Journal of Business Strategy and Execution

STAKEHOLDER MARKETING DEFICIENCY: A PRACTICAL SYNTHESIS ON ETHICAL ISSUE DURING INDONESIAN BANKING INDUSTRY AGENCY ERA

Peri A. Manaf — 2018-11-28

The design of marketing strategy starts with a broad assessment of functional and psychosocial of stakeholder’s needs. Yet, recent realities are urging companies to consider beyond customers as the sole target of marketing activities and firms as the primary intended beneficiary. In the time of crisis, often managements were challenged with ethical decision which will affect its multiple stakeholders. When someone is challenged with an ethical dilemma, it leads to the deontological and teleological valuations of numerous courses of action resulting in ethical judgments. The purpose of this paper is to identify the related direct and indirect stakeholder’s influence to release and discharge letter from IBRA to BDNI and how it effects on the marketing stakeholders of the industry cluster. Using thematic analysis, we identify the related direct and indirect stakeholder’s influence to release and discharge letter from IBRA to BDNI and how it effects on the stakeholder marketing of the industry cluster.

PUBLIC ENGAGEMENT OF ASEAN ECONOMIC COMMUNITY (AEC) ISSUE IN TWITTER ACCOUNT OF MINISTRY OF FOREIGN AFFAIR, REPUBLIC OF INDONESIA

Andari Karina Anom — 2018-11-28

The purpose of this research was to analyze public engagement on the issue of ASEAN Economic Community (AEC) in the Twitter account of Ministry of Foreign Affair, Republic of Indonesia. AEC is a single market and community across South East Asia started in 2016. As a member of Association of South East Asia Nations (ASEAN), Indonesia must disseminate information about AEC to its citizen. In term of population, Indonesia is the biggest in the region which make it affected more by this new policy. AEC is a good opportunity to increase quality of human resources to compete in global level. On the contrary, it could also be seen as a “threat” for the locals as they will not only compete with people from Indonesia, but also from other ASEAN countries. In term of economy, free market helps small medium enterprise to level up their business to regional level. The research has specifically analyzed data from Twitter account @Portal_Kemlu-RI. Data were collected using Twitter analytic tools of the account from November 2015 to January 2016. The result indicates that different channel should use different approaches depend on the target audience. There should also be collaboration across institution to disseminate information about AEC since it involved many aspects.

THE EASE OF DOING BUSINESS IN INDONESIA

Adsina Fibra — 2018-11-28

The ease of doing business (EOB) is one of the indicators which attract foreign investors do business in Indonesia. Indonesia’s ease of doing business has improved from time to time but still left behind compare to other Asian countries. The current research addresses research questions; what are the business reforms which have been done by Indonesian Government in a last decade to promote the ease of doing business, what are the areas need to be improved, and how the ease of doing business gives advantages to this developing nation. This study contributes to reveal the implementation of EOB policy in Indonesia; enrich EOB policy literature; and suggest recommendations for EOB improvement.

CELEBRITY ENDORSEMENT ON COSMETIC PRODUCTS AND ITS IMPACT ON SALES IN JAKARTA

Juliana Berewot — 2018-11-28

The raising demand of cosmetics in Jakarta has created competition in Indonesia’s cosmetics industry both for foreign and domestic companies. As a result, consumers are offered with many options of brands from different companies. This condition creates difficulties both for the customers to recognize the best cosmetic for them and for the companies to attract more consumers to use their products. In order to increase sales and to produce brand awareness, some companies using celebrities as their endorsers. The common reason using celebrities is that the messages carried by celebrities has great impact on customers rather than those carried by non-celebrities. The aim of this research paper is to find out the impact of celebrities endorsement on cosmetic products sales in Jakarta and also to find out the motives of using celebrity endorsement. The finding of this research revealed that celebrity endorsement has influenced consumers’ demand of the products thus it their sales.

WOMEN’S ECONOMIC INCLUSION – A CALL FOR COLLECTIVE EFFORTS

Roosalina Wulandari — 2018-11-28

Being half of the population, there is no doubt that women significantly contribute to civilization. For centuries, men and women have been complementary to each other as we try to fulfill the expected gender roles constructed and assigned by the community. In many cultures, patriarchy has been the one dominant ideology that has shaped how the community perceived and constructed stereotyped gender roles, to the extent that this gender role covers areas that should have been equally shared by both genders. As men thrived to be leaders of the pack, designed with masculine themes and expected to be the protectors of women, the other gender has been living with a prescription of domestic values with less powerful attributes.

This imbalanced role then translated into many areas of social function, and was disadvantageous to women. In a strongly incorporated patriarchal culture, women struggled to be able to break the perceived glass ceilings that were defined by patriarchy and believed in by both genders.

This paper focuses on how the gender role plays part in women’s capacity to contribute in the economic growth, one of the areas that is traditionally not assigned to the gender role and yet has experienced shifting. This paper will employ a literature review approach to examine the contributing factors that promote or hinder women’s economic inclusion. The review echoes findings on how patriarchy, education and government policies play an important part to ensure the sustainability of women’s economic inclusion. To conclude, some recommendations are provided on how policies should be reviewed to address existing women’s economic contribution, both in the labor force and in care-work in the household.

DIGITAL PROMOTION USAGE IN CULTIVATING BRAND ENGAGEMENT AMONG MILLENNIALS USERS AT STARBUCKS INDONESIA

Ayuphita Tiara Silalahi — 2018-11-28

In reaching the millennials to have a consumer engagement with the Starbucks brand, the giant coffee has globally reaching out to millions of its consumers by way of digital platforms such as Instagram, Twitter, Facebook and YouTube. This method has also been implemented by Starbucks Indonesia as they realize they must utilize new media to complement their traditional way of marketing in creating positive perception among the young generation. Digital promotion by using applications such as LINE, Instagram and Twitter has helped generating interest among the millennials users in cultivating brand engagement prior to purchase. The data was collected using qualitative method of conducting a focus group discussion and a quantitative method of survey among the millennials in Jakarta between the age of 16 – 36 years old. Narrative analysis was used to analyze the findings of both the focus group discussion and the survey by applying literature review of consumer-brand engagement (Vivek, Beatty, & Morgan, 2011) and bandwagon (Neil, 2016). The data found that although Starbucks Indonesia has been engaging with its millennials consumers by way of digital promotion, it is solely a transactional engagement. They only used the digital advertisement solely to obtain promotional advantages. The study provides several recommendations that could be applied by Starbucks Indonesia to cultivate a long-lasting brand engagement with the millennials by way of digital promotion.