Sustainable Business Competitiveness: Translating Concept Into Practice

Globalization has proven to spur economic growth for many countries in the world. It has, however, also negative impacts in terms of widening income gap, environmental degradation etc. such that many are worried that the growth will not be sustainable. Triple bottom line was introduced to make the economic growth and company competitiveness more sustainable. Although to define the concept is easy, to make it implemented, especially by developing countries, is another matter. Education and research track by universities is suggested to be one best way to accelerate the implementation of the concept. A case of Graduate Program of Management and Business (MB-IPB) is used to illustrate the attempt

Digital Marketing Strategy of Small and Medium Enterprises for Snack in Bogor City

Snack MSME (Micro, Small & Medium Enterprises) is one of the business unit categories that has great potential to be developed at this moment. This study aimed to formulate digital marketing alternative strategies for snack MSME in Bogor. This study began with the analysis of respondent characteristics, both for MSME respondents and consumer respondents. The next step was an analysis of marketing strategies of snack MSME and consumer online purchasing behavior pattern This study also analyzed consumer satisfaction level to MSME digital marketing performance with Importance Performance Analysis, while also mapping consumer preferences based on digital marketing mix. The final step was to develop a digital marketing strategy based on the 4C marketing mix. This research resulted in eleven digital marketing strategies, which were increasing the durability of snack food products, providing a variety of diverse product flavors, designing attractive packaging and brand appearance, providing information on products nutritional value, determining affordable prices, utilizing appropriate information media, choosing appropriate promotional media, creating attractive promotions for consumers, displaying consumer testimonials, displaying honest pictures and product descriptions, and providing various types of the payment instrument. Keywords: consumer online snack purchasing behavior, marketing mix 4C, snack MSME, digital marketing strateg

Customer Satisfaction and Financial Performance of PT. Garuda Indonesia (Persero) Tbk.

An increase in passengers does not always accompany the rise in Garuda Indonesia's customer satisfaction index (CSI). However, even though the number of passengers decreased, income on scheduled airline service showed an increasing trend. On the other hand, this condition has no implications for increasing the company's profitability. This phenomenon is important to study because it will likely decline if it refers to the projection of the number of aircraft passengers in the following year. This problem will, of course, impact the financial condition of the airline company, so it is necessary to do several alternative strategies to overcome it. This study aims to analyze trend of CSI on Garuda Indonesia’s, determine the effect of customer satisfaction (CSI) on Garuda Indonesia's financial performance and formulate an alternative approach to improve the company's financial performance in the future. The results show that customer satisfaction harms financial performance through return on assets (ROA). Firm size is negative to moderate the relationship between CSI and ROA. Meanwhile, sales growth cannot moderate the relationship between CSI and ROA. An alternative strategy that the company can take to improve its financial performance is making efficient operating expenses, including operational flight expenses, ticket expenses, sales, promotions, and passenger service expenses. In addition, the company can also maximize the company's loyalty program. Keywords: customer satisfaction, financial performance, return on assets, airline industry, Garuda Indonesi

Faktor-Faktor Bauran Pemasaran yang Memengaruhi Keputusan Pembelian di Bukalapak

The growth rate of e-commerce in Indonesia is high. The condition could be seen on the competition map between marketplaces in Indonesia. Bukalapak was one of the top three marketplaces in Indonesia that has seen the most significant decrease in visitor numbers in 2019, at 26 percent precisely. Organizations should formulate marketing strategies in accordance with marketing mix determined based on market analysis to survive in the competitive field. This research aims to analyze consumer perceptions of marketing mix and purchase decision on Bukalapak, analyze marketing mix factors that influence purchase decision on Bukalapak, and formulate marketing strategies to hold back the decline in Bukalapak visitor numbers. The research data were analyzed using Structural Equation Modeling and presented descriptively. The results showed that 66 percent of consumers rated products on Bukalapak had excellent features, 72 percent of consumers rated prices on Bukalapak were reasonable, 64 percent of consumers rated payment methods on Bukalapak were in variety, and shipping discount on Bukalapak was attractive. The marketing mix factors that significantly influenced purchase decision on Bukalapak were place and price. Recommended marketing strategies to hold back the decline in Bukalapak visitors were increasing price variations and optimizing mobile application speeds

A Bibliometric Analysis of Middlemen Research: A Closer Look at Agricultural Marketing

The presence of an aggregator business in agricultural marketing complicates the current understanding of middlemen. The presence of intermediaries has begun to be questioned and even considered a threat to the supply chain. This study aims to (1) analyze the evolution of research middlemen in influencing agricultural marketing and (2) identify what issues are developing in middlemen in agricultural marketing. Data were analyzed from 425 journals registered with Scopus from 1974 to 2021. The data were then processed and analyzed using Tableau, Ms. Excel, and VOSviewer. It generates bibliometric maps against middlemen in agricultural marketing through bibliometric analysis. The development of the middlemen issue discusses its implications for agribusiness management, social capital, value chains, and prices. The existence of middlemen cannot be fully considered as threatening the supply chain. The involvement of middlemen in the supply chain still has a strong influence on farmers, especially in developing countries. Keywords: agricultural marketing, bibliometric analysis, middlemen, supply chain, VOSviewe

Do Rebranding and Relocation Affect Marketing Strategy in Culinary Business; A Lesson from "Kedai Lobster"

Since Kedai Lobster did a rebranding and relocation, sales has been decreasing. Are there any relation between rebranding and relocation with sales decrease and how to increase the sales volume is the problem that will be investigated. This research was conducted with the aim to: analyse respondents assessment of the importance level of restaurant marketing mix attributes in general, analyse the level of performance of the Kedai Lobster marketing mix and formulate marketing strategy for Kedai Lobster. This research will be analysed using descriptive analysis and Importance Performance Analysis (IPA). Based on the results of the IPA diagram, strategies that can be formulated are adjusting the product price with the portion, stocking the ingredients, creating Kedai Lobster neon box, increasing the quality and intensity of social media promotions, replacing the restaurant lighting, adding air conditioners, and providing music (non live). Keywords: Marketing mix, IPA, rebranding, relocation, marketing strateg

HOW EFFECTIVE IS EMPOWERING MSMEs THROUGH BUSINESS TRAININGS? A LESSON FROM DAYA PROGRAM OF BANK BTPN

Bank BTPN has a unique program called Daya aiming to grow the business of its MSME customers by giving free regular and systematic business trainings. The question is how effective is the Daya program in improving the business of its MSME customers. The effectiveness is shown by comparing business performances of participating MSME customers with non-participating ones. The study had been undertaken in 12 BTPN working areas by surveying 545 numbers of participants and 111 numbers of non-participants. The results showed that the Daya program had a positive direct impact on MSMEs' business variables such as turnover, operational cost and customers' business growth index (CBGI), especially at the micro-enterprises category. Indirectly, the trainings also have a good impact on MSME's family and environment reflected by changes in household expenditure (family) and number of employees (environment). Finally, the Daya program's has improved the quality of business practices of participating MSMEs in the aspects of managing finance, marketing, sales, human resources, operations and soft-skills. Keywords: empowering MSMEs, business trainings, business variables, customers’ business growth index, micro-enterprise

Strategies to Conquer The Souvenir Business: Case Study of lapis Talas Cake Bogor

The objectives of this study are 1) to analyze the effect of marketing mix, brand awareness, brand image and region of origin on lapis talas purchasing decision for tourists in Bogor city, 2) to create effective marketing strategies for business development. Using SEM-Partial Least Square method,this research was conducted in the city of Bogor with the sample of 160 respondents. The selected respondents were tourists who came to the city of Bogor and had purchased lapis talas cakes. From the results of the study, it is known that the brand awareness variable, brand image, product, promotion and region of origin have a significant influence while the place variable has no significant influence. Strategy recommendations suggested in this study are 1) Increase brand awareness by increasing the intensity of advertising on social media, building outlets in tourism areas and train stations; 2) Improve product quality by providing packaging machines, making plastic bags, enlarging product sizes and adding fruit mixes; 3) Improve regional characteristics by adding taro ingredients and making a brand that is identical with the city of Bogor; 4) Build brand image through tagline; 5) Increase promotion using online media (facebook, instagram and twitter), billboards and discounted prices.Keywords: marketing mix, marketing strategy, region of origin, SEM-PLS, purchase decisio

Design of Performance Measurement System in Feed Company PT XYZ With Balance Scorecard Approach

The management of PT XYZ realizes that the company needs another method that is able to comprehensively provide views with various approaches to corporate strategy formulation. Management is very aware that even though the company has been established for more than 30 years, there are several conditions that need to be improved including 1) Data that is still not integrated, where data from each department is still collecting, managing and utilizing data related to departments and not free to obtain data support from the department easily. 2) The company does not yet have appropriate indicators to develop and manage a sustainable business. and 3) The company does not yet have an integrated approach in viewing all important aspects of the business. This study aims to obtain comprehensive measurements and analyze benchmarks with a balanced scorecard. The data used were primary through interviews and secondary data with literature studies. The methods used were descriptive, paired comparison and BSC analysis. The results show that using the BSC is able to provide a comprehensive and appropriate picture of 4 perspective

Faktor-Faktor yang Memengaruhi Minat Masyarakat Berwakaf Uang/Melalui Uang dalam Mendukung Pembangunan Berkelanjutan Kota Bogor

Sustainable Development Goals (SDGs) has been interesting issue in this era. One of the ways to support these goals is by empowering cash waqf. The purpose of this research is to identify people perception on cash waqf to support sustainable development in Bogor City, to analyze the factors affecting people interest in cash waqf to support sustainable development in Bogor City, and to create formulas in order to increase the collection of cash waqf to support sustainable development in Bogor City. This research uses descriptive analysis, median analysis, Partial Least Square-Structural Equation Modelling (PLS-SEM) analysis, and strategic analysis. It is found that the most dominant indicator goes to “spending money for the needy can increase the spirit of religion, to support sustainable development”. It is also found that 64.86% indicators are included as good perception. Awareness, knowledge, attitude, and religiosity have positive and significant effect on people interest in cash waqf to support sustainable development in Bogor City, while promotion and socialization have positive effect but not significant. Improving on awareness, knowledge, attitude, and maintain religiosity should be taken as the main strategy to increase the collection of cash waqf to support sustainable development in Bogor City