Journal of Secretary and Business Administration
ISSN : -     EISSN : 25808095
The history of the Journal Journal of Secretary and Business Administration (Henceforth JSAB) is established in June 2017. It is created as a medium for practitioners, lecturers, and researchers interested in studying the disciplines of secretary and business administration, both in theory and practice. It is published twice a year that is in February and August. Due to the technical issues, the first publication was in October 2017. Yet, for the upcoming publication, it will follow the regular schedule.
Articles 32 Documents
Promotion Damayanti, Fenny; Sofiatiningsih, Sofiatiningsih
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.80

Abstract

One of the issues every higher educational institution faced is how they can increase numbers of students enrolled within the institution. Competition among educational institutions struggling for the market shares has encouraged them to find an effective way to introduce their institutions. Promotion could be considered as one of the ways to introduce the product and/or services to customers. Promotion could be direct and indirectly influencing the customer’s buying decision. The purpose of this study is to know the influence of promotion toward decision to become a student of ASMTB. The other thing is what is the most effective or acceptable type of promotion among advertising, sales promotion, personal selling, and public relations, that suitable for customers (college students to be). Method used in collecting data is done by distributing questionnaires to 203 respondents, they are students of ASMTB in 1st, 2nd and 3rd grade. Research is conducted in ASMTB Bandung. This research applied quantitative and descriptive analysis methods. The results demonstrated that promotion: advertising, sales promotion, personal selling, and public relation, were 59,1% influencing customers’ decision to become the students of ASMTB. The following is the findings and recommendations: advertising as one of promotional methods done through social media were considered effective since it could be spread to different places and be repeated from time to time. Promotion through social media was also suitable for millennials who actively used social media. Therefore, advertising should be done periodically. Sales promotion as the other method of promotion used through a member get member program, was considered a success since it would motivate them to get more incentives and as a way to improve their selling and communication skills. Personal selling was also a well accepted method of promotion through a form of school visit. Personal selling was considered a tool to handle objections from customers. Keywords: buying decision, buying decision strategy, promotion, promotion strategy
Coffee Roast Bean Product in Bandung Nurviyan, Amanda; Syahputra, Syahputra
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.92

Abstract

Lifestyle changes especially in big cities of Indonesia make the coffee business grow, upstream to downstream line. Many entrepreneurs not only have coffee shop but also coffee roastery which produces roast beans. One of these is Kopi Dewa. It is an emerging startup facing new competitors every day that make it require new strategy to maintain its existence and win a bigger market. Related to this phenomenon, this study aims to determine the external factors and internal factors of Kopi Dewa in order to survive and thrive. The purpose of this research is to formulate competitive strategy of Kopi Dewa’s roast bean. This research method uses descriptive quantitative method. Data are obtained through interview, observation, questionnaire, and literature studies. These are done through, first, identifying internal and external factors of Kopi Dewa. Furthermore, these factors are shortened and given weights, ratings, and scores on the IFAS matrix and EFAS matrix. The results of both matrix show that Kopi Dewa position is included into first quadrant in the Cartesian SWOT diagram, which means growth strategy is a good strategy for Kopi Dewa in the present. Both matrix components are mapped in the TOWS Matrix and given four alternative strategies. All four alternative strategies are ranked from the most important to be implemented to the least executed. These are Growth Strategy (market penetration), followed by service quality, pause strategy, and market penetration consecutively. Keywords: business strategy, competitive strategy, coffee roast bean product, SWOT analysis
Social Media Branding Strategy in StartUp Business Lestari, Arsiyanti; Siswantini, Siswantini
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.72

Abstract

Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up. Keywords: brand, brand awareness, social media, social media branding, strategy
Retail Service Quality and Customer Loyalty Ayuningtias, Kartika Sekar; Saraswati, Trisha Gilang
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.84

Abstract

IKEA Alam Sutera is a conventional furniture company with the theme of self-service shopping that is still new to the people of Indonesia. There is a retail service quality that is a variable on the experience of consumers in receiving IKEA services that have problems in them and cause dissatisfaction from customers, therefore the customer satisfaction variable is used in this study. It also has the aim to know whether customers can still be loyal to IKEA with the customer loyatly variable. The sample of this research was 100 respondents who were IKEA consumers who had made purchases at least 2 times. Location of this research at IKEA Alam Sutera offline store at Tanggerang Indonesia and the respondents answer the question by google form. The data analysis technique used is descriptive analysis and path analysis with the help of SPSS version 23 software. The results of this research were first there is a direct influence of retail service quality on customer satisfaction of 21.5%. Second, there is a direct influence of retail service quality on customer loyalty of 21%. Third, there is a direct effect of customer satisfaction on customer loyalty of 18.7%. Finally, there is non-direct influence of retail service quality on customer loyalty through customer satisfaction of 41% at IKEA Alam Sutera. Keywords: customer loyalty, customer satisfaction, retail service quality
E-Service Quality and Brand Image on Buying Interest Andrew, Muhammad
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.83

Abstract

With the expanding of internet access, more and more activities related to buying or selling goods and services done through e-commerce. One of the e-commerce platforms in Indonesia, Shopee Indonesia, is here to meet the needs of Indonesian consumers in buying and selling online. But there are some cases showing that customers get unsatisfactory e-service quality. These consumers complain in various online media to voice their disappointment at unsatisfactory e-service providers. This affects the buying interest of other consumers who read these customers’ complaints. Besides ruined by unsatisfactory services given by its vendors, the shopee's brand image also affects consumers who want to shop online through Shopee, in this case related to consumer buying interest. There are many ways to see how the brand image is good or not. As in the Top Brand Indonesia site, where Indonesian Shopee is not included in the Top Brand Indonesia buying and selling category. Responding to this, this studi has the aims to see and measure the extent of the influence of e-service quality and brand image on consumers' buying interest in PT Shopee International Indonesia. By doing so, data are analyzed using the classic assumption test, product moment correlation coefficient analysis, multiple linear regression analysis, determination coefficient and partial hypothesis test (T test) and simultaneous hypothesis test (Test F). The results of this study indicated that e-service quality has a significant effect on buying interest with a significance value of 0.037 which is from F table of 3.0901. Whereas the relationship between independent and dependent variables is 29.9%, which is indicated by the value of Adusted R Square of 0.299. This means that the remaining 71.1% is influenced by other variables not examined in this study. Keywords: brand image, buying interest shopee indonesia, e-service quality
Consumer Purchase Intention Hanjani, Giovani Antania; Widodo, Arry
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.90

Abstract

Environmental issues are getting worse and worse. Indonesia is the second country to dispose of the largest marine waste in the world because the level of knowledge of the community regarding environmental impacts is still low. This study aims to determine how much influence the green brand on purchase intention mediated by green knowledge in Nestle Indonesia Company. The research method used is a quantitative method with the type of research used is descriptive verification and the measurement scale used is the Likert scale. The study population was all consumers of Nestle Indonesia’s product at Bandung City with a sample of 400 respondents. The sampling technique used in this study was nonprobability sampling. The data analysis method used in this study is Structural Equation Modeling (SEM). Data processing is done using SmartPLS. Based on the results of the hypothesis green brand of green knowledge has a value of 13,482 >α value of 1.649. It means that green brand variables have a positive and significant effect on green knowledge, and green brand on purchase intention has a value of 12,716 > tα 1.649 it means that green brand have a positive and significant effect on purchase intention, while green knowledge on purchase intention shows a value of 6,853 > tα value of 1,649 which means that green knowledge have a positive and significant effect on purchase intention. Based on the results of the study it can be concluded that the green brand in the good category, green knowledge in pretty good categories, purchase intention in the good categories, and the results of SEM analysis related the influence of green brand and green knowledge have a significant influence on purchase intention. Keywords: green brand, green knowledge, purchase intention
Successful Businesses in Sukabirus Food Court Anggraeni, Feti; Hasbi, Imanuddin
Jurnal Sekretari dan Manajemen Bisnis Vol 3 No 1 (2019): Journal of Secretary and Business Administration
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v3i1.100

Abstract

This research was conducted at the Sukabirus Food Court. Pujasera Sukabirus is a place to eat consisting of food counters offering a variety of varied menus. Sukabirus Food Court is an open and informal dining area. This business has been moving since the beginning of July 2018. Responding to this, this study aims to examine the effect of entrepreneurial motivation and entrepreneurial marketing on the success of businesses at food outlets in Sukabirus Food Court. The research uses quantitative research methods. This research uses sampling techniques on non-probability sampling, namely saturated sampling because members of the population amount to 30 people and the entire population is a sample. The sample in this study amounted to 30 respondents. Data collection in this study was conducted by distributing questionnaires distributed to all respondents namely, owners of food outlets in Sukabirus Food Court. Data analysis techniques used multiple regression analysis and descriptive analysis. The results showed that respondents' responses to entrepreneurial motivation in the good category with a score of 77.3%, respondents' responses to entrepreneurship marketing in the excellent category with a score of 70.31% and respondents' perception of business success in good categories with a score of 69.7%. The conclusion of this study is entrepreneurial motivation and entrepreneurial marketing have a positive and significant effect on business success with a score of 79.1%. These results can be interpreted that the increase in entrepreneurial motivation and entrepreneurial marketing in the Sukabirus Food Court business will have an effect on increasing business success. Keywords: business success, entrepreneurial marketing, entrepreneurship motivation, food court.
Secretarial Students’ Preferences of Learning Materials Hendrawan, Wawan
Jurnal Sekretari dan Manajemen Bisnis Vol 1 No 1 (2017): Jurnal Sekretaris & Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v1i1.1

Abstract

Successful learning outcomes are determined by the best learning materials forging the students’ profiles after graduation. To this end, it is imperative for lecturers or teachers conducting a study in accordance to the issue of learning materials. This research is not the exception. It tries to investigate the students’ preferences of the learning materials used. This study is performed inside the language laboratory in one academy of secretary located in the heart of Bandung City, West Java, Indonesia. There are thirty seven students, all of them are women, from two different classes participating in this study. They are fourth semester students taking the English listening skill course which followed by them for sixteen sessions. This study uses a mix method as its approach with case study as its design. The instrument of data collection is questionnaire. The data taken from this study is analysed quantitatively and qualitatively. The results demonstrate that first audio-video becomes the most preferred form of learning material. By this, it brings its own implication like learning is more real, motivating and enjoyable. Second, the use of different forms of learning material would harvest various end goals. Third, for secretaries, the goal of learning English is the proficiency of using the four language skills. Finally, this research opens the way to the understanding of the preferences of students while learning English listening skill course in an academy of secretary.   Keywords: secretary, learning materials, learning goals  
Attitude towards English Slogan Used by Culinary Products of SMES and How It Affects Purchase Decisions Rahmasari, Gartika; Hendrawan, Wawan
Jurnal Sekretari dan Manajemen Bisnis Vol 2 No 1 (2018): Jurnal Sekretaris & Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v2i1.34

Abstract

This study examines the perception and comprehension of consumers towards 6 English slogans used by SMEs’ culinary product, particularly fruit-based crackers. Slogans examined include Aruna ( “Original taste and crispy”), Jecko ( “So crunchy), Matoh ( “Good things come to those  who share”), Miun Chips ( “Indonesian sweet cassava chips”), Paradis Crunch (“Premium Indonesian banana chips”), and Zanana ( “Try it; Love it; Miss it.”). As a result, the most easy to understand English slogan considered by respondent is Aruna (“Original taste and crispy”) as much as 96,2%, and the most difficult slogan to understand is Matoh (“Good things come to those who share”) as much as 34,6%. In addition, slogans considered to be the easiest translated are Aruna and Zanana, where 100% of respondents stated that they were able to translate both slogans. However, when they were asked to translate all 6 slogans, it is slogan of Jecko which could be translated correctly by most, as much as 86,4%, and the most difficult slogan to translate is the slogan of Miun Chips. Also, Jecko has the slogan whose meaning is well understood by most of respondents, as much as 88,5 % respondents, and the slogan whose meaning is the most difficult to understand is the slogan of Miun Chips (30,8%). This study concluded that the use of English slogans by SMEs’ culinary product, despite how easy or difficult they are to be understood, did not affect buying decision. It is the package (46,2 %) and the taste of product (34,6%) that become the main reason for consumers to make buying decision, besides the price (15,4%) and halal sertificate (3,8%). Keywords: English Slogan, Purchase Decision, SME
Analisis Model Bisnis pada Eighteen Nineteen Laundry dengan Pendekatan Business Model Canvas Setyorini, Retno; Rey, Randy Oktavianry
Jurnal Sekretari dan Manajemen Bisnis Vol 1 No 1 (2017): Jurnal Sekretaris & Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v1i1.2

Abstract

The business model is the primary factor that has a major role in influencing the performance of the business in improving the competitiveness and achieve its goals. One effective tool used in assessing a business model is the business model canvas because it can contribute to the use of business models. Business model canvas focuses on business ideas to create value in the business. This study analyzes the business model on Eighteen Nineteen Laundry. The purpose of this research is to create a new strategy for the business model used by Eighteen Nineteen Laundry. The method used in this research is descriptive and qualitative analysis method by using the in-depth interview in collecting primary data needed during the research process. The result of this research is evaluation and recommendation of business model from Eighteen Nineteen Laundry obtained based on SWOT analysis on each element of business model canvas to improve service quality, marketing activity, infrastructure, financial ability Eighteen Nineteen Laundry. It is hoped that this research can be useful to improve the income stream and can develop the business and be able to compete in the future. Keywords: Business Model, Business Model Canvas Entrepreneurship  

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