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Entrepreneurial Orientation and Marketing Performance: The Mediating Role of Energizing Professional Networks
Get PDFAbstract. This article addresses the study controversy (research gap) of entrepreneurial orientation regarding marketing performance. The case study at hand, fashion SMEs, must present a distinct advantage due to intense competition. This advantage does not lie in how to create new products, but in how to build professional networks. Hence, the present article aims to develop a model for strengthening professional networks based on an entrepreneurial orientation to improve marketing performance. The population in this study comprises the leaders of fashion SMEs in Central Java, Indonesia. The sampling method employs a purposive 250 technique. The analysis technique uses SEM AMOS software. The results of the study show that proactiveness, risk-taking, and innovation have a significant and positive effect on professional network energy and marketing performance. In addition, the energy of professional networks mediates a strong relationship between proactiveness, risk-taking, and innovation in terms of marketing performance.Keywords: Proactiveness, risk-taking, innovativeness, energizing professional networks, marketing performanceAbstrak. Studi ini berdasarkan kontroversi studi (research gap) orientasi entrepreneur dengan kinerja pemasaran. Selain itu UKM Fashion harus memiliki keunggulan yang berbeda yang disebabkan persaingan yang ketat. Keunggulan yang dimaksud bukan bagaimana menciptakan produk baru tetapi bagaimana membangun profesional networks. Oleh karena itu artikel ini bertujuan untuk mengembangkan model penguatan jaringan profesional berbasis orientasi kewirausahaan untuk meningkatkan kinerja pemasaran. Populasi dalam penelitian ini adalah para pemimpin UKM Fashion di Jawa Tengah, Indonesia. Metode pengambilan sampel menggunakan teknik purposive 250. Teknik analisis menggunakan software SEM AMOS. Hasil studi menunjukkan bahwa proaktif, pengambilan risiko, dan inovasi memiliki efek yang signifikan dan positif pada energi jaringan profesional, dan kinerja pemasaran. Selain itu, energi jaringan profesional memediasi hubungan yang kuat antara proaktif, pengambilan risiko, dan inovasi pada kinerja pemasaran.Kata kunci: Proaktif, berani mengambil resiko, innovative, penguatan jaringan profesional, kinerja pemasaran
Intercultural Analysis in Managing Employee Interaction: Case Study In Pt Semen Indonesia At Padang
No full textCulture is one of the most important aspects of a business and an organization, especially in today's world. There are many factors that influence the adaptation to two different cultures, particularly in Indonesia, where there are significant cultural differences. This can sometimes lead to how to interact in understanding culture and also characteristics. Because of one's cultural background Communication, negotiation, conflict, cross-cultural and interpersonal interactions are all significant aspects of adaptability and intercultural interaction patterns that must be considered in the fusion of one culture with another. This study focuses on a culture, specifically Minangkabau culture, which contains customs and culture that are dense with many manners that must be followed, and how people from diverse cultural backgrounds can understand it To adapt to Minangkabau culture at a company where the majority of employees have Minangkabau cultural origins, as well as how to establish a pattern of interaction inside the company To deepen and obtain the correct viewpoint of employee interaction on Minangkabau culture within a firm, the researcher focuses on collecting data using qualitative methods and analyzing that perspective in order to develop the correct employee interaction in a company. This study focuses on PT Semen Padang, one of the subsidiaries of the Semen Indonesia Group, with a majority of Minangkabau employees, and how they interact at work with enterprises that have a dominating culture
The Factors Affect Employee Loyalty with Job Satisfaction As A Mediator Variable To Generation Z During The Internship Program
No full textHuman resources are one of the essential instruments in a company. Generation Z, which is predicted to dominate 20% of workplaces in 2025, brings an opportunity for companies to be able to adapt indirectly and adjust the business they are doing to keep up with existing developments, considering that Generation Z exist in the middle of technological developments. This study aimed to determine what factors influence job satisfaction, directly related to the level of employee loyalty of Institut Teknologi Bandung graduates belonging to Generation Z during their internship. This research is quantitative research using a questionnaire where what is measured is how training, working condition, internship benefits, and salary affect employee loyalty with a mediating variable, namely job satisfaction. The total number of respondents involved was 298, with 151 respondents who met the criteria. Training, internship benefit, and salary positively impact employee loyalty, and the work situation does not directly affect employee loyalty if company does not accommodate a proper working condition and job satisfaction.Keywords: Keywords: generation z, internship program, job satisfaction, employee loyalty
Proposed Marketing Strategy for Music Through Digital Streaming Music Recommendation System for Independent Musician (Case Study: Ping Pong Club)
No full textThe new face of modern music industry has followed the global trend on digitalizing music consumption through the invention of music streaming apps, or known as the digital streaming platform. While the DSPs are using the preference base algorithm for their consumers to stream the kind of songs they like, indie musicians are mostly benefitted from the algorithm. The challenge for indie musicians is on how to market their music through managing this preference base algorithm in the DSPs. This journal is a result of experimentation held with author’s music project called Ping Pong Club. A set of experimentation is done by using some of their tracks in order to show the boosted streaming numbers between the ‘treated’ songs and the ‘untreated’ one, along with the explained details from which streaming sectors matters. An implementation plan and strategy is applied to show how managing the preference base algorithm works on increasing the digital streaming sales. Keywords: Music Industry, Digital Streamin
Production Time Optimization By Six Sigma DMAIC Method At Goods Project Convection
No full textGoods Project is a company engaged in online-based convection in the city of Bandung, which was founded on February 1, 2016. In the last few years, the Goods Project has seen that the production process is still not optimal because it always experiences from a predetermined schedule when producing large quantities. This may occur because the production system is not optimal and there are small errors that are not noticed by management, causing these errors to always occur.Therefore, the author tries to do research related to the problems placed by the Goods Project using he Six Sigma concept with the DMAIC method (Define, Measure, Analyze, Improve, and Control). From the results of the root cause analysis it was found that the problem was in the Human, Method, Machine, and Measurement factors. In the method factor, it is found the order that the scheduling is irregular and also the information on the remaining invoice payments which results in the expenditure of raw materials. Factors It was found that employees do not have work contracts so that it causes no commitment with the company and understanding of the established SOPs, and also no KPI in employee performance appraisals. In the measurement factor, the company does not apply KPI to production capacity and time, which results in an ineffective production process. Furthermore, on the machine factor, the use of manual screen printing tools requires a longer time and also more labor, besides that there are still some sewing machines that do not operate due to lack of labor.Then the authors conducted a brainstorming related to the results of the analysis to optimize the production system. The upgrade phase (Upgrade) results in that the Goods Project can solve the problem by applying KPIs to several parts of the company especially on the administration, production & human resources systems and also implementing a more effective scheduling system. Then carry out control (Control) on the implementation of the strategy that has been done.Keywords: Six Sigma, DMAIC, Root Cause, Fishbone, KP
IMPROVING CUSTOMER SATISFACTION OF SELF-SERVICE BANKING (CS DIGITAL) CASE STUDY: PT BANK AAA BRANCH X
No full textInnovation is needed in various business sectors, including banking. One of the innovations developed by banks in various countries is based on self-service banking services. Likewise, human resources (customer service-service-based) self also play an important role in customer satisfaction with a company. CS Digital is a-service based self service issued by one of the largest private banks in Indonesia. However, it was found in one branch that the use of CS Digital was not optimal. This study will measure how satisfied customers are with-based banking services, self-service namely CS Digital, compared to customer satisfaction with the quality of human (service customer service) and the author will provide some suggestions for optimizing the use of CS Digital, one of the branches of PT Bank AAA. Service quality is measured using 5 dimensions of service quality, convenience, reliability and security, responsiveness, personalization, and tangible and customer satisfaction indicators. From these attributes, it will be calculated how big the gap is between customer expectations and company performance. The calculation of the gap is assisted by the method Importance Performance Analysis (IPA). In this study, there are several problems related to the operation of CS Digital that need to be resolved. These problems include ease of use of CS Digital, lack of clear directions for new users, slow service, and CS Digital is not the first choice for customers to make transactions. Fishbone is used to analyze the root of the problem and to find out the cause and effect of problems that occur at PT Bank AAA branch X. In addition to the fishbone method, the author also uses theories regarding service quality to find the main problems in PT Bank AAA branch X. The root of the problem from PT Bank AAA branch X, I tried to give suggestions to optimize the use of CS Digital so that it can help reduce queues and increase branch productivity as expected.Keywords: Customer satisfaction, service quality, fishbon
Root Cause Analysis on Production Target Achievement Failure of CV. Bungsu Pratama Mandiri
No full textCV. Bungsu Pratama Mandiri is one of Micro, Small and Medium Enterprises (UMKM) from Bandung which produces various local brands such as Brodo, Donatello, Winshor, etc. The role of this company in the business of various shoe brands is as a shoe maker. Since 2016, the company started producing Brodo brand shoes with boots and machetes (parang) which are still ongoing today. Brodo is the largest buyer of CV. Bungsu Pratama Mandiri which has the highest number of orders compared to other brands that cooperate with the company to produce its shoes. The problem is the company failing to achieve the production target as requested by the buyer. So that the delivery of finished goods to the buyer's warehouse is delayed, this happens to all buyers such as Brodo, Donatello, and Winshor, where they often run out of stock of goods. Based on these conditions, this study aims to identify the source of the causes that resulted in failure to achieve production targets. And then provide recommendations to CV. Brodo Pratama Mandiri to solve the problem. Because Brodo is the largest buyer for the company, the authors make Brodo the focus of research. Based on the analysis results on the fishbone diagram and 5 why's analysis, there are 3 things that are the root causes of production target achievement failure. The three things are; no contract agreement, didn't know how to measure the workload, no activity mapping running on the production floor. The search for solutions is carried out using the combination of Value Focused Thinking (VFT) and Systematic Inventive Thinking (SIT) method to eliminate the identified root causes. VFT used to identify what variables are contained in the problem, and SIT used to to find the alternatives solution. Alternative solutions proposed to overcome the problem of failure to achieve production targets are; make work agreement, provide time study training, standardize the working hour, create a Gantt Chart to map activities on the production floor. Keywords: production target achievement failure, fishbone diagram, 5 Why’s Analysis, Value Focused Thinking (VFT), Systematic Inventive thinking (SIT
Designing Standard Operating Procedure in Beauty Salon Using Knowledge Conversion Model (Case Study: Bunda Umar Muslimah Salon)
No full textCaring for self-beauty in a salon has become necessary for most women. One of factor determines in choosing a beauty salon is the service quality. Bunda Umar Salon is a Muslim woman-only beauty salon that always committed to provide quality service. However, some customers still complain about the disappointing service. The absence of written SOPs has resulted in the Bunda Umar Salon being unable to meet acceptable service standards. This study aims to design SOPs of Bunda Umar Salon and its implementation plan.The research uses observations and literature reviews to determine the most appropriate method in designing Bunda Umar Salon's SOPs. The SOPs design begins with determining the service critical points. A knowledge conversion process then be carried out based on Nonaka's SECI (Socialization, Externalization, Combination, and Internalization) Model to convert tacit knowledge into explicit knowledge. The acquired knowledge is then compiled into a written SOP format and then got tested. The SOP implementation plan is made with a strategy to address employee resistance to change, which found during the trial. The SOPs make it easier for employees to understand the work flow and increase their discipline. Employees who perform according to the SOPs provide satisfying service for customers. Keywords: beauty salon service, employee resistance to change, knowledge conversion, NONAKA’s SECI model, standard operating procedure (SOP)
Customers Perception Study to Increase Brand Awareness in BJB Precious
No full textBjb Precious the priority services owned by PT Bank Jawa Barat Banten (bjb). Although the number of customers is increasing every year, but it is not accompanied by the brand awareness of bjb Precious. To avoid language barriers for bjb Precious in the public, in 2021 bjb Precious will do a rebranding into bjb Prioritas so that it is better known to the public. With low brand awareness, bjb Precious will make some improvements after the rebranding. This research is intended to propose a marketing strategy to increase brand awareness of bjb Precious. In this study, identification was carried out internally and externally through the marketing mix (7P's), STP analysis, PESTEL analysis, competitor analysis, Porter's Five Forces analysis, and consumer analysis. In consumer analysis, this study uses a qualitative approach based on observations and interviews from several related parties. The interview was addressed to bjb Precious employees, bjb Precious customers, and priority customers in other banks. Interviews with customers were conducted to determine their perceptions of priority services and bjb Precious. From the interview results, there are several findings from this research, including priority customers from other banks who are not interested in using bjb Precious services, because they do not trust in bjb Precious. Besides that, they do not know about the products, facilities, or privileges provided by bjb Precious. Most of them do not know bjb Precious at all. Therefore, bjb Precious needs to build positive communication with the public on an ongoing basis. In addition to priority customers in other banks, customers from bjb Precious also provide their perceptions based on the marketing mix of bjb Precious. From these findings, several business solutions will be proposed, in terms of service improvements and how to communicate them to customers to increase brand awareness of bjb Precious.Keywords: bjb Precious, perception, brand awareness, marketing mix, marketing communication