Articles

Achieving New Exsport Brand Equity through Improvement of Social Media Marketing Effort (SMME) to Increase Sales

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The creative industry in Indonesia is currently in the spotlight because it contributes significant value to the economy in Indonesia. Therefore, bags brand also plays an increasingly important role in Indonesia’s manufacturing sector and bags industry is one of creative economy in Indonesia. But, fashion industry need more than just only good quality product or good design product, to compete in nowadays, a brand must develop their customer relationship followed by the brand perception. Developing a dynamic and competitive business world demands the company to changes the orientation to the way they create the product, maintain its products, attract customers, and handle competitors. A deep understanding of how product information of a brand competes in the minds of consumers in the intense market competition is very crucial. This research will be used to create a marketing plan for the Exsport bags brand. The study utilized to produce the alternative approach is based on observations of the brand’s internal and external analysis. The qualitative technique, and TOWS analysis are used in the strategy analysis. The qualitative method is used to assess existing market knowledge, which will lead to the identification of new brand value after rebranding, where TOWS analysis will define numerous potential strategies based on external and internal brand analysis. The strategy developed by this research focus on developing a new online media strategy to showcase Exsport’s new value, as well as the relevant strategy used by the firm to compete in the future market.

Digital Strategy to Improve Client Acquisition in Mobile Advertising Company: Case Study of Tyrads Pte Ltd

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This qualitative research study examines Tyrads, a mobile growth agency, and proposes a digital strategy to help the company gain a competitive advantage as a user acquisition solution. Through in-depth interviews with key stakeholders and analysis of Tyrads’ operations, the research provides insights and recommendations for Tyrads and other stakeholders in the mobile growth agency industry.

In today’s digital landscape, mobile devices have become indispensable, enabling individuals to engage in various economic and societal activities. However, the increasing reliance on mobile devices has created a greater demand for effective user acquisition solutions. Tyrads, under the leadership of Zino Rost Van Tonningen, aims to address this demand as a mobile growth agency. Nonetheless, Tyrads faces the challenge of attracting clients and differentiating itself from established ad agencies and emerging ad tech companies.

To overcome these challenges and gain a competitive edge, this research proposes a comprehensive digital strategy for Tyrads. The analysis yields key strategies recommended for implementation:

Firstly, Tyrads should leverage digitized solutions and an operational backbone to streamline processes and enhance efficiency. Tyrads can optimize its operations and effectively manage client campaigns by embracing technology and digital tools.

Secondly, forming strategic partnerships with non-gaming platforms is crucial for Tyrads’ expansion. These partnerships would grant access to diverse inventories and allow Tyrads to broaden its service offerings to finance, e-commerce, and travel clients.

Addressing regulatory challenges, such as sandbox regulations and diminishing cookie tracking, is essential. Tyrads needs to manage first-party data and diversify its marketing strategies to adapt to changing regulations and ensure compliance.

Furthermore, Tyrads should utilize its own-operated inventory, Tyr Rewards, and first-party data to develop targeted advertising products and solutions for non-gaming industries. This approach enables Tyrads to deliver personalized and effective campaigns to its clients.

To enhance brand presence and attract new clients, Tyrads should invest in marketing outreach, events, and sponsorships. Proactive engagement with potential clients and establishing a strong brand presence will expand Tyrads’ reach in untapped markets.

Additionally, continuous investment in AI and technology advancements is paramount. By staying at the forefront of technological innovation, Tyrads can maintain a competitive edge and adapt to evolving industry trends.

Based on the analysis, the research proposes these strategies to Tyrads as recommendations. The insights and recommendations provided are intended to guide Tyrads in optimizing its digital strategies and provide valuable input to other stakeholders in the mobile growth agency industry.

This research contributes to the knowledge base of mobile growth agencies by proposing actionable insights for Tyrads and other stakeholders seeking to gain a competitive advantage as user acquisition solutions. By tailoring the strategies to Tyrads’ specific context, the recommendations aim to assist the company in refining its digital approach, adapting to market dynamics, and thriving in the ever-evolving landscape of user acquisition solutions.

This research also sets the groundwork for future research, opening avenues to explore digital strategies in the mobile marketing industry.

Valuation of GoTo Post-Merger: Analysis of the Key Drivers

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The pandemic has led to significant growth in Indonesia’s digital economy, with e-commerce and on-demand services driving growth. However, many startups go public before achieving profitability, raising concerns about their long-term financial sustainability. PT GoTo Gojek Tokopedia Tbk., an Indonesian startup, went public in April 2022 but experienced a 75% decline in share price by December. This research aims to identify potential strategies to improve GoTo’s profitability, determine implementation methods, assess intrinsic value, and analyze associated risks. The research design process includes a literature review, data collection, and financial projections using the Discounted Cash Flow method. Horizontal integration through mergers and acquisitions holds the greatest potential to enhance GoTo’s profitability. Implementing this strategy requires sustainable revenue growth, strategic investments, and rigorous cost management practices. GoTo must prioritize sustainable revenue growth, strategic investments, and cost reduction strategies to achieve its strategic objectives.

Application of Marketing Mix in Rental Company (Case Study of Pt. Asialog)

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: Since the change into new century, United nations has promoting several urgent matters for improving humanity as whole. One of the point is the severance of climate change, in which affecting all daily activities including business. The matter has force government to enforce more strict regulation for reducing the cause of climate change, one of the main cause is the reducing of planet earth’s green area. Therefore, it affecting all business operation of forest company. In addition, the matter becoming much worst due to massive illegal logging and other acts of reducing forest without responsibilities to mend the damage. The affected companies including PT. ASIALOG are experiencing in lower revenue, this circumstance push the company to finding alternative business opportunity.

It author goal to formulating marketing strategy with finding strong alternative product for the company. nevertheless, there are several critical points to address, the company declare specific request for the alternative business limited to current company’s area of operation. Second, the alternative business should based on company’s tugboat and barge assets.

In this research, the method author used is qualitative research through structured interviews with various stakeholders in the industry and framework used is marketing mix 7Ps with preliminary framework of STP (Segmentation, Targeting, and Positioning). The main point is compare target market of current PT. ASIALOG with alternative business of tugboat and barge using Porter’s five forces template. Following the study, author find alternative business of tugboat and barge for PT ASIALOG is competitive sound and profitable in long term. Based on Porter’s five forces analysis, aspects with high threat level of current business is 21 compare to alternative business of tugboat and barge with 5 aspects. Following the target market analysis, author purposing brand positioning using brand concept image management. The brand image divide into two aspects of functional and symbolic to formulating marketing strategy using marketing mix 7Ps. Overall, author conclude that the alternative business for PT. ASIALOG is competitive and profitable in long term.

Proposed Strategy to Increase the Number of Digi Users from Customers of Pt Bank Pembangunan Daerah Jawa Barat Dan Banten, Tbk.

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PT Bank Pembangunan Daerah Jawa Barat dan Banten, Tbk (BJB) is one of the largest regional development banks in Indonesia. One of the banking services offered by BJB is DIGI. DIGI is a mobile banking service provided by BJB for customers to access banking services provided by BJB through cell phones. Based on BJB’s annual report for 2022, the number of DIGI users in 2022 reached 849 thousand users. Even so, this number is still far away when compared to the number of accounts from BJB’s third party funds which reached 5.2 million in 2022. If we compare the number of DIGI users with the number of accounts from third party funds, the number of DIGI users is only 14.97 percent of the number of accounts from BJB’s third party funds. The purpose of this research is to increase the number of BJB customers who use DIGI. In this paper the author uses a mix method by mixing qualitative methods in the form of interviews with 10 customers and the BJB digital banking team and quantitative methods by distributing questionnaires to 230 BJB customers via google form. Smart PLS 3 is used to process data and test hypotheses that have been built based on the results of interviews and questionnaires from customers. The methods and hypotheses built in this study are based on the Unified Theory of Acceptance and Use of Technology proposed by Viswanath Venkatesh in 2003. Based on the results of the study, it was found that Performance Expectations and Effort Expectations affect a person’s intention to use DIGI. This study also found that Facilitating Conditions and customer intentions affect the likelihood of customers to apply DIGI in reality. Based on these findings and some internal and external analysis of the company, the author provides several strategies that can help BJB to increase the number of customers using DIGI using SWOT and TOWS tools. The strategies offered in this paper are building QRIS-based financial services in the DIGI application, collaborating with various e-commerce platforms by providing special payment services, building DIGI account activation services via mobile phones, and providing education to customers regarding the services and benefits of using DIGI.

Analysis of Simpeldesa Application Acceptance Using the UTAUT 2 Modification Method in Cibiru Wetan and Pangandaran Villages

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This study aims to analyse the effect of performance expectancy, effort expectancy, social influence, habit, and trust on behavioral intention and the effect of facilitating conditions, behavioral intention, and habit on adoption behavior in using Simpeldesa. This variable is a variable derived from the Modified UTAUT 2 Model. Simpeldesa is a digital platform the village government uses with digitization features covering governance, social governance, and commerce processes.

This study uses quantitative research methods with conclusive or causal research types. This research survey used questionnaires with 268 respondents from early adopter users of the Simpeldesa application from the Cibiru Wetan and Pangandaran villages.

The findings from this study are that effort expectancy, social influence, facilitating conditions, and habits significantly affect behavioral intention. Facilitating conditions, habits, and behavioral intentions significantly affect the Simpeldesa application’s adoption behavior. The independent variable with the most significant influence is facilitating condition on behavioral intention, with a t-statistic value of 5.203 and a p-value of 0.000.

German Kahn and Global Strategy

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The article analyzes the political ideas of German Kahn, one of the major modern representatives of strategic thinking, and their role and significance in the states (especially in the US experience) and international political relations. In particular, aspects of strategic knowledge that work in the area of expanding our goals and opportunities, its habitual thinking is related to limited goals and opportunities, and the fact that strategic thinking arising from one of the two allows one to consider not only one’s own decisions, but also those of one’s opponent, were analyzed. Also, the possibilities of strategic thinking and analysis today are highlighted.

Development of Sustainable Tourism Potential in Belitung

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Belitung Island is a district that has unique tourism potential. Currently it has been designated as Belitong UNESCO Global Geopark which has Spectacular Granite Views in Southeast Asia’s Tin Belt. “Belitong” is the traditional name of Belitung Island, a tin-rich island with fascinating history, spectacular geology, and beautiful landscape. The formulation of a strategy to improve the quality of Belitung tourist destinations is prepared by conducting a mix method. The strategy to improve quality is prepared based on the results of the SWOT analysis. Belitung has the potential for marine tourism which has high competitiveness with the main strength of its uniqueness and diversity of marine tourism attractions. The priority strategy is to improve quality by carrying out an aggressive strategy, namely utilizing strengths to take advantage of existing opportunities by supporting aggressive growth policies based on sustainable tourism.

Proposed a Design Company Performance Management System by Using Balanced Scorecard in a Nickel Mining Company (Case: PT Gema Kreasi Perdana)

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Indonesia is one of the countries that has the largest nickel reserves in the world. In the Asian region, Indonesia’s nickel laterite reserves are in the third position. Indonesia’s nickel reserves are around 800 thousand tons or about 30% of the world’s total nickel production, so that Indonesia has the potential to enjoy the demand for this stainless metal [7]. One of the companies that carry out nickel mining in Southeast Sulawesi Province is PT Gema Kreasi Perdana (GKP). As a newly established company, a variety of strategies are implemented to survive and maintain its corporate existence in the mining industry. The company needs a method for measuring performance in order to monitor and analyze company performance. Implementing a Performance Management System is one way that can be used (PMS). Balanced Scorecard (BSC) is the employed PMS in this investigation. BSC is a method for measuring the performance of a firm by bridging the gap between strategy and execution. Based on a literature review, focus group discussions (FGD), and interviews with expert practitioners in their respective fields, objective strategies are determined for each perspective. The aims and initiatives for key performance indicators (KPIs) are determined based on benchmarking with other businesses and company interviews. Data analysis and weighting from each perspective will be carried out using the Analytical Hierarchy Process (AHP) method. In addition to using goal strategies, the researchers cascaded the process from the Business Unit Level to the Individual Level and limited in the HRGA (Human Resource and General Affair) and Strategic Affair Division of PT Gema Kreasi Perdana. The cascading process is believed important to ensure that the company’s vision, mission, and strategy are communicated clearly to all employees. The cascading process is regarded important to ensure that the company’s vision, goal, and strategy are communicated clearly to each employee. This cascading produced multiple objective strategies and KPIs for HRGA and Strategic Affair Division of PT GKP. As suggestions for future research, it would be preferable for the research to cascade to all levels within each division in the company.

Strategic Investment Analysis for the Gas Station Projects Using Build Operate and Transfer (Case Study: PT Pertamina, Besakih Bali)

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One of deployment planning from Pertamina is Besakih area in Bali. In this simple requirement, Pertamina need a further study to plan which type of gas stations will be implemented, COCO (Company Own Compant Operate) or DODO (Dealer Own Dealer Operate). COCO was found to be the viable option because DODO facing a major challenge based on the PESTLE and SWOT which is an issue related to government attitude towards greener technology such as electric vehicle.  A several options for funding have been identified and well documented with several restrictions which are equity, loan, venture capital, and build operate transfer. If Pertamina need a new gas stations in terms of only 20% coming from capital (80% loan). Pertamina is not entitled to fund by venture capital as Pertamina is a state own company with rigid regulation. For the deployment of new gas station, the most expensive part is the land, therefore searching the solution through land funding is the most viable option. It was found that the strategy build, operate, and transfer (BOT) is a very interesting option. For the Pertamina, it erases the necessity for buying the land, on the other hand, for the land owner, it is better that their land could be useful for them in the next 15 years before they are getting all the facility transferred. The payback period is only 3,36 years with the IRR of 27,03% which is higher than the WACC. In case of Pertamina taking 80% loan and 20% equity, the NPV will return in the 5th year in start of the investment or 4th year in start of the operation. This strategy opens up new opportunities and solution for the business because it writes out land CAPEX necessity.