Universitas Gadjah Mada
Faculty of Economics and Business

On Friday (1/12), three students from the Undergraduate Program at the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) made bright achievements in the Brilliant Youth Competition 2023, a competition organized by LifeatBRI. This competition is open to all undergraduate students and new graduates (S-1) who are ready to solve challenges and provide the best solutions related to business cases at PT Bank Rakyat Indonesia Tbk. This extraordinary achievement aligns with Sustainable Development Goals No. 4 (Quality Education) and 8 (Decent Work and Economic Growth).

The first stage of the competition involved sending files, including curriculum vitae (CV), motivation letter, and essay that the organizer has determined. Of the thousands of registered participants, three FEB UGM students managed to enter the 30 best participants, who then continued the selection to the Grand Final stage for two days at BRI Head Office, Jakarta. They are Cyntia Ivanka Putri Simanjuntak (Accounting 2021), I Gusti Ayu Maresta Amrita Puspa Pujawati (Economic 2021), and Ali Alexander (Business Management 2021).

At the Grand Final stage, all participants were divided into ten teams to jointly solve business cases related to marketing strategies and increasing BRI product activation. On the first day, the entire team received exposure and product data to make working on case studies easier. Marestha shared her experience that her team carried out a strategy with an Awareness, Activation, and Transaction + Loyalty approach. They assess the impact using various indicators, such as Customer Lifetime Value, Activation Rate, and Brand Equity Measurements.

On the other hand, Cyntia said that forming teams randomly was a challenge in itself. "It was quite challenging because the preparations were done online, especially with team members we had just met and who came from different departments and universities," she explained. In line with Cyntia's opinion, Ali also felt that the random formation of teams was a unique impression for this competition. "Being on a team with informatics engineering and computer engineering students, they have different points of view regarding business," said Ali.

Even though they faced various challenges, the three students overcame them well. They also managed to bring home the championship. Cyntia Ivanka Putri Simanjuntak from team 7 won first place, I Gusti Ayu Maresta from team 9 won second place, and Ali Alexander (individually) won the Outstanding Leadership award. FEB UGM congratulates the three students on their brilliant achievements!

Reportage: Adella Wahyu Pradita