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REDESIGN PROMOTION STRATEGY OF ABC SENIOR LIVING IN WEST JAVA TO IMPROVE SALES OCCUPANCY – A QUALITATIVE RESEARCH Nurhikmah, Shita Oktaviani; Sonny, Sonny
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 4, No 1 (2020): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v4i1.7692

Penelitian ini menyoroti strategi desain ulang promosi untuk panti jompo ABC di Jawa Barat, untuk meningkatkan penjualan. Tujuan dari penelitian kualitatif ini adalah untuk menentukan masalah promosi saat ini, memeriksa persepsi konsumen, dan mendesain ulang strategi promosi untuk mencapai target. Dari penelitian ini, ditemukan bahwa tidak ada masalah signifikan dari konsumen dan konsumen potensial, terkait dengan layanan dan fasilitas. Dapat disimpulkan bahwa kegagalan mencapai target penjualan, karena strategi promosi tidak ditujukan untuk target pasar yang tepat. Perusahaan perlu mendesain ulang strategi promosi pada target yang tepat, dan dapat mencapai target yang ditentukan oleh Manajemen ABC. This research highlights the redesign promotion strategy for ABC senior living in West Java, to improve sales occupancy. The objective of this qualitative research are to determine the current promotion problems, check the consumer perceptions, and redesign promotion strategy to achieve the target. From this study, it’s found that there are no significant problems from consumers and potential consumers, related with service and facilities. It can be concluded that the failure to reach the sales target, because promotion strategy not aimed for the right target market. The company needs to redesign promotion strategy on the right target, and be able to achieve the target as determined by ABC Management.

THE IMPACT OF BRAND EQUITY TO PURCHASE INTENTION (CASE STUDY FROM IPHONE USERS IN MAKASSAR) Gabriella, Gita; Sonny, Sonny
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 5, No 1 (2021): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v5i1.8696

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

Influencing of E-Commerce Website Towards Young Adult Customer Purchase Decision In Jakarta Area Sonny Vin Sudtejo; Fajar Putra Ryanda; Kezia Sugiarto; Putri Asri Azizah
FIRM Journal of Management Studies Vol 2, No 1 (2017): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

The online shopping in Indonesia from year to year has increased rapidly. Consumers often do online shopping is a group of young adults in the big cities. Jakarta is a city that many young adult doing shopping online. Base on the pre-survey, researchers found that Online shopping experience is not always pleasant. Consumers often experience disappointment for many reasons, such as data security issues, payment, web design, product quality and delivery of goods. Research was conducted online by using google docs. The number of respondents in this study as many as 136. Questionnaire results were processed using SPSS version 20. The results show that there is a positive and significant effect payment and web design on purchased decision. Keywords: E-commerce, wed design, product, payment, purchase decision

ANALISA KELAYAKAN BISNIS TAS TENUN HERITAGE DI BOGOR Sonny Sonny; Muhamad Surya Prabawa
FIRM Journal of Management Studies Vol 6, No 2 (2021): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v6i2.1458

ABSTRAK Penelitian ini merupakan analisis kelayakan bisnis tas tenun ikat merek Heritage di Bogor. Analisa kelayakan terdiri dari dua analisa, yaitu analisis industri dan perencanaan keuangan. Industri akan dianalisa menggunakan SWOT analysis. Dari sisi keuangan, akan dianalisa menggunakan Return on Asset (ROA) dan Payback Period (PP). Perhitungan ROA didapatkan hasil 33%, menghasilkan laba bersih positif sebesar Rp. 96,232,321 ; PP dalam jangka waktu 3,1 tahun. Kesimpulan penelitian ini dari aspek industri dan finansial, bisnis Heritage ini layak untuk dijalankan. ABSTRACTThis study is an business feasibility of Heritage’s brand woven bag business in Bogor. The feasibility consists of two analysis, namely industrial analysis and financial planning. The industry will analyze using SWOT analysis. From the financial side, it will be analyzed using Return on Assets (ROA) and Payback Period (PP). ROA calculation results obtained 33%, resulting in a positive net profit of Rp. 96,232,321; and PP for a period of 3.1 years (less than 5 years). The conclusion of this research from the industrial and financial aspects, the Heritage woven bag business is feasible to run.

COVID-19 DAN DAMPAKNYA BAGI PERILAKU KONSUMEN DI INDONESIA TAHUN 2021 [COVID 19 AND THE IMPACT TO CONSUMER BEHAVIOR IN INDONESIA IN 2021] Sonny Sonny; Genoveva Genoveva; Chairy Chairy; Hanif Adinugroho Widyanto; Siska Purnama Manurung
Jurnal Sinergitas PKM & CSR Vol 5, No 2 (2021): October
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/jspc.v5i2.4333

This Community Service is organized by the Marketing Study Center (PUSKA) of President University to the public through a webinar (online). The purpose of this PKM is to provide guidance to business practitioners and the public, how to behave in the midst of this pandemic, product sales are decreasing from month to month, government regulations prohibiting people from leaving their homes temporarily, and public panic. Having business practitioners invited to be speakers, who also experienced the same decline but managed to bring their product sales back to normal, gave a lot of enlightenment to the people who attended the webinar.BAHASA INDONESIA ABSTRACT: PKM ini diselenggarakan oleh pusat kajian (PUSKA) marketing universitas Presiden kepada masyarakat melalui webinar (online). Tujuan dari PKM ini adalah memberikan pengarahan kepada praktisi bisnis dan masyarakat, bagaimana harus bersikap di tengah pandemik ini, dimana penjualan produk menurun dari bulan ke bulan, aturan pemerintah yang melarang masyarakat untuk keluar dari rumah sementara waktu, serta kepanikan masyarakat. Dengan adanya praktisi bisnis yang diundang menjadi pembicara, yang juga mengalami penurunan yang sama namun berhasil membuat penjualan produknya kembali normal, memberikan banyak pencerahan kepada para masyarakat yang hadir di webinar.

Business feasibility study of Dreamhome Villa Stevanny Lithania; Sonny V Sutedjo
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

The growing tourism sector has created many business opportunities that can be done. Accommodation is an important part of meeting the needs of tourists. During three years, from 2018 - 2021, the number of tourist visits to accommodation in Bandung City almost doubled; where in 2018, the number of tourist visits to accommodation in Bandung City was 4,801,108 tourists, and in 2019 it became 8,411,064 tourists, and currently the staycation phenomenon is becoming a growing holiday trend. This research aims to analyze the DreamHome villa using financial feasibility analysis as the main analysis and industrial feasibility as a secondary analysis. The feasibility of using financial investments such as Present Net Value (NPV) and Payback Period (PP). For industry feasibility, using Porter's Five Forces and SWOT analysis resulted in low competitive rivalry yet a high risk of substitution. Financial analysis shows a Present Net Value of Rp 1.274.756.392 (NPV> 0), ROA 12,74 %, ROS 55,60 %, and the Payback Period is less than one year. Then for the feasibility of the industry using Porter's Five Forces and SWOT analysis, the average results of the competitive competition and moderate risk of substitution are media. From both analysis on finance and industry feasibility, the analysis results indicated that the business has a profitable prospect and is financially feasible.

BUSINESS FEASIBILITY STUDY OF GAPURA RESTAURANTIN NUSA DUA – BALI Komang Handi Dwi Darma Santhi; Sonny Sonny
Proceeding of the International Conference on Family Business and Entrepreneurship 2021: Proceeding of the 4th International Conference on Family Business and Entrepreneurship
Publisher : President University

Restaurant as one of the culinary businesses can be categorized as an industry with a promising profit.Gapura restaurant which is planned to open in 2021 at Nusa Dua – Bali, represents the concept to serve the real exquisite food taste from Bali. The objective of this study is to analyze the business feasibility of the Gapura restaurant in the scope of marketing and finance. To analyze the scope of marketing and finance, the researcher uses qualitative and quantitative analysis.For marketing scope, the researcher using Porter’s Five Forces analysis and SWOT analysis. For financial aspects, the researcher uses Net Present Value (NPV), Payback Period (PP), and profitability ratio analysis (for 5 years). For the result in marketing, it is founded that the price offered for the menu in this restaurant is relatively cheaper than its competitor and committed to support less plastic movement through its packaging system. The result of the financial analysis: payback period approximately within 3 years 4 month and Net Present Value at Rp1,407,994,472. After the marketing analysis and calculations were made, it can be concluded that the business of the Gapura restaurant is feasible to run. Keywords: Feasibility study, SWOT Analysis, Payback Period, Net Present Value, Profitability Ratio

BUSINESS FEASIBILITY STUDY OF HEALTHY FOOD RESTAURANT IN BEKASI Steffani Novenia Wimartanti; Sonny Sonny
Proceeding of the International Conference on Family Business and Entrepreneurship 2021: Proceeding of the 4th International Conference on Family Business and Entrepreneurship
Publisher : President University

The increasing of health awareness and the concern of long-term effect from artificial seasoning, healthy food’s trend has continuously increased in demand, along with the trend of a healthy lifestyle in recent years. The change in healthy food perception from time to time also helps with the healthy food demand in Indonesia. There are around 52.2% of the population in West Java who has carried out a healthy lifestyle. This research has the main objective to analyze Foresty Cookery’s (healthy food restaurant) in Bekasi by using financial feasibility as main analysis and industry feasibility as secondary. The financial use feasibility of investment such as Net Present Value (NPV), Payback Period (PP), and ratio analysis that consists of Return of Asset (ROA), and Return of Investment (ROI). The financial analysis shows Net Present Value is Rp1,489,209,200 (NPV> 0), Payback Period less than 3 years, and the following result of Ratio Analysis for the first year of business, where ROA is 10%, and ROI is 33%. Then for industry feasibility using Porter’s Five Forces and SWOT analysis, that resulted in low competitive rivalry, yet high risk of substitution. From both analysis on finance and industry feasibility, the analysis results indicated that the business has a profitable prospect and financially feasible. Keywords: feasibility study, business plan, entrepreneurship, healthy food restaurant

Analisa Kelayakan Bisnis Minuman Ringan Bestea Vivi Vivi; Sonny Sonny
FIRM Journal of Management Studies Vol 7, No 2 (2022): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v7i2.3843

Tea is a very common drinks especially in Indonesia. Since the global pandemic, many people changed their consumption habit and lifestyle to a healthier one and one of them is tea. Triggered by this event, the industry of tea drinks bloom. The business plan developed is named Bestea having meaning and similarity with the word bestie in which have a meaning of best friend. Bestea targeted their products to millenial and Z generation whose having a habit of hanging out with friends and family. Bestea wants to widen the reach of market target by using apps such as GrabFood, GoFood, and ShoppeFood for things such as selling product and taking orders from customers online. The business of Bestea is targeted to reach and achieve revenue whereas each quartal months will give 5-15% of revenues for at least 5 years. Bestea expected to achieve payback period in the fourth year and will accumulate NPV at IDR 325.372.319, with return on assets on 35.77 percent and return on sales around 38 percent on the fifth years.Keywords : Tea business, feasibility study, business plan

BUSINESS FEASIBILITY ANALYSIS OF D’SWEETY LAYERS DESSERT CAKE Berliana Putri; Sonny Sonny
FIRM Journal of Management Studies Vol 8, No 2 (2023): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v8i2.4651

Dessert is a food served as a cover after the main food that is often found in various countries, including Indonesia. In Indonesia, dessert is usually called "makanan pencuci mulut". Dessert is identical with a sweet taste that is able to arouse the appetite of those who see it because of its attractive appearance. Therefore, an analysis will be carried out regarding the feasibility of the business in the dessert industry to be able to determine the sustainability of the business. In this business plan, a name will be given according to the dessert product that will be launched later, namely D'Sweety Layers which can describe a layered dessert cake with a sweet taste, which is called layers crepes cake. The target audience segmentation is the millennial generation and Z generation, who have so far been accustomed to following trends. Then expand the range not only offline stores but can be ordered online through the food delivery platform.

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