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Proposed Marketing Strategy for Prama Grand Preanger Hotel Bandung
No full textPrama Grand Preanger is one of the Heritage hotel in Bandung owned by Aerowisata Hotels & Resorts. There are two methods that used in the study, qualitative and quantitative method. secondary data are collected from Prama Grand Preanger Hotel, researching books, journals, previous research related to the research, and group discussion. Data collection by distributing questionnaires to 105 respondents. External analysis using General Environment, Industrial Environment, customer analysis, competitor analysis. Internal analysis using 7P Marketing Mix. Based on the interview and questionnaire result, it was found that the hotel problem is lack of promotion. The analysis strategy of Prama Grand Preanger Hotel Bandung through market penetration can be done by increasing marketing efforts, in this case is proposed new 7P Marketing Mix, synergize through Stated Owned Enterprise and Integrated loyalty program. Keyword: Hotel, 7P Marketing Mix, Purchase Intention, Marketing Strateg
PRODUCT DEVELOPMENT BASED ON CUSTOMER PREFERENCES
No full textIndonesia itself clothing who produce streetwear motorbike fashion began to appear. Rawtype Riot is a company engaged in Streetwear motorbikers fashion based on Bandung, was founded in 2017 by art paint designer who formerly worked in Unionwell as designer profession Decky Sastra. At the end of 2018, Rawtype Riot developed sukajan’s jacket type. Even though, the sales volume of sukajan jacket had a gap with another type of issue such a versity jacket. Purpose of this study, Rawtype Riot wants to know consumer’s perceptions about the jacket so that in the development of the next jacket in accordance with the preferences of consumers and stick on the positioning of Rawtype Riot itself. To solve this issues, thid research was conducted by exploratory research to find out perception and pereference of Rawtype Riot’s customer. In exploratory research design, the researcher’s ideas and thoughts are key as it is primarily dependent on their personal inclination about a particular topic. Result of this study indicate that Rawtype Riot’s current customer obtained Exclusive brand, manly apparel, local brand and custom culture while investigating about rawtype Riot Brand, then followed to quality, the result is comfortable, durability and safety when indicate prefered jacket. Oranament design also can be variable to drive customer purchasing decision which is raw design style, vintage design, motorbike design is their prefered when see sukajan jacket while origin jacket sukajan which is oriental design avoided by customers. The last is color variable which is this informant suggested that dark and variation is consideration when preference about sukajan jacket. Conclusion of this study is that Rawtype Riot customers do not prefer the type of Japanese origin jacket which is Sukajan. This caused by the color of the jacket which is famously bright and has a graphic design. By knowing these facts, company through product development can consider these factors which can be modified so that it can be accepted by customer Rawtype Riot taste.Keywords: custom culture, in-depth interview, marketing research, Apparel, exploratory researc
The Impact of Green Marketing On Consumers’ Green Purchase Intention In Fast Fashion Industry: Case Of Uniqlo Indonesia
No full textMany fashion brands are implementing “fast fashion” strategies, resulting in negative effects to the environment where the waste pollutes and degrades the natural environment and surrounding ecosystem. Consumers in Indonesia are growing awareness regarding these environmental issues caused by the fashion industry. For countermeasure, fast fashion brands have been including green aspect into their marketing strategy. In this research, the author aims to examine how green marketing will influence the green purchase intention among consumers. This research is conducted through a qualitative approach by interviewing 7 consumers, and a quantitative approach by using online surveys to collect insights from 311 consumers of UNIQLO Indonesia who have purchased product(s) from UNIQLO Indonesia at least once within the past year. The researcher utilizes open coding to analyze the result of the interview, and uses PLS-SEM to analyze the result of the survey. The result shows that green marketing will influence consumers’ green purchase intention through partial mediation of green knowledge, green attitude, and green brand image. Therefore, green marketing is an important marketing strategy to be considered by fast fashion brands because it can encourage consumers’ purchase intention.Keywords: Green Marketing; Green Purchase Intention; UNIQLO Indonesia; PLS-SEM
The Impact of Social Media Marketing Activity of Instagram towards Brand Experience, Consumer-Based Brand Equity, and Re-Subscribe Intention. A Case Study of Netflix Indonesia
No full textNetflix is a US-based pioneer of video-on-demand (VOD) service. It provides a variety of movies and TV series, and even produces its own original shows. As the VOD industry is growing in Indonesia, many newcomers are entering the market. Hence, Netflix's position is threatened. An increasing price of subscription also gives rise to what Netflix faces challenges, which subsequently create tremendous loss of subscribers in Netflix US. The same occurrence might possibly happen in Indonesia. Netflix Indonesia is heavily carrying out their marketing strategy online through social media. This study intends to examine how social media marketing activity could enhance brand experience, consumer-based brand equity, and re-subscribe intention. This research utilizes a quantitative survey in which the primary data is gathered from 270 respondents who have followed Netflix Indonesia Instagram and have been subscribing to Netflix for at least 3 months. The result indicates that social media marketing significantly influences brand experience, consumer-based brand equity, and re-subscribe intention with brand experience as a partial mediator of SMMA in influencing CBBE. It is expected that academic and managerial suggestions obtained by the result could enhance marketer comprehension on how SMMA could improve brand experience, consumer-based brand equity, and re-subscribe intention.Keywords: Netflix Indonesia; Video-on-Demand (VOD), Social Media Marketing (SMM), Brand Experience, Consumer-Based Brand Equity (CBBE), and Re-subscribe Intentio
The Effect Of Performance Appraisal And Reward Towards Healthcare Worker Motivation In Covid-19 Pandemic Situation At Rsud Bandung Kiwari
No full textAbstract: Covid-19 is a pandemic that attacks human respiration. Covid-19 has become a pandemic due to the spread of Covid-19 worldwide which threatens human civilization. Health workers have an important role in suppressing the number of Covid-19 and treat patients exposed to Covid-19.Therefore, health workers need to be noticed because only those who have knowledge about Covid-19. So, by paying attention to Human Resources, Hospitals management can maintain performance and motivation. In this study, the researcher discussed the variables influencing the motivation of healthworkers, namely Performance Appraisal and Rewards. Performance appraisal is an evaluation carried out by comparing current performance with the past and also the objectives of the work. Performance Appraisal can be measured through Relevance, Acceptability, Reliability, Sensitivity, and Practically.Rewards is a reciprocal that is received by someone because they have given energy or contributed to an organization in accordance with the contract specified at the beginning of work. Rewards in this study were measured through Intrinsic and Extrinsic Rewards. The approach taken is a quantitativeapproach with data collection techniques through a questionnaire distributed to 84 respondents. Data processing was carried out using the Multiple Linear Regression Test method through SPSS 25. The results of this study indicate that together Performance Appraisal and Rewards have a positive effecton motivation, Performance Appraisal has a positive effect on motivation, and Rewards has a negative effect on motivation.Keywords: Performance Appraisal, Rewards, Motivation, and Healthcare Worke
Understanding The Effect of WFH (Work from Home) On Individual Performance of ITB Dormitory Tutor
No full textAbstract. This pandemic has suddenly changed how people work and forcing everyone to adapt, the ITB Dormitory Tutor is no exception. ITB Dormitory Tutors are second-year to final year students who are responsible for fostering the character of first-year students. This organization is under Direktorat Kemahasiswaan Institut Teknologi Bandung (DITMAWA ITB) and Direktorat Sarana dan Prasarana ITB. The author found a decrease in performance of ITB Dormitory Tutors during WFH in the form of KPI achievement decreasing from 84.80% to 80.39%. The author adapts the MARS model using a quantitative approach to determine which factors causes a decrease on the individual performance of ITB Dormitory Tutors. MARS model of Individual Performance and Behavior consists of 4 variables, namely Motivation (M), Ability (A), Role Perception (RP) and Situational Factor (SF). The tool used was a questionnaire which is distributed through online to find out which indicators were approved by the ITB Dormitory Tutor. The author took 83 samples. The data were analyzed by Microsoft Excel for validity and reliability test. The results of this study indicate that the cause of the decrease in Individual Performance of ITB Dormitory Tutors during WFH is the Situational Factor (SF) and Mental Ability (A) variables.Keywords: WFH, MARS model, Individual Performance, ITB Dormitory Tutor, quantitativ
Data Quality Assurance Improvement for Commercial Segment at PT Bank XYZ
No full textBank XYZ Wholesale Credit Operations Bandung (WCOB) are faced with the challenge of dealing with ever-increasing amounts of data. Provision of quality data is essential to support business decisions and reports to SLIK (Sistem Layanan Informasi Keuangan) by OJK as regulators. This research will focus on Commercial segment which is 65% of the total bank wide portfolio. With such a large portfolio, of course accompanied by a very large risk of errors in data. Error data can cause various types of loss for Bank XYZ both in Operational risk, legal risk, reputation risk, and financial risk (fines sanction by OJK). Currently, there are still a lot of Debtor data errors that arise at Bank XYZ, this has the potential to result in substantial fines from the OJK, which will harm Bank XYZ. The root cause of the problem is identified by using CRT. The Data Quality Assurance (DQA) error rate is caused by the internal system which not yet qualified and the Employee lack of knowledge. The important part which affects the appearance of data errors is the first input of data in the system. If the PIC did not input data accurately, and complete, or even did not filled in the system, then it will cause an error data. This problem caused by the PIC who still doesn’t have a risk awareness, and that is because they still lack of knowledge. Thus, if the system not yet qualified; no validation system, which can detect blank data, and ‘anomaly’ data, it will also cause a potential error data. With the ‘Done Right at the First Time’ approach, the author proposed several solutions; for the system is upgrade internal system (IPS) by implement Poka Yoke method, and for the employee is through employee training and development, and implement reward and punishment system. By implement these solutions, using pessimistic scenario it is estimated that the error data will decrease by 27% and also estimated to decrease in potential fine sanction as much as IDR 112 million, and by optimistic scenario it is expected to decrease error data by 78% in the future and it is estimated to decrease fine sanction as much as IDR 226 million.Keywords: Data Quality Assurance, Banking Data Reporting, Current Reality Tree, Poka Yoke
Proposed Digital Marketing Strategy with Product and Customer Service Improvement to Increase Consumers’ Intention to Use PosGiro Mobile
No full textPT Pos Indonesia is the state-owned company which is responsible to provide postal and financial service in Indonesia. Recently PT Pos developed product service called PosGiro Mobile (PGM). However, PT Pos has difficulties to catch up with the rapidly changing business environment particularly in providing user friendly financial service to its consumer, as such they hardly adopt the product and have confusion on the usage of PGM apps. Accordingly, the purpose of this study is: (1) to identify factors that significantly influence consumer intention to use digital financial service. (2) to determine the role of the significant factors in increasing consumer intention to use digital financial service. (3) to propose the right strategy to increase the intention to use PosGiro Mobile financial service.This study used mix method of qualitative and quantitative research to asses external and internal environments of PGM. First, general environment analysis, industry analysis, and competitor analysis were conducted to assess external environment of PT Pos. Second, it is analyzed the internal company situation using marketing mix, STP, and VRIO analysis approaches. And third, it is conducted a quantitative survey to gain consumer insights on factors that may increase the intention to adopt digital financial services using Technology Acceptance Model approach. The overall result of analysis then summarized in SWOT Analysis; and also becomes the input to identify the root causes problem of the business issue. As the result, it found eight root causes of PosGiro Mobile low adoption, Then, it is formulated 12 alternative solutions based on TOWS matrix approach and the relevant alternatives are connected with the root causes of problem are used to develop digital marketing strategies, which consists of online content marketing, online display advertising, PGM apps features improvement, and social media marketing strategies. Keywords: Digital Marketing, Technology Acceptance Model, Fintec
PREDICTING AND EVALUATING CHANGE MANAGEMENT INITIATIVES OF HUMAN CAPITAL DIGITAL TRANSFORMATION IN PT ANGKASA PURA II (PERSERO)
No full textIndustrial revolution 4.0 will bring many changes to business processes and work patterns. PT Angkasa Pura II (AP II) which operates in the air transportation industry will be affected by the use of new digital technology. To maintain existence, increase business growth, and achieve competitive advantage is to carry out digital transformation as part of the change management efforts. In implementing a digital transformation, 3 initiative projects have been carried out in the area of Human Capital, that is Employee attendance, Travy, and mobile learning projects. The research objective is to predict and evaluate the level of success of change management from 3 (three) project change initiatives. Qualitative research is carried out by observing and collecting descriptive data related to the stages of implementation of 3 change initiative projects, while quantitative is done by collecting data from survey questionnaires. DICE model and Kotter’s 8-steps are the models used to evaluate and predict the level of successful implementation of the change efforts and which particular 8-steps should be improved in order to increase the probability of success, respectively. Keywords: change management, digital transformation, 8-step Kotter, DICE framework, implementing chang
PROPOSED BUSINESS STRATEGY FOR TEXTILE COMPANY USING DIAMOND STRATEGY CASE STUDY: CV KARA SYANDANA
No full textFabrics are now valued as necessity because the need for clothing is one of the main needs of humans, making the fabric manufacturing business now has potential to become a growing business. CV Kara Syandana is a company engaged in fabric manufacturing and become legal entity since 2017. The products offered by CV Kara Syandana are cotton fabrics with various levels of thickness and various colors. Nowadays, many businesses that offer products in the same category as CV Kara Syandana, making the market of fabrics to be fiercely competitive, and problem arise for companies that reducing the number of sales. Aknowledged that condition is not good for the company, CV Kara Syandana must be able to find a way to win competition in the market.The results of the research shown that the company has the strength of great quality of the product and the speed of delivery, moreover opportunity comes from polyester fabric that has potential market. Therefore by using the facts found, a business strategy that was designed using diamond strategy as the framework.By formulating using a diamond strategy, the arena that chosen are consumers who focus on quality over price, then differentiate to prioritize quality factors with a focus on fabric softness and durability. After that the vehicle chosen is to use an alliance and internal development, with the staging stage it will implement a strategy of flanking into poliester market. And then implementation will be carried out using a business canvas model providing recommendations such as the production of new types of fabric, opening a shop as a showcase for the consumer, and maintaining the quality of fabric and the speed of fabric delivery.Keywords : Business Strategy, Competition, Cotton, Diamond Strategy, Fabric Manufacturin