hotels, apartments, houses) with the goal is that the land owned has added value and continues to provide benefits. Based on external analysis and internal analysis as well as SWOT analysis for PTPN VIII, that the strength of PTPN VIII is the condition of Indonesia that supports plantation business activities, but still has shortcomings in the application of technology and business processes in plantation business operations and doing business outside the plantation business in collaboration with parties three, and faced with the challenges of changing natural conditions. This research shows that PTPN VIII is in the position of a company that needs restructuring, based on the TOWS Matrix, produces several strategies which include improving corporate governance that is more focused on the plantation business, making improvements in the field of operations so that it can produce better commodities, make innovations in technology and products produced by PTPN VIII. Based on Hexagonal Restructuring there are still significant differences between PTPN VIII and competing companies, and PTPN VIII needs to sell assets owned but not related to agricultural businesses such as hospital businesses and property businesses and unproductive assets so that the cash owned can be used for the development and innovation of PTPN VIII in the plantation sector. Keywords: Corporate Strategy, SWOT Analysis, TOWS Matrix, Hexagonal Restructurin
Proposed Marketing Strategy of Cookies n Chill Based on New Normal Baked Goods Business Ecosystem
No full textCookies 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 Ecosyste