http://repository.president.ac.id/xmlui/handle/123456789/12288 2026-04-10T09:31:50Z http://repository.president.ac.id/xmlui/handle/123456789/12333 BUSINESS REPORT OF GENOVA’S CAKE Kartawaria, Filbertha Nathania Gift-giving is a worldwide culture around the world. It is an activity where somebody gives a gift to another person, family, and/or institution on a special occasion or as a way to show gratitude. The safest and most neutral gift that would be meaningful, appropriate, and acceptable for any kind of occasion and for everyone is food. As the business owner have a passion for cake tasting and baking, the business owner decided to start selling cakes during special seasons to her friends and family. By the time the business owner see that the cake that the business owner sold the most is apparently lapis legit or layered cake. After doing some research, the business owner conclude that apparently, the layered cake is a type of cake that is used on various Indonesian occasions because we were told by our ancestors that layered cake represents lots of luck. In 2021, the business owner would like to expand my cake business to a bigger audience in the Jabodetabek area therefore the business owner decided to do branding for my cakes. Decided to name it “Genova’s Cake” and design her own packaging to make customers more attracted to buying my cakes. For the moment, Genova’s Cake only sells layered cakes per season; Eid Mubarak, Christmas, and Chinese New Year. Regarding the financial aspect, the business owner has started to record all expenses and revenues since April 2021 and Genova’s cake has reached break- even already. However, the sales declined in December 2022 due to inflation. One way to increase sales is by using a marketing strategy. Social media has been a modern way to promote businesses since it’s easy, fast, and could reach more audiences. Therefore, the business owner is going to focus on building the social media marketing strategy. The issue that the owners facing for the past 2 years are they are struggling to have new clients, there’s not a lot of engagement with social media audiences, as well as the external economic inflation factor. This paper does a deep analysis of Genova’s Cake by using several relevant frameworks such as BMC, Marketing Mix 4Ps, STP analysis, Porter’s 5 Forces, and SWOT analysis. For the internal assessment, this paper explores the business deeper using Business Model Canvas and Marketing Mix 4Ps. Meanwhile, for external assessments, STP analysis and Porter’s 5 Forces theories are applied to analyse Genova’s Cake issues and develop the right strategy to expand the business. Lastly, after doing both internal and external assessments, the SWOT analysis was done to finalise the conceptual framework of using all the above-mentioned theories. In a nutshell, this paper recommends the owner of Genova’s Cake develop a customer loyalty programme, target corporate clients, customer feedback and improvement, collaborate with influencers and food bloggers, offer tastings and samples, participate in bazaars and food events, do brand building and awareness, monitor costs and adjust pricing, the unique selling point of products with dietary restrictions, offer products with affordable prices, target marketing and partnerships, introduce new products to reach more target markets, as well as selling more products to current clients. The detailed goals are written in the 3-year business milestones. 2023-01-01T00:00:00Z http://repository.president.ac.id/xmlui/handle/123456789/12332 ANALISIS PENERAPAN BUSINESS MODEL CANVAS (BMC) PT. GHEWANTIKA KONSTRUKSI Kartaraharja, Bunga Azwanti Tujuan Penelitian ini bertujuan untuk menganalisis 9 elemen, yaitu Customer Segments (Segmentasi Konsumen), Value Proposition (Proposisi Nilai Konsumen), Channels (Saluran), Customer Relationship (Hubungan Konsumen), Revenue Streams (Sumber Pendapatan), Key Activities (Aktivitas yang Dijalankan), Key Resource (Sumber Daya Utama), Key Partnership (Kerja Sama), dan Cost Structure (Struktur Biaya) pada Business Model Canvas (BMC) yang diterapkan oleh PT. Ghewantika Konstruksi dalam menjalankan bisnis yang kemudian akan dianalisis masing-masing elemen tersebut melalui pendekatan SWOT yang ditinjau dari strength (kekuatan), weakness (kelemahan), opportunities (peluang), dan threats (ancaman) untuk mendapatkan pembaharuan terhadap model bisnis yang telah diterapkan oleh perusahaan. Metode Metode yang digunakan dalam penelitian ini adalah metode kualitatif. Pengumpulan data dilakukan menggunakan teknik wawancara kepada 4 narasumber (pemilik, engineer, keuangan, dan produksi), dokumentasi, serta observasi. Hasil Hasil penelitian menyatakan bahwa perusahaan telah memenuhi 9 elemen yang terdapat pada Business Model Canvas (BMC) dan perusahaan perlu melakukan pembaharuan terhadap penerapan Business Model Canvas (BMC) melalui hasil dari perumusan pengembangan model bisnis. Orisinalitas/Nilai Penelitian mengenai Business Model Canvas (BMC) dengan analisis masing-masing elemennya menggunakan SWOT relatif lebih sedikit. Penelitian ini juga mengisi minimnya riset antara Business Model Canvas (BMC) dengan analisis SWOT pada perusahaan konstruksi. 2023-01-01T00:00:00Z http://repository.president.ac.id/xmlui/handle/123456789/12331 PENGARUH INFLUENCER REVIEW, CUSTOMER REVIEW, BRAND REPUTATION, BRAND TRUST, DAN BRAND ATTITUDE TERHADAP PURCHASE INTENTION PRODUK SOMETHINC Emmanuelle, Richelle Kannitha Tujuan - Tujuan dari penelitian ini adalah untuk mengetahui apakah influencer review, customer review, brand reputation, brand trust, dan brand attitude berpengaruh signifikan terhadap purchase intention produk Somethinc. Desain/Metodologi/Pendekatan - Metode kuantitatif diterapkan dalam penelitian ini. Pengumpulan data dilakukan melalui survei dengan menggunakan kuesioner online. Dengan menggunakan teknik convenience sampling, kuesioner diisi oleh 232 konsumen di Indonesia. Data yang terkumpul dianalisis dengan Partial Least Square- Structural Equation Modelling (PLS-SEM). Penemuan - Temuan pada penelitian ini menunjukkan bahwa influencer review, customer review, brand reputation, brand trust, dan brand attitude berpengaruh signifikan terhadap purchase intention. Originalitas/Nilai - Penelitian ini adalah penelitian pertama mengenai purchase intention dalam konteks beauty brand Somethinc menggunakan variabel influencer review, customer review, brand reputation, brand trust, dan brand attitude 2023-01-01T00:00:00Z http://repository.president.ac.id/xmlui/handle/123456789/12330 THE FACTORS THAT INFLUENCE THE PURCHASE INTENTION OF CINEMA TICKETS ON THE TIX ID Hermawan, Eka Rizki Purpose - This research aims to analyze the success factors of the TIX ID application from the point of view of its customers so that it can be imitated or used as a lesson by other competitors, this research uses TAM theory and trust as independent variables that can influence purchase intention as the dependent variable. Design/Method – This research design is quantitative research using primary data collected through an online questionnaire. The population are Indonesian people who have used the TIX ID application to buy cinema tickets online. The number of samples collected were 266 chosen by a convenience sampling technique. The data were analysed using SEM-PLS with software SmartPLS 4. Findings – The results of all hypotheses in this research are stated to be accepted because they meet the existing requirements, the hypothesis is trust significantly positive influence purchase intention, perceived usefulness significantly positively influences attitude toward TIX ID, perceived ease of use significantly influences attitude towards TIX ID and attitude towards TIX ID significantly positive influence purchase intention. Originality – This study goes through the factors that influence Indonesian tourists’ decision to travel abroad after the pandemic which has not been studied previously. 2023-01-01T00:00:00Z