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JURNAL MANAJEMEN USAHAWAN INDONESIA NO.2 MEI 2011

"Pengaruh Strategy Product Placement dan Peran Penting Brand Liking pada Peningkatan Brand Attitude Suatu Merek yang Ditempatkan Dalam Film"

NinoPriyono*
Adi Zakaria Afiff**

ABSTRACT

Previous research on product/brand placement indicates the favor of prominent product placement strategy against subtle product placement strategy. These studies, however, usually use brands that are familiar and favorable. The impact of low brand liking toward product placement strategy is still unclear due to lack of researches using this type of brand. This study then compares the different product placement strategies under the high and low brand liking conditions in a box office movie using a 2 x 2 factorial experiment design. The results show that the prominent product placement strategy has signficance influence in increasing brand attitude when brand liking is high but no significant difference when brand liking is low. The subtle product placement strategy, on the other hand, has significant influence in increasing brand attitude when brand iking is both high and low. As there is partial support also during the hypothesis testing, we believe that this is related to moderation from brand personality congruence on one of the brands used in this experiment.

KEYWORDS: product placement, brand placement, brandattitude, brand management

 

Realitas Mental Accounting: Studi Pada Perlakuan Pendapatan Ekstra

Theresia Woro Damayanti*)
Supramono**)

ABSTRACT

Since 2006, Indonesian government (through Ministry of National Education), have been granting additional allowance to certified teachers. This additional income is intended to improve teachers’ professionalism. Based on this phenomenon, we expect to see mental accounting behavior among certified teachers. Mental accounting behavior refers to spending extra income more easily compared to the “regular” (basic) income or salary. Using 175 teachers (ranging from elementary to high school) throughout Central Java Province as our respondents, this study showed that the existence of mental accounting phenomenon as a result of teachers’ additional allowance. However, our results also found that mental accounting can be perceived more positively (non only for consumptive behavior) and there exists self control among teachers..

KEY WORDS: mental accounting, teacher’s extra income, psychological account expected utility

 

The Study of ASEAN 5 and the Late Comers’ Readiness in Facing Globalisation and ASEAN Market Integration (AMI): A Perspective Approach on ASEAN ICT Adoption and Economic Growth*

Sudaryanto**

ABSTRACT

Penerapan ASEAN Free Trade Area (AFTA) membawa konsekuensi terciptanya integrasi pasar ASEAN atau AMI (ASEAN Market Integaration), khususnya dalam hal adopsi teknologi komunikasi dan informasi (ICT), sehingga arus perpindahan barang dan jasa lintas negara bisa berjalan secara efektif dan efisien. Walaupun demikian, tidak semua negara anggota siap bersaing dalam AMI, terutama 5 negara pendatang baru, seperti Brunei, Laos, Myanmar, Cambodia, dan Vietnam (BLMCV). Karena itu, sebuah penelitian terbaru saat ini dilakukan untuk meneliti keuntungan yang diperoleh dari kerja sama ASEAN dengan kelima negara tersebut dalam penerapan ICT. Apakah ada perbedaan signifikan setelah kelimanya tergabung dalam AMI. Sebuah studi kasus telah dilakukan pada 10 negara ASEAN dan data sekunder telah dikumpulkan. Dengan menggunakan cross section data, akan tergambar kelayakan kelima negara pendatang baru tersebut tergabung dalam AMI. Hasil studi mengindikasikan adanya kecenderungan tidak ada perbedaan siginifikan baik dalam GDP maupun pertumbuhan GDP di ASEAN dan kelima negara pendatang baru. Lebih jauh, ada hubungan antara variabel pertumbuhan GDP dan ICT. Hipotesa telah diuji dengan Pearson Correlation dan Kolmolgorow-Smirnov. Hasilnya memperkuat hipotesa bahwa ada korelasi antara variabel pertumbuhan GDP dan ICT. Namun, tidak perbedaan signifikan setelah kelima pendatang baru ikut dalam kerja sama ICT.

KEYWORDS: GDP, ICT adoption, ASEAN, late comers

 

Model Kelembagaan Ekonomi pada Perkebunan Kelapa Sawit*

Almasdi Syahza**

ABSTRACT

Plantation development, especially oil palm plantation, in Riau has brought economic impact on communities, either communities involved with the activities of the plantation as well as the surrounding communities. Rapid development of area of people plantation especially pure self-help, it is necessary to design a model to avoid the income disparity between farmers. The institutional model aims to increase the welfare of rural farmers in the form of Palm-Based Agroestate (Agroestate Berbasis Kelapa Sawit, ABK). Through program ABK, farmers have opportunity to buy/own stock in palm oil mill of the developer company. There are two units of main business activities in the model ABK, namely the first, business activities to build plantation and factory industry and if necessary the settlement of participating farmers will be done by developer company; second, activities to manage participant's plantation and factory and marketing the products that will be done by the management enterprise called as cooperative formed by the participant farmers themselves. Model ABK is a concept of rural plantations development for the future, this concept is a form of cooperation with the developer company.

KEYWORDS: Institutional economic, agroestate, oil palm, rural plantation developmen

 

Model Kelembagaan Ekonomi pada Perkebunan Kelapa Sawit*

Almasdi Syahza**

ABSTRACT

Plantation development, especially oil palm plantation, in Riau has brought economic impact on communities, either communities involved with the activities of the plantation as well as the surrounding communities. Rapid development of area of people plantation especially pure self-help, it is necessary to design a model to avoid the income disparity between farmers. The institutional model aims to increase the welfare of rural farmers in the form of Palm-Based Agroestate (Agroestate Berbasis Kelapa Sawit, ABK). Through program ABK, farmers have opportunity to buy/own stock in palm oil mill of the developer company. There are two units of main business activities in the model ABK, namely the first, business activities to build plantation and factory industry and if necessary the settlement of participating farmers will be done by developer company; second, activities to manage participant's plantation and factory and marketing the products that will be done by the management enterprise called as cooperative formed by the participant farmers themselves. Model ABK is a concept of rural plantations development for the future, this concept is a form of cooperation with the developer company.

KEY WORDS: Institutional economic, agroestate, oil palm, rural plantation developmen

 

Model Kelembagaan Ekonomi pada Perkebunan Kelapa Sawit*

Almasdi Syahza**

ABSTRACT
Plantation development, especially oil palm plantation, in Riau has brought economic impact on communities, either communities involved with the activities of the plantation as well as the surrounding communities. Rapid development of area of people plantation especially pure self-help, it is necessary to design a model to avoid the income disparity between farmers. The institutional model aims to increase the welfare of rural farmers in the form of Palm-Based Agroestate (Agroestate Berbasis Kelapa Sawit, ABK). Through program ABK, farmers have opportunity to buy/own stock in palm oil mill of the developer company. There are two units of main business activities in the model ABK, namely the first, business activities to build plantation and factory industry and if necessary the settlement of participating farmers will be done by developer company; second, activities to manage participant's plantation and factory and marketing the products that will be done by the management enterprise called as cooperative formed by the participant farmers themselves. Model ABK is a concept of rural plantations development for the future, this concept is a form of cooperation with the developer company.

KEYWORDS: Institutional economic, agroestate, oil palm, rural plantation developmen

 

Tinjauan Historis Hipotesis Pasar Efisien

Tatang Ary Gumanti *)

ABSTRACT

Every finance professional can be ascertained to consider the concept of market efficiency in making financial decision in the capital market. According to the efficient market theory, the market is said to be efficient if 'security prices reflect all available information'. Over the last five decades, the efficient market theory has become one of the centres of research interest and has attracted attention, which has contributed to the development of corporate finance theory. Other interesting aspect of the efficient market hypothesis is the strong evident of anomaly in the market, which appears to confront the existing efficient market hypothesis. There are at east four types of market anomalies that have been identified, namely firm anomalies, seasonal anomalies, event anomalies, and accounting anomalies.

KEYWORDS: Efficient market hypotheses, weak form, semi strong form, strong form, anomaly.

 

Tinjauan Historis Hipotesis Pasar Efisien

Tatang Ary Gumanti *)

ABSTRACT

Every finance professional can be ascertained to consider the concept of market efficiency in making financial decision in the capital market. According to the efficient market theory, the market is said to be efficient if 'security prices reflect all available information'. Over the last five decades, the efficient market theory has become one of the centres of research interest and has attracted attention, which has contributed to the development of corporate finance theory. Other interesting aspect of the efficient market hypothesis is the strong evident of anomaly in the market, which appears to confront the existing efficient market hypothesis. There are at east four types of market anomalies that have been identified, namely firm anomalies, seasonal anomalies, event anomalies, and accounting anomalies.

KEY WORDS: Efficient market hypotheses, weak form, semi strong form, strong form, anomaly.

 

Penawaran Saham Perdana (IPO) dan Fenomena Underpricing

Hanandewa *
Robert J.S Nayoan**

ABSTRACT

One of the issues in initial public offering (IPO) is the existence of underpricing phenomenon. This phenomenon put considerable amount of money left on the table, which is costly yet easily observable in most IPOs around the globe until now. Several theories have been proposed to explain why this phenomenon happens, namely asymmetric information, institutional reason, control and ownership, and behavioral argument. Based on these theories, we conclude that underpricing is the price that has to be paid to achieve certain objective. Further, to reduce the magnitude of underpricing, auction method can be used as an alternative to the commonly used bookbuilding method in IPOs.



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