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Social Media Marketing Strategy For A Leisure Hotel Using DIgital Customer Experience Journey Approach: A Study On Innside By Melia Yogyakarta
No full textInnside by Melia Yogyakarta is a 4-star business and leisure hotel owned by PT. Saraswanti Indoland Development. Melia Hotels International operates this brand. In 2018-2019, Innside by Melia Yogyakarta experienced a relatively rapid increase in revenue. However, the General Manager of Innside by Melia Yogyakarta and the Directors of PT Saraswanti Indoland Development are still not satisfied with the hotel's current performance because their revenue is still inferior to competing hotels in the Special Region of Yogyakarta. To improve hotel performance, the target market will be focused on leisure travelers. The target market's choice is due to the more significant number of leisure travelers heading to Yogyakarta than business travelers. However, the social media platform owned by Innside by Melia Yogyakarta, which will attract leisure travelers, also does not have a good performance.In terms of social media problems belonging to Innside by Melia Yogyakarta, the author conducts various analyses and continues with formulating marketing strategies until the right solution is found and its implementation. The analysis used is an external analysis using the PESTEL, Competitor Analysis, and an internal analysis using the VRIO, Segmentation, Targeting, and Positioning (STP). The analysis's objective is to identify the situation that occurs outside and inside the Innside by Melia Yogyakarta. The next step is a survey to find out more about leisure travelers' preferences visiting the Special Region of Yogyakarta. The survey was made based on the customer experience's digital journey while staying at Innside by Melia Yogyakarta and hotels in the Special Region of Yogyakarta. There are six stages of the customer experience journey: the awareness/inspiration stage; research/consideration stage; decision-making stage; preparation stage; in-hotel experience stage; and loyalty advocacy stage. The survey results were processed quantitatively and analyzed descriptively.Based on the survey results, the root of the problem lies in customers' low awareness/inspiration towards Innside by Melia Yogyakarta's social media. The majority of customers can be aware of Innside by Melia Yogyakarta with a vertical marketing system. The solution to this problem is sought by using the Repositioning and New Wave Marketing strategy to create a horizontal marketing system on Innside by Melia Yogyakarta's social media. Each alternative solution is systematically compiled on the customer journey map. Then, recommendations for social media content were made to implement the strategy. Keywords: Hotel, Digital Marketing, Customer Experience Journey, Repositioning, New Wave Marketin
IMPROVEMENT OF QUALITY AND COMPLETION TIME FOR REQUEST FOR PAYMENT AND DOCUMENTATION CHECKING PROCESS BY UTILIZING SIX SIGMA DMAIC METHODOLOGY
No full textRequest for Payment (RFP) and Documentation Checking Process is the most important process in completing land access to support the company's vision and mission in environmental aspects. As a result of this year's business strategy change in the environment department, there has been order for acceleration of land access settlement to the Land Access Assurance team (LAA team). In addition, the LAA team was also confronted with the discovery of findings related to documentation compliance. This project utilizes the Six Sigma DMAIC methodology to define the problem, measure the performance of the intended process at this time, identify and analysis the root causes, and find solutions to improve the target achievement. From statistical data, that each sub-process that occurs in the RFP and Documentation Checking process has sigma level and capability index is small. This proves thatthere are serious problems in this process related to the accuracy and precision of the target. In the root cause analysis, the authors utilize 5 whys analysis and failure mode and effect analysis (FMEA) where 5 whys method is useful for elaborating a problem into more detail, and FMEA is useful for providing quantitative assessment of the problems elaborated on the 5 whys method to find out risk evaluation that use severity numbers, occurrence number, and detectability numbers. In the improve phase, author obtains eight potential solutions where to determine the priority of potential solutions. Furthermore, PICK chart is used to analyze based on the benefits and ease of implementation. The chart prioritizes two potential solutions to be implemented i.e. electronic approval and update document checklist. Finally, during implementation pilot test process, two solutions were able to provide improvement of total cycle time, sigma level values, and capability indices, as well as no findings regarding documentation compliance.Keywords: RFP and Documentation Checking, Compliant Documentation, DMAIC, Sigma Level,Capability Index, 5 Whys, Failure Mode and Effect Analysis, Potential Solutio
PROPOSED SOCIAL MEDIA MARKETING STRATEGY TO IMPROVE CUSTOMER ENGAGEMENT (CASE STUDY: CEPOTATOES)
No full textCepotatoes is one of the start-ups in the food and beverage industry in Bandung which was formed in 2017. Cepotatoes opened outlets from 2017 to 2019. However, in early 2020 they switched to a cloud kitchen that only serves online orders due to the impact of the COVID-19 pandemic. Then, they focused on using social media as a marketing communication tool to promote products. However, Cepotatoes has not been maximally using social media as a marketing communication tool to promote products. It can be seen from the low customer engagement on Cepotatoes instagram which is seen from the number of likes, comments, and shares. In addition, Cepotatoes is also inconsistent in uploading content on social media. This research was conducted with the objectives first, to identify factors that influence customer engagement on social media; and second, to develop a social media marketing strategy to increase customer engagement on Cepotatoes instagram. This study uses qualitative and quantitative mixed research methods to find problems. First, this study conducted internal analysis using STP, Marketing mix, and VRIO analysis approach. Second, this study conducted external analysis using PESTEL, Porter's Five Forces, and competitor analysis approach. The results of internal and external analysis are summarized in SWOT analysis. Third, this study conducted an analysis of consumer behavior on social media to find out if three factors, namely entertaining content, informative content, and remunerative content had a significant influence on customer engagement on Cepotatoes social media. Based on the results of the study, entertaining content, informative content, and remunerative content significantly influenced customer engagement on Cepotatoes social media. Then, this study developed a social media marketing strategy that is relevant to Cepotatoes based on the results of SWOT analysis integrated with factors that have a significant influence on customer engagement. This study recommends Cepotatoes to increase the use of entertaining content, informative content, and remuneration content to increase customer engagement on social media. Keywords: Social media marketing, customer engagement, food and beverage industry, content for social medi
New Product Line Creation and Line Stop Resolution Method Using Lean Principles
No full text"As Indonesia’s industrial sector continues to grow rapidly, Solutions from Power Services business ensure that your gas turbine can fulfil its full lifetime potential, anywhere in the world. Gas turbine component is one of the supporting units of the power plants, PT XYZ is company that focused on repairing B and E class (Frame 3/5/6/7/9) gas turbine. In the end of 2020 PT XYZ stated to become B&E gas turbine service center COE (Center of Excellence) because the increment of capability repair service. It has capability to repair all component of GE gas turbine B/E Class included: Power Nozzle, Liner, Transition Piece, Flow Sleeve, Shroud, Bearing, Bucket. Growing of PT XYZ is impacted to the production capacity, by using lean principle PT XYZ increasing the production capacity on creating new production line. The new production line should be fulfilling the customer demand on 2021. New production line was calculated become the solution of the low production capacity. Based on the takt time, cycle time calculation 11 operators identify as the total manpower need to support the production line. Maximum capacity for the line is 9,954 pcs/year. The maximum capacity meets with 2021 forecast demand as a target on capacity increment, the target of capacity is 7047 pcs/year.Keyword: Lean, Gas Turbine, manpower, cycle time, takt time, new production line, production capacity, new line creation.
Performance Evaluation on Project Management Implementation at PT. Indojaya Lima Abadi (Case Study: Home Office Renovation and Site Development of PT. Global Creative Farmer)
No full textPT. Indojaya Lima Abadi Merupakan salah satu pelaku industry kecil di bidang konstruksi. Seiring dengan pergantian generasi penerus, perusahaan tersebutpun mulai melakukan perubahan dengan menambahkan sub-divisi perencanaan dan perancangan arsitektur. Dalam pembentukan divisi perencanaan, PT. Indojaya Lima Abadi masih banyak belajar dalam hal manajerial proyek yang dikerjakan. Terlihat pada kasus proyek renovasi dan pengenmbangan lahan milik PT. Global Creative Farmer. Proyek tersebut mengalami keterlambatan. Hal tersebut dapat menjadi citra yang buruk bagi perusahaan dan bisa merugikan kedua pihak. Perencanaan proyek perlu diperbaiki dan perencanaan penjadwalan perlu dilakukan. Salah satu metode yang digunakan untuk penjadwalan adalah metode network planning. Dengan metode tersebut dapat memperlihatkan hubungan antar pekerjaan sehingga dapat ditemukan penyebab dari keterlambatan. Setelah itu, perhitungan network planning tersebut diterapkan pada barchart yang bergunan sebagai alat komunikasi untuk tim konstruksi sebagai acuan pengerjaan. Analisis faktor lain pun ikut dilakukan dan mengkaji dengan teori manajemen proyek guna menemukan akar dari permasalahan. Dari seluruh analisis tersebut maka didapatkan rumusan mengenai tahapan manajemen proyek. Rususan tersebut diajukan kepada perusahaan dan diharapkan dapat diterapkan pada perusahaan dalam merencanakan dan mengerjakan proyek-proyek yang akan datang. Kata kunci: Arsitektur, Keterlambatan, Network Planning, Manajemen Proyek, Pembangunan dan Perencanaa
PROPOSED MARKETING STRATEGY TO INCREASE THE PERFORMANCE OF LOCAL BRAND SNEAKERS (CASE STUDY: NAH PROJECT)
No full textNAH Project, a local SME that engaged in sneakers industry experienced rapid business development in terms of sales and brand traction. This invites attentions to local customers including the president, Joko Widodo, which then resulted “Jokowi effect” phenomenon. However, the sales resulted inconsistent and fluctuate in high margin. Hence, this research aimed to find the causes.External and internal environmental analysis were assessed in this research to obtain SWOT and root cause analysis, which resulted that the causes are the company still rely on certain products, few channel options given to customers, and lack of marketing effort in terms of promotion.Solution strategies to be proposed are based on TOWS matrix analysis. The solutions are launch classic model sneakers, adding additional value as complimentary for consumers, strengthen customer relation for competitive advantages, adding more online marketplace, more intense promotion on social media, more detail on categorizing product, and make use of public figure endorsement. New STP and marketing mix are also added to solution strategies.The proposed strategies has its detailed actions and timeline to make the most of its implementations by start in second semester of 2019 and will be ended in the end of first semester of 2020.Keywords: footwear, marketing strategy, public figure, sneakers, social medi
Motivation of Undergraduate Petroleum Engineering Student of Bandung Institute of Technology Towards Geothermal Energy as Career Choice
No full textIn recent years, the world is facing a global issue related to the sustainability of sustainable life in the future. Various campaigns and programs have begun to be realized in order to maintain the global ecosystem, one of which is by reducing the use of CO2-emitting fuels or also known as fossil fuels. Reducing the use of fossil fuels must of course be substituted in other forms of energy, one of which is renewable energy. Based on the geological conditions of Indonesia, geothermal energy is a renewable energy that has great potential for its development in Indonesia. Of course, the development of geothermal energy requires skilled human resources in this field. Here the researcher makes the students of the Bachelor of Petroleum Engineering Bandung Institute of Technology as research subjects. Students as the next generation in this industry certainly need to prepare skills and knowledge for this opportunity. For that, of course, it takes motivation as an individual mover. Motivation also has a dynamic form and is highly personalized by environmental conditions. In the definition of motivation, each individual has control over himself and has the right to make choices in deciding to make an effort to try to achieve individual goals. This study uses a quantitative approach to collect data from respondents. In this study, each respondent was given 18 questions, which were representative of 5 variables from Maslow Hierarchy of Needs Theory. In this research, it was found that the motivation of the students of petroleum engineering at the Bandung Institute of Technology to see geothermal energy as a career choice is already at a high level.Keywords: Motivation, Geothermal Energy, Renewable Energy, Maslow’s Hierarchy of Theory, Career Choice, Student
The Influence of Intrinsic And Extrinsic Motivation On Student Learning Achievement With Learning Models (Offline, Online, And Hybrid) As Moderating Variable
No full textMotivation is components identified at the student internal factors that are linked to assure students' performance. Learning model as external factors affects students learning interest and the achievement of students’ understanding. However, during the pandemic, SBM ITB Undergraduate students experienced a decrease in learning motivation and the effectiveness of learning model (online, offline and hybrid) remains underexplored. Regardless of the level of motivation and the learning model implemented, students are still required to achieve optimal learning achievement. Therefore, to ensure student achievement remains optimal, this research is aimed to determine which learning model is the suitable to be applied in Undergraduate Program of SBM ITB. This research analyze the relationship between learning motivation (intrinsic and extrinsic) on student achievement and whether learning models moderate the relationship between motivation and learning achievement. This research also analyzes the effectiveness of three learning model based on student experiences and perception. The data were collected through a questionnaire, and a total of 155 students answered the questionnaire. Research hypotheses were tested using the multiple linear regression and moderated regression analysis. From the results, learning motivation (intrinsic and extrinsic) have positive relationship on learning achievement and learning model does not moderate the relationship between motivation and learning achievement. Based on the result analysis, the Undergraduate Program of SBM ITB does not need to be confused about the learning model to be chosen because there is no moderating effect given by the learning model. Based on learning model effectiveness comparison, students had a more favorable experience and perception of offline learning. Therefore, the researcher suggests that offline learning is the suitable learning model to be applicable in the Undergraduate Program of SBM ITB.Keywords: Intrinsic Motivation, Extrinsic Motivation, Learning Model, Learning Achievemen
Propose Digital Marketing Strategy to Increase Brand Awareness for Fashion Brand Establishment (Case Study in Lune Exterieur)
No full textThe creative industry in Indonesia continues to develop over time, especially in the fashion industry, which continues to grow massively. Seeing these developments, the fashion industry and the apparel industry certainly have considerable potential because fashion has become part of the urban lifestyle trend. Many creative industry businessmen nowadays carry out their business activities by utilizing social media and other online platforms to examine the prospect of the target market's behavior that is more dominant by using online consumption activities. Therefore, they must build an excellent strategic process to survive in the competitive fashion market in Indonesia. Lune Exterieur, founded in April 2019, is one of the creative industries in fashion whose business idea is to offer fashion at the best prices in a sustainable manner. In creating a strong brand, Lune Exterieur has to create and build positive activities related to its brand concept to reach the target market created. This study used qualitative research methods by conducting in-depth interviews with customers, business people, and professions related to digital marketing. It then used a SWOT analysis and determined the root causes of the problem by applying cause-diagram-effect (CED) followed by creating strategy development and making strategy implementation plans. The results of this study used content marketing matrix, social media optimization, AIDA models, and tipping points. The overall results were then distributed digitally through all Lune Exterieur social media by using paid advertising services and placing some of the righthuman resources in maximizing the marketing process. The implementation plan contains the time frame for business implementation and provides solutions to digital marketing budgets in the future.Keywords: Digital marketing strategy, content marketing matrix, AIDA model, tipping points
ANALYSIS ON THE POTENTIAL OF KERTA SEMAYA SAMINAYA TO ENTER THE GERMAN MARKET
No full textPT. Solarens Ledindo for the past five years focused its business on the sale of public solar street lighting products which are widely used to supply the needs of infrastructure development projects in Indonesia. Therefore the company becomes dependent on the existence of development projects from the government to be able to run its business. The dependency causes the company to experience high fluctuations in the revenue it can get. For this reason, an alternative market is needed for companies to enter. The big potential is the Highbay lighting products which are widely used in the industry. The challenge faced by entering this product market is the high number of Highbay lighting products from China that have lower prices than the products offered by PT. Solarens Ledindo. Financial Feasibility Study is needed to find out the possibility of the company to enter the Highbay product market. The methodology used in this research is to find out the business issue first, then find out the business situation of the Highbay lighting industry through internal analysis using financial ratios and external analysis using PESTEL and Five Forces. Then do the calculation of the Financial Projection and Financial Feasiblity Study of the project.Keywords: Feasibility Study, Highbay, PT. Solarens Ledindo, CAPM, Risk Managemen