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All Journal IJHCM (International Journal of Human Capital Management) JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) JMD: Jurnal Riset Manajemen & Bisnis Dewantara Business Review and Case Studies Journal of Emerging Business Management and Entrepreneurship Studies
Aprihatiningrum Hidayati
Sekolah Tinggi Manajemen PPM
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategi Bisnis Retail Digital DOLTINUKU Ignatius Krido Sadmoko; Aprihatiningrum Hidayati
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 4 No. 2 (2021): Juli (2021) - Desember (2021)
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v4i2.911

Abstract

Penelitian Terapan ini bertujuan untuk mendapatkan Peta Strategi Bisnis Retail Digital DOLTINUKU periode 2021 – 2022, dengan mempergunakan metode Balanced Scorecard (BSC) sampai pada level perusahaan. Penelitian dilakukan di Semarang tempat beroperasinya DOLTINUKU, dimana data yang diambil adalah dengan interview, observasi dan studi pustaka, dan data internal DOLTINUKU yang diambil dari Januari 2019 s/d Maret 2021. Kesimpulan penelitian adalah bahwa DOLTINUKU perlu meningkatkan kinerja keuangan, melalui peningkatan kontribusi margin, penjualan, cost efisiensi dan gudang penjualan agar mampu memenuhi kebutuhan keuangannya sendiri (perspektif keuangan), juga dengan menambah gudang penjualan dan engembangkan public relation (perspektif pelanggan) dengan didukung oleh pengembangan aplikas yang dapat diandalkan (perspektif proses bisnis internal), dan peningkan kulitas sumber daya manusia (pespektif pembelajaran dan pertumbuhan
Strategi Pemasaran RR Outdoor Purworejo Periode 2021-2022 Rahmat Susbiyanto; Aprihatiningrum Hidayati
Journal of Emerging Business Management and Entrepreneurship Studies Vol. 1 No. 2 (2021): JEBMES
Publisher : Research Center and Case Clearing House (RC-CCH) - Sekolah Tinggi Manajemen PPM

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (762.636 KB) | DOI: 10.34149/jebmes.v1i2.39

Abstract

RR Outdoor Purworejo, as a commercial company engaged in outdoor equipment rental services to take advantage of the existing potential, must be very intense in paying attention to the promotion side of the company. So the researchers conducted this research with the aim of formulating the marketing strategy of the RR Outdoor Purworejo company for the period 2021-2022.  This study uses a 3c analysis approach which includes: customers, companies, and competitors by using a quantitative, qualitative research approach with survey methods that include questionnaire research instruments and interviews with <50 respondents involved.  The results of this study directed RR Outdoor Purworejo to formulate its marketing strategy for the period 2021-2022, namely the Tour Guide promo program for fun camping, open trips, and private trips.
The Importance of Service Elements in Retail Business Verron Saputra; Aprihatiningrum Hidayati
IJHCM (International Journal of Human Capital Management) Vol 6 No 2 (2022): (IJHCM) International Journal of Human Capital Management
Publisher : Program Studi S3 Ilmu Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/IJHCM.06.02.4

Abstract

This study aims to find out how the external and internal marketing strategic issues of Toko Delima, How is the internal and external analysis of Toko Delima and how is the recommendation of Toko Delima's marketing strategy for 2023. This type of research is a qualitative research with interview data collection methods conducted on Toko Delima owners, Toko Delima consumers and competitor’s store consumers, observation of competitors and documentation studies with secondary data related to Toko Delima. The data analysis method used in this research is by using qualitative analysis methods. The results of this study indicate that in the future Toko Delima will experience changes in STP and its marketing mix, namely in the aspects of price, place and promotion strategies. There is an addition to the service elements of Toko Delima, so that previously using 4P will become 7P. Toko Delima's marketing strategy recommendations for 2023 are promoting using social media namely Instagram, increasing store convenience, adding online sales channels, adding types of promotions and changing product pricing. The results of this study are expected to have a positive impact on the development of science and business in the field of management, especially how to design a marketing strategy
STRATEGI INTEGRATED MARKETING COMMUNICATIONS (IMC) PRODUK RIVENAR+ TAHUN 2022-2023 Lona Amalia; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 8, No 2 (2022): Vol 8, No. 2 (2022)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v8i2.5933

Abstract

ABSTRAKPenelitian ini bertujuan merancang strategi integrated marketing communication yang dapat dilakukan Rivenar+ untuk periode 2022-2023. Penelitian adalah penelitian terapan dengan pendekatan kualitatif deskrptif. Teknik pengumpulan data yang digunakan adalah wawancara kepada divisi pemasaran perusahaan dan studi dokumen berupa hasil survei minat beli konsumen yang telah dibukukan. Teknik analisis yang digunakan adalah analisis konten. Langkah analisis yang dilakukan adalah menganalisis faktor eksternal dan internal. Hasil analisis ini kemudian akan menghasilkan TOWS matrix yang kemudian akan dituangkan ke dalam Strategi IMC. Penelitian ini menghasilkan strategi integrated marketing communications sebanyak tiga program dengan tujuan meningkatkan awareness dan kesukaan masyarakat terhadap brand Rivenar+. Penggunaan iklan secara above the line (ATL) paling banyak digunakan dalam implementasi strategi. Penggunaan iklan memberikan gambaran yang menyeluruh terkait sebuah brand.ABSTRACTThis study aims to design an integrated marketing communication strategy that can be implemented by Rivenar+ for the 2022-2023 period. This research is applied research with a descriptive qualitative approach. The data collection technique used was interviews with the company's marketing division and document studies in the form of survey results of consumer buying interest that had been recorded. The analysis technique used is content analysis. The analysis step taken is to analyze external and internal factors. The results of this analysis will then produce a TOWS matrix which will then be poured into the IMC Strategy. This research resulted in an Integrated Marketing Communications strategy of 3 programs to increase public awareness and likes for the Rivenar+ brand. The use of advertising above the line (ATL) is most widely used in strategy implementation. The use of advertising provides a comprehensive picture of a brand.
Business Strategy Sixtrees 2022-2023 Kevin Rousul; Aprihatiningrum Hidayati
Business Review and Case Studies Vol. 3 No. 3 (2022): BRCS, Vol 3 No 3, December 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.3.3.280

Abstract

The fashion industry is growing rapidly along with technological developments so that it is able to support Indonesia's economic growth. However, at the start of the pandemic, this industry experienced a slowdown due to decreased purchasing power. Sixtrees as a new local fashion brand has also been affected. Since 2021, Sixtrees has stopped operating due to limited capital. Future analysis and development of the Sixtrees brand business strategy are required. The purpose of this study was to identify the weaknesses, strengths, opportunities, and threats of Sixtrees and to develop alternative strategies to be implemented from 2022 to 2023. The survey was conducted by distributing online questionnaires to collect data from 100 respondents who are fashion enthusiasts. The analysis was carried out by examining the company's external and internal factors and alternative business strategies were obtained using SWOT analysis and the TOWS matrix. The results of the study show that the company is still behind compared to its competitors, so it is necessary to implement alternative strategies in order to gain opportunities and minimize existing risks. Sixtrees needs to strengthen product and digital marketing advantages in order to reach a wider market and achieve profitability. Keywords: business strategy, fashion, online, SWOT analysis, TOWS matrix
CNN Indonesia TV Broadcasting Media Business Strategy 2023 – 2025 Arief Hakim; Aprihatiningrum Hidayati
Business Review and Case Studies Vol. 4 No. 2 (2023): BRCS, Vol 4 No 2, August 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/brcs.4.2.183

Abstract

Popular and high-value news programs on CNN Indonesia TV are essential for educating the audience and presenting the positive aspects of various situations. These programs play a significant role in the business unit's connection to the convergence strategy established by the Transmedia Group. This research aims to formulate a comprehensive business strategy for CNN Indonesia TV from 2023 to 2025, to achieve a competitive edge over other news television channels in Indonesia. The method employed for this study was a descriptive qualitative approach, which involved conducting interviews with professionals from CNN Indonesia. The interviews focused on various aspects, including business-related matters, contextual analysis, opportunities, and competitive conditions. The document study was utilized to explore information obtained from various sources within CNN Indonesia, including the company's business reports, operating systems, and operational processes. The strategic sharpening framework was employed, which entailed analyzing current business practices, identifying key elements of success, conducting a competitive profile analysis, performing a SWOT analysis, utilizing the TOWS Matrix, and creating the Internal-External Matrix. These steps were taken to derive future business strategy recommendations. The results of this study is CNN Indonesia TV should implement some business strategies, namely Continuous programming (PPT), Expansion of new audiences (PAB), and Optimization of current audiences (MAS). CNN Indonesia TV needs to enhance its viewership and advertising revenue by distinguishing itself from the competition and capitalizing on its ability to attract a significant share of the market. Therefore, it is imperative to formulate a corporate strategy that could adapt and anticipate changes in the competitive environment. Keywords: business strategy, cnn indonesia tv, media broadcasting, television, tows matrix
THE ROLE OF TIKTOK LIVE STREAMING COMMERCE ON PURCHASE INTENTION: INSIGHT FROM STIMULUS-ORGANISM-RESPONSE (SOR) FRAMEWORK Zhafira Maulidina; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 9, No 1 (2023): Vol 9, No. 1 (2023)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v9i1.6570

Abstract

ABSTRACTThis study aims to elaborate on the influence of TikTok live streaming commerce on purchase intention with the stimulus organism response (SOR) framework to explore the psychological mechanism of consumers. The type of data used in this study is primary data which comes from the results of questionnaires and secondary data from previous research. Using 133 valid responses from TikTok live-streaming commerce viewers, this study used smartPLS to analyze the data. This study proves that there are entertainment, professionalism, and visualization products that have a positive influence on purchase intention. It shows that the respondents are interested in live streaming commerce which satisfied them with the detailed explanation from a trusted source, gives the actual look of the product, and enjoyable viewing experience.ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh Tiktok live streaming commerce terhadap purchase intention dengan kerangka Stimulus-Organism-Response (SOR). Jenis data yang digunakan dalam penelitian ini adalah data primer yang berasal dari hasil kuesioner dan data sekunder dari penelitian sebelumnya. Menggunakan 133 hasil responden dari penonton Tiktok live streaming commerce, penelitian ini menggunakan smartPLS untuk menganalisis data. Studi ini membuktikan bahwa hiburan, profesionalisme, dan visualisasi produk berpengaruh positif terhadap niat beli. Hal ini membuktikan bahwa responden tertarik dengan live streaming commerce yang memuaskan mereka dengan penjelasan detail dari sumber terpercaya, tampilan produk dengan bentuk yang sebenarnya, dan pengalaman menonton yang menyenangkan.
Co-Authors Arief Hakim Ignatius Krido Sadmoko Kevin Rousul Lona Amalia Rahmat Susbiyanto Verron Saputra Zhafira Maulidina