Articles

Proposed Business Model Innovation Based on Customer Experience and Digital Innovation at PT Raja Paket Lebaran

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PT Raja Paket Lebaran (PT RPL), an Indonesian SME specializing in the sales of groceries and household goods for the Eid al-Fitr, has faced a significant decline in sales amidst the COVID-19 pandemic. This study aims to examine the company’s relevance to the market and customer satisfaction while proposing a business model innovation based on customer experience and digital innovation. The findings reveal that integrating customer experience and digital innovation can enhance PT RPL’s business model. By addressing marketing limitations, simplifying digital processes, and leveraging online platforms, the company can improve the overall customer experience. The proposed business model innovation offers practical recommendations for PT RPL to adapt to the changing market landscape and meet customer expectations. By embracing digital innovation, the company can increase its competitiveness, attract a wider range of customers, and achieve sustainable growth. This research contributes to the existing knowledge by exploring the intersection of customer experience and digital innovation in an Indonesian SME context. It offers valuable insights for similar businesses to enhance their models and improve customer satisfaction.

Proposed Marketing Strategy for Fashion and Accessories Brand to Increase Brand Awareness and Sales Performance (Case Study: Carbon is Lyfe)

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The world of fashion and accessories is now growing quickly. The presence of digital platforms for conducting marketing and promotion of products also supports this development. The growth of this industry presents Carbon is Lyfe, a local men’s fashion and accessory brand, with a chance to keep growing. However, Carbon is Lyfe encounters several challenges when growing its business, including low brand awareness and incompletely met sales goals. This study aims to analyze the internal and external environment of the Carbon is Lyfe company, identify the variables influencing customer’s brand awareness and purchase intentions for fashion and accessories, and recommend suitable marketing strategies for Carbon is Lyfe. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis, by distributing online questionnaires to the target market of Carbon is Lyfe. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT and TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe.

Proposed Marketing Strategy for Sustainable Growth of Persib Official Store

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PT Persib Bandung Bermatabat is in charge of the football club Persib Bandung, which is one of Indonesia’s teams. The Persib Official Store, located at Graha Persib, 3rd floor, Jalan Sulanjana No. 17 Bandung, is managed and sold by PT. Persib Bandung Bermatabat. The Persib Official Store sells merchandise divided into three product categories: Fashion, Jersey, and Accessories. The issue that arises in this business is that sales fluctuate from January to June 2022. As a result, the purpose of this study is to learn about Persib Official Store’s business situation and to recommend the best marketing strategy for increasing sales and becoming more competitive in the football merchandise industry’s development.The research method uses qualitative research methods. Qualitative methods are used to obtain primary data and make observations from in-depth interviews with Persib supporters. The data collection is then used to make internal and external analysis. Internal analysis is used to gather information about Persib Official Store’s internal conditions using Marketing Mix 4P analysis, STP, and VRIO analysis, while external analysis uses Porter’s five forces analysis, competitor analysis, and customer analysis to determine external factors from the football merchandise industry. Furthermore, after carrying out internal and external analysis, the researcher used SWOT analysis and found the company’s weaknesses, namely the lack of optimal marketing and social media strategies. Furthermore, after conducting a SWOT analysis, the researcher used TOWS analysis and found a solution to present a new marketing strategy by having a team digital marketing and optimizing their social media to increase customer awareness and purchase intention.

Business Strategy to Improve Business Incubation Services for Science Techno Park

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Science Techno Park is a facility in the form of an area specially prepared to initiate and flow knowledge and technology between R&D institutions, universities and industry. STP facilitates the growth and development of innovative start-ups through incubation activities and spin off processes. The main objective of STP is to encourage economic growth through the development of innovation potential. Science Techno Park was initiated in 2014 under PT Bogor Life Science and Technology (BLST) as a holding company owned by Bogor Agricultural University (IPB).

This study aims to identify and improve the Science Techno Park business incubation services for inwall tenants and startup companies that are fostered based on the problems that occur and are expected to increase other income from the Science Techno Park business. The method used in this study uses primary data derived from quantitative and qualitative methods obtained from questionnaires and interviews with inwall tenants and startup companies that are undergoing the Science Techno Park business incubation program. Secondary data analysis uses company reports and literature from various sources.

The conceptual framework used in this study begins with an analysis of customers of Science Techno Park business incubation service. Then analyze the external environment using general environmental analysis, industry analysis, and competitor analysis. For internal environmental analysis using resources, capabilities, and core competencies. All the results of the analysis are summarized in a SWOT analysis. From the results of the analysis, the researcher provides solutions and business strategies to solve problems experienced by Science Techno Park in fostering inwall tenants and startup companies and provide business alternatives to earn other income besides business incubation services.

The strategy proposed based on research results is a strategy of business diversification and cost leadership. In addition, a functional strategy is provided to improve company performance in the area of marketing, finance, and internal management. The researcher provide implementation plans by mapping the potential users of business incubation services and the roadmap for the development of Science Techno Park to improve business incubation services and develop other business services.