Bunda Mulia University Management Study Program Successfully Organized an International Seminar and National Competition Event!

The Management Study Program of Universitas Bunda Mulia, along with the Excellent Community of Management (XCM), successfully implemented the series of events under the Inspiration for Management Planning and Action (IMPACT) program, which is an annual event. IMPACT 2024 marks its 5th year and was conducted differently compared to previous years, featuring three events focused on retail topics: (1) National Retail Business Case Analysis Competition, a national competition involving various universities across Indonesia; (2) Creative Video Competition “Memorable Experience With Alfamart: Shop Smart, Double The Fun at Alfamart,” a creative video competition for high school students in Greater Jakarta, sponsored by PT Sumber Alfaria Trijaya, Tbk; and (3) an International Seminar.

In the ever-evolving digital era, the retail industry in Indonesia and many other countries faces new challenges in responding to increasingly diverse consumer needs. With the shift in consumer preferences toward digital platforms, personalization strategies have become crucial to maintaining competitiveness. Retail businesses need to deeply understand consumer needs and preferences and adapt to changing consumer behavior to remain relevant and keep up with evolving market trends. Therefore, IMPACT 2024, organized by the Management Study Program of Universitas Bunda Mulia, comes with the theme “Retail Refined: Retail Personalization and Adapting to Consumer Changes,” aiming to provide a deep understanding of the importance of personalization in retail and how businesses can adapt to these changes.

National Retail Business Case Analysis Competition

With the theme “Retail Refined: Retail Personalization and Adapting to Consumer Changes,” this competition was successfully held from registration on January 15, 2024, to the announcement of the top 10 on April 26, 2024, and the final winners on April 30, 2024. IMPACT 2024 attracted 92 teams from 10 universities across Indonesia. Of these 92 teams, a first-round selection process identified 10 teams for the final round. In the final, these teams presented their solutions to three judges in an online format.

Participating universities in the National Retail Business Case Analysis Competition 2024 included: Universitas Pelita Harapan, Tangerang, Banten; President University, Cikarang, West Java; Universitas Indonesia, Depok, West Java; UPN Veteran Jakarta, Jakarta; Universitas Bina Nusantara, Tangerang, Banten; Universitas Tarumanagara, Jakarta; Universitas Gadjah Mada, Yogyakarta; Universitas Padjadjaran, West Java; Institut Teknologi Bandung, Bandung; Universitas Mercu Buana, West Jakarta; Universitas Bunda Mulia, Jakarta; Universitas Bunda Mulia, Tangerang, Banten

The presentation and Q&A sessions were judged by:

Dr. Fahrul Riza, Secretary of the Master of Management Program, Universitas Bunda Mulia; Jerry Yanto, SE, Co-Founder & CEO of PT Astha Dian Manunggal; Dr. Siti Yasmina Zubaedah, Lecturer of the Management Study Program, Universitas Bunda Mulia. The Token of Appreciation for the judges was presented by Tannia, SE, MM, Head of the Management Study Program, Universitas Bunda Mulia.

Winners of the National Retail Business Case Analysis Competition 2024 were: 1st Place: Team Duo Maut from Institut Teknologi Bandung (score: 283.3); 2nd Place: Team Chocobi from Universitas Bunda Mulia (score: 269.4); 3rd Place: Team Matil from UPN Veteran Jakarta (score: 267). This competition aimed to equip participants with knowledge and problem-solving skills relevant to the retail sector, fostering the development of more advanced retail technology.

Creative Video Competition “Memorable Experience With Alfamart: Shop Smart, Double The Fun at Alfamart”

This competition ran from December 15, 2023 (registration), to April 30, 2024 (final winners). IMPACT 2024 received seven outstanding video submissions. Participating high schools included SMAK Kristen Tunas Bangsa Cikarang, West Java. Of the seven submissions, content assessment identified the Overall Winner and Favorite Winner, evaluated by Elkunny Dovir Siratan, S.Par., MM, Head of the IMPACT 2024 Competition Division.

Winners of the Creative Video Competition 2024 were: Overall Winner: Glory Kristy Widjojo from SMAK Kristen Tunas Bangsa Cikarang and Favorite Winner: Derleen Libertion from SMAK Kristen Tunas Bangsa Cikarang.

This competition encouraged participants to remain enthusiastic about implementing personalization strategies in retail, from advanced technology usage to creating engaging content.

International Seminar “Retail Refined: Retail Personalization and Adapting to Consumer Changes”

This international seminar was attended by approximately 939 participants from universities within and outside Indonesia, as well as high school students from Greater Jakarta. The seminar began with the Indonesian national anthem and the Universitas Bunda Mulia anthem, followed by a Tari Wonderland performance by the Traditional Dance Student Club (TarTra). The event was officially opened by Kandi Sofia Senastri Dahlan, MBA, Ph.D., Vice Rector for Academic Affairs at Universitas Bunda Mulia.

The seminar sessions were moderated by Dr. Christian Haposan Pangaribuan, B.Sc., MBA, featuring distinguished speakers: Anggara Hans Prawira, CEO of PT Sumber Alfaria Trijaya Tbk and Brian Walker, Founder and CEO of Retail Doctor Group.

Their presentations provided insights into retail business strategies, focusing on personalization strategies using advanced technology and engaging content creation, enabling retail businesses in Indonesia to adapt to trends and deliver satisfying consumer experiences. The participants’ enthusiasm was evident from the numerous questions directed to the speakers.

The highlight of the seminar was the announcement of the winners of the National Retail Business Case Analysis Competition and Creative Video Competition.

This event was successfully supported by sponsors and media partners, including Bengbeng and Alfamart, which provided exciting prizes such as products for competition participants, winners, the best questioners, and door prize winners.

The event concluded with a solo performance by Voice of UBM (VOU) member Fabianca Margaretha Adeleida Daming, a student from Universitas Bunda Mulia Ancol Campus, delivering a captivating vocal performance.

Thus concluded the series of events in IMPACT 2024 “Retail Refined: Retail Personalization and Adapting to Consumer Changes”! With the success of IMPACT 2024, it is hoped that the program will live up to its name by inspiring participants. Thank you, and see you at IMPACT 2025!