Edward H Siregar
Departemen Manajemen, FEM IPB

Published : 2 Documents
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PENGEMBANGAN INDUSTRI KECIL DAN RUMAH TANGGA ALAS KAKI DALAM MENUJU KEBERLANJUTAN USAHA DAN MENGHADAPI CHINA-ASEAN FREE TRADE AGREEMENT Sarma, Ma'mun; Dewi, Farida Ratna; Siregar, Edward H
MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Vol. 9 No. 1 (2014): Manajemen IKM
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (617.369 KB) | DOI: 10.29244/mikm.9.1.67-75

Abstract

Although the footwear industry is one sector of the small and medium industries which supported by the government, but the development of the industry is still relatively low. Various government policies have been made related to export and import settings, however the policies do not seem to provide significant benefits to the national development of the footwear industry. The condition is further exacerbated by the implementation of CAFTA (China-ASEAN Free Trade Agreement) in Indonesia.  The lack of preparedness of local industry in the face of Chinese products in the country is feared to suppress the competitiveness of local products become increasingly weak. Therefore, the main objective of this study is to analyze the factors that influence the development efforts of small and household footwear industries and to analyze the effect of CAFTA on the sustainability of small and household footwear industries. The research was conducted in Bogor (district  and city) which is a center of footwear industry in Indonesia. The respondent of the study consists of the leading small and household industries   taken by purposive sampling with 100 respondents. Data were analyzed using the statistical descripitive and Structural Equation Modeling (SEM). Based on SEM analysis, the results indicate that efforts to develop small and household footwear industries directly affected by motivation efforts of the entrepreneurs in this industry and the government policies that facilitate the entrepreneurs in this industry.  Increasing the development of business sustainability is also directly influenced by the characteristics of the entrepreneurs who are able to optimize productivity and the CAFTA implementation which is responded by good competitiveness from the local industry.
PENGARUH CELEBRITY ENDORSER TERHADAP BRAND IMAGE PADA KOSMETIK WARDAH DI BOGOR Marselina, Dian; Siregar, Edward H
Jurnal Manajemen dan Organisasi Vol. 8 No. 1 (2017): Jurnal Manajemen dan Organisasi
Publisher : IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (596.178 KB) | DOI: 10.29244/jmo.v8i1.18598

Abstract

PT Paragon Technology and Innovation merupakan salah satu perusahaan lokal yang bergerak di bidang produksi kosmetik yang menggunakan celebrity endorser sebagai pendukung dalam kegiatan promosinya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh celebrity endorser terhadap brand image, atribut celebrity endorser yang meliputi trustworthiness, expertise, attractiveness, respect dan similarity dari endorser Wardah yang bernama Inneke Koesherawati (IK). Penelitian ini menggunakan teknik purposive sampling di wilayah Bogor Tengah dan Bogor Barat. Penelitian diuji dengan menggunakan metode analisis regresi linier berganda dilengkapi dengan uji F dan uji T. Hasil analisis menunjukkan bahwa variabel independen yaitu trustworthiness, expertise, attractiveness, respect dan similarity secara bersama-sama berpengaruh signifikan terhadap brand image Wardah. Secara parsial hanya tiga variabel yaitu trustworthiness, attractiveness and similarity yang berpengaruh signifikan terhadap brand image Wardah. Variabel attractiveness memiliki pengaruh yang dominan terhadap brand image Wardah.