PROPOSED BUSINESS STRATEGY FOR SMALL ARCHITECTURE FIRM IN TANGERANG: CASE STUDY TOP HOUSE

Top House is a small architecture firm located in South Tangerang that focuses on design consultants for low and medium-rise buildings. The preliminary study has been conducted by interviewing the firm’s owner who also acts as the principal architect, to identify company problems. The results showed that the company revenue and net profit decreased significantly by about 20% from 2017 to 2019 and 75% from 2016 to 2019. Moreover, the consultancy service orders became small and decreased from 2015-2019. The decreased revenue and net profit were caused by a poor company and incomprehensive management system. To solve the problem using the external and internal environmental analysis. The external environmental analysis used the PESTEL, Porter Five’s Forces, and competitor analysis. Meanwhile, the internal environmental analysis used the VRIO framework, value chain analysis, and existing Business Model Canvas (BMC). Afterward, the data were summarized in the SWOT table for strategy formulation. It consisted of IE matrix and TOWS matrix as company level strategy and functional level strategy, then the new proposed Business Model Canvas (BMC). Based on the analysis of IE Matrix, the current company classification position is in cluster five. This indicates that the company should implement a hold and maintain business strategy with two options, namely market penetration and product development. Furthermore, pros and cons analysis is used to obtain the best strategy from these options. The company should implement a product development strategy by improving the existing product quality, namely green architectural requirements in the design concept and utilizing BIM technology. The TOWS matrix resulted in 11 functional strategies applied in the marketing, human resources, operations, and financial field.

INVOLVEMENT OF UKM STUDENTS IN ONLINE BUSINESS

Online business has sparked an incredible phenomenon among the current generation, including among college students. This study was conducted to identify the factors that contribute to the involvement of UKM students at the Bangi Campus in running an online business. A total of 160 respondents were selected among UKM students at the Bangi Campus. The objective of the study was to determine the relationship between skills factors, internet convenience factors and time management factors on student involvement in online business. Data obtained through survey forms were analyzed by conducting descriptive analysis and Pearson Correlation. The results of Pearson Correlation analysis showed that there was a significant relationship between the three independent variables namely skills factor, internet convenience factor and time management factor with the dependent variable which is student involvement in online business.

DETERMINANTS OF CONSUMER PURCHASE DECISION IN MAKEUP ARTIST SERVICES

Nowadays, not all women can make themselves up properly and perfectly to attend an important event, so they need Makeup Artist (MUA) services. Supported by technological advances where consumers are starting to leave the traditional way of finding MUA from salons near their homes whose quality is unknown, so MUA services platforms exist. The number of MUAs spread across Indonesia has reached 500,000. The large business opportunity as MUA in Indonesia means that MUAs must be able to maintain their business in the face of competition because consumers have many considerations in choosing and buying services. On the other hand, MUA still has difficulty getting consumers and the MUA services still does not know about the consumer purchase decision. The purpose of this study is to determine consumer purchasing decisions for MUA services, factors that influence the purchasing decision for the MUA services, and marketing communications that are suitable for the consumer purchase decision. The data analyzed with a mix method, qualitatively and quantitatively. Qualitative methods are used in-depth interviews with coding and quantitative methods by distributing questionnaires online using SmartPLS 3.0. The results of qualitative analysis from the informant’s explanation divided into eight subjects, there are reasons for using MUA service, need fulfillment, specific time, source of information, consideration when choose MUA services, MUA services comparison, customer satisfaction, and considerations when choose MUA services platform. The research of quantitative analysis reveals that perceived risk, sales promotion and direct marketing have a negative significant relationship on purchase decision, whereas tie strength and involvement have a positive significant relationship on WOM influence. Meanwhile, WOM influence and advertising have a positive significant relationship on purchase decision for MUA services. The findings of this study give recommendations to MUA services to focus on advertising, provide review features, and create attractive portfolios.

IMPACT OF JUSTICE IN EMPLOYEE PERFORMANCE AND MODERATING ROLE OF ARTIFICIAL INTELLIGENCE: A CONCEPTUAL STUDY

This study investigates the impact of justice’s dimensions: distributive justice, procedural justice, interactional justice on performance appraisal satisfaction, and artificial intelligence utilisation to improve employee performance in Penang multinational companies (MNCs). They are grounded with Organizational Justice Theory as the theoretical framework to examine the relationship between Artificial Intelligence utilisation in enhancing justice to improve employee performance. In conducting this study, the required data will be collected through a closed-ended structured questionnaire in Penang, Malaysia. The questionnaire was adopted and adapted from many related studies. The data collection approach for this research is based on internet-based technologies such as online platforms. This paper proposes ways of managing employee performance by boosting performance appraisal satisfaction based on a practical performance appraisal that is relevant and unbiased. The paper will provide novelty into justice in performance appraisal through artificial intelligence that is pivotal to the employee performance optimisation in Penang multinational companies. The paper will help organisations recognise the significance of enhancing the performance appraisal as a practical strategic approach to integrate human resource activities with business policies and provide a better understanding of the impact of justice to the performance appraisal in the Penang multinational companies (MNCs).

THE ASSESSMENT OF INSTAGRAM EFFECTIVENESS AS MARKETING TOOLS ON INDONESIA FASHION LOCAL BRAND

Fashion local brands are brands of fashion clothing local to a particular country, manufactured and produced locally, including the ones in Indonesia. Fashion is always developing and creating the latest trend in which is a big potential for local fashion brands to take this opportunity because consumers are becoming more selective when it comes to selecting superior, long-lasting, and practical products. In Indonesia, the Fashion Industry is one of the subs that contribute to the creative industry, accounted for 28.29% of the whole creative industry, and ranked 9th in the Global Revenue Ranking. In addition, the current pandemic condition has pushed many brands to close retail stores and switched to almost entirely digital operations. Among many social media platforms used by brands, Instagram has been identified as the most efficient tool for reaching out to customers and marketing a business. However, the way local fashion brands use Instagram as a marketing tool has not always been effective. This research aims to assess the effectiveness factors of Instagram in local fashion brands that have a high engagement in purpose to make them as the benchmarks about the content strategy in building high online engagement that makes Instagram as a marketing tool effective. The data was collected through Instagram analytics software, HypeAuditor, and Analisa.io towards a total of 50 Instagram account fashion local brands with a high number of engagements according to HypeAuditor Instagram Engagement Rate Calculator. The data analysis is processed using Microsoft Excel and Smart PLS. The result shows that all independent variables have a positive relationship to online engagement and the effective factors for local fashion brand Instagram accounts are Entertainment, Tag, Weekdays, and Peak hours factors. The brand could utilize posting feeds containing entertainment and information content while also posting it during peak hours and weekdays.

IMPLEMENTATION PLAN ON LEARNING ORGANIZATION PRACTICE TO INCREASE BUSINESS PERFORMANCE OF SAVLEE COMPANY

Cessa previously ran a technology-based business by creating therapeutic tools to reduce sleep problems. Since the pandemic era, the research and development process has been hampered due to limited access to laboratories. Therefore, the company pivoted to the Savlee company by creating a dailywear sleeping product. There are several problems and challenges that arise in the business model. Savlee began to try a new approach in the fields of pharmacy, psychology,, and neuroscience. Savlee needed to have initial learning and should seek a new form of data and information that became the main reference. The data analysis process was carried out using qualitative data methods with in-depth interviews and focus group discussions. Based on the House of Learning Organization by Jann Model as the model of learning organization practices that consist of learning foundations, learning facilities, learning skills, learning enablers, and learning disciplines, and plan for the implementing practice of learning organizations using Peter Senge's methods in "The Dance of Change-Generating Profound Change." The outcome of this research is a plan for implementation of the learning organization, which consists of three stages, starting with building individual personal mastery, team learning ability, and organizational learning ability. Therefore, Savlee must implement a suitable learning organization with appropriate design and organizational learning that has a clear measurement for the evaluation of business performance

THE ANALYSIS ON FACTORS INFLUENCING THE USE OF MOBILE PAYMENT SYSTEM AMONG GENERATION Z IN BEKASI CITY

The topic of the factors that influence the usage of Mobile Payments is not to be overlooked, given the rise in the use of Mobile Payments in recent years. The goal of this study is to identify the factors that have a major impact on users' use of mobile payment instruments. The study was carried out with the help of an online survey questionnaire, which was distributed to 414 people. The impact of performance expectancy, effort expectancy, social influence, trust, and perceived security on the behavioral intention of mobile payment usage was investigated in this study. This study used a quantitative approach, with Generation Z as the unit of analysis, and the respondents from Bekasi as the target population. Two of the criteria have a significant relationship with the behavioral intention to use the mobile payment instrument, according to the research. Based on the result of this study, it can be seen that perceived security has the most influence on the behavioral intention to use mobile payment, followed by social influence.

THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

THE INFLUENCE OF E-COMMERCE’ MARKETING ON IMPULSIVE BUYING BEHAVIOUR

Online impulsive buying behavior has grown in accordance with the advancement of e-commerce operations. However, despite the fact that numerous published studies have investigated some variables that influence online impulse purchase behavior, the involvement of promotional stimuli for broad diversification of products within a short period along with hedonic motivation being the moderator, as applied in e-commerce’ marketing campaign activities in Indonesia, in influencing impulsive buying behavior remains unexplored. This study, using PLS-SEM statistical method and judgemental sampling technique, is advantageous to address the influence of those marketing stimuli in generating impulsive buying behavior. A quantitative method was applied in this study, using an online questionnaire targeted at online shoppers all across Indonesia. Based on the analysis, it is found that time scarcity promotion is positively influencing online impulsive buying behavior, with or without the role of high hedonic motivation as the moderator. On the other hand, a price promotion attribute’s positive impact on online impulsive buying behavior is accepted as long as it does not involve the hedonic motivation as a moderator. The results of the research are intended to provide a better understanding of marketing stimuli in the research industry and practical recommendations to online merchants on how to promote their products more effectively to generate overall sales through impulsive purchases.

A LITERATURE REVIEW ON HOW TAX INCENTIVES COULD ASSIST INNOVATION AND SME RESEARCH ECOSYSTEM

In an effort to foster the innovation and commercialization ecosystem in Malaysia, the government has introduced various tax mechanisms such as the allocation of funds from tax incentives to provide financial assistance to small and medium-sized enterprises (SMEs). As against large corporations which have substantial research and development budgets to start with, limited capital and financial constraints in SMEs companies hinder their capabilities to fund their own R&D which in turn affect their innovation capabilities. This paper reviews various tax mechanisms and initiatives used by other countries to facilitate the SMEs’ innovation capabilities and how universities collaborate the R&D efforts with industries through grants and incentives. The findings are later compared to the research ecosystem in Malaysia, the government, the policy, and the challenges of implementation. It is concluded that SMEs could benefit from the spill over of funds from tax mechanisms to finance their R&D collaboration. This government-university-industry symbiotic triple helix linkage could create a conducive research ecosystem and benefit the SMEs in innovation capabilities and product commercialization.