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MANAJEMEN USAHAWAN INDONESIA NO. 02 TH XXXVII (hanya versi Inggris)

History of Marketing: A Case Study of the First Advertisement in Indonesia

Kresno Agus Hendarto

Abstract

The objective of this study was to investigate if the first advertisement in Indonesia was the one published on Koran Bataviaasche Nouvelles en Politique Raisonnemenentes. The study used secondary data. Data was analyzed by descriptive and discourse analyses. The results of analysis suggested that the first advertisement in Indonesia was the one prepared by the Brahmans in the era of King Mulawarman of Kutai Kingdom approximately in 400 AD. Different from the recent advertisement, the first advertisement only offered a basic benefit. The expected basic benefit was a loyalty to the incumbent King, Mulawarman.:

Keywords:advertising, history, Mulawarman, Brahmans, loyalty

 

Model Integrasi, Konfigurasi dan Kontijensi Lingkungan-strategi Bersaing-kinerja

Muafi

Abstract

This research had aim to integrate the paradigm of Environment-Stategy-Performance  (E-SP) by considering the variable of strategy posture  and  training model that have the same role as mediation in analyzing the influence of environment toward performance. The integration model will be able to be analyzed more complete by analyzing the fit of competetive strategy and environment, strategy posture and training model either by configuration or contingency. The approach of configuration and contingency model are carried in order the company has fit. The organization will be designed and positioned better, effectively and efficiently in every its activity. The sample of research were taken from the manufacturing companies in East Java. The technique of sampling used non probability sampling. The examining of integration model used Structural Equation Modelling, moreover the examining of configuration and contingency model used regression euclidience distance. The result in integration model explained that Environment-Strategy-Performance can be integrated with strategy posture and training model, until the integration model can be applied in manufacturing industry. But the result of configuration and contingency model explained that there is fit between competetive strategy and the elements of contingency such as environment, strategy posture and training model either by configuration or contingency. However, if  it be analized deeply, there is no fit between the competetive strategy of cost leadership and all of contingency variable such as environment, strategy posture and training model either by configuration or contingency. There is also no fit between competeitive strategy innovation and training model contigency.

Keywords:integration, configuration, contingency, E-S-P

 

Daftar Isi

- History of Marketing: A Case Study of the First Advertisement in Indonesia
- Proses Benchmarking Pialang Bursa Berjangka Jakarta dengan Metode Data Envelopment Analysis (DEA)
- Kelemahan Rule Making Rules pada Bank Indonesia: Kasus Pembentukan Lembaga Mediasi Perbankan “Independen
- Critical Factors of World-Class Operations and Triple-A Strategy: The Practices of Collaborative Manufacturing System
- Model Integrasi, Konfigurasi dan Kontijensi Lingkunganstrategi Bersaing-kinerja
- Analisis Hubungan antara Service Quality, Customer Satisfaction, dan Switching Cost terhadap Customer Loyalty; Studi Kasus Perpindahan GSM ke CDMA Mahasiswa di Depok
- Demutualisasi
- Resensi Buku : Credit Risk Models & the Basel Accords



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