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INDONESIA
Journal of Innovation, Business and Entrepreneurship
Published by Institut Teknologi Bandung
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Journal of Innovation, Business and Entrepreneurship is intended to be an effective channel of communications and knowledge sharing among various types of stakeholder interested in the study of innovation, business and entrepreneurship, both from a theoretical and practical perspective. While theoretical aspects are considered as important, the journal however tends to be focussed more on practical aspects of innovation, business and entrepreneurship.
Arjuna Subject : -
Articles 94 Documents
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The Influence of Integrated Marketing Communication of Mom's Willingness to Buy Sariputra, Yoko; Chaldun, Evy Rachmawati
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract. The largest portion of monthly food expenditure in Indonesia is packaged food and soft drinks that can be found in modern markets. Through the development of this modern market, the demand for processed packaged foods continues to grow which is able to offer time-saving and convenient ways to eat. One of the food packaging companies that produce the packaged food is Sea-Son Company.  This paper will relate one of the business discipline, "Marketing" in Sea-Son Company. Marketing is the main focus of corporate development with the goal of building brand equity and making sales. Since today is the internet area, online digitalization becomes solution for food startup company to support their sales and marketing activity by running Integrated Marketing Communication (IMC) program to achieve company goals. This paper try to research the role of Integrated Marketing Communication (IMC) in attracting target customer and measuring the its effect to customer’s willingness to buy in order to find out the most effective way in attracting households to buy packaged food through online. This research take an descriptive study to measure the IMC of Sea-Son Company which consist of: Ad Facebook promotion; discount coupon; Exhibition; and public relation by social media; and how it affect the mom’s willingness to buy. Data was collected through online questionnaire which distributed to 100 female in Bandung and Jakarta who born between 1970s-1987s who are active internet users and have experience buying instant food through online.The data were analyzed by multi linear regression method to identify the corellation. Empirical results show that, From 4 marketing activities which become the object of the research that are facebook advertisement; discount coupon; trade show; and social media, each has different level of correlation on mom’s willingness to buy. This study is important to the marketers to determine which channel that can  influence mom’s willingness to buy. Marketers could also make improvement and strengthen their business based on selected variable to be more competitive. Keywords: IMC, willingness to buy, packaged food business
New Product Development for Furniture Business (Case Study:Work to Create) Ramadhan, Fadly Rizky; Dellyana, Dina
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
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Abstract. Furniture is an example of a product that naturally lends itself to internationalization in that if performs the same basic function across geographic areas and cultures such as seating, bedding, dining, storage and display (Smith & West, 2008). General head of Himpunan Industri Mebel dan Kerajinan Indonesia (HIMKI), Soenoto, stated that world’s furniture market value currently reach US$141 billion, and Indonesia took 1,5% of the value which is worth US$1,9 billion. Worktocreate is one of those furniture-making companies, which currently in demand for some of local brands personal need. It fulfills the need not only from local fashion brand but also some of local startups in form of restaurant, event organizer, and even someone’s personal home supplies. It has been a great year for the owner in term of brand recognition but the thing was that it only creates product when the customer need it. In the contrary, they need to become sustainable by having a fixed monthly income. This monthly income led to the urge in creating a product, which fit the market enough to last for years. In order to overcome the problems, some objectives were set which are to analyze what kind offering should worktocreate create to fulfill the market’s demand, to analyze the suitable marketing strategy and business analysis for the product, and to analyze the acceptance of the new product which is developed. This research used semi-structured interview to find out the buyer persona and answered the research objectives. According to the interview, the result is that there two type of buyer persona which are The Impulsive, who like to purchase furniture to just decorate their house, and The Considerate, who really pay attention to a lot of aspects. It is recommended for the owner to offer something multi-function and had minimalistic design. Specifically to attract The Impulsive one, owner should put his furniture product catalog online, which consist of product that has been created and the future design. Another note that the owner should consider putting their product on an event or a wholesale store to gain more brand awareness. Lastly, having a shop is a must because some of market prefer to see the product directly.­Keywords: Furniture, Semi-structured Interview, Entrepreneur, New product development, Buyer persona 
The Relationship of MSME Owner's Financial Literacy Score and MSMEs Performance (Case Study of MSMEs in School of Business and Management at Institut Teknologi Bandung) Sijabat, Dedy Syahputra; Faturohman, Taufik
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
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Abstract

Abstract. In the era when Indonesia’s entrepreneurship is growing and increasing, a proper assessment of financial literacy index among the MSMEs owner is very crucial because those index supposed to be one of the factors that determines the success of the business. In the case of MSMEs in School of Business and Management Institut Teknologi Bandung (SBM ITB), it was found that 8 out of 10 of SBM ITB students’ small enterprises are running out of businesses just within 1 or 2 years after its establishment. It was also found that 9 out of 10 businesses in SBM ITB do not have a proper financial management system. Therefore, the researcher in this study wanted to measure the financial literacy score of those MSMEs owners aiming to see its relationship with the performance of the respective MSMEs. Additionally, research or study that sees financial literacy from the point of view of MSMEs owners in Indonesia is still quite low compared to those that see it from an individual/personal point of view. So, this research is also expected to be able to fill the gap. To achieve those goals, ordinal logistic regression analysis is used. The findings are indicative of a significant relationship between financial literacy score with MSME performance in term of managerial experience, expertise in customer service, enterprise culture, and innovation and learning process in term of investment and efficiency of new product development.  Keywords: Financial Literacy, MSME Performance, MSME Financial Literacy
Factors Influence Purchase Intention Towards Hairstyling Industry in Bandung Panigara, Gama; Ratnaningtyas, Sudrajati
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
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Abstract. Lifestyle is a growing industry in Bandung. Infinity Hair Pomade is a company based in Bandung that creating a business in Lifestyle industry with hairstyling as it’s specifically with target market of males who lived in Bandung with the main consumer aged 15-35 years old. The industry has a great potential and currently dominated by Gatsby with more than 60 percent share in the market. Infinity Hair Pomade which is the new comer currently has no specific strategy to deal with the market leader, but it has a great opportunity to gain a huge market as long as they can get the consumer’s purchase intention and doing a specific strategy to deal with the market leader. This research conducted to see the affect of brand image, pricing, and perceived quality towards the purchase intention in hairstyling industry in Bandung. The total of 100 people becomes the respondents of this research with the criteria of living in Bandung and between 15-35 years old. The data were analyzed using multiple linear regressions since the study using three independent variables and one dependent variable. The findings show that brand image and perceived quality have a significant influence towards purchase intention of hairstyling industry in Bandung, otherwise pricing is not significantly influence the dependent variable. Keywords: purchase intention; brand image; pricing; perceived quality; men’s hairstyling industry
Improving Infinity Haircut Financial Performance using Financial Statements Projection Harisman, Taufik; Darmansyah, Asep
Journal of Innovation, Business and Entrepreneurship Vol 2, No 1 (2017)
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Abstract. Financial performance of a company indicates the health condition of its organization, it is possible to be able to know current financial performance of a company by analyzing using various kinds of calculation. The main objective in this research is to project financial statement of a company based on its financial performance which would be assessed using financial ratio and common-sized analysis. By using time-series analysis to compare historical data of Infinity Haircut financial statement, it enables researcher to fine the root problem and propose improvements for Infinity Haircut. From the analysis, it was discovered that the profitability ratios in Infinity Haircut indicates a low financial performance. The cause of this problem is low value of profitability ratios that were caused by the low amount of total sales. The result of this analysis creates a projection which can be used as a target for Infinity Haircut in the future to have better financial performance.Keywords: Financial Performance, Financial Ratio, Financial Statement Projection.
Customer Satisfaction Research as Basis Data for New Product Development, Case Study : Insan Gemilang Indonesia Syah, Muhammad Mahbub; Chaldun, Evy Rachmawati
Journal of Innovation, Business and Entrepreneurship Vol 4, No 1 (2019)
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Abstract

Abstract. The world nowadays has a prominent idea to transform, while education is one of the crucial aspects that should put give attention to everyone. Education as a right and education as an obligation may reflect the status quo. Provision of gaining quality of education can’t be reduced as the role of Government only. Here, startups from private sector could provide the best education in so many ways. Insan Gemilang Indonesia as one of the biggest education service in Science Olympiad market has created more accessible and inclusive service to school who really want to achieve and increase quality of Science Olympiad training. Researcher used an exploratory research design by qualitative method with in-depth interview with 11 stakeholders to examine an underlying factor to meet an expectations of customer satisfaction and basis data improvement. The research question focused on the rate of customer satisfaction and their preference to IGI service. The research finding from customer’s perspectives used as an evaluation and data for IGI’s continuous improvement.Keywords: Customer satisfaction, Insan Gemilang Indonesia, Education service, Product development. 
The Study of Effect Using Cross-Promotion in Social Media Gym Towards Purchase Intention on Healthy Juice Nissa, Camilla; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
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Abstract. In the last three years, Indonesia is one of the countries in Asia that has experienced an increase in awareness of healthy living. The percentage value of 73% of places in Indonesia states that healthy living is the number one issues addressed in the priorities of life. That means Indonesian society has started a healthy life by consuming healthy food and physical activity in the gym. Consume a healthy juice is also part in healthy lifestyles. In that case consumers are beginning to look for practical things to drink with consideration of taste and innovation.In the other hand, there is a problem facing in healthy juice industry in the composition, hard to expand the market, hard to reach a consumer. Than researcher considering use cross-promotion, cross promotion is one of the marketing strategies that can be used to attract customers.The purpose of this research is to see the effect of cross-promotion in social media gym and purchase intention in healthy juice. The researcher, conduct this research in Bandung area, who have respondent in age 20 until 49 years old, having activities in gym, and also using a social media Using Simple Linear Regression and quantitative method. The result is cross-promotion have a positive impact towards purchase intention. Keywords : cross-promotion, gym, healthy lifestle, healthy juice, purchase intention
Analysis Effects of Using Type of Advertisement In Instagram towards Brand Awareness and Purchase Intention on Food Industry Andri Ronaza, Muhammad; Wisesa, Anggara
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
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Abstract. The growth of the food industry in Indonesia is increasing, leading to competition among companies in the food industry. Companies need to do promotion in order to survive in existing competition. One place to do promotion is to use advertising in social media (Instagram). Based on the results of preliminary research there are three advertisements on Instagram that influence the awareness of a brand and brand awareness make costumer want to buy a brand or product that is paid promote, celebrity endorsement, and Instagram ads. Where these three ads are still not much studied in the food industry and will help companies in understanding the relationship occurs. This research uses a quantitative approach with 166 respondents. The data will be obtained by using multiple linear analysis and simple linear analysis. The results of data processing showed that the three advertisement on Instagram affected brand awareness simultaneously and also separately, where celebrity endorsement had the most influence on brand awareness followed by paid promote and Instagram ads. And brand awareness has a significant influence on the purchase intention but still many factors that affect the purchase intention in addition to brand awareness. Companies can use advertisements to increase brand awareness starting with celebrity endorsements and followed by two others. And brand awareness created can increase customer purchase intention. Keyword: Advertisement, brand awareness, purchase intention
Analysis of Expected Benefit in Mii Co-Creation Radian Maulana, Dikal; Wulansari, Amilia
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract. Fashion industry is included in the top three industry which contribute to national domestic product (GDP) and become the highest contributor in export sector that means fashion industry have high productivity in Indonesia. Throughout the years, the way how the companies perceive their customers has changed, shifting the role of customers from passive to active in the innovation process. Consumer role during the innovation process leads to “co-creation”. Co-creation is the interactions between companies and consumers in order to co-create value. To invite customers for joining the co-creation activity, a company need to know what customers expected benefit from this activity. Mii is a fashion company that want to put co-creation with their customers in their business process as a value proposition and they need to know what is benefit expected by the customers so they can provide their expectation. This research using qualitative method with semi-structured questions to know what benefit expected by Mii’s customers from co-creation activity. The result of this research is the benefit expected by Mii’s customers that can be provided by Mi and put it in Mii’s value proposition. From the co-creation activity Mii’s customers want to learn about Indonesia culture or phenomenon, learn to make a story, make a moodbard, make product together, learn about tenun fabric, learn about fashion material, collaborate with Mii and other customers, gain network and link, showing their capabilities, and their name mention in the story of the product. Keywords: business process, co-creation, customer co-creation, expected benefit, value proposition
Social Media Instagram Effect to Increase Brand Awareness on Dessert Industry Siska, Julia; Rachmawati Chaldun, Evy
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract Dessert has become a trend for culinary connoisseurs in the year 2017. The success of dessert trend because the high users of social media Instagram. Social media Instagram is where the users can easily participate, sharing, and create the content themselves. Many business use these social media as a tool to promote their products and make customers aware with their brand. On the other hand, not all that business success to market their products. The purpose of this research is to find out the correlation between social media instagram effect to increase  brand awareness on dessert industry. Data was collected through questionnaire by using purposive sampling method. This research type which is explain the relationship between variable x and variable y. A total of 304 respondent’s data have been collected and analyzed using Multi linear Regression. The results show that there are significant correlation between independent variables (online community, interaction, sharing of content, accessibility, credibility, and trust) towards the dependent variable (brand awareness). This study is important for business owners because it can help to increase brand awareness in customer’s. Business owners can also make improvements and strengthen marketing channels based on selected variable to be more competitive. Keywords: Brand Awareness, Dessert Industry, Marketing Channel, Social Media Instagram, Trend.

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