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All Journal Journal of Business and Management The Winners The Asian Journal of Technology Management (AJTM) Jurnal Studi Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) TIJAB (The International Journal of Applied Business) Journal of Economics and Business UBS Jurnal Sistem Informasi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Nila Armelia Windasari
Institut Teknologi Bandung, Indonesia
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Community Utilization Strategy To Increase The Number Of Customers For Mattea Social Space Harry Sipangkar; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Journal of Economics and Business UBS
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.98

Abstract

Mattea Social Space was founded in May 2021, running under PT. Hita Kreatif Nusantara. Mattea Social Space is a space that has a semi cafe and semi restaurant concept. located on jl. Rawasari Bar. I, DKI Jakarta. The second branch which is being built is located on jl. Raya Pekayon No.10, RT.04/RW.01, Pekayon Jaya, Bekasi City, which has an area of 1515 square meters. Mattea Social Space focuses on the variety of food and drinks sold, the area of the customer's seating area and the concept of a nice place with tropical and industrial themes, with the majority of the area being 60% outdoor, 25% semi-outdoor. and 15% indoors. The problem that Mattea Social Space is currently facing is that there has been a decrease in the number of customers in the last few months, the trend of which has been decreasing since the middle of the year. The purpose of the research is first, to find out the best strategy to increase customers by leveraging the community. Second, to propose an implementation plan for the proposed strategy. The conceptual framework used by researchers in this study is that community marketing and community building will affect brand loyalty, and brand loyalty will ultimately increase the number of customers. This research method uses a qualitative approach with data collection techniques, namely observation and interviews. Data analysis with internal and external analysis as a tool for developing programs and strategies to be implemented. From the results of internal research, it is known that the problem that causes a decrease in customers is because many customers move from their gathering places to other or new places that have a different atmosphere. So Mattea Social Space needs a competitive advantage in areas other than the building without spending a lot of money. The results of the study show that the best strategy to increase customers for Mattea Social Space is to create a Community Ecosystem of Mattea Social Space, where Mattea Social Space becomes a gathering place for many communities to gather and carry out various activities in it by providing certain benefits, then as a supporter, it is also necessary to carry out and routinely schedule employee training programs related to service improvement and product development, and also need to implement and schedule routine maintenance for all areas and equipment owned by Mattea Social Space. Then this is carried out under control by making plans to implement these strategies for one calendar year 2023 as well as the KPI (Key Performance Indicator) for each action.
Proposed Marketing Strategy to Increase Number Of Customerstrough Experiential Marketing (Study Case: A Yoga Studio In Jakarta Selatan) Ghassani Nabila Tanri; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Journal of Economics and Business UBS
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.102

Abstract

In May 2021, a new workout studio focusing on yoga classes officially launched. The yoga studio located in a very accessible area in South Jakarta. After a year of growing slowly, in the 3rd quarter of 2022 the studio faced a stagnancy on the number of customers. The studio’s marketing activites has only been focusing on its activation on social media specially Instagram which has successfully increased the followers number but failed to convert it into the studio’s customers by signing up for the classes. The studio then started to do some effort in another form by doing a special event collaborating with other brands resulting in new customers. The effort has shown the studio a high potential to acquire more customers, it also brought the studio to realize that the intangibility of their service can’t be promoted only through digital marketing. Based on this realization, a deeper reasearch then conducted to propose a new marketing strategy for the studio. Knowing the business issue of the studio, after analyzing the business situation, a root cause analysis then conducted using Current Reality Tree (CRT) resulting in 3 root causes. These root causes then led to some findings on the literature review and formed the conceptual framework which consisted in physical experience, servicescape, and brand collaboration that leads to customer’s experience resulting in patronage. Based on the findings, a online survey using questionnaire was conducted. The data proceeded using the multiple linear regression method by seeing the significance number then drawn into partial regression plot. After analyzing the result, the solution and implementation plan then formed.
Formulation Of Social Media Content Strategy For BabyRaf Jakarta to Increase Revenue Growth Delanny Dwi Nugrahini Sani; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Journal of Economics and Business UBS
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.99

Abstract

BabyRaf Jakarta is a company engaged in the rental of children's toys and baby needs from birth to 8 years old. This company was founded in 2018. From the beginning until the end of 2021, the company experienced an increase in revenue. Even during the initial conditions of the pandemic. However, at the beginning of 2022, the trend of fluctuating income tends to decrease. As an effort to improve company performance, BabyRaf Jakarta is trying to focus on attracting customers according to its target market. Companies use social media Instagram to increase customer awareness. The company has a social media strategy, namely displaying several 4 types of content that are distributed through Instagram ads. After evaluation, the strategy is less than optimal in attracting customer interest to use products from BabyRaf. With the problem of social media owned by BabyRaf Jakarta, the author conducted various analyzes and then formulated a marketing strategy through social media Instagram, namely prioritizing the use of content that contains a portfolio of products and prices as well as informational content and its implementation. The analysis used is competitor analysis and root cause analysis. Competitor analysis aims to examine products, sales and marketing strategies of competitors from BabyRaf Jakarta. Meanwhile, Root Cause Analysis aims to identify the root causes of BabyRaf Jakarta's social media problems that are not performing well. The next step is to conduct a survey to find out the preferences of potential and existing customers in their interest in choosing Instagram content. There are 4 types of content studied, namely Informational Content, Product Portfolio & Price Content, Review Customer Content, and Promo & Discount Content. The survey results were processed quantitatively and analyzed using the Independent Sample T-test and ANOVA calculations. Based on the survey results, customers are more interested in the two types of content, namely Informational Content and Product Portfolio & Price Content. The solution to these problems is listed in the implementation plan which is outlined in the content schedule. In the content schedule, the content that is most in demand by customers according to the survey results, has more broadcast schedules than other types of content. Then, social media content recommendations are made as strategy implementation content.
Strategi Dan Rencana Implementasi CRM Dalam Menghadapi Preferensi Pelanggan Perusahaan Farmasi Di Indonesia Catharina Cita Padmasari; Nila Armelia Windasari
Journal of Economic, Bussines and Accounting (COSTING) Vol 6 No 2 (2023): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v6i2.5080

Abstract

Customer Relationship Management in pharmaceutical industry is used to manage and maintain relationship with customers, most importantly healthcare professionals (HCP). Reassessing and improving customer engagement in light of the environment's shifting dynamics will inevitably lead to better access for patients as the final consumers of pharmaceuticals. Initially, covid-19 pandemic social restrictions created new engagement model that depended solely on digital engagement. However, covid-19 instances are declining, and pandemic recovery is accelerating. There are shifting engagement dynamic to be hybrid engagement in Indonesia HCP as well. This opportunity enables pharmaceutical companies to understand HCP’s current preferences. This research aims to build CRM Engagement Strategy with understanding the customer’s perspectives and moderated with internal stakeholders' capabilities and external forces during post-pandemic recovery using case-study approach. The primary research found that pharmaceutical companies have enabled hybrid model that aligns with flexible preferences of HCP that combine face-to-face and digital interactions that address data privacy concerns of HCPs. The result of this research is importance of building CRM arrangement strategy in light of post-pandemic HCP’s preferences. Keywords : customer relationship management; pharmaceutical companies; post-pandemic recovery
Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC.id) Rahma Hanum Kusuma Putri; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Journal of Economics and Business UBS
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.100

Abstract

Dress Me Chic (DMC) is an online business, engaged in the fashion industry. DMC focuses on fast fashion selling Excess Clothing from Exports which exists to help women’s problems mainly in satisfying their basic needs, especially in fashion. DMC provides a wide variety of products to mix and match which are up-to-date and come with versatile designs. DMC comes with an “Affordably Stylish”, with a special price since DMC does business process innovation. The market target of DMC is a white-collar woman worker who has various activities. DMC's competition in the sector of fast fashion is surely expanding as the digital era develops.  DMC does not outperform in social media marketing in the digital era compared to rivals. This causes DMC's sales to show neither an increase nor a decrease in the past year. DMC's sales are not proportionate with the number of Social Media Instagram followers; hence, many followers are not consumers because they simply follow DMC’s Instagram and do not purchase. Due to this circumstance, DMC is attempting to concentrate on attracting customers using the social media Instagram in order to raise customer awareness. In order to make DMC competitive in the industry, this research aims to determine the best Social Media Marketing Content Strategy. This study analyses the issues that DMC account followers face on Instagram, specifically addressing the precise reasons why followers do not make purchases at DMC. The author identifies problems using Root Cause Analysis with the aim to identify the root cause of DMC’s social media that are not performing well. The author found that DMC has not created an attractive and right content strategy on social media that can facilitate the target market in ordering products.  The author applied quantitative & qualitative research on followers of the DMC’s Instagram, who rarely or had never bought DMC. As a result of the research, the author has proposed new content strategies in the form of Try-On Content, Mix & Match Content, CTA Content, Promo Content, and several contents based on customers’ opinions. This strategy is supported by a planned implementation structure adjusted to the time plan made and justification for the budget plan. This combination proposed the best plan for the target market, which assists in increasing the number of engagement conversions for improving sales performance.
Perumusan Strategi Bisnis Untuk Menghadapi Peraturan Terkait Pasokan Batubara Dalam Negeri: Studi Kasus PT ABC Fathia Noor Rahma; Nila Armelia Windasari; Widhyawan Prawiraatmadja
Journal of Economic, Bussines and Accounting (COSTING) Vol 6 No 2 (2023): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v6i2.5339

Abstract

This study aims to formulate the right strategy for coal mining company (case study of PT ABC) in response to regulation. To ensure the stability of the domestic coal supply for national electricity and fuel or raw materials for domestic industry, the Decree of MEMR has been issued to regulate about the obligation to prioritize domestic coal supply and to determine coal sales price for domestic market. This research uses qualitative methods to identify the current situation, formulating, and proposing a new strategy. VRIO analysis and PESTEL analysis is conducted to analyze internal and external factors, respectively. The business strategies to answer the problem will be formulated based on the results of the internal and external analysis as well as the results of the interviews with the relevant stakeholders. The results shows that short-term and long-term strategies should be implemented, including to optimize the sales of coal products with the specifications that are suitable with the domestic market, acquire potential new customers from smelters industry, and encourage employees training to build compliance awareness as well as to maintain good relationship with the government. Long-term strategy namely coal gasification to produce methanol or DME products should also be explored. Keywords: Domestic Coal Supply, Domestic Coal Sales Price, Supply Assignment, Regulation, Business Strategy
Improvement for 360˚ Marketing Communication Strategy Using Customer Relationship Management (CRM) Approach To Increase Digital Banking Platform Utilization : A Case of Kopra in PT. Bank Mandiri (Persero), Tbk Ronald Cahaya Perdana Sihombing; Nila Armelia Windasari
Jurnal Studi Manajemen dan Bisnis Vol 10, No 1 (2023): Juni
Publisher : Trunojoyo University of Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/jsmb.v10i1.20847

Abstract

This research aimed to understand how Customer Relationship Management is implemented through existing 360˚ marketing strategy by Bank Mandiri to promote the use of Kopra for its customers and to provide improvement for existing 360˚ marketing strategy in order to increase the utilization of Kopra on Commercial Banking customers. The methodology used for this research is quantitative and qualitative methods. The study found that the digitalization in banking industry is the new phase for banking customers to conduct their transaction. The improvement for existing 360˚ marketing communication strategy, in order to maximize utilization of “Kopra by Mandiri”, is based on CRM approach, which elaborate and dig more comprehensively toward customers situation, point of view, and possible pain points. The 3 approaches proposed to improve 3600 marketing communication strategy are educative-based marketing, customer involvement, and continuous improvement.
Multichannel Retailing in Beauty Product: Understanding Customer Purchase Decisions between Offline Stores, Websites, and Augmented Reality Nila Armelia Windasari; Halim Budi Santoso
Jurnal Sistem Informasi Vol. 18 No. 2 (2022): Jurnal Sistem Informasi (Journal of Information System)
Publisher : Faculty of Computer Science Universitas Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (492.49 KB) | DOI: 10.21609/jsi.v18i2.1165

Abstract

Augmented Reality (AR) has gained attention for online retailers as it offers customers higher telepresence and provides a unique customer experience. Using the case of Sephora Virtual Artist, this research aims to understand how AR channels affect customer purchase decisions compared to other channels, particularly in beauty products. Sephora used AR through Sephora Virtual Artist to advance its other customer channels, and we compared it with its traditional websites and offline stores. A survey was conducted on 200 female respondents in Indonesia. This study used partial least squares (PLS) to find that product information and telepresence on AR can positively affect customer purchase decisions. Surprisingly, no significant difference in purchase decisions compared to two other purchase channels, i.e., traditional websites and offline stores. This study highlights that female customer tend to focus more on the products they want to purchase rather than the technology and channel of buying.
Proposed Marketing Experiences Throughout The Integration Program Of Saudagar Laweyan To Increase Purchase Intentions Nisrina Hanna Fakhrya; Nila Armelia Windasari
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1313

Abstract

This research explores the marketing strategies and customer behavior within Saudagar Laweyan, a prominent F&B business in Surakarta, Indonesia. Despite its long-standing reputation and diverse menu offerings, Saudagar Laweyan has experienced declining sales, primarily due to changing customer behaviors and increased competition. The study focuses on understanding customer satisfaction and purchase intentions in relation to the restaurant’s servicescape quality, product innovation, and promotional activities. Qualitative and quantitative methods, including interviews with the managing director and surveys among customers, are employed to investigate these aspects. The research aims to determine the most effective marketing strategies to enhance customer purchase intentions and improve Saudagar Laweyan's overall performance in the competitive F&B sector.
Co-Authors Arnita, Devi Catharina Cita Padmasari Delanny Dwi Nugrahini Sani Fathia Noor Rahma Ghassani Nabila Tanri Halim Budi Santoso Handi Aulia Triyafebrianda Harry Sipangkar Millianda, Pridya Equita Muhammad, Irham Alifa Nasution, Reza Ashari Nisrina Hanna Fakhrya Noviani, Stefani Dwi Qodariah, Elis Rahma Hanum Kusuma Putri Rahmayati, Annisa Dini Readdy Aria Yendola Ronald Cahaya Perdana Sihombing Rusnandi, Linda Sendy Lediana Shafira, Nadine Sya'ban, Muhammad Iqbal Rizqi Trisnahadi, Nabila Nurshaina Aisha Widhyawan Prawiraatmadja