Prof Dr Lim Sanny

Prof Dr Lim Sanny

NIDN: 301017601
Program Studi: Management
Knowledge Area: Strategy and competitiveness
Deskripsi Singkat: Prof. Dr. Lim Sanny is a Professor in Binus Business School with expertise is Business Management, in particular SMEs and franchising. Her articles about it have been published in Magazines and Scopus Indexed Journals. She speaks about small medium enterprise development held by Pemda, Kadin, Asosiasi Franchising Indonesia, IFBM, Komisi Pengawas Persaingan Usaha (KPPU) and The Ministry of Trade. She is a member of Forum Manajemen Indonesia, Ikatan Sarjana Ekonomi Indonesia and Forum Dosen Persaingan Usaha (FDPI) and certified as Export Import and Lumina International Certification for Practitioner.

Purchase Intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust

This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male’s Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by SmartPLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant impacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.

Innovation of SME service industry in Indonesia in improving Customer Satisfaction.

Purpose Small-medium enterprise (SME) service industry is an industry that continues to experience growth in developed and developing countries, including Indonesia. SME service industry that engaged in the service industry, namely, rental for generator set, air conditioner and sound system. In recent years, this SME has been experienced in declining in sales and getting some complaints from their customers. Many studies suggest that service quality and customer satisfaction are the key factors in the service industry. The purpose of this paper is to analyze the quality of service based on the customer’s perspective. Design/methodology/approach Data was collected using a combination of literature review, interview, brainstorming and questionnaires and analyzed by using importance-performance analysis (IPA) and quality function deployment (QFD) model. Findings This research resulted in nine technical requirements that allow the company to focus on these attributes to help the company enhance its customer satisfaction. Practical implications Based on the theory, applying service quality, IPA and also QFD will result in customer satisfaction. Practically the enhancement in customer satisfaction is not as easy as expected. Nowadays, customers always expect more and more and it is impossible to fully captured customers’ needs and always satisfy customers. Nevertheless, for this research company can understand their customers better, companies can evaluate their performances based on the customers’ perspective and know their customers’ needs. The company also know their strengths and weaknesses to allocate the resources and maximize their potential. Last but not least, the company is able to know their strategic priority that needs to be done for their better performance in the future to fulfill their customers’ needs and hope to enhance their customer satisfaction Originality/value A lot of research about customer satisfaction but still limited especially in the service industry in Indonesia using a combination of IPA and QFD model. So this research will give benefit for SMEs in Indonesia to allocate their resources more effectively by looking at the results of the four quadrants of IPA and house of quality (HOQ) framework can be used for a company as the references for their priority strategic option. Yet, to keep improving, the company recommended reviewing HOQ periodically.

Purchase Intention in Fashion Industry on Local and International E-Commerce in Indonesia

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customer perceptions in Indonesia to capture customer purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in e-commerce.

Franchising Performance from Franchisee Perspective: Case in Education Franchising in Indonesia

This article assesses the impact of transactional, relational, entrepreneur orientation on satisfaction and performance from the viewpoint of franchisee. The methodology includes an empirical study that was conducted in education franchising in Indonesia. The results show that the quality of relational relation is important in improving franchisee performance results. Meanwhile, entrepreneur orientation as a moderator variable gives an effect towards the improvement of franchisee performance. From the four indicators of entrepreneur orientation, in education franchise context in Indonesia, the most required indicator is the courage to take risks. This quality is required by franchisee in increasing franchisee performance because without courage to try new things and find creative ideas, franchisee performance will not improve. This article also discusses managerial implications, research limitation and future research.

Effect of Social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready to drink tea industry

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention. The objective of this paper is to investigate the impact of SMMA towards customers' purchase intention. The researchers tried to survey the results of previous studies to give more benefits to the readers and researchers in this area of study. Research data was collected using an online questionnaire survey of 114 participants of Instagram users in Indonesia. The results of structural equation modelling supported the current model’s validity and indicated a positive effect of SMMA towards brand equity. Moreover, brand equity had a positive impact on e-WOM; and e-WOM maintained a positive influence towards customers' purchase intention. Finally, SMMA also has showed a direct impact to customers' purchase intention.'s_ready-to-drink_tea_industry

The Role of Small and Medium-Sized Enterprises to Promote Halal Tourism: The case of Indonesia

Purpose - The tourism industry on a global scale has become a competitive market and knowing about the experience of tourists plays an important role in destination development. One of the growing segments in the tourism industry is halal tourism. The competitiveness of Indonesia as the most country with the largest Muslim population demonstrates a need for improvement at promoting halal tourism. This study planned to find out the role of different factors such as amenities, access and attraction on the satisfaction and intention to visit of Muslim tourists. Design – The outcomes determined important attributes which can be useful for SMEs, destination marketers and stakeholders in Indonesia to have a better marketing strategy for promoting halal tourism. Methodology - A quantitative approach was used where self-administrated questionnaires were distributed among Muslim inbound tourists in Jakarta, Indonesia. Statistical analysis such as descriptive analysis, simple and multiple linear regression were used to analyze the collected data. Findings - The results of this study found ‘amenities’ significantly affected the satisfaction of Muslim tourists who visited Indonesia and there was a significant relation between satisfaction and intention to revisit this country. Originality - This research was one of the few to assess the importance of SMEs to promote halal tourism in Indonesia.

Business strategy selection using SWOT analysis with ANP and fuzzy TOPSIS for Improving competitive advantage

The purpose of this research is to improve the dimension analysis of SWOT with group decision-making. This study analyses the internal and external environment of companies for formulating alternative strategies during the planning process of strategy formulation. The main focus of this research is to choose the best alternative strategy based on each factor and sub-factor of the SWOT analysis, where the strengths and opportunities are treated as advantages and weaknesses and threats are treated as costs. This research was completed using the Analytic Network Process (ANP) and Fuzzy Technique for Order Performance by Similarity to Ideal Solution (TOPSIS). The incorporation of the ANP and Fuzzy TOPSIS methods is proposed at the end of the study and can be applied with a SWOT analysis to formulate the best alternative strategy.









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Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust

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